People who’ve been involved with marketing for a long time understand that there are essentially two types of companies. The first is, for lack of a better word, conservative. This is the type of company that’s very risk averse, has a business model that evolves at a snail’s pace (if at all), and perhaps most […]
1) CONTEXT If you haven’t read ‘Age of Context’ by Robert Scoble yet, you should. It will help you understand how technology is being used by the most powerful brands to effectively reach out to millions of customers – one at a time. Selling today is all about context. Where is your customer? What device […]
Now that Google has cars that drive themselves, Gmail, Google+, Google Glass and a slew of other business ventures, it’s sometimes hard to remember that the brand began as just a search company. Perhaps for some managers, managing that bloated cash cow would have been enough. But that’s not the path that Larry and Sergey […]
Way back in the pre-Internet era, Apple ran a now-infamous commercial called ‘1984’. It ran just once, on the SuperBowl that year. But from all of the buzz the spot created you would have thought it was part of giant, multi-million dollar media buy. There’s no product in the commercial. Nothing you can buy is […]
1) CREATE ONE PERFECT HYPOTHETICAL CUSTOMER. This is an incredibly useful exercise. It essentially forces you to make hard decisions – in other words to focus on what will work. Is your prospect male or female? 25 or 39 or 44? What problem does he or she have that you’re solving? How important is it […]
Show me a brand that doesn’t have search ranking at the top of their list of marketing priorities, and I’ll show you a business that’s doing better advertising. Not only that, they’ll also have a friendlier, more creative brand personality – one that’s better suited for the long term. Unfortunately, most small and medium-sized companies […]
Unlike giant consumer brands like Budweiser or Pepsi, Google isn’t known all that well for their advertising. They don’t run a regular schedule of commercials, they don’t buy radio time, and their print ads only appear sporadically. You don’t see their logo popping up in the sidebar of your Facebook or LinkedIn page among all […]
Every successful brand has a well-defined marketing strategy. It’s often what determines whether a particular company will succeed or fail. And yet, many small and medium-size brands never take the time to create a succinct, actionable brand or positioning strategy. When companies struggle with sales and marketing, it can typically be traced back to a […]
Change isn’t easy. Which is why brands that are proficient at responding to the ever-changing marketplace do the best. These are the high fliers. The CMOs that think ahead of the curve. They make news. Introduce products based on what evangelists want most. Involve fans in important product decisions. And do their best to make it all relatively transparent.
In the first six months of 2012, the figure for all U.S. print & newspaper advertising was just over $20 billion. Google for that same period? Just over $20 billion. To put it simply: This is a company founded 14 years ago that now takes in more advertising dollars than an entire media category that’s been around for more than a century.