Marketing Strategy

The year was 2012, and everything seemed to be going wrong for Best Buy. The CEO had just resigned after admitting to an improper relationship with a female employee. Employee engagement seemed to be at an all-time low. And like many other retailers, Best Buy stores were bleeding money–as customers came to test products they…

Naming can be a difficult and thankless marketing undertaking.  Anyone who has had to name a product or service can attest to how challenging it can be.  Dealing with subjective opinions, tight timelines, managing approvals, trademarking, finding something original, that’s on brand, on strategy that will work in English and…

Businesses that want to drive traffic to their site have had to learn how to optimize for search and then how to optimize for mobile. Now they are going to have another medium to consider: optimizing for voice search. “Voice tech is on the rise and will continue to grow,”…

“Companies spend millions creating and advertising their brands,yet the Customer’s experience is what drives Customer perception.” CUSTOMER EXPERIENCE IS THE NEW BRANDING Branding is no longer about building perception in your Customer’s mind. In the age of smartphones and social media, Customer Experience is the new branding. Every company is…

A couple of years ago, Bill Theofilou, a senior managing director at Accenture Strategy, met with a food manufacturer who’d just received bad news. Despite strong sales, its brand was being dropped by Target. He remembers the head of marketing and sales relaying the main reason with a sense of disbelief:…

The advertising industry is suffering from an efficiency bubble. Data-driven digital advertising, in particular, has been highly efficient at driving short-term metrics such as sales, click-through rates and mobile app installations. However, industry experts warn that a focus on efficiency and an immediate return on investment means advertisers are putting long-term advertising…

One of top three trade show goals for B2B marketers is to strengthen key relationships. And no relationship is more valuable than their relationship with existing customers. Yet, most exhibitors put greater effort into generating as many badge scans as possible, rather than creating a pro-active plan to take full…

Chantal Tomlinson, VP of Digital and Technology, was faced with a few key objectives when considering digital training for the World Vision Canada team: “Digital Transformation is a key, strategic topic; we’re constantly looking at activities, processes, competencies and models to enable greater corporate outcomes. However, we also knew we…

I spend my time facilitating workshops with agencies and clients around the world. Here are some key themes I seem to be observing and hearing: 1)   Trust has evaporated– The relationship between client and agency has shifted dramatically over the past decade.  This is due to a mix of both being…

Why should CMOs care about Voice of the Customer (VoC) strategies? Paul Hagen, senior principal of customer experience and innovation at West Monroe Partners, said because VoC strategies influence budget, company health and how CMOs think about their jobs.  “In a world where many firms have shifted to more subscription-based, digitally…