How to Compete with Amazon
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Data, Trust and the Infomediary
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It’s Not Your Customer Data
One of the biggest mistakes your company can make: Thinking customer data belongs to you, and not the customer.
How Competitor Ecosystems Work
A quick tour of how to define your competitive ecosystem and work more effectively within it.
Search Word Ads are Outdated
My take on marketing in 2019: Search word ads are outdated! Companies that rely on search words for their marketing are going to have a short-lived existence.
How many times have you been served an ad that feels impersonal? Even though you’ve searched for the term, the ad just hasn’t hit the mark?
That’s where Digital Ecosystems come in.
Doing Things FOR—not TO— Customers
I’ll be honest, I usually prefer to be the guy BEHIND the scenes…
But I’ve seen so much great content recently, that I’ve decided to start putting myself out there more.
How to Overcome Structural Barriers to Digital Transformation
Cartoonist Tom Fishburne captures the pains of digital transformation in a visceral way—and there are plenty of them. For many of us, this cartoon is not far off from the truth. As individuals, we are anxious to adopt modern, digital practices to improve our lives and the lives of our customers. But our organizations’ legacy […]
How to Unlock Powerful Marketing Insights with Digital Ecosystems
The Holy Grail of modern marketing is delivering the right message at the right time for the right audience. And it may be more attainable than ever when you approach it through the lens of digital ecosystem marketing. Phil Kotler and Christian Sarkar explain in their latest Marketing Journal article that ecosystem marketing is about […]
Do Your Content Pages Woo?
Considerable effort is often exerted to design marketing content that assists buyers through their journeys. But far less attention is paid to the sign-up boxes, page links and other offers that surround all of that great content on the content page. If not approached with care, these offers can seem out of sync to the […]
The Omnichannel Buyer’s Journey: Who Does It Well?
While the industry continues to witness the fall of more traditional retailers (most recently, Sears), there are some key bright spots in the retail market. According to Forrester, the projected growth rate for pure digital purchases in 2018 is $48 billion. The projected growth rate of in-store purchases that begin digitally is $69 billion. From […]
Privacy Dashboards: How to be More Customer-Centric When Obtaining Consent
With the advent of GDPR this past spring, we’ve seen privacy messages rolling out across just about every website we visit—some variation of “click here to confirm that we can track your behavior with cookies” or “if you continue to use this website, you’re consenting to our use of cookies to track your behavior.” Most […]
The New Era of Consent
Consent is more than the zeitgeist of the moment. It is coming to frame all interactions. And we in marketing are compelled to sit up and take notice or bear the consequences of our inaction. Customer-centricity is important, but it is not enough. There is no doubt that the required evolution of marketing; and indeed, […]