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customer satisfaction index or indifference and dissatisfaction

Shall we increase the customer satisfaction index or decrease…

May 26, 2018September 19, 2018

#StrategicMarketing #MarketResearch #MarketingAnalysis #CustomerSatisfaction

By Mirio E.D. de Rosa

Defining customer satisfaction with a single value, like the Customer Satisfaction Index (CSI), Net Promoter Score (NPS^®), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), or other index, may prove ineffective and expensive. This article discusses a more accurate approach to measuring consumer satisfaction. Read more “Shall we increase the customer satisfaction index or decrease indifference and dissatisfaction?” →

Innovation in strategic marketing- Segmentation and differentiation

The very first brand: A tale of segmentation and…

April 23, 2018September 19, 2018

#StrategicMarketing #Segmentation #MarketResearch #Differentiation

By Mirio E.D. de Rosa

Segmentation and differentiation are perhaps the most powerful weapons in the marketing arsenal. Yet they are also the least understood. Why? Because way too often marketers do not understand customers. They can talk products, but features don’t make products different. This article aims to shed some light on how to create solutions that are really desirable to buyers and users while being truly different from competing brands. Enjoy it.

CocaCola: The Real Thing @ Marketing Week

Marketing Week: What makes the person selling sugared water…

March 27, 2018September 19, 2018

#StrategicMarketing

By Mirio E.D. de Rosa

On March 23, 2018 Erin Lyons wrote What would you consign to Marketing Room 101? for Marketing Week Live where, among others, Mark Ritson and Colin Lewis, Marketing Week columnists, made comments worth discussing further. Read more “Marketing Week: What makes the person selling sugared water better than the guy working in B2B?” →

Data analytics: Moving the first step as analytical company

How to evolve into an analytical company

March 4, 2018September 19, 2018

#StrategicMarketing #MarketResearch #MarketingAnalysis

By Mirio E.D. de Rosa

Chances are your company isn’t ready to profit from the alluring promises of data analytics. You need to learn how to make and test hypotheses at scale before you can earn the title of Analytical Company. Read further. I am going to tell you how to develop analytical skills to move your business ahead. Read more “How to evolve into an analytical company” →

Anatomy of an advertising strategy

February 12, 2018March 27, 2019

#StrategicMarketing #Differentiation #CopyStrategy #CommunicationStrategy

By Mirio E.D. de Rosa

Creating an advertising strategy that delivers what it promises is a long process built on coherence. First off you need the magic ingredient that makes your product truly different and better. Then you think profit. And only then comes the Read more “Anatomy of an advertising strategy” →

Where does the online world fit in marketing?

January 26, 2018September 19, 2018

#StrategicMarketing #MediaStrategy #CopyStrategy #CommunicationStrategy

By Mirio E.D. de Rosa

Don’t let them fool you with terms like online marketing, Internet marketing, digital marketing, social media marketing, affiliate marketing, and you name it. There are no such things. They do NOT exist. There is only Read more “Where does the online world fit in marketing?” →

Online marketing doesn’t exist

January 26, 2018September 19, 2018

#StrategicMarketing #MediaStrategy #CopyStrategy #CommunicationStrategy

By Mirio E.D. de Rosa

Online marketing doesn’t exist.

Marketing is about creating and executing strategies. One of the key marketing strategies is the communication one, which consists of two parts: Read more “Online marketing doesn’t exist” →

What is the Statement of Purpose?

December 15, 2017September 19, 2018

#StrategicMarketing #MissionPurpose #MarketingStrategy

By MarketingStat

The Statement of Purpose, SoP (aka Mission, Vision), defines the company purpose and principles applied to reach the purpose.

When really lived inside the company, the company purpose is the main inspiration for the Marketing Strategies of all company brands.

According to Collins & Porras (see the book Built to Last) an effective SoP is made of two parts: Core ideology and Envisioned future.

How to create a marketing strategy that delivers what…

December 15, 2017September 19, 2018

#StrategicMarketing #Segmentation #ProductStrategy #MarketResearch #MarketingStrategy #Differentiation

By Mirio E.D. de Rosa

Marketing is about creating and executing strategies, and there are several, connected strategies in a strategic plan. The marketing strategy helps make sense of all the strands of a brand’s strategic plan, but Read more “How to create a marketing strategy that delivers what it promises” →

Product strategy and freedom of execution

November 29, 2017September 19, 2018

#StrategicMarketing #ProductStrategy #OnStrategy

By MarketingStat

The product strategy should give freedom of maneuver and at the same time define clearly the borders behind which stretching the brand performance is not a viable option. Just pay attention to not define it too narrowly. Read more “Product strategy and freedom of execution” →