While looking for someone to manage a social community for a brand, I have noticed that marketers tend to focus on experience. Does this person have experience with social networks? Which ones? Does he/she have a blog? I find some bloggers to be somewhat introverted and that they use social media as a platform to [...]
Comparing “Design of Business” approach with blue ocean strategy. It makes sense to take a risk with half-intuitive and half analytical approaches because pure analytical approach is not any better.
As you can see below, the inevitable decline is inevitable for every colorful logo on the PowerPoint slide you may have titled Social Networking. This curve was probably drawn back in 2007. By now, Facebook may be on the Plateau of Ubiquity on its way to decline at some point. They would have to play [...]
A great way to approach the teen “cool hunting” phenomena by Forrester’s David Card. It is important to point out that cross-category influencers are engaged in targeting.
A video lecture about going beyond the basics and putting context behind numbers.
1. If your online business has not established specific key performance indicators beyond the basics (visits / total revenue). 2. If the decision-makers in your online business receive an auto-generated dashboard report but no analysis is done. 3. If you do not define specific KPIs for each campaign in the marketing brief before the campaign [...]
Chris Anderson, according to his long-tail concept, talks about unlimited shelf space and the opportunity that lies in the niche segments. We also talk about going beyond demographics and using behaviors to define the customer. Then we have “mass customization” and “economies of scope” concepts. If I am not exaggerating, I think DELL was discussed [...]
It is interesting to see how as an industry matures, its pundits start to become more honest. At this year’s Ad Tech event in Chicago, my one takeaway from all social-media sessions was: “we really don’t know what we are doing“. Previously, there was a overwhelming excitement around the social band-wagon fueled by a handful [...]
As I explore the analytical tools used in marketing research, I am fascinated to realize the potential of web analytics as a source of insights for the new product development. It must have extremely high accuracy by the virtue of the fact that it is not just sample data, it represents all users. Imagine if [...]
Especially for business-to-business applications built on Web 2.0 principles, success is a function of time (in seconds) it takes for a user to sign up for a free trial and explore the application until they reach a milestone moment, I call it the “aha!” moment. It occurs when the potential customer realizes how “simple” it [...]