marketing

'Marketing by stereotypes' is wrong and bad, bad marketing

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Six Near-term Trends Influencing The Business of Marketing

If you’ve come here looking for the latest thinking on virtual reality, drones and autonomous driving—you’ve come to the wrong place. Marketers are an interesting bunch—we pride ourselves on “being in the know”, with some good reason… Part of our jobs are to stay one step ahead of the game so we are better prepared for the changes that inevitably effect the business of our industry. But in the pursuit of staying ahead of future trends—we often overlook massive shifts that need to be operationalized over the next five years, if not decade.

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Marketing is a profit not a cost centre - have you read that before somewhere?

I guess every generation of marketeer think they are the only ones that 'get it', whatever 'it' is.

Do read this lovely report from a consultancy that sets out to show how Millennials have cracked the code of marketing.

Can you believe the author has discovered that marketing is a profit not a cost centre. Wow and Wow again. That looks like something I was writing a couple of decades ago. No, make that three decades.

This is one of the more hilarious sentences:

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The 4 Mindset Shifts Marketers Need To Make Now

In Mindset, psychologist Carol Dweck argues, based on decades of research, that how we see ourselves is a major factor in what we can achieve. If we see our abilities as fixed, we tend not to go very far. However, if we see our capabilities as dynamic and changeable, we will work to improve them and are more likely to attain excellence.

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Why No One Is Reading Your Marketing Content

Marketing used to be pretty simple. To promote your brand, you used mass media to reach large audiences and create widespread awareness about your product or service. If you crafted a powerful message, the approach could work wonders. Most of the great brands of the 20th century were built that way.

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Marketers Need To Shift from Collecting Eyeballs to Building Interfaces

Modern marketing really began in the 1960’s with Philip Kotler and his ideas about uncovering the “needs, wants and interests of target markets.” Ever since, generations of marketers have learned to focus on the consumer and communicating features and benefits to them effectively.

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Marketers Need To Shift from Crafting Messages to Creating Experiences

The majority of a company’s value is intangible, so a strong brand is a significant competitive advantage. As Philip Kotler wrote, “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”

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Marketers Need To Rethink the Customer Decision Journey

In 2009, McKinsey & Co. proposed what was touted as a radical shift in marketing practice they called the consumer decision journey. The article called into question the long held concept of the purchase funnel in favour of a new model that incorporated customer experience and advocacy.

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Marketing by Key Moments - Another Name for Goal Centred Marketing?

 

This article by Google is all about the key moments in our life when we want something to happen and we grab our mobile and look for the answers. As Google puts it:

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Re-think Your Marketing Models

It’s brand new world out there. 500 million tweets are sent every day. Amazon sells over 250 million products. Over 27,000 reviews are posted on Yelp every minute. The average U.S. TV home now receives 189 TV channels.

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