Archive for the ‘Dicussion’ Category

Do you still need to measure brand awareness?

Tuesday, July 14th, 2015

As a marketer, I am a late bloomer. I spent most of my career in technology, not doing any marketing at all until 20 years into my career, in 1998. Now I spend all of my time on marketing technology, so I have experience only in digital marketing–not with any traditional marketing tactics and techniques. One question pops up over and over again is: “what about brand awareness?” (more…)

How To Win at Web Marketing: Invest More Than The Other Guy

Monday, June 15th, 2015

There are two true components to successful web marketing. The first is the knowledge/skill component. Without that you’re dead in the water. But once you’re at the top of your game (or you’ve hired those who are) then what? How do you grow your business faster than the competition? (more…)

Marketing Technology of the Future: Beyond the Customer Data Platform

Tuesday, April 21st, 2015

The last three minutes of my MarTech Conference presentation are driving me crazy.

The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that. But it somehow got into my head that the last section should look at how CDPs will fit into the long-term future of marketing technology. I have some fuzzy notions that this future martech will be radically different from today.  But to cover it succinctly I must first think it through in detail. That has been considerably harder than I expected. Here’s what I have so far. (more…)

Brand Individuals and Influencers – Both Are Equally Important

Monday, March 30th, 2015

From creating advocacy programs to the content co-creation we specialize in at our agency, working with influencers presents a number of challenges, especially when it comes to effectively identifying, qualifying and recruiting.

In fact, according to a study by Augure, 61% of companies say finding “true” influencers is a top challenge. (more…)

More on Marketing to Things

Tuesday, January 13th, 2015

I’ve been working on that screenplay about marketing to things (see Do Self-Driving Cars Pick Their Own Gas Station?). It’s not going well – all the scenarios lead to self-aware computers taking over the world, which is both depressing and unoriginal. But I did come up with some interesting thoughts to consider while you’re waiting for that (computer-controlled) ball to drop at midnight. In no particular order:

– message overload is a fundamental problem for marketers: people get so many messages that it’s increasingly difficult to break through the clutter. Marketing directly to machines offers a way avoid the overload, especially as machines take over more of our day-to-day decision making. (more…)

Stop Dreaming of a Stripe Christmas

Tuesday, September 23rd, 2014

So, Twitter’s talking about allowing people to buy stuff from tweets. Great news, right! Umm, maybe… (more…)

B2B Marketing is Falling Down on the Job

Tuesday, August 12th, 2014

I heard a horror story the other day from a consumer packaged goods executive ranting about a meeting with a vendor. “I gave the guy an appointment, and he spent the whole time presenting his product,” she said. “[He] never asked me a thing about my situation, and what I needed.” Another exec chimed in, “Yeah, when I hear about an interesting new solution, what I need most is to sell it internally. I’m not getting the help I need from the vendors these days.” I am cringing. What is going wrong here? (more…)

Are Millennial Marketers More Analytical?

Tuesday, July 22nd, 2014

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority. Yet actual measurement techniques don’t improve much from year to year: to cite the most recent report to cross my desk, the 2014 State of Marketing Measurement Survey Report from Ifbyphone found that 45% of marketers are measuring Return on Investment in 2014 vs. 40% in 2013 — a gain that is probably within the survey’s margin of error. Other, simpler measures are more common and growing more quickly, but that’s exactly the point: marketers don’t invest in meaningful performance measures like ROI. (more…)

Are marketers underestimating the pace of technological change?

Monday, November 25th, 2013

I speak and consult with clients frequently about the pace of technological change. I believe that all of us consistently underestimate how fast things are changing. I think that’s because the pace of change continues to increase–that means that changes don’t just continue to happen, but that the rate of change is actually getting faster. More things are changing this year than last year. In that type of environment, our feeble human brains (and mine often seems more feeble than most) have trouble adapting because we don’t know what to hold onto and what we can just not worry about. I found that out myself recently. I was staying in a hotel and got my wake-up call on how fast things are changing.

Content marketing requires a sound foundation

Tuesday, October 1st, 2013

Two words I’ve heard mentioned a lot recently are “content marketing.”