Blog: marketing process

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Marketing and Innovation: A Tale of Two Companies

May 13 2010

When most people talk about innovation, they are often referring to the development of new or improved products, a la the iPad.   However, innovation with regard to processes and entirely new business  models are often much more impactful.  Famous examples of this are the lean manufacturing techniques pioneered by Japanese companies, the supply chain revolutions led by Dell and Wal-Mart, offshore support and development driven by Indian oursourcing companies such as Infosys and online retail shopping experiences from Amazon, e-Bay and myriad smaller online retailers.    Innovation in marketing can likewise help to transform businesses.  

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Is technology the gating factor for marketing?

Jan 14 2010

Last month, I was on a keynote panel at the National Center for Database Marketing (NCDM).  The topic of the panel was "Evolving from Database Marketing to Customer Intelligence" and the discussion largely centered around the evolution of marketing into a bi-directional communication mechanism with customers across multiple channels and the challenges that brings.  An audience member asked the question, "Is technology the gating factor that prevents or slows marketers from embracing these changes?"   The panel differed on their responses.   Some felt, yes, technology was indeed an impediment to doing this well.     I and at least one other panelist disagreed.   

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A Roadmap for Better Marketing

Aug 28 2009

In a tough economy, companies are increasingly looking to marketing - either as a defensive play, to protect market and customer share - or as an offensive asset to win business from their competitors.  Either way, this puts more pressure on marketing to deliver compelling offers with maximum efficiency.  The good news is that this economy has been a catalyst for ever more innovative ways to go to market.  The bad news, for marketers at least, is that this dramatically increases the number and complexity of the choices they face. 

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Process - the often forgotten component of marketing

Aug 10 2009

Process is often a forgotten component of marketing. When it comes to marketing a lot of effort and time is spent on key issues of deliverability, targeting and relevance, but a key ingredient to success of marketing program is process. In most cases the lack of process is highlighted when a mistake occurs and in this era of digital marketing it is usually visible to all of your customers and prospects.

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Measure twice, cut once…then execute flawlessly

Mar 31 2009

Measure once, cut twice.  I think this expression must have been started by a carpenter.  After all, making mistakes with lumber can wind up costing you a lot of money, and keep you from getting repeat business.

When I take the old adage and add those last three words (and execute flawlessly), it reminds me of some of the common themes I hear from my clients lately. 

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