Blog categorized as Advertising

I recently got to read an old post from Chief Marketer thro' Msquared Group and it has got some lovely insights on how marketing and advertising has to change to the new order.

My view has also been that fusing data-driven marketing and targeted advertising will be the future. The ones who will be s...

Vince Kellen, a senior consultant with Cutter Consortium, a leading IT Advisory firm's 11 point plan to focus IT on customers resonated with me. I have been over the last couple of months writing about the need for IT to become customer-centric. In fact Forrester has been evangelizing the need for I...

I was reading this article written by Michael ( Thanks to Suzanne) on an interesting thought on information arbitrage. He wrote:

Arbitrage has been a widely used term in the financial world, describing the practice of taking advantages of price differences in different markets. It is all about strik...

How do we make loyalty programs work? In an era where we have over 5-10 loyalty cards in our pocket, the challenge is to determine how to make loyalty programs make a difference in increasing market share and brand affinity amongst members. I have always found this an increasing challenge for brands...

The Economist Intelligence Unit has an released an interesting study on this topic. It provides some interesting and well known challenges facing marketing today and therefore how CMOs of the future will have to acquire new skills and competencies to take their organizations and brands forward. Take...

In an interesting article written by Alan Mitchell, Iain Henderson and Doc Searls, they argue that direct marketing is facing endemic crisis. I can't agree with them more as there's a tectonic shift in the way customers have to be reached in the future. Direct Marketing needs redefinition. It needs ...

Overall last couple of years, I have been writing about the seamless boundaries or should I say vanishing boundaries between various media. If you are in marketing, communication, media and the like there seems to be thin lines dividing marketing, technology and media/publishing. This has led to the...

 Christie Nordhielm has an interesting perspective on understanding the anatomy of a loyal customer. She says:

Basically there are three types of brand loyalty: head loyalty, which is just being interested in the features of the product; heart loyalty which is that really strong emotional brand ...

Tom Asacker writes about the fact that great marketing is all about brilliant story telling. In my view, it is extremely true. Just go back and think about the companies, products or brands that you remember. You will have a great story to tell. It could be an interaction, a product experience or ev...

Following-up on my last post on loyalty, Michael Schrage  directed me to his article in financial times and it has some very interesting points. Take a look:

Consumers are neither sheep nor fools. They can sense when companies are consistently more loyal to investors, employees and regulators th...