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…

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…

Marketing: Parental Guidance Recommended

For generations, parents have been telling their kids the same things.  As kids, we swear that we’ll never say those things to our kids.  Then, one day, we are shocked to hear them coming out of our mouths. So one wonders if there aren’t some elemental truths in these nostrums – and if they might…

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…

The Dark Side of Branding and Name Recognition

The Dark Side of Branding and Name Recognition Once upon a time, we were told “Call me anything you want; just spell my name right.”  Or “there is no such thing as bad publicity.” Arrant nonsense, of course, although it has seeped into everyone’s consciousness.  If that was true, companies wouldn’t spend untold millions on…

For the Love of Bureaucracy

For the Love of Bureaucracy It is hard to find someone who doesn’t bemoan the problems of dealing with bureaucracy:  The endless paperwork.  The cumbersome processes seemingly designed to frustrate anyone daring to want something done.  The daunting number of people who stand between you and your objective.  The amount of time necessary to grind…

The Promise of Social Media and the Myth of Tantalus

The Promise of Social Media and the Myth of Tantalus In Greek mythology, Tantalus was cursed by the gods with an unquenchable thirst.  He was chained to a rock in the middle of a river; and each time he bent down to drink, the river would recede. This is where the word “tantalize” comes from.…

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…

Marketing without Communicating

Marketing without Communicating:  What Were They Thinking??? All of us have come across them:  the marketing inanities that leave you shaking your head (or giggling).  Here are some of my favorites: ♦        Robo sales calls.  I get these on a periodic but regular basis.  As soon as I hear a canned voice,…