Yes, We Can Control the Message

Yes, We Can Control the Message Recently, I’ve been having some very interesting discussions about whether marketing can control its messages. Seemingly reasonably, it’s been pointed out that:  The only time marketing truly controls the message is when it is created and delivered.  The customer’s/prospect’s interpretation of the message determines how he will…

Creating Demand

Creating Demand Lately, I’ve been mulling over the introduction of new products and creating demand in the consumer vs. business to business marketplaces.  The differences, at the core, are stark.  In the consumer marketplace, demand is created based on psychology.  A sense of need is developed.  Are you the last person to have the latest,…

The Relevance of B2B Mobile Marketing

The Relevance of B2B Mobile Marketing When it comes to “Mobile Marketing”, most of the emphasis is on consumer facing activities. So what about mobile-enabled business customers? Can mobile marketing be effective with this audience? And what exactly is B2B mobile marketing? When it comes to marketing to business customers (B2B), the term “Mobile Marketing”…

The Economy is Too Important to…

The Economy is Too Important to… The economy is too important to leave to economists or politicians. By and large, very few in these groups have ever developed a new product, brought one to market, or managed an organization that did. Innovation and new product development are driving engines of the economy. They both create…

Transactional Sales and Strategic Marketing

Transactional Sales and Strategic Marketing No company can survive without transactional sales. This is what brings in revenue month after month, year after year. A company can survive without strategic marketing. But it cannot grow beyond very finite limits. Strategic marketing looks beyond the next quarter, or the quarter after that. It looks to the…

Those Pesky Customers

Those Pesky Customers We all know them: • Those unreasonable people who don’t understand business efficiencies and want to talk to a live representative. And worse, a live representative who can actually speak their language. • Those people who don’t grasp the concept of “try, try again,” and immediately call for technical support or complain…