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
While traveling in Europe last month, I noticed that Coca-cola bottles were being sold with different peoples' names on them. I was intrigued enough to take a few pictures, and then I started looking for coke advertisements to see if I could pick up on a broader campaign. While it piqued my interest,
Thanks for joining us for the final post in our series detailing out the Integrated Marketing Management visual that describes what it takes for marketing departments to deliver long term profitable growth to their organizations. In our previous posts we detailed the full visual, and then the first two sections
Integrated marketing is a very broad view of marketing as a circular ecosystem that integrates people, processes and technologies in a process from concept/idea, through planning and resource allocation to execution, evaluation and analysis that feed back into ideas and planning. That definition comes from Gartner's "Magic Quadrant" report on Integrated Marketing Management.
Pharmaceutical companies (“Pharma”) operate in a very complex environment – to begin with, their customer is usually referred to as “the patient” and it gets more complicated from there. The relationship between Pharma and the patient is not always a direct one, and whether or not the customer is “delighted” often
A little over 2 years ago, I wrote a post about our vision for turning big data into a strategic asset. The outcome of this vision was the development of a Global Marketing System that provides marketers with complete views of customer behavior and advanced marketing analytics so we can
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
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
It's Valentine's Day - a day widely associated with love, or at least as a day for acknowledging love. It's celebrated world-wide with offers of candies, flowers, poetry and many other ways to make it very clear how you feel. While observed around the world, Wikipedia notes that it's a working day in most countries. And
Marketers all focus on what we think our customers will like. We analyze mountains of data, look at what our competition is doing, ask our staff for ideas, look at past year's marketing campaigns, look at our facilties/products, hire outside consultants......and the list goes on and on. But with all this analysis going on, one
