Failure to meet (or exceed) expectations. While this seems obvious, the real question is whether you indeed know what those expectations actually are. Too often, we make assumptions about what others want... and we don't always get it right. (Said another way, we always hit the bullseye, but the wrong [More]
Unnecessary web and app trackers: Minimize the use of the trackers, and when they are used, only request the absolute minimum of data that you need. Step one is to see what is embedded. Location tracking: Does your corporate app or website REALLY need to know the location of your [More]
At every touchpoint, trust is either earned, or eroded. And while most people are willing to forgive unexpected problems, sometimes the nature of the issue is so egregious, that no amount of goodwill can smooth over the problem. So what to do? And is it even possible to turn around [More]
While this graphic (source: Reddit) shows the differences for messaging platforms, the difference is just as stark for browsers (Chrome vs all others), and search (Google vs all others.) And Android (vs iOS). And Google Assistant and Alexa (vs Siri). The question, however, isn't how "good" or "bad" a particular [More]
Perhaps even worse is the notification that pops up on your phone from a retailer or service provider when you go to a particular location. Many people are completely unaware that many "loyalty" apps track your location, sometimes 24h/day, then send that information to data brokers, who cross-reference this with [More]
Trust and Pain:With low trust and low pain, there is no need, and therefore no business that is available. And as the pain grows, high-trust competitors will scoop the business. With high trust, the spectrum is more palatable: the business is yours, with the proviso that price would reflect the [More]
The question though, is what happens when there isn't any interest. When you don't have the solution right then and there. Has all of your marketing effort and investment been a waste? Should one simply "give up" and move to the next prospect? Or... is there an alternative. (There is.) [More]
The conventional wisdom is that segment-of-one marketing is the logical outcome of big data, and that the gains (more relevant targeting, more effective ad buys, lower costs, higher sales, etc.) far outweigh the risks. But have they? As organizations move to more sophisticated data-oriented marketing, it is all too easy [More]
And then, an old picture crops up, or an embarrassing tweet, or a tone-deaf social media post is surfaced. When this happens, your reputation — and a lifetime of good work — goes out the window. Yes, disaster. Yes, people change over the years, so what you said (or posted) [More]
Sadly, many organizations (and some individuals) want the former, but their words and actions demonstrate the latter. Why? When it comes to marketing, there is always a strong linkage to emotion, with significant effort spent building visuals and writing engaging copy. But when it comes to operational corporate communications, too [More]
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