May 12, 2008

As marketers we often struggle with getting customers to pay attention to our marketing messages, much less remember them. A specialized learning technique—the “spacing effect”—is helping people all across the world assimilate more languages, facts, and retain gobs of information. Is this learning technique applicable to improving the efficacy of our marketing campaigns?

April 29, 2008

Many marketers believe that innovation and competitive differentiation arise from giving customers more choices and options. But through the strategy of “offering more choice”, marketers may actually end up increasing complexity, costs and causing customers “mental fatigue.” Is there a better way to win over customers?

April 17, 2008

Imagine walking down a busy street when suddenly you hear a voice in your head. Is it schizophrenia? The demonic? No, you’ve been subjected to modulated ultrasound from an advertiser, a beam of sound directed only at you. Is this the beginning of the end of mental privacy?

March 27, 2008

Buffeted by globalization, regulation, politics, technology and other market forces, “marketing” stands ready to reclaim its rightful role as the voice of the customer and generator of business value through brand, loyalty, and customer management. But not all marketers are ready—or want to—take this leap into the future. Marketing is at a crossroads—what should be the future role of marketing?

March 12, 2008

What does your mobile phone usage say about you? Probably a lot more than you think. Mobile phone operators are using advanced analytics to “mine” call detail records hoping to use the information to improve service quality and create more personalized and relevant offers. But that’s old hat compared to what’s coming next.

February 20, 2008

Cognitive enhancement drugs are the rage in executive, academic and other professional circles. Available through prescription, their use to potentially boost brain power raises some ethical and moral dilemmas. How should you, as a marketer, respond?

January 29, 2008

The next time your plane lands safely, your new car starts, or your package arrives on-time, either thank your lucky stars or thank an algorithm. Computer scientists and engineers are working closely with marketing professionals to use mathematics and today’s computational power to improve the customer experience. This “hidden mathematical world” has the power to change marketing forever!

January 8, 2008

Marketing professionals around the world lament pitiful budgets, poor executive visibility, and lack of a central role in helping drive corporate strategy. And while we’ve made progress with tracking the right metrics and aligning more closely with the executive suite, would marketing – as a function –be better served reporting to the office of the chief financial officer (CFO)?

December 12, 2007

Neuroscientists have shown in study after study, that multi-tasking isn’t helping us be more productive, but in fact, is making us dumber. Are some Web 2.0 tools, with their promise of instant connectivity, notification, and collaboration adding fuel to the fire?

November 27, 2007

Some marketing executives believe the next five years will be similar to the last five years. That’s a dangerous assumption if you take into account the rapid growth rates of technology and data. In fact, there is every reason to believe that the next five years will bring profound changes to how we sell, market and service customers.

November 9, 2007

The use of social networking tools hasn’t exactly taken off in the workplace as many employers are banning the use of Facebook, MySpace and other online communities as a time waster. However, one company is aggressively asking employees to use Facebook to build relationships with each other and customers. Will it work?

October 25, 2007

Despite the logic of using data to complement or drive decision making, the business and mainstream press continue to glorify intuition and “gut” decision making by managers of all stripes. Where does this leave “data-driven” approaches?

October 15, 2007

Moore’s Law, which essentially states that the processing speed of an integrated circuit doubles every 18-24 months, will have a significant impact on marketing in the 21st century. However, for this impact to occur, marketers must make use of today’s technology—and prepare for the technology of tomorrow.

September 14, 2007

A hotel manager looks out in the lobby and notices a guest with a Hermes tie. Another is carrying a Prada handbag. In an instant and through “the power of the glance,” the hotelier decides these folks "look right" and are worth giving special attention. Unfortunately, this hotelier has probably just thin-sliced his or her way to lower profits.

August 15, 2007

With daily pressures for instant results, deadlines and executive demands for a six- to nine-month return on investment, most marketing executives are challenged to think strategically. A key question confronting marketers is, “Should marketing and the marketing budget be managed for the long-term or the short term?” Your answer probably depends on whether you view marketing as a wedding or a marriage.

July 31, 2007

What is the most important asset in your organization? Your infrastructure? Your highly trained people? A specialized tool you’ve created? While any of these things might be your most important asset, it’s important not to overlook the value of data in helping you create and achieve competitive advantage.

July 12, 2007

Are you interested in looking up the daily wholesale prices of electricity and using that information to decide when and how long you’ll run the air conditioning or the gas dryer? Ready or not, variable pricing is about to invade your home.

