This should be a golden age of marketing.
More channels and tools exist to reach, persuade and gain customers than ever before. A new channel – social media, mobile, the Internet of Things, etc. — is added seemingly every year. Thousands of companies now offer some flavor of marketing technology in dozens of categories. Many studies have shown that companies that market more grow faster.
But the result of this upheaval for many marketers is a feeling of innovation overload. They are constantly bombarded with conflicting claims from vendors. They understandably don’t even know what all of those dozens of channels and types of martech do, let alone how to use them to produce optimal results.
The Bullseye Marketing FrameworkSM is my response to this challenge.
I know that the Bullseye Marketing Framework can produce tremendous benefits, but it’s not for everyone.
For example, are you a senior marketing executive at a…
- Global 2000 company?
- Venture backed startup?
- Company with a robust, successful marketing program that’s exceeding its goals?
Then maybe you already have this revenue generation thing nailed. You look at the Bullseye Marketing Framework and think, “I’m good, thanks.” And that may well be the case.
On the other hand, maybe you’re a senior executive (in marketing or another area) in a small- or mid-sized company that is feeling a lot of competitive pressures.
Last Friday I wrote about the need for speed, and (unrelated) on the same day Tom Peters tweeted:
I would never say “speed is all”. Or that you should be hasty. I don’t think there should be a tradeoff between speed and excellence.
“It is no longer the big beating the small, but the fast beating the slow.”
– Eric Pearson, CIO, Intl Hotel Group
Speed has never been more important in business, and no doubt it’ll just keep getting more important.
Fashion has always changed fast, and in tech industries many product lifespans are measured in months.
Customers no longer can afford to wait for perfect; they need good-enough now.
And that means that companies, and marketers, need to constantly launch and iterate.
Does marketing increase revenue? Or is it a cost center?
A recent study from ITC and Velocify says it definitely works.
The two companies surveyed more than 1,000 insurance agencies. Continue reading
Eight years ago United Airlines found itself in the middle of a social media kerfuffle when Canadian folk singer Dave Carroll’s guitar was broken by baggage handlers. Now they’re in the thick of it again.
A few months after his guitar was broken, and the airline refused to compensate him (he says because he didn’t make a claim with 24 hours), Carroll posted a Continue reading
I recently ran across a feature I’d never seen before on the Yahoo news site: real-time sentiment analysis.
Sentiment analysis can be a really valuable tool, such as when a company is evaluating social media conversation about it. Some high end programs also provide purchase and churn intent and predictive analytics about individual behavior. Those programs can start at few thousand dollars a month on up. Continue reading
A few weeks ago I wrote about how viewership of NFL games, including the Super Bowl, has been declining for two or three years. Well, the NFL isn’t going to sit back and do nothing. The league office probably knows more about marketing than it does about football. Continue reading
One of the reasons I enjoy sports is because they sometimes serve as a kind of management simulator. For example, Michael Lewis’ great book, Moneyball, is not just about how the Oakland Athletics baseball team selected players, it’s also about how any company can compute the value that an employee adds to the company – and beyond that, how rationally or emotionally we make decisions. Continue reading
Today is St. Patrick’s Day and it’s time for the wearin’ of the green! Or not.
In China “wearing a green hat” is an expression for a man being cheated on by his wife or girlfriend, because the Chinese word sounds similar to the word for cuckold. Continue reading