Influencer Marketing

Well, it’s upon us.  The latest, greatest magical technique to sharpen our marketing efforts and bring customers to our doors in droves. No more worrying about “the marketplace.”  Now we can focus on specific individuals or specific groups of individuals.  These people “influence” – i.e., help determine – what and why everyone else buys.  So,…

How to Improve Your Web Site’s ROI

What is your Web site’s ROI?  When was the last time you heard anyone ask that question? CFOs are demanding (and marketers are scrambling for) a clear definition of social media return on investment.  But Web sites have become so much an assumed part of doing business today that the question never seems to come…

Common Wisdom or Common Sense?

I don’t know about you, but I am getting very tired of the platitudes, nostrums, assumptions, and just plain silliness that passes for wisdom in marketing and business. For example: ♦       Everyone needs to be on social media. ♦       The more likes, connects, and follows, the better. ♦       Every…

A Brief Break

A Brief Break The Competitive Advantage Marketing blog will be taking a brief break for the Holidays. We will resume our normal schedule on January 7, 2013.  In case you missed them, or would like to take a second look, our favorite blog posts from 2012 are (in no particular order):  Marketing Arrogance vs. Customer Opinion…

Connect, Like, Follow?

Connect, Like, Follow? So you’re connecting like a madman on LinkedIn.  Your Facebook likes are growing by leaps and bounds.  It’s hard to keep up with the number of people following you on Twitter.  You’ve got Pinterest and Google+ aced. You’re a social media pro. So what? No matter where you look, there are articles,…

Defining the Product Life Cycle

Defining the Product Life Cycle The product life cycle, for marketing purposes, is usually defined as having four stages:  Market Introduction – where the costs are high, the sales are slow, and revenues are dismal.  Growth Stage – where there are increasing economies of scale, reducing costs. But at this stage, competition starts…

So Why Do We Buy Stuff?

So Why Do We Buy Stuff? As marketing people, we spend a good deal of our time trying to find the most appealing way to describe our value proposition. We develop strategies and tactics to exploit what we see as opportunities in the marketplace. We hone our messages to resonate with our customers and prospects.…

Puppies, Kittens, and Kids

Puppies, Kittens, and Kids: Marketing to the Emotions It is a truism in consumer marketing and advertising that putting puppies, kittens, or kids in an ad or on a product evokes an “aw” response. They automatically get attention. (Where would the Super Bowl ads be without at least one commercial with a dog in it?)…

You Know What They Say About Assumptions…

You Know What They Say About Assumptions…  Most companies think they have a pretty good handle on their marketplace, who their customers are, and why they buy from them. And, up to a point, they are probably right.  But customers are a surprising group, and often even successful companies can be missing some vital information…

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,…