Marketing doctrine refers to a firm’s unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices
Author Archives: StratoServe
American Time Use Survey 2013 : Where is Computer, Mobile use?
Today a TV announcer was hesitantly happy that Americans are reportedly watching 2.46 hours of TV a day, (up 11 minutes) from 2003. This from the Wall Street Journal story about the 2013 American Time Use Survey (ATUS) of the Bureau of Labor Statistics, US Department of Labor. The hesitation to celebrate, that TV isContinue reading “American Time Use Survey 2013 : Where is Computer, Mobile use?”
Why are TV ads encouraging you to research online?
In the last few days TV ads have been airing that encourage you to research on-line. Finally TV advertisers are acknowledging that in many product categories, customers are unlikely to move without on-line research. So which are these path breaking TV Ads that have come out openly – encouraging research by consumers? The first adContinue reading “Why are TV ads encouraging you to research online?”
Non-Profits must start preparing for 2014 giving season- A look at High Net Worth Donors
The US charitable giving season corresponds to the Thanksgiving-New Year period and now is a great time to start preparing for the 2014 giving season. With about 1.5 Million non-profts – think of any social cause- and there are hundreds if not thousands of charities operating in that space offering stiff competition for donor dollars.Continue reading “Non-Profits must start preparing for 2014 giving season- A look at High Net Worth Donors”
Why are B2B sales prospects not followed up?
This “Sales Statistics” slide has been making the rounds of LinkedIn and there seems to be some agreement that these statistics ring true. The statistics ring true for large organizations with a separate marketing division that helps generate leads that the sales organization does not follow-up. The statistics also ring true for small businesses whereContinue reading “Why are B2B sales prospects not followed up?”
2014 Yale Customer Insights Conference takes stock of the Digital Age
As expected the 2014 Yale Customer Insights Conference (#YaleInsights14) last weekend turned out to be hugely useful as it took stock of the Digital Age. Billed as "where leading thinkers and doers come together to advance the knowledge frontiers of evolving customer behavior" … this time all the practitioner (doer) talks were on Friday alongContinue reading “2014 Yale Customer Insights Conference takes stock of the Digital Age”
How is B2B Marketing different from B2C marketing?
Need is very different in B2B and B2C. When a business buys in B2B they are primarily buying to feed their internal operations. The feeding may be an internal user – deep inside the buying organization. T
Be stingy with keywords in Pay-per-click (PPC) advertising
Being stingy with keywords in Pay-per-click (PPC) advertising seems a natural thing to do but somehow the advertising platforms (like Google AdWords) make it easier to just add keyworks to your campaigns. But first about the structure and logic of a Google AdWords account: Campaigns are at the top: You start with campaigns… so ifContinue reading “Be stingy with keywords in Pay-per-click (PPC) advertising”
Click fraud- the difference between display and search advertising on a tight budget
A recent article at the WSJ by Suzanne Vranica must alarm digital marketers as she writes about A "Crisis" in Online Ads : One third of traffic is bogus. This as digital advertising climbs to $50 billion this year. An earlier WSJ piece on phony traffic, clarifies that it is the display advertising where problemsContinue reading “Click fraud- the difference between display and search advertising on a tight budget”
How important is a mobile website to your business?-Check your web visitor data
You watch a bunch of kids sitting together and not talking but on their smart phones, and you know that Internet and even social behavior is changing. According to Google Insight Research conducted by Neilsen in November 2013: 15 hours/week on mobile: Consumers spend over 2 hours a day researching online on smartphones.Before making aContinue reading “How important is a mobile website to your business?-Check your web visitor data”