Clever words, beautiful imagery and exciting creativity have long been marketing’s domain. But an alternative view of the world has emerged and is creating a divide. With the rise of big data, relentless objectivity and the unceasing quest for measurement we must welcome the data scientist. Surely all true marketers
We need a social strategy! No a digital strategy! Wait, what about mobile? Email isn’t dead, is it? These are just a few of the comments I hear flying around all too frequently in meetings and executive workshops lately. Adopting a digital strategy is nothing short of daunting. It requires
Today's customers want consistent interactions and experiences with your organization, and increasingly they expect personalization and real-time relevance. A major catalyst behind those customer dynamics is mobile devices. The sheer size of the mobile market is enough to take notice, but an increasingly important factor is the proportion of smartphones & tablets and the
Recent CMO Council research on getting in sync with mobile customers surfaced several key findings with enough significance that I wanted to explore each on in its own blog post. As was the case with objectives & context, and challenges & metrics, the idea of engagement and the customer experience
Mobile devices and applications - from smartphones and tablets to wearables and RFID are literally changing functions in the enterprise and transforming whole industries practically before our very eyes. It's a game-changer for how people live their lives and engage with brands, which makes it a game-changer for marketers as
Few advances in technology have impacted how we do business as broadly and profoundly as mobile. Mobile devices are changing how people behave and what they expect, and as a result it’s changing the way we need to engage with our customers. The way consumers become emotionally attached to their
As my followers can attest, my normal viewpoint in this blog is as a marketer focused on marketers. And I try to stay true to the tagline of this blog: Evolving relationships for business growth. I chose those words very carefully so that evolving could with be interpreted either passively
There has been a lot of attention given in this blog and elsewhere to this idea of marketing becoming more "scientific." And for good reason - because it's actually happening. It's all about big data, digitization, the importance of search, the empowered (social) consumer, the Internet of Things, and how
Mobile technology and the advent of tablets and smartphones have transformed whole industries and are changing customer behavior in ways that impact marketers around the globe. More than just another channel, mobile is digital and social at the same time. It’s making the quest for marketers to stay in sync
People are funny. They’re often fickle, choosy, demanding and impatient. At times, they’ll say one thing and then do another. So when they become customers, how can you possibly predict what they’ll do? Well it turns out there are ways to do it quite effectively using data and analytics. One advocate of
