The Trump (@realDonaldTrump) effect in Marketing and Supply Chain is that CEO’s worldwide will take more interest in the operational decisions in marketing and supply chain. While Chief Marketing Officers (CMO’s) being rainmakers have more visibility in organizations, the supply chain folks tend to be sidelined. The CSO (Chief Supply Officer/Head of Procurement/Purchasing) typically reportsContinue reading “Trump Effect: Five reasons why CEO’s will become more involved in Marketing and Supply Chain”
Author Archives: StratoServe
Why web advertising for e-Commerce is different from Brand Building
It’s useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce.
[ Note: This post was originally published on December 7, 2016. Due to the great interest of our dear readers the post is updated as of February 27, 2021.}
To recap the sales funnel is seen as Awareness, Consideration, Conversion in Google Search Advertising. The sales funnel before Internet was also known as the AIDA funnel. For simplicity, it’s good to think of the sales funnel as a three stage funnel of awareness,consideration and conversion. See how this three stage funnel is really quite similar to the four stage AIDA funnel and the buyer’s journey.
Trump Victory: Life is local- Business is global
The surprise victory of Donald Trump has brought into sharp focus a big idea for the 21st century. Life is local-Business is global Here are some things to think about from observing “local life” in America: Local Newspapers are alive: In the US only small town newspapers are still around. The regional and national newspapersContinue reading “Trump Victory: Life is local- Business is global”
B2B Marketing with Google AdWords
To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features:
Brand positioning for authenticity: Focus on mission or competition?
Positioning is a market facing concept while authenticity is about looking inward at the organization.Originally introduced by Jack Trout and Al Reis in 1973, positioning suggests that you must be clear about what your brand is to the customer compared to the competition.
Don’t have a mobile website? Why the new iPhone7 should make you worry
The iPhone 7 launched yesterday. The biggest buzz is about the wireless headphones and the removal of the headphone jack.One more urgent reason to make your website mobile friendly. (plug your website URL to the Google Mobile Friendly Test tool to see if you are already mobile friendly). But first more about the iPhone 7Continue reading “Don’t have a mobile website? Why the new iPhone7 should make you worry”
Accept that everyone will NOT like your brand
It’s hard for mothers to accept that “everyone” will not like their child. And here is a clip from Seinfeld to explain your mom’s position. Surprisingly, numerous businesses and marketers seem to think like Seinfeld’s mother when it comes to understanding and accepting “market segmentation”. That everyone will or must like your brand. It isContinue reading “Accept that everyone will NOT like your brand”
Why consumer marketers always do field visits- and digital marketers should too
If you noticed, all consumer marketers do market field visits-all the time. Let’s say that a CMO or a marketer turned CEO is in town for a board meeting. You’ll find that CMO making the rounds of retailers and distributors. This after getting all those market research and insights syndicated reports. These reports break downContinue reading “Why consumer marketers always do field visits- and digital marketers should too”
Content marketing for : User members of B2B buying centers
The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centers have different degrees of influence and things can get pretty political and unpredictable. It is therefore important to tailor your marketing content for each role in the buying center. MarketingContinue reading “Content marketing for : User members of B2B buying centers”
No surprise: Content marketing offline is really about trust
When it comes to content online, authenticity and truth matter a lot for search engine rankings (SEO) . Surprisingly there is some confusion about what “content” really means in offline dealings. If you think about it, the whole “authenticity online” thing for SEO really comes from the physical world. The physical world of human-to-human interactions.Continue reading “No surprise: Content marketing offline is really about trust”