The balance between the big stuff and the little stuff is a tightrope marketers walk everyday. Innovation through large, new projects. The sexy stuff – digital transformation, whole of lifecycle review, new communication platforms. Micro-iteration through constant and infinitesimal improvements. The small stuff – multivariate testing of SEM ads, A/B testing of landing [...]
The urge to broadcast our brand, our value proposition, our offering is very strong particularly for executives for whom awareness and recognition are both powerful personal and professional motivators. Are you a marketer that is broadcasting hoping for traction with anyone or are you selling to people who are listening? Only those who are listening […]
We are in the era of big data, absolutely. Everything we do, click, view (and seemingly think) is captured in databases that are so much bigger than the first computer. There are copious articles on big data and the benefits and risks of using, giving and storing this data. To companies, and their marketing departments, […]
Marketing is a moving feast. And a bit of a beast. What some people categorise as marketing other people scoff at. What was marketing 10 years ago in some instances no longer exists. What will be marketing in 10 months doesn’t yet exist. I don’t define marketing as the technology that supports it but the […]
If you aren’t curious your current advantages will be surpassed in less than 5 years. You will never be finished so learn to draw the line at a place both you and your customers benefit. The point of diminishing return is very real. Diversity breeds innovation. Test your assumptions and ask more questions. You should […]
Be worthy. Aspire to a higher purpose. Clarity and communication. Have empathy. Know yourself. Define the business’ purpose and people’s place within this purpose. Move people. Back your team. Be their example.