Observations About Marketing
Marketing is a day-to-day, real-time function at most companies -- and everyone has a front-row seat to observe and react.
Here are observations of how companies are marketing their products and services, as well as what's being written about marketing.
Do You Practice Customer Experience Management or Customer Relationship Management?
- The process of creating a customer relationship begins with the first experience the customer has with your company and, hopefully, it's followed by many more positive experiences.
Mobile Marketing to Cell Phones
- The use of cell phones has grown tremendously during the past few years, but marketers are still looking for ways to use mobile marketing successfully. However, challenges to mobile marketing don't stop entrepreneurs from launching cell phone marketing ventures.
Online Holiday Shopping Study: Think Mondays
- Marketers with consumer-oriented e-commerce Web sites study traffic and sales data as much as brick-and-mortar retailers — perhaps more so since Web servers collect so much detailed data on visitors.
But how does your site compares to other retail Web sites?
B-to-B Prospects Want Information
- Fresh leads are the lifeblood of any sales organization. However, getting people
to respond to advertising and other lead generating activities is challenging,
especially for B-to-B marketers.
Forecast Revenue Accurately, Then Meet Your Forecast
- One of the hardest things to do when planning a new venture is forecasting the first year's revenue. Some managers say their revenue is dependent on so many factors you don't control that it's impossible to know what the first year revenue will be. Fortunately, there are better ways to forecast revenue for new products than just making a guess.
It is a Bimodal World
- The recent holiday selling season highlighted what all marketers and entrepreneurs should always remember: it is a bimodal world. But what about companies in the middle segment selling mid-priced products that are lacking some of the features found in the upper tier products?
Branding vs ROI
- Brian Carroll has pulled together excellent comments and links about B-to-B branding versus lead generation.
He asks the key question that's at the heart of the B-to-B branding discussion.
Marketing ROI of RSS
- We've seen the power of blogs to affect news coverage of major issues over the past year. Kari Sullivan gives us a look at how much more valuable her Webfeed marketing is over her opt-in e-mail marketing activities.
Product Consistency and Brand Consistency
- People who purchase the same product from the same store or manufacturer have built up a brand image of what to expect each time they make a purchase. That's what gives a brand meaning and value. Brand Autopsy
highlights brand consistency challenges faced by Dunkin' Donuts and Starbucks.
Having Confidence in Surveys
- For many years surveys and political polls were reported in the media as absolute facts. Fortunately the media has been educated so they now include the margin of error. But that isn't good enough because
the margin of error has a margin of error.
TiVo Tracks Ad Viewing
- The TiVo personalized video recorder is making it easy for the analysts at TiVo's headquarters to learn about how their viewers interact with their TiVo and their television -- and what they're learning will change how marketing decisions are made.
Forecasting an Upturn in the Economy
- The function of marketing communications is to generate leads that salespeople can turn into revenue. When the market isn't ready to buy, marketers have to ask themselves if it's worthwhile to keep advertising, exhibiting at trade shows, etc. So how's a marketer to know when to ramp up marketing communications to take advantage of a future upswing in the economy?
Study Debunks E-Mail Overload Myths
- Many of us who work in the online industry receive a great deal of e-mail, and sometimes we assume that everyone else does, too. However, a new study by the Pew Internet & American Life Project found just the opposite.