Mailing list providers were the original third party cookies. They gathered contact details of different demographics and you could buy lists to mail (junk mail) to them.
From the Industrial age (Henry Ford/ Taylor), we moved to the service age, and we believe that Gen Z and younger Gen Y are confusing the upcoming knowledge economy with the service economy as they justify quiet quitting.
iPhones have over half of the US market and tend to have customers who have higher incomes. It turns out that only between 16% -37% of iPhone and iPad users allowed apps to share data.
This post explains why businesses and customers look for 5-star reviews, how “fake it till you make it” works for companies and individuals, Why in the digital big data world, fake reviews will be found, and finally some tips to protect yourself; in the meanwhile, from fake reviews.
The lingering pandemic, the Ukraine war, supply chain problems and inflation has all types of organizations reviewing their “value” proposition. The idea of an explicit contract in B2B and an implicit contract in B2C used to involve fewer parties. If there was a serious dispute there was arbitration, courts or government regulators who would step in and try to sort things out. No longer true in the world of instant social media. Think of Elon Musk’s Twitter purchase situation.
For everyday business it’s simply keeping your promises to your customers. To be fair, our experience is that Elon Musk is pretty good with Tesla in keeping customer promises. No matter how the Twitter acquisition plays out.
Since marketing is about customer value, it’s important to clarify the idea of value proposition in these challenging times:
B2B Technology markets can make switching by the customer too easy. Existing or legacy technology can become too cumbersome to use . Or refuses to realize its promise after trying for years. The client, in despair, becomes willing to try a new supplier. That supplier is willing to transfer the legacy system.
The solution is not to become sticky by merely embedding your technology in the customer’s processes. Or make the customer a hostage to your technology. Instead, it’s useful to think of what we learnt in the industrial B2B era as we continue to compete in the knowledge economy.
The trouble is that most businesses and their leaders don’t seem to fully appreciate the value of long term customer relationships. “New” customers sound more sexy than “Old” customers. On a lighter note, Tinder sounds more exciting than eHarmony. Our marketing academic audience knows about the 1987 seminal work by Dwyer, Schurr and Oh whereContinue reading “Customer Journey,CRM and Advertising Goals”
Gen X( Born 1965-1980) was willing to go along with the Baby Boomer/Jack Welch leadership style. Gen Y or Millennials ( Born 1981 to 1996) and Gen Z or Zoomers (Born 1997 – 2012) are very different. Gen Y and Z in the workforce and with the Great Resignation since the pandemic and 2021, we thought it was timely to rethink the Jack Welch style as discussed in our very popular posts on Jack Welch. When Satya Nadella took over as CEO of Microsoft in 2014, he made the reading of “Nonviolent Communication” by Marshall B. Rosenberg compulsory for the top management. Nadella’s predecessor Steve Balmer followed a version of the Jack Welch approach without the candor that Jack promoted at GE.
You have a campaign in Google or Facebook ads that’s doing really well over several months. Maybe this was for a product that is no longer sold. Don’t.
There is lots of material online that explains how Google Search Ads work. However, we could not find much content that explains why Google Search Ads work. Hence this postThink of every time you search for something on Google. You are curious to find out more about something. To us this is the holy grail of marketing and sales because your mind has started on the customer journey. Other forms of push advertising (Display ads, Video Ads, TV Ads, Direct Mail, Billboards) are trying to put you in a frame of mind to ignite your interest in at least the product category.