Category archive for: Marketing Strategy

What Can Retailers Do About Loyalty Fatigue?

June 19th, 2014 | 6 Comments

A Gartner consumer survey conducted across 10 countries revealed that 62% of respondents are members of one or more retail loyalty programs. But despite the high percentage of memberships, the participation and offer use remain relatively low. Over one-third of participants across retail sectors report never utilizing the programs in which they are enrolled (a… Read More

Email as Brand Advertising? You bet.

April 29th, 2014 | No Comments

I fit perfectly within Jaguar’s segmentation model for its new F-TYPE sports car. Hence, Jaguar marketers hope I’ll think of them when I venture out to buy a car in the F-TYPE category. Why?  Because they’ve shown their “our F-TYPE kicks BMW’s butt”  awareness ad with high frequency in markets that match its target audience… Read More

What is Marketing?

April 23rd, 2014 | No Comments

The shortest definition?  “Meeting customer needs profitably.”   Tesla (and now, BMW) have both discovered that people who crave luxury automobiles are also passionate about sustainability. Uber responds to urban dwellers, stressed by the unreliability of hailing a cab when they need it most. ZocDoc provides same-day doctor appointments to those requiring urgent medical care.  When IKEA… Read More

Should You Launch an Internal Startup?

April 3rd, 2014 | No Comments

Gartner expects digital business disruption to heat up over the next 2 to 3 years. If your organization’s legacy model is being aggressively challenged by nimble startups – you need to act now. But, you can’t summarily abandon your legacy business model … ….in favor of one altered for a digital world, overnight (although many… Read More

The #1 Driver of Loyalty You Don’t Know About

March 6th, 2014 | 2 Comments

Simplicity.   The mere sound of the word is musical. Listen to your buyers. If there’s one thing people don’t need in a world of sensory overload, it’s complexity, a sentiment that rings loudly in a survey conducted by IBM’s Institute of Business Value. Consumers say in the study that marketers try too hard to engage… Read More

What’s that Computer you’re not Wearing?

February 10th, 2014 | 9 Comments

We all have better things to do with our hands when we’re shopping, driving a car, or riding a bike than hold a device to our ear or hypnotically gaze into a screen. It’s why consumers are especially attracted to the hands-free, mobile functionality offered by wearable computing. Wearable computing, or “wearables” is one of… Read More

When You Should Stop Rewarding Loyal Customers

February 3rd, 2014 | No Comments

If you’re a loyalty marketer, you likely know the name Hal Brierly (who invented the airline industry’s first frequent flier program, AAdvantage). At the time, Hal figured that the best way to encourage loyalty would be to recognize continued purchases. And so he designed a program that would reward customers based on the number of… Read More

The Mother of All Marketing Metrics

December 10th, 2013 | 5 Comments

Jack says, “Hey, how are things in marketing?”  Jill responds, “YOY revenue up 6%. Listen to the earnings call.” Jack walks away, secure that marketing is having an impact on revenue. Sure it is; but revenue as the ultimate marketing metric  Is a rear view metric. It analyzes what occured in the past Can lead… Read More

Is the Customer Always Right? (psst! …it depends…)

December 9th, 2013 | 2 Comments

Whoever said “the customer is always right” forgot to include  … depending on his or her value. This week I asked a client to conduct some quick-and-dirty sales analysis; she found that a whopping 8% of her customers contribute 93% of her revenue. Yet – her direct sales forces responds to every customer demand the… Read More

Is My Toothbrush a Wearable Computer?

December 3rd, 2013 | 4 Comments

Now that there are more non-human devices connected to the Internet than people, the Internet of Things rivals the Internet of People.  As these things transmit usage data, it opens up a goldmine of opportunity for digital marketers. In fact, one of our recent Gartner predictions highlighted the coming revenue influence originating from wearable computing. … Read More