The Fantasy of Marketing Magic

The Fantasy of Marketing Magic I was talking with a friend the other day about how the ease of use of the Internet seems to have replaced the need to work at marketing in some people’s minds. For example, one fellow I know (and I’m quite sure he is not alone) has proudly built his…

7 Simple Rules for an Effective Marketing Program

Marketing seems to be getting more and more complicated.  There is an ever-expanding universe of ways to try to reach out to prospects.  Segmenting the marketplace now includes categorization by means of communication on top of the traditional demographic profiles.  Marketing specialties are multiplying. What’s an entrepreneur or small- to medium-sized business to do?  There…

User-Friendly Marketing

User-Friendly Marketing We all know that a key to technology success is user-friendliness.  Consumer hardware is “plug and play.”  And software – both consumer and B2B – should require no particular expertise from the end-user.  Gone are the days when you needed a 500 page manual on your desk in order to be able to…

Why CFOs are Dubious about Marketing

We all know the problem.  Those accounting types are driving us crazy, constantly demanding that we measure our success and justify our expenses.  We tie ourselves in knots trying to come up with metrics that will satisfy them. Well, with all due respect, I’d like to suggest that a large part of the problem is…