A Contrarian's View of Marketing, Media and Branding
73% of CEOs think Marketers lack business credibility and are not the business growth generators they should be: they are still too far from being able to demonstrate how the cross-channel marketing strategies and campaigns they deploy grow their organizations top line in terms of more customer demand, more sales, more prospects, more conversions or [...]
According to USA Today “While more men program and develop the social media universe, women are setting the conversational tone, according to a new study. Instead of dotting “I”s with little hearts or smiley faces, on social media women are using highly expressive language, emoticons and other emotional cues”. In short women communicate to express [...]
When it comes to social media too many brands have not learned the lessong that a hundred fully engaged fans are better than a thousand unengaged fans. The key to a successful fan page is to have fun with it. Start conversations. Be a resource for people. And most importantly, focus on the fans. It’s [...]
The benefits of differentiation have been overstated. Instead of wanting something unique or even a cutting edge product, most customers simply want a quality product at a fair price which does what it promises consistently well. Therefore, to prosper, don’t obsess over trivial points of difference, gimmicks, branding or outside-the-box thinking. Instead, do the basics [...]
Spending on social marketing continues its upward trend. CMOs say their firms currently spend 6 percent of their marketing budgets on social media promotions, but that figure will triple to 18 percent over the next five years. These encouraging results come from the CMO Survey, a nationwide poll of chief marketing officers (CMOs) conducted twice [...]
Earlier last week I was contacted by a large consumer products company here in Souther California with a problem. It seems they had hired “a social media expert” to help them develop and launch their social media marketing but now that ship was adrift and was getting pounded by the rocks under the waves. Not [...]
Millennials consist of people born from 1980 to 2000. To put it more simply for them, since they grew up not having to do a lot of math in their heads, thanks to computers, the group is made up mostly of teens and 20-somethings. At 80 million strong, they are the biggest age grouping in [...]
It never fails. Create a buzz word, big data, and everyone jumps on the bandwagon and has to get their hands on “big data”. While data can help put together a picture of your customers and their needs it can only tell you what happened not what is going to happen and why. Data [...]
Follow the crowd seems to be the directive for most brand marketers when it comes to digital marketing. They read some data about how mobile spending is increasing and without thought they say “we have to get into mobile”. The fact is that you can have all the nice looking data charts and points you [...]
According to Blair Reeves “Millennials, we’re told, have the attention span of a hyperactive squirrel. They cannot think more than 140 characters at a time because they’re addicted to multitasking. They want mad lulz, not substance. They are overconfident in themselves and need constant stimulation and affirmation. And boy, are they into this social media [...]
I love the challenge of marketing today because consumers have a wealth of information at their disposal 24/7/365 via the Internet. Over the last 17 years I have worked on some great brands including Sony's Discman, Canon Video products and consumer pharma brands like Cialis. I have learned a lot and continue to apply what I have learned via new learning.
According to Compas, Inc. while pharma marketing budgets have remained steady, since 2010 the media mix has shifted toward more digital and targeted media. There are many reasons for this shift, including the decrease in sales force and increased adoption of new technology.”
Multichannel marketing can be a huge challenge for pharma marketers but there are also a wealth of opportunities. The objective is to ensure that all channels are fully integrated and working towards your brand objective. Some channels are more important than others but only through good research can we really become masters of great multichannel marketing.
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