Category archive for: Uncategorized

How the Role of Chief Marketing Technologist is Changing.

August 15th, 2014 | 6 Comments

The role of chief marketing technologist hasn’t even reached its tenth anniversary. Yet it’s already starting to change.  Why? In many cases, marketing executives are recalibrating the role to focus on more strategic efforts. For example, one CMO I recently interviewed told me she had inadvertently tasked her chief marketing technologist with the type of … Read More

Delivering on the Oath of Privacy

April 18th, 2014 | 1 Comment

Buyers and sellers agree that sharing information produces value. They also agree that consumer privacy should be protected in such an exchange. Where disagreement arises is the degree to which the parties benefit. In a Forbes study titled “The Promise of Privacy, Respecting Consumers’ Limits While Realizing the Marketing Benefits of Big Data” 60% of… Read More

Digital Marketing Leaders Speak Out

January 17th, 2014 | 5 Comments

I recently gathered insight from executives that represent the leaading providers in our Magic Quadrant for Global Digital Marketing Agencies If there’s a common denominator among today’s modern marketers, it’s a focus on doing things faster. So it’s fitting to begin with IBM Interactive. Businesses are using digital marketing to engage customers with real-time, personalized,… Read More

Taking the Risk out of Risk

October 31st, 2013 | No Comments

In my PR days, I crafted a speech for my CEO – to be delivered at a town hall style quarterly update. That speech, at his insistence, encouraged the rank-and-file to “learn to take more risks.”  I was one of the poor saps that took his advice to heart – and proposed a plan to… Read More

How to Break Washington Gridlock

October 13th, 2013 | 4 Comments

The current stand-off between the White House and Congress reminded me of the negotiation project, conducted by William Ury at Harvard back in the 1970s during the US-Soviet cold war. Ury provides a litany of advice for getting to an agreement without giving in, based on his research, which you can read here. There’s one… Read More

How do Consultants Approach Digital Business Transformation?

October 3rd, 2013 | 3 Comments

I’m just about to publish results of interviews with 13 professional services firms who enlightened me on how they approach transformation engagements. Here’s a sneak peek: Approaching digital transformation within traditional project structures doesn’t work.  It’s difficult to set quantifiable objectives if the ultimate business model you’re driving toward is unknown. Transformation puts you in… Read More

The Beauty of Instant Feedback

June 9th, 2013 | No Comments

John and Marsha are quarreling: John:  You embarrassed me in front of the kids …. Marsha:  When? John: At my parent’s holiday party. Marsha: You mean that disaster 5 years ago?  Why am I hearing this now? Marsha is not alone in her sentiment. “Feedback in a timely fashion” is something we demand from personal… Read More

What To Do About Social Media Fatigue

April 24th, 2013 | 12 Comments

With the proliferation of social networks of every flavor, from professional to personal, users are simply getting tired of spending time and energy on every iteration of social media. This phenomenon has been aptly labeled social media fatigue.  For many social marketers, fatigue is an inevitable stage. Angie Picardo, a staff writer for NerdWallet, knows… Read More

Why CMOs Shouldn’t Shun Failure

March 21st, 2013 | 1 Comment

I know we all hate to hear old clichés, like “the only thing we have to fear is fear itself,” but after talking to Adobe’s CMO, Ann Lewnes, I just can’t help myself. Ann doesn’t like to fail. In fact, her success in helping move Adobe into the digital marketing space has been impressive.  Her… Read More

Safeway and the Creepiness Factor

August 11th, 2012 | No Comments

The ultimate digital dream, right offer, right time, right context just got a big boost from Safeway (a U.S. grocery store chain), which is really pushing the envelope with personalization. Under its new system, five shoppers could conceivably get five unique prices for the same item, computed by Safeway’s loyalty algorithms. Where the creepiness factor… Read More