Why marketing is about customer value – and not social media

Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.

Happy July 4th: Why think about life after the COVID Pandemic?

Tomorrow is July 4th, 2020 the American Independence day.  July 4th is the American Independence Day and a day of hope and freedom for people.Due to the recent spike in American coronavirus cases, traditional firework displays have been cancelled in regions where there is an upsurge of cases. However, there are some options to watch fireworks  and here is a nice list of virtual fire work displays. Here is our July 4th post from 2008, in the midst of the great recession.
It’s really important to start thinking about life after the global coronavirus (COVID) pandemic…. because like the great recession, we will overcome this.  Here is why we should all be hopeful this 4th of July:

Giving Tuesday: Why Non-Profits must focus on marketing their impact

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.

Why marketing attribution continues to be a problem

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. 

Forever 21 : What is your strength – that customers value?

It is sad to see that Forever 21 filed for bankruptcy. Their backstory is fascinating and the 5 minute video backstory of Korean immigrants achieving the “American Dream” by Business Insider is worth watching. 
Unlike the typical sad “decline of US malls”  story and rise of “online retail” the Forever 21 story has important lessons for all businesses. It is also an eerie reminder of the the New Coke fiasco,  To recap, Coca Cola did not realize in the eighties that customers did not drink Coke for taste but  it was all about being American – a much deeper meaning.

What is 5 G? How marketers can get ready for 2020

The two biggest attractions for marketers with 5G will be:1) Mobility: With mobile use already at 3 hers 35 minutes a day in the US expectations are that mobile will surpass TV in terms of time spent in 2019. And that’s before 5G really kicks in.
2)Fast=Decrease in latency: Latency or the delay between asking and getting replies due to network speeds will vastly improve. Google will get even faster replies but also even your messaging can get faster. The day is not far away when at a restaurant you see the dessert ads on your phone even before the waiter asks at the end of your meal!

Unlocking Innovation: What does our Customer Success Tomorrow look like?

Google on the other hand depends on searcher feedback to make the search engine better and better. If people think that an answer is good that answer is pushed up in SEO and Google becomes better next time that query pops up.In the process, when more customers view a page or video it signals that it is answering the query the customer had typed. The customer really does not have to share a page on Facebook for the page to become better ranked. Views of a page against a search query is good enough to rank the page higher. This is the reason that we watch YouTube videos that have higher page views and traditional media talks about how many views a video or TED talk has.It ‘s hard to build a product like Google that automatically becomes better every time someone uses it. If you think about it, legendary brands like  Coca Cola do not have an automatic machine based system of becoming better. However digital businesses like Amazon and Netflix rapidly use big data to improve their recommendation engines.Sometimes you do feel that the suggestions are right and not simply up-sell tactics.

You can’t lie to Google but try to look great on Social Media: Search vs. Display Ads

Social Media has galvanized us to share our best face with the world. Go to any event (e.g. weddings) and you will find everyone taking pictures on their cell phones. This despite the professional photographers trying to do their best and stay relevant in the age of the smart phone. You have a public personaContinue reading “You can’t lie to Google but try to look great on Social Media: Search vs. Display Ads”

Landing Pages for SEO vs Landing Pages for Advertising

A landing page is a specific page on a website where a web visitor “lands”. Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to your web-page or landing page in two ways a) through your content based SEO or  b)Continue reading “Landing Pages for SEO vs Landing Pages for Advertising”

If they haven’t Googled about the problem you solve …

You are making sales calls and some customers are unresponsive even after initial conversations. It is quite possible that these people do  not have the problem that your business solves. They haven’t yet Googled about the problem you solve! For people are looking for solutions to their problems and all businesses exist to solve customerContinue reading “If they haven’t Googled about the problem you solve …”