Déjà vu: Why CEM is new again

Déjà vu. For me, this term immediately conjures images of Bill Murray waking up in Punxsutawney, Pennsylvania on Groundhog Day – repeatedly.  In French, déjà vu means “already seen” and while I usually fall solidly into the realm of skeptic in matters like these, I have to admit feeling a […]

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Move from mass marketing to customer decision management

You may notice that marketing is changing. Fewer credit card offers are hitting your mailbox. Fewer coupons for irrelevant products and services. There is a reason for the change. Organizations are beginning to understand that mass marketing alienates customers. Spray and pray doesn't work - so organizations aren't spending their […]

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How Ziggo’s marketing puzzle pieces fit together

Have you ever worked on a jigsaw puzzle? You have hundreds of pieces to painstakingly put together and somehow at the end it all fits to make a beautiful picture. Some people love the challenge and others could think of few things more painful. Either way, a jigsaw puzzle is […]

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Customer love - it's all about the connection

Happy Valentine's Day! Today is the international day for celebrating love, or at least the day for love offerings. Naturally, I'm inspired to write about ways marketers can spark and nurture feelings of love in their customers, and for that there are valuable lessons to be had in looking at […]

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Why members-only has meaning to customers at Gilt

Gilt is an online retailer based in the United States, founded in 2007 and is best known for flash sales - only available to members for 36-48 hours. It's all about giving its members the inside scoop to snag something cool and sought after, and then adding the thrill of […]

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Why big data and small data both matter to marketers

I don’t want to have a relationship with a marketing department. I don’t want to be your friend. I don’t want to engage in conversation with you. I feel no loyalty towards you. When I say I like you I’m not entirely sincere. And yet I chose to share an enormous amount of my life with […]

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Integrated marketing management: orchestrate, then interact

This blog post focuses on clarifying what's important in integrated marketing managment, as shown in the second of three sections, titled Orchestration and Interaction. Often when I mention this product category – I receive perplexing looks due to the name we have given to this section in the full IMM visual. Previously we […]

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Shifting marketing to meet mobile customers

Mobile customers have the potential to change our business in profound ways. Advanced mobile communications is coming of age at a time when other technologies and societal shifts are working in parallel to radically transform whole industries. Some of these shifts have shown up in the marketing realm in the form of social media,  customer […]

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Three predictions for digital marketing

What does the future hold for digital marketing? If you looked into your crystal ball, what would it reveal to you? Where will you spend scarce marketing dollars for maximum impact? Will you allocate the bulk of your marketing budget to traditional campaigns, or to digital channels? We gained an […]

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Two ways analytics help maximize digital marketing impact

In the last decade, CMOs have made great strides in elevating their stature. According to the latest SpencerStuart survey, CMO tenure has steadily climbed from 23 months in 2004 to 45 months in 2012. What are the reasons for this improved longevity? Marketers are becoming more strategic-minded, they're taking a […]

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