Mark McDonald

A member of the Gartner Blog Network

Entries Categorized as 'marketing'


Technology as Brand and Brand as Technology

by Mark P. McDonald  |  April 11, 2013  |  Comments Off

Brand matters.  Regardless of the definition of Brand,  as an identity, market promise, a message, image etc., the face of your brand is changing.  The face of your brand is technology.  Not just any technology but specifically digital technologies like mobile computing, consumer devices, social media and things we have not even thought of yet. [...]

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Category: Digital Edge Digitalization marketing     Tags: , , ,

Digital Edge In Marketing: The Customer Experience in ‘real time’

by Mark P. McDonald  |  January 28, 2013  |  8 Comments

Automation, communication and brut force describe IT’s relationship with Marketing.  Pre-digital information technologies such as CRM, eCommerce Sites, eMail marketing provided new technology tools to perform old marketing tasks. Sure, marketers sought out a 1:1 relationship by substituting  traditional coupons for eCoupons,  website URL’s for QPC codes and working recommendations into shopping carts and checkout [...]

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Category: Customer Experience Digital Edge Digitalization Innovation marketing Technology     Tags: , , ,

Beyond Social Media Marketing, Part 2

by Mark P. McDonald  |  September 13, 2012  |  5 Comments

A prior post on this blog sought to make the case that its time to think about social media marketing beyond ideas of generating attention or likes.  This posts introduces a framework for thinking about social media marketing in the broader context of the customer experience. Seeing the potential of social media technology beyond marketing [...]

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Category: Customer Experience marketing Social Media Social Organization     Tags: , , , , ,

Beyond social media marketing, Part 1

by Mark P. McDonald  |  September 10, 2012  |  5 Comments

Social media and marketing gets all the attention.  Ask business leaders about social media and often they will speak about its use at a technology for customer communications, marketing and sales. Early posts on this blog discussed the need for social media technology to go beyond marketing applications.  Extending the use of social media technology [...]

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Category: Customer Experience marketing Social Media Social Organization     Tags: , , , ,

Segmented service requires more than classifying the customer experience.

by Mark P. McDonald  |  June 6, 2012  |  Comments Off

A differentiated customer experience is central to the competitive strategies of many companies.  Differentiating the customer experience feels right.  It seems a natural outgrowth of marketing segmentation and the innate desire for people to be treated as individuals and accorded specialized status.  Technologies like analytics can help identify who these differentiated customers should be, but [...]

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Category: Applications Business Process Customer Experience marketing     Tags: ,

Anticipation as experience, awaiting the iPad3

by Mark P. McDonald  |  March 15, 2012  |  1 Comment

Traditional notions of the customer experience revolve around the customer interface and ‘after the failure’ service.   But the customer experience is much broader than just the web site, product content and which throat you choke when something goes wrong.  An effective and expansive customer experience is one that taps into all the sources of value [...]

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Category: Customer Experience marketing Strategy     Tags: , , , ,

It is time to ‘breakout’ of social media’s marketing beach head

by Mark P. McDonald  |  March 14, 2012  |  5 Comments

Marketing has been the beachhead for Social media in many organizations.  Social media has served its purpose in this context raising awareness of a new set of technologies based on new principles of peer-to-peer discussion, openness and cross-boundary communities.  Marketing has put these technologies to work and very visible effect. Now it’s time to breakout [...]

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Category: marketing Social Media Social Organization     Tags: , , ,

Escape Velocity by Geoffrey Moore – a book review

by Mark P. McDonald  |  September 30, 2011  |  2 Comments

Escape Velocity by Geoffrey Moore addresses the fundamental issue of driving deep innovation and value realization in your company not by some new silver bullet but by the hard work required to free your company’s future from its past.  Moore’s central premise in this well written, actionable and highly recommended book, is that companies have [...]

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Category: Book Review Innovation Leadership Management marketing Strategic planning     Tags: , , , , ,

The Social Customer: a Book Review

by Mark P. McDonald  |  September 8, 2011  |  1 Comment

The Social Customer is the best book I have read about executing social media in marketing.  That is a strong statement, but after reading more than a dozen books on the subject, from what exists right now (August 2011) I would recommend you read this book.  Read it for ideas and new ways of thinking [...]

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Category: Book Review marketing Social Media Social Organization     Tags: , , ,

eBooks: an ongoing experiment in digitization

by Mark P. McDonald  |  August 31, 2011  |  Comments Off

eReaders are changing the market for books and reading in ways that few could have imagined. Amazon’s announcement that it now sells more eBooks than Paperbacks creates an occasion to take a look at what is going on in the book marketplace and what it may mean for all of us. First the obvious stuff; [...]

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Category: marketing Personal Observation Technology     Tags: , , ,