June 25, 2007

As more companies across the globe become data driven and adopt analytics to improve decision making, marketers are focusing on “price” as a way to immediately improve top line revenues and profitability.

June 5, 2007

Sign twirlers, also known as “human directionals,” are everywhere as I drive down a busy boulevard in my hometown of San Diego. Some twirlers are dressed in bright colors, some are actively twirling their signs—while others look like they could care less.

May 17, 2007

The fourth marketing P, pricing, strikes again at the ballpark. The Los Angeles Dodgers, according to a recent WSJ article, are trying a different tack in selling the worst seats in the stadium—giving away free food. Tickets in the boonies that once cost $6-8 dollars now sell for $40 or more, however the seats come with all you can eat hot dogs, nachos, and sodas.

April 24, 2007

It’s 8:30am and you’ve leisurely rolled in the office, with your Peet’s coffee in hand. Suddenly your boss pokes her head in your office and says, “Charlie called in sick today and he’s supposed to give a customer presentation this morning in the briefing center. Can you cover it?”

April 11, 2007

In a day and age of rapid commoditization and “me-too” products and services, it’s good to see the pursuit of the authentic product and/or service is alive and well—even in Hollywood.

March 29, 2007

As marketers we’ve been raised on the 4 Ps, and in fact some authors have suggested new Ps. Of the traditional 4 Ps most marketers are consumed with “Promotion” and “Product,” and fewer yet focus on “Place.”

February 16, 2007

The Massachusetts Institute of Technology is spearheading a movement of major universities to put online lecture notes, coursework and required readings for MBA courses and other classes on the internet—for no charge! Why would prestigious universities consider giving away some of their intellectual property? The answer might surprise you.

January 31, 2007

Would you pay 15% more for a diamond dug from the ground over a similar and sometimes more flawless diamond produced in a lab? Some marketers are betting you will. Welcome to “Gem Wars”...!

January 4, 2007

A Jackson Pollock painting is auctioned and sold in November 2006 for $140m. Michael Graves’ teakettle 9093 sells briskly for $145, while its limited edition predecessor sells for $25,000. Al Yeganeh’s seafood soup sells for $30 a quart. What gives and what do all these examples have in common...?

December 1, 2006

Are some people born winners? Are genius marketing students coming from top MBA schools destined for greatness? Perhaps, but research shows there are additional elements, besides raw talent, to get a marketer or any other professional to “world-class” status....

November 3, 2006

So you think you know how you are going to vote on Tuesday? Chances are both the Republican National Committee (RNC) and the Democratic National Committee (DNC) know which way you’re leaning as well…

October 26, 2006

I’ve cajoled, poked and prodded. I’ve ridiculed my fellow marketers and shouted from the hilltops. The silence was deafening....

October 2, 2006

Surely, like most Americans you fear public speaking. Sorry to disappoint, but this particular post won’t offer any constructive advice on how to overcome nervousness, trembling hands, or itchy skin....

September 5, 2006

In a cost-cutting move, many companies are selling real estate holdings, consolidating corporate campuses and encouraging employees to work from home....

August 23, 2006

World class cellists and pianists descend on Meadowmount boot camp, located in Westport, N.Y., every year for a grueling summer of practice, drills and more practice....

June 30, 2006

You would think marketing professionals, of all people, would be good public speakers. The bad news is: they’re not....

June 8, 2006

Through my 15-year marketing career, spanning three Fortune 500 companies and a stint in Silicon Valley...

Through my 15-year marketing career, spanning three Fortune 500 companies and a stint in Silicon Valley...

May 17, 2006

Steve Jobs is serving up a little crow to all naysayers that said Apple stores would go the way of the Mauritius dodo bird...

May 9, 2006

It’s the chicken-and-the-egg quandary. As marketers, we don’t have time for competitive intelligence because we’re focused on direct marketing campaigns, trade shows and...

It’s the chicken-and-the-egg quandary. As marketers, we don’t have time for competitive intelligence because we’re focused on direct marketing campaigns, trade shows and...

April 26, 2006

The most recent Business Week on the newsstands (April 24, 2006) contains a special report on Innovation conducted with Business Week and Boston Consulting Group....

The most recent Business Week on the newsstands (April 24, 2006) contains a special report on Innovation conducted with Business Week and Boston Consulting Group....