Implementing is the Hard Part

Implementing is the Hard Part It’s obvious.  Creating “strategy” is sexy.  It requires thought, knowledge, sensitivity to the marketplace, and creativity. MBA courses stress strategy.  Discussions abound on strategy.  We worry about social media strategies, mobile marketing strategies, strategies for enhancing “customer engagement” or the “customer experience,” advertising strategies, SEO strategies, inbound marketing strategies, sales…

Messaging Management or Cognitive Dissonance?

Messaging Management or Cognitive Dissonance? In dictionary terms, mixed messages are when someone is getting different opinions or answers from the same source. In psychological terms, this causes “cognitive dissonance,” the feeling of discomfort that comes from holding two (or more) conflicting views. This is a concept that marketers and brand managers ignore at their…

Small Company Marketing

Small Company Marketing Most of the economy is made up of small companies. Yet most of the discussion and literature about marketing focus on large corporations; and those that do speak to smaller companies spend their time assuming no knowledge of marketing at all (and very little common sense). Smaller companies have, basically, the same…

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…

What is Marketing in the 21st Century?

What is Marketing in the 21st Century? If you walked into a room with 100 marketing people in it and took a poll, you’d get at least 112 definitions of what marketing really is. A dictionary definition is: “The business activity of presenting products and services to potential customers in such a way as to…

Marketing in a Depression

Marketing in A Depression (Oops, I mean Recession) (Oops, I mean Slow Recovery) The politicians and economists have assured us that we are in a period of economic recovery, albeit a slow one. Unfortunately, for most businesses, their customers don’t agree. Money is tight (unless you are a hedge fund manager); and businesses and consumers…

The Chief Marketing Officer’s Challenge

The Chief Marketing Officer’s Challenge Recently, it seems as though every time I turn around, there’s another new catch phrase or technology demanding to be seen as the centerpiece of marketing: mobile marketing, social media, customer experience, customer satisfaction as strategy, lead nurturing, QRCs, etc. Corporations and marketers are diving head first into the technologies…

What Politics Can Teach Us About Marketing

What Politics Can Teach Us About Marketing 1. Messages that don’t reverberate with your audience open the door to your competitors In Politics: This is reflected in the increasing number of voters leaving the major parties and registering as “independents.” In the Market: This is reflected by the increasing difficulty of creating and maintaining customer…

Breakthrough in Marketing Integration

Breakthrough in Integrating Marketing Communications  New Jersey, October 4, 2011  Dr. Emily R. Coleman, President of Competitive Advantage Marketing (www.colemanmgt.com), a New Jersey based marketing firm, has announced a breakthrough methodology for analyzing, aligning, and implementing integrated communications across all business units, product lines, and communications media.  Effective marketing communications, never a simple task, has…