Monthly Archives: March 2011

Positioning and Loyalty

Positioning is the long-term positive differentiation of your brand. The positioning of your brand should not change over time unless your market changes significantly. Your customers become your customers as a result of your positive differentiation. A customer is more … Continue reading

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12 + 1 Gems from Unmarketing

I enjoyed reading Scott Stratten’s Unmarketing.  There’s a lot of great information in the book — fundamentals and new ideas. Here’s the top 12 gems I took from Scott’s book: Trust is a key driver when people make B2B or … Continue reading

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12 Dimensions of Business Innovation

I just read an excellent article entitled, “The 12 Different Ways for Companies to Innovate” from MITSloan Management Review (http://bit.ly/goltRL). In it, the authors identify the 12 dimensions of business innovation. It’s important to consider the different dimensions since many … Continue reading

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Six Ways to Improve Your Digital Content

Aprimo has provided a white paper entitled, “Insights to Help Advance Digital Marketing.” The media landscape has evolved as has the customer.  When thinking about digital content, you need to design it for a prospect who is active, engaged and … Continue reading

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Four Keys for Website Development

Your website is frequently the first impression a prospect gets of your brand. Here are four things to consider to improve its performance: Let your buyer persona drive content.  Identify the title, demographics, needs/wants and interests of your target audience … Continue reading

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5 Ways to Build the On-Demand Brand in 2011

Rick Mathieson provided a recent webinar entitled “Top 5 Marketing Trends to Capitalize on Now” based on his book “The On-Demand Brand.” Rick’s suggestions: Social media is plateauing or declining.  There are spectators, and commenters.  Three rules for improving a … Continue reading

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Four Keys to Customer Experience

The Temkin Group published and “Insight Report” which enables you to assess your strengths and gaps in the four customer experience core competencies (http://bit.ly/igDBLJ). According to the Temkin Group, there are four competencies companies must master in order to build … Continue reading

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Fail to Innovate

We’ve all heard the business quote, “He who fails to plan, plans to fail.” I suggest a variation on the quote, “He who fails to innovate, plans to fail.”  This failure to innovate is due to a fear of failure. I have … Continue reading

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Ten-Step Program for Improving E-mail Performance

Even with the growth of social media, e-mail continues to be an important medium for B2B and B2C marketers. There are many sophisticated applications on the market that are easy to use. These applications also provide a lot of data … Continue reading

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Six Ways Social Media is Reshaping Our World

Survey sampling International (http://www.surveysampling.com/) completed a survey of 1,453 people in mid-December 2010.  The objectives of the research were to determine how people use social networks and how expectations are changing. The research identified six key trends: Social networks shape expectations … Continue reading

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