Why Six Sigma Doesn’t Work for Marketing

Six Sigma is an increasingly popular approach to measuring and managing quality.  Its ultimate aim is “perfection,” the concept being that with continuing incremental improvement, there can be a reduction in variation approaching zero. Six Sigma is a process quality control tool, created by Motorola in 1985.  It was designed as a manufacturing process tool. …

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,…

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…

Where Have All the Marketers Gone?

We all know that there are far too many people out there who call themselves marketers who only know how to tweet or post to Facebook or Instagram. But recently I had a conversation with several people who claim to be high-powered, senior level marketing executives who didn’t have a clue about what a digital…

7 Simple Tips for Social Media Success

1.  Remember these platforms are called social media.  Your tweets, your posts, your comments, etc. should not all be about you.  Be generous with your re-tweets and re-posts.  Flagrant ego-thumping and blatant sales pitches may get you attention; but it will not be the kind of attention you want.  2.  Understand what the various social…

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…

Measuring Impact on Social Media

Measuring Impact on Social Media Marketers spend a good deal of their time segmenting markets, parsing demographics, and searching for niches.  Marketing, in some ways more than most fields, lives and dies by the numbers. It’s not surprising, then, that we focus on numbers with social media.  We count likes, connects, and follows.  We measure…

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…

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…