Category archive for: digital marketing

MRM is Dead. Long Live MRM.

July 1, 2015 | 0 Comments

Of all the capabilities in the modern marketer’s technology stack, marketing resource management—or MRM—is among the most necessary and unloved. Why MRM is necessary is of no great surprise. Marketing needs a system of record to manage the plans, the assets and the performance of all the various marketing programs launched out into the wild.… Read More

The Iron Triangle of Customer Experience

June 24, 2015 | 1 Comment

You probably already got the memo that customer experience is the new competitive battlefield. In fact, I’d argue that customer experience is fast becoming the top imperative of modern business. But while we all generally agree on the importance of customer experience, it’s one of those things that’s easy to say and hard to do.… Read More

Beware of Customer Data that Blinds You

June 17, 2015 | 0 Comments

I just read an excellent C/NET article about Electronic Arts’ fall from grace and its hard-earned redemption from its nadir as “the worst company in America,” according to How did EA lose its way? According to the article, it stopped listening to its customers. It acted more like a business than a game developer, making decisions… Read More

The Slippery Slope of Marketing Personalization

June 12, 2015 | 0 Comments

Conventional wisdom tells us that customers expect a high degree of personalization in their experiences with brands. In many cases, this is undoubtedly true. Most customers rightly expect their preferred brands to return the basic courtesies of any relationship: know something about me, value our history. There’s perhaps nothing more alienating than treating your most… Read More

Ode to the Marketing Persona

June 9, 2015 | 1 Comment

Oh, poor, beleaguered persona. You’re hardly given a chance. In an age of data-driven everything. You’re dismissed at first glance. Like a hollow expression. As if drawn from thin air. With your cheerful visage and fictional names. Such judgment isn’t exactly fair. For the idea of the persona isn’t flawed. That verdict belongs to how… Read More

The Power of Pairs in Digital Marketing

June 2, 2015 | 2 Comments

In business, as in life, there is power in pairs. From Ben’s Jerry to Job’s Wosniak to Rivera’s Kahlo, exceptional men and women have been made even better by the marvel of their match. The truth is that we do better—often much better—when we’re paired with our perfect counterpoint. You’re the yin to my yang.… Read More

Top 10 Reasons Customer Experience Initiatives Fail

May 21, 2015 | 2 Comments

Last night, as you probably know, was David Letterman’s final show. 33 years of subversive humor—from stupid pet tricks; to random remote junkets to Hello Deli; to celebrations of Dave’s stage manager, Biff Henderson, Dave’s adorable mom, and the delight of living, breathing cartoon characters like Larry “Bud” Melman. I’ll resist the temptation to bloviate… Read More

Pepsi Brings Social Responsiveness to the Analog World

May 12, 2015 | 0 Comments

In the age of the social web, examples of the responsive brand are legion. Oreo with its now infamous tweet heard around the world. Arby’s clever shout out to Pharrell Williams. Consumer and service-based brands, in particular, are listening and poised to respond. But this phenomenon is mostly indigenous to social and other forms of… Read More

How to Scale Full-Stack Thinking

April 29, 2015 | 3 Comments

Full-stack thinking is unlocked when we’re given layers of abstraction that shelter us from the specialized skills that once stood in the way of progress. These abstractions include frameworks, automation, cloud-based services and even agencies and outsource providers that do the heavy lifting on our behalf. For marketers, full-stack thinking is a welcomed alternative to… Read More

The Age of the Full-Stack Marketer

April 22, 2015 | 1 Comment

You’ve probably heard the now-classic Gartner prediction that, by 2017, the CMO will spend more on technology than the CIO. It’s news to exactly no one that marketing—once seen as the department of tchotchkes, irony and snark—has become a bona fide technical discipline. Today, 81% of enterprises have the equivalent of a chief marketing technologist… Read More