Is MPM 3.0 Even on Your Radar? (Marketing Performance Measurement)

Marketers in the technology sector have made significant strides in developing and deploying their marketing performance measurement(MPM) strategies. Most have moved beyond the unrealistic quest to establish the perfect return on investment (ROI) metric, and have developed a solid marketing operations area that focuses on maintaining a set of pragmatic marketing performance objectives and metrics. Even so, many companies remain behind the MPM development curve, with the economic, marketplace, and corporate pressures continuing to grow.Where are...

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No Secrets In Marketing.

Jeffre nicely skewers a domain name seller for being so transparent in their upselling motivation that they inadvertantly announce it in their url.This doesn't just apply to the online world of course. Everything you do is noticed somewhere by someone and, if it's noteworthy, it will be repeated. All the more reason to ensure it's noteworthy for positive reaso...

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Innocent AGM.

On Saturday, I attended Innocent's first AGM. One of their founders told me that the key to success is making a good product. I, of course, agree that it's that simple (and that difficult). They also have insightful labelling.It was nine years ago today that they sold their first smoothie. Today they sell more than 100 million. No wonder everybody talks about th...

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6 Marketing Lessons From The Chat Room.

(click here to enlarge...... the picture). Many of the key innovations of the online world have been led by the adult industry, so naturally my first reaction on seeing this image (courtesy of Marcus) was to consider the numerous marketing insights it provides.1) Scarcity Of Attention - traditionally the scarcity has come from the potential customer, but here we see the provider rationing her attention and thus stimulating a huge pent-up demand.2)...

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Who's Your Client?

Hidden in the interview with the founder of mobile advertising network Admob was the revelation that banner ads get better click-through rates than simple text ads, but that some operators worry about them interfering with the UI and thus the user experience.It's the age-old marketing problem. Balancing the needs of your clients against the needs of their customers. Never doubt that erring on the side of the latter is the way to ...

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Keeping It Real.

Speaking of the logo that artists designed for his new album, Nick Cave makes an interesting observation. “The wires are telling you: somebody built this thing. It's the same reason we tend to use the first or second take of a song rather than the third or fourth. They may not be perfect, but they capture some sort of essence.”Would your customers recognise your product/service as being made by someone, but not "perfected" to the point of saniti...

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Twitter Spam.

In my usual early acquirer fashion, I started using Twitter a long time and have delighted in receiving classic tweets such as "Pardon me boy is this the Heathrow Express?", "Gazing at the ocean. Looking for a kettle", and the classic "Riding the Tube like a mofo." The stress was very much on the ambient intimacy that Lisa Reichelt identified. The reaction was one of delight, wry amusement or an excuse to grab a coffee/beer. But now, hot on the heels...

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Intangible Social Objects.

Continuing my recent thought that a social object used to faciliatate interest in one's product/service doesn't actually have to be an object, I even wonder if it has to be something with which the customer directly engages at all. Maybe it could be something that happens to the customer. The advantage with this type of social object is that the business can exercise significant influence on it. Some thinking aloud follows.Behaviour as social object...

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Strangers On A Train 4.

Four advertising folk discussing their just completed pitch meeting with an insurance client. Since you weren't there, I was obliged to take notes on your behalf. Key takeaways include"It's all guff on charts until you put it in an ad.""Forget the offer that gets you in the door, it's all about moving the brand.""I'm not sure why I needed to be there.""Me too, but I guess it gives the impression of commitment."No, they never mentioned customers. Not on...

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Welcome To The Involvement Economy.

Today, in respect of my recent post, I was told that the original concept behind the Nokia stores had been to create a "retail cathedral". While that is ironic both because of what Eric Raymond wrote and because I'd question the desirability of customer worship alone, it is undeniable that they have succeeded. They have a cathedral while the Apple store is a bazaar filled with people doing things.The question, of course, is how could Nokia get people...

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The Top 5 Made-Up Words Of