Category archive for: digital marketing

Customer Journeys Are Discovered, Not Created

May 5, 2016 | 0 Comments

Customer journey maps have become a key asset in every marketer’s arsenal, but I’m here to tell you that, from a customer experience perspective, most of these maps are directions down a blind alley. With alarming frequency, I see examples of customer journey maps that codify buying stages, but say absolutely nothing about what the… Read More

Mobile First: Beware of Clichés Disguised as Truth

April 29, 2016 | 0 Comments

A cliché is a phrase or idea that, while often founded in truth and good intention, mutates over time into something more insidious. Clichés are what happens when simple becomes simplistic. We see a lot of clichés in business and politics, in the marketing of both products and ideas. And it’s no surprise: clichés are… Read More

Is Product the New Marketing?

April 19, 2016 | 1 Comment

Marketing a product that customers don’t particular want or like can be a real slog. It’s an unpleasant experience. But when the inverse is true, marketing becomes a pleasure. In fact, it makes you look like a total genius! Why? Because great products market themselves. When your value proposition, use cases and features are all… Read More

Blinded by Big Data, Marketers Sometimes Forget to Simply Ask

April 13, 2016 | 2 Comments

It’s hardly news that marketers have become a bit obsessed with data. And, truthfully, that’s not necessarily a bad thing. Generally speaking, data has raised the collective maturity of this often squishy discipline and granted certain superpowers to the marketers who use it to particularly good effect. But for all our efforts to make inferences… Read More

Don’t Let Process Overtake Purpose in Marketing

March 31, 2016 | 0 Comments

I once worked for a brilliant and creative CMO—we’ll call him Frank—who outlawed process within his marketing organization. He associated any application of process with its worst mutated forms. To him, process was a race to the bottom. It meant mindless adherence to doctrine where, over time, the emphasis would inevitably shift from the outside-in… Read More

Notes from the Summit: A Conversation with Adobe CMO Ann Lewnes

March 24, 2016 | 0 Comments

I had a chance to sit down with Adobe CMO Ann Lewnes at the company’s annual digital marketing summit event in Las Vegas this week, in the midst of her packed schedule and packed house of 10,000 guests and closely on the heels of her on-stage interview with George Clooney. Clooney, of course, is a tough… Read More

CMOs Finally Get Some Respect

March 4, 2016 | 3 Comments

The CMO hasn’t always been a power player in the c-suite. In fact, for a very long time, the CMO was the designated short timer, often the most vulnerable among his or her peers. Why? Because the chief marketer was sometimes confused as the head of the department of arts and crafts, caretaker of all… Read More

Do You Really Know Your Customer?

February 25, 2016 | 2 Comments

On some level, most every company thinks of themselves as customer centered. But are they really? Cynical as this may sound, customer centricity is often a low-grade form of self-deception, where false comfort comes from the belief that we know our customers when in fact we’re merely perpetuating mythologies. Thus, our customer knowledge becomes an… Read More

In Marketing, Digital Distinctions are Falling Away

February 18, 2016 | 3 Comments

If you’re of a certain age, you probably remember watching a “color TV,” back when we actually made this distinction. Today the modifier is about as necessary as a vestigial tail. TV is TV and it’s always in color. In marketing, we’ve often treated digital as some separate, specialized thing, an appendage to traditional marketing… Read More

Five Things Sailboat Racing Taught Me About Marketing

February 10, 2016 | 2 Comments

I grew up messing about in boats, a scruffy wharf rat of a kid in soaking, salt-stained deck shoes with barnacle-scarred elbows and knees and an abiding affection for the sea. I’ll spare you the pirate talk and the seafaring stories (for now) and get to the point. In fulfilling my persistent need to float,… Read More