The marketing industry has been upended over the past decade from marketing technology. The result is many businesses focus on tactics and forget about strategy – with disastrous results.
How many of us wake up and ask ourselves how we can offer LESS than our competition? Probably no one – yet that may be the most important question you can ask yourself about your small business. Welcome to the 80/20 Rule.
Meaningful digital disruption is not about society adopting new tools or technologies. It’s about society implementing new behaviors.
Businesses of every size need to create exceptional, remarkable marketing experiences for their audiences if they are to have a chance of being remembered.
Your brand communication isn’t just being hijacked. It’s being held to ransom by the perceived quality of your customer experience. The consumer has assumed the role of Judge, Jury – and Executioner.
Companies of all shapes and sizes must evolve their messaging from simple one-dimensional slogans or taglines, to multi-tiered, story-based communications.
Many small businesses either fail to align their marketing with a business-related issue, or mis-diagnose the root cause of why their marketing isn’t working
The definition, scope, and size of a market can only be based upon current buyer understanding on what that market represents. If customers don’t understand what your product is, and how it compared to other products, the truth is that you’re in a new market.
To provide a unified customer experience means a new way of doing business. one where the entire organization delivers a seamless, personalized and relevant customer experience, no matter where the interaction takes place.
Instead of continually dividing a business into niche areas of specialization, there’s an argument for the return of what we could call the “informed generalist”.
Products, no matter how great they may be, are commodities. How much your brand is liked is the new barometer of how much advocacy it will generate.
If you’re targeting an audience who uses a mobile device that’s different from the one you personally own, then you owe it to them to (at least) be familiar with that device.
Today’s marketers can’t just simply rely on Big Data for their decisions, any more than they can rely purely on gut feeling. Today’s marketing is about the combination of the two.
There are any number of reasons why your target customer doesn’t think your product is all that.
You can’t really market successfully to your audience until you understand the choices that they are making, and can see the alternatives from their eyes. The more you try to unearth your “stealth competitors”, the better your marketing will be.