Of late, real-life experiences have inspired me to write about business issues. One such was a recent comment made by a client. “I’m sure we can find some data to support that approach,” he said. On face value, this seemed like a harmless comment, until I thought...
Marketers are busy, and no wonder. Their job hasn’t gotten any easier. With the increasing velocity of change and the hyper-complexity of their deliverables, they’re lucky if they find time to have lunch on most days. Meanwhile, with the introduction of new brand...
If consumers viewed every marketing message in a highly controlled environment… If their perceptions about products were entirely rational… And if the opinions they expressed in research aligned perfectly with their behavior in the marketplace… Then, traditional...
Engagement is all about connecting brands and customers across channels and over time. The problem is, the very idea of Customer Engagement and relationship building is at odds with our highly converged, ever-changing world in which the physical world is no...
Marketers are easily seduced by the promise of agile marketing. After all, agile marketing enables us to identify opportunities in an evolving marketplace, pursue them quickly, measure their impact, and optimize their results. It’s often seen as the antidote to...
