Tag Archives: Marketing

What’s the difference between a good and a great marketing person?

marketing-guru-resizedAs a consultant I have seen my share of people who are, shall we say, challenged by marketing.  They’re not bad or unintelligent, they are just overwhelmed with the depth and complexity of marketing options.  The best marketers, I have found, are the ones who have an in depth understanding about what they are really selling and are skeptical around the hype machine that tends to say things like you have to be on Pinterest or have a Facebook page.  So what’s the difference between a good and a great marketing person? Continue reading

What exactly influences consumers today?

The digital revolution and the explosion of social media have profoundly changed what influences consumers as they undertake their purchasing decision journey. When considering products, they read online reviews and compare prices. Once in the stores, they search for deals with mobile devices and drive hard bargains. And after the purchase, they become reviewers themselves and demand ongoing relationships with products and brands. Although companies have access to terabytes of data about these behavioral changes, many still can’t answer the fundamental question: how exactly are our customers influenced? Continue reading

Everything you learned about marketing is wrong

713644918_reality_check_xlargeLet’s be honest, what you learned in school about marketing is wrong.  They are wrong because they ignore the power of today’s consumer because of the Internet.  An angry consumer, or group of consumers, can take down a brand’s marketing campaign with a post in social media yet marketers still make stupid mistakes.
Continue reading

The Future of Branding

I have read an awesome book on branding called “Brand Against the Machine”by John Morgan and for the first time I can honestly say that this is a book that all branding people NEED to read.  In the very first chapter the key thesis of the book “the future of branding is marketing with people and not at them .”.

Continue reading

The disconnect between digital marketing and marketers

  While more and more marketers are throwing money into digital marketing they are doing so blindly as report state “marketers lack the necessary information to tell leadership which digital marketing efforts have the highest return.”  In other words we know we need to do it but we don’t have the tools, foundation or structure to understand what we’re doing. Digital marketing has a lot of components and budget dollars can quickly be eaten up by tactics like SEM and online advertising.  If you spend too much on one tactic you might not have enough for other tactics that provide a higher ROI. Continue reading

Digital marketing = continual optimization

Post Summary: Despite spending high amounts of money and energy acquiring traffic, marketers are not following through by devoting significant funds to optimization strategies that can increase their returns. In fact, 81% of the more than 1,700 digital marketers surveyed reported spending 15% or less of their marketing budgets on optimization activities. And beyond this lack of investment, many are also not exploiting critical opportunities: 53% are not optimizing the relevance of their on-site search results, and 52% say that testing consumer engagement is not a priority at their organization. Continue reading