Life Of A Marketer

Rethinking The Business Case For Innovation

December 1, 2013

Many companies miss out on lucrative opportunities because they fail to appreciate the urgent need to innovate. Innovation is not just for companies like Apple and Microsoft, in fact, innovation does not have to involve technology at all. Conversely, inventing a new product or service is not actually innovative in itself, regardless of how “creative” the idea is.

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Marketing and Sales: Can’t We All Just Get Along?

August 25, 2012

Sales and marketing teams, left to their own devices, do not speak the same language. They think they do, but they don’t. Sales teams speak the language of prospects, appointments, commitments, and closed deals. Marketing teams speak the language of exposure, brand awareness, impressions, and reach. Language conditions the way people think, act, and make decisions. It shapes the way people view the world, sometimes in ways that are subtle. It’s for this reason that two people can have a […]

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Branding In The Blended Workplace

January 15, 2012

We are moving toward a part-time, short-term, outsourced, telecommuting, job-sharing, telepresence, IMing, text you later workforce. How in the world are marketers going to reinforce brand sentiment when the very people representing the brand are spread out from anywhere in the world? And just what are the implications for the companies behind the brands?

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The Death of John Doe

December 9, 2011

Segmentation based solely on demographics is harder than it used to be, and it’s not about to get any easier. There are a number of reasons for this, including the cultural shift away from “we” thinking toward “me” thinking that has driven the trend toward hyper-personalized products. However, there is a far simpler reason . . . the proverbial John Doe is dead.

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QR Codes . . . Brilliant? Or Bust?

October 12, 2011

Quick Response (QR) codes make a lot of sense for the right marketing campaign, as they make it possible to bridge the end user’s offline experience to the offline experience. However, there’s a hitch. According to a recent survey, an estimated 64% of consumers do not understand the purpose of QR codes. Is that a problem?

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