The Coronavirus has challenged everyone globally. However, all content creators can get inspired by some popular nuggets from Mark Twain.
Today is Giving Tuesday, the Tuesday after Thanksgiving. It’s timely think about the impact that a non-profit is able create and communicate . With 1.5 Million non-profits in the US, it’s hard for both beneficiaries and donors to find the non-profit that will actually make a difference. Most beneficiaries are incapable (eg too sick or too poor) or unaware (eg US opiate epidemic) that there are helping hands around.
The backstory starts in the pre-internet age when sales folks were very reluctant to adopt technology because they wanted to keep their leads to themselves. After all, commissions were earned depending on who “closed” the sale. Similarly in direct mail and catalogs, the coupon code and a mailed in order identified which mailing worked. As digital and internet marketing developed, the legacy metrics were adopted and “last click attribution” became important. If you think about it “last click” or the ad that you clicked mirrored the “sales closing” and fitted neatly with the old direct mail coupon code model. All you had to do was to put a code on the ad, email and upon checkout just match the ad to the transaction and “Eureka” you had attributed the ad spend, specific email or ad to the purchase.
Enter big, bad, old world, clunky Microsoft who acquires Github last year and the Internet exploded with jokes. Both Bill Gates and Steve Balmer were tough industrial age managers and Satya Nadella realized that the world had changed- see “How Microsoft got its groove back.”Command and Control” and top down strategy days are over in the knowledge age.
2019 has rolled in and understanding the digital assault on Brands is timely.Brand owners don’t seem to Google their own brands. How could many brands with 1.5 star reviews still be in the market? Our guess is that managements don’t seem to checking. If they checked, they’d find solutions to this brand fiasco.
Blockchain technology will start shaking up supply chains and brands. But first, what is blockchain? Here's our take: Blockchain is a distributed accounting ledger . A mechanism to share how much was paid and received by whom, where each transaction is verified on a peer-to-peer basis. Sort of like verified reviews on Amazon. The personContinue reading “Blockchain will make supply chains stronger but challenge brands”
Big Consulting firms are competing with Big Advertising agencies according to E.J. Schultz in the current issue of AdAge. Big consulting firms like IBM, Accenture , PwC and Deloitte are growing their digital marketing practices and competing with big ad agencies like WPP, Omnicom, Interpublic, Dentsu etc. for digital marketing work. Here is a quoteContinue reading “Why Big Consulting is able to compete with Big Ad Agencies for Digital Marketing work”
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.
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”
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”