Marketing By the Numbers

At its core, marketing is a numbers oriented profession. We segment the market and size it.  We worry about demographics and demographic trends.  We do statistically significant market research (or, at least, we should).  Marketers are given to counting the number of hits, likes, connects, and follows.  We are constantly looking for new and more…

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…

Marketing Is Not A Game

I recently published a blog wondering how someone could consider himself a professional marketer if all he knows is how to post on social media – or worse, doesn’t understand digital marketing at all. I got some interesting responses  And one in particular, I think, points out a fatal flaw in too much of what…

The Dumbing Down of Marketing

Here’s the dirty little secret that’s not being talked about in public:  Marketing is dumbing itself down. I’m sure you’ve all noticed.  LinkedIn is becoming overwhelmed with “discussions” about issues that were either settled decades ago (e.g, “Can Women Manage as Well as Men?”  Really?  This is what we need to spend our time discussing?).…

Sales is From Mars, and Marketing’s From Venus

For as long as I can remember, there has been a quiet, consistent, and apparently immutable lack of understanding and appreciation between sales and marketing. Oh, we like to pretend that this tension is much ado about nothing.  We talk about the partnership between the two areas.  We talk about collaboration between them and develop…

Creating a Successful Slogan

Slogans abound. Large companies spend hundreds of millions of dollars trying to create slogans and impress them  on the public consciousness:  “I’m lovin’ it.”  “It’s the real thing.”  “We try harder.” Unfortunately, most companies don’t have that kind of money to invest.  So what’s a small- or medium-sized company to do? Actually, there are only…

Is Marketing Setting Itself Up for a Fall?

Is Marketing Setting Itself Up for a Fall? We all agree that today’s prospects and customers – both on the consumer side and on the B2B side – are getting more sophisticated and demanding.  Simultaneously, of course, the tools, techniques, and mechanisms for reaching them are growing exponentially. The result is an explosion of marketing…

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…

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…