It isn't hard to understand why so many refer to themselves in this way: it helps the ego, helps marketing, and shines a patina of professionalism and respectability on their activities. But just because these terms are used, doesn't make them true. A more useful approach is to consider that [More]
Most service-based organizations compete based on Price/Expertise/Trust. But do these dimensions by themselves generate sustainable competitive advantage? Not necessarily: to develop competitive advantage requires taking each of these items to their logical conclusion. From price to value: Not only is competing on price usually not economically sustainable, most organizations do not want their brand to [More]
Back in the dark ages of the internet, marketing was simple: send a monthly ezine, sales offers, and any other buzzworthy content down the pipe and a certain percentage of people will “convert.” Money automatically transferred into your account as the list was monetized. Today, it’s no longer that simple. [More]
Have you ever felt that you were being "sold" to? Perhaps an over-the-top marketing campaign, or perhaps a slightly-too-pushy salesperson? If so, then you're not alone; the question, however, is why. And why do organizations so often encourage such off-putting activities? Some of the obvious reasons: The momentum of the [More]
Have you ever heard the expression "you're only as strong as your friends?" No where is this more true than with digital marketing. Too achieve a particular objective, organizations will often invest in a focused campaign. It has a beginning, middle, and end. Its results can be measured. And when [More]
Too often, organizations see an arithmetic connection between the resources allocated to a task, and the return on investment from it. Chasing the digital holy grail of engagement is no different. Here is the logic: Twice as many likes, comments, and shares will yield twice as much engagement. And to [More]
Where do you spend your organization's budget? Should it be on communications, or on training? Should it be on infrastructure, or on people? Inside the organization, or to partners? While these may all be good questions, there is merit on reframing it - especially when it comes to questions around [More]
Are you really satisfied with the response rate of your newsletter registration form on your website? Do you think that, just maybe, your list could be bigger? Instead of thinking of the sign-up form as a sign-up form, think of it as a transaction. The user - a prospective client [More]
How often have you walked in a shop, only to feel pressured into buying something you didn't really want? Perhaps you were at a restaurant, and the waiter actually sits down at your table, introduces him or herself, and asks for your order? Or maybe you found yourself in the [More]
Have you ever wondered how Starbucks, Mcdonalds, or any global retailer guarantees both consistent service and consistent food quality? Or how KPMG, Baker & McKenzie, or any global advisory firm provides the same quality of work, no matter the jurisdiction? Behind every successful french fry, coffee, or advisory engagement is [More]
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