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.
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 “MarketingWeek: What makes the person selling sugared water better than the guy working in B2B?”
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”
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”
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”
Image A: Customer Satisfaction Tree – Courtesy of MarketingStat Satisfaction Modeler©
Interest in the concept of measuring customer satisfaction is growing. More and more companies want to know how satisfied their customers are. At the same time an increasing number of decision-makers are realizing that measuring overall satisfaction alone isn’t enough. They want to know how much overall satisfaction increases when the satisfaction with a given attribute grows. Only then is it possible to make plans that deliver what they promise. This article sheds light on how to create a valid customer satisfaction measurement model that can measure the contribution of a single attribute to overall satisfaction. Read more “How to measure customer satisfaction correctly”
On insight discovery – Recently I spoke with a Brand Director about how to find market space he can win and defend in the long run. The discussion shifted on the meaning of information and insights and, after an interesting debate on what’s insight at all, we found agreement by means of an example, which I’d like to present to you too.