Category archive for: digital marketing

Tesco’s Fall from Grace and the Big Data Blind Spot

October 29th, 2014 | 1 Comment

Last year, my colleague Andrew Frank and I introduced the Intelligent Brand Framework as something of a reaction to the overstated promise of big data. Our premise was that data-driven intelligence, while crucial, was far from everything—and marketers that confused it as some sort of silver bullet were bound to find themselves on the wrong… Read More

Gartner Surveys Confirm Customer Experience Is the New Battlefield

October 23rd, 2014 | 3 Comments

Every year, my colleague Laura McLellan looks into marketers’ pockets. How they spend their money, she’s likely to tell you, reveals what’s on their minds. Here, truth isn’t subject to the distortions of interpretation, politics or spin that, as industry analysts, we occasionally negotiate. Here, what you see is what you get—and what you get… Read More

House of Cards and the Difference Between Loyalty and Advocacy

October 15th, 2014 | No Comments

I was late to the House of Cards party. In fact, I almost didn’t show up. Quite consciously, I determined I wouldn’t submit to the siren song of this algorithmically derived leviathan for fear of its well documented addictive qualities. But then I got curious. Really, how bad could it be? First, let me say… Read More

The Attributes of Effective Marketing Content

October 7th, 2014 | No Comments

Over the weekend, I ran a quick-and-dirty thought experiment. I looked at the YouTube content published by the world’s top five most valuable brands as reported by the BrandFinance Global 500: Apple, Samsung, Google, Microsoft and Verizon. I watched the first 10 videos filtered by date, trying to avoid those that were overtly corporate or… Read More

Message for Marketers: Be True to Thyself

September 30th, 2014 | No Comments

If you made it to Indianapolis last week for the Connections event, you heard a lot of digital marketing vision in support of the overarching theme that the journey is, indeed, the reward. This theme, of course, is a clever tie-in to Journey Builder, a capability that’s fast become the center of gravity for the ExactTarget… Read More

Make Multichannel Marketing More than Orchestrated Pestering

September 24th, 2014 | 1 Comment

Mike McGuire is Gartner’s mobile marketing maestro. He’s a thoughtful guy who understands the slippery slope of mobile marketing. He’ll tell you that proximity doesn’t equal permission. What he means is that location is just one of many attributes of personalization—and certainly not reason enough to engage. He’ll tell you that nobody likes a Chester.… Read More

Content Marketers Should Think Beyond the Blog Post

September 17th, 2014 | No Comments

Last year’s Gartner Digital Marketing Spending Survey showed content marketing in an enviable position, second only to paid media in spending priority. This year, it fell five places to an unremarkable sixth. I’ve explored the potential reasons in previous posts. The crux of the correction? A frustration with the lack of transparency in measuring content… Read More

Modern Marketing is About Sense and Respond, Not Command and Control

September 10th, 2014 | No Comments

In the somewhat arcane world of control theory, there’s the concept of sense and respond, which refers to how complex systems adapt and evolve based on continuous, often minute adjustments to the signals they detect in their environments. These autonomous, often autonomic systems take many forms. People sense and respond through a combination of rules,… Read More

Uber vs. Bieber: A Fictional Face Off with a Minor Message for Marketers

September 3rd, 2014 | 1 Comment

Each Sunday morning, before my family perks, I exercise a decades’ long New York Times habit. I read the business section first, then the front pages, then the Week in Review, then the Book Review. Then I reach for the NY Times Magazine, where I spend indulgent minutes parsing the “One-Page Magazine,” the bite-sized sampler… Read More

When Ego Overtakes Audience in Content Marketing

August 27th, 2014 | No Comments

The term “thought leader” has always rubbed me wrong. It sounds self righteous and pompous. Not unlike “hip” or “cool,” it’s something you really can’t bestow upon yourself without wholly cancelling its effect. Other superlatives subject to this rule? Guru. Visionary. Don’t even get me started on growth hacker. But social media is both ecosystem… Read More