Recently, I had the pleasure of presenting seventeen ‘trends’ to a group of about forty seriously highly-qualified marketers. I explained each trend, and then had each marketing professional force rank the trends, based on how much he/she felt the trend would impact him/her directly.
Here are the trends:
Demo-shifts: people are getting older, moving into the cities, [...]
I recently had a drink with a big company CEO, a guy who has been very successful and knows his way around marketing, the service profession, and the psychology of all kinds of people in industry.
He offered the following advice, as he called it the secret to his success, which he said took a long [...]
Is decision-making as easy as developing a list of pro’s and con’s and then looking at the list and deciding? Ha! Elementary, you say. I was just reading a blurb by Randy Komisar of Kleiner Perkins (he’s also an author and Stanford professor), and this is exactly what he suggests. He says, “Tell me what [...]
here’s the way I see shopper marketing going – most are pretty obvious….
1.Three-way arms race: marketers, retailers, shoppers
2.Shoptimizing: money & time
3.Metering: visibility into and active mgmt of spending
4.Palm power: tech-enabled shoppers
5.More competition: brands, imports, formats, services, private label
6.Transparency: price = value (Progressive)
7.Ethonomics: people know how ‘good’ you are
8.Zappos-ization: service = product
9.The new ‘search’ is ‘find’: [...]
Do you think there’s a ’standard’ checklist or recipe of the ingredients that are ‘must haves’ to end up with great marketing? I’ve been keeping a list of what I think constitutes great marketing inputs… see if they make sense, and if you have others!
- true understanding of the target audience, and deep insights about [...]
The Facts:
- consumers have moved from passive to active (from ignorant to inquisitive)
- retailers have moved from passive to active (from real estate to community service center)
The Current Situation:
- marketing is still mainly about messaging and bribing, not about engaging
The Disconnect:
- consumers (and retailers) don’t want messages or bribes, they want more
The Result:
- ‘marketing’ has [...]