The Affordable Care Act (also Healthcare Reform, Obamacare) was upheld yesterday by the US Supreme Court and now the focus for the Insurance Industry, States, Federal Government and the Healthcare supply chain should be to make it all work. Easier said than done if you see the enormous material that exists on the FAQ pagesContinue reading “Innovation needed: Healthcare Exchanges that make people want to buy”
Category Archives: Growth Marketing & Advertising
Why and how does Orbitz steer Mac users to upscale hotel rooms?
Orbitz the travel website is being criticized for segmenting the market between those who arrive at their website via Macs compared to PC's. The question is why and how does Orbitz do so? But first the marketing logic of "why" for this segmentation. The Mac user is distinctly different from the PC user in thatContinue reading “Why and how does Orbitz steer Mac users to upscale hotel rooms?”
How does your off-line marketing and sales fit in with your digital marketing?
CEO's and CMO's are trying to figure out how to integrate their off-line marketing and sales with their digital marketing efforts. Since digital marketing gets too techie/nerdy the creative right brained folks in marketing,sales and advertising seem to avoid getting into the possibilities that digital marketing and web analytics offers. By doing so the moreContinue reading “How does your off-line marketing and sales fit in with your digital marketing?”
Company website deals don’t seem to reach distributor salespeople
Just as gas gets cheaper and Auto sales rev up for the July 4th holiday it is surprising that salespeople at auto dealers don't seem to assume that a customer is very likely to have checked on the website offers of the manufacturer. This disconnect between company website and distributor salespeople is amazing because todayContinue reading “Company website deals don’t seem to reach distributor salespeople”
Stopping J.C. Penney Coupons was a bit like introducing New Coke
The troubles at JC Penney that started with stopping coupons in February sort of reminds one of the New Coke fiasco. In both cases company leaders misjudged what their brand really means to their customer. Here is what happened: JCPenney marketing folks figured that their customers hated all those coupons and keeping track of theContinue reading “Stopping J.C. Penney Coupons was a bit like introducing New Coke”
From Strategy to Execution via Website: the Power of Web Analytics
As Web Analytics evolves (see earlier post) the possibility of organizations to map website—>organizational structure—> strategy —-> to execution via website analytics is an enormous opportunity. And this applies to the mission of the organization, its functions including Marketing, Investor Relations, Supplier Relations to Employee Relations. Here is how: Websites are becoming better with moreContinue reading “From Strategy to Execution via Website: the Power of Web Analytics”
New Service Development involves experimentation
New Service Development involves experimentation unlike the development stage approach of new product development. Recently a financial services industry executive mentioned that there was no real need for them to develop a prototype, do a product use test and then go into large scale manufacturing followed by market testing and product launch. Here was theContinue reading “New Service Development involves experimentation”
Making value explicit in innovation: Gillette razors last five weeks
If you spent 1 Billion $ in product development in a low-tech category like shaving razors with a powerful brand like Gillette, the shaving experience should be enough.It was true till the economy slowed. And Gillette market share dropped 3% between 2010 and 2012. And now Gillette is apparently revealing a razor industry secret, i.e. how long a shaving razor lasts according to Fortune. If you are wondering, its five weeks….
Understanding the Buying Center can help B2B Marketers and Supply Chain for innovation
[ Note: Thank you dear readers for your overwhelming interest in this post originally published on June 7, 2012.The image is updated March 9, 2021.If you are a business and want to get more success out of your B2B Digital Marketing budget, and would like to consult with Dr. Roy- please send an email to Serve@StratoServe.com to schedule a Zoom call.}
Understanding and talking about the Buying Center can help B2B Marketers and Supply Chain Managers for innovation. The Buying Center is a 40 year old concept attributed to Webster and Wind and can be hugely useful to both B2B Marketers and Supply Chain /Procurement managers today. The Buying Center is a part of the informal organization and involve a bunch of people who have varying influence on the B2B buy decision. The individuals in the Buying Center can have one or more of the following roles:
Innovation in video gaming to go mobile and social: the monetizing challenge
The E3 trade show for computer,video games and related products has got underway at Los Angeles. And there is excitement around developing mobile and social gaming applications amidst the monetizing challenge of these apps. The buzz around mobile and social apps tie in to the changing behavior of gamers who are moving out of controllers,Continue reading “Innovation in video gaming to go mobile and social: the monetizing challenge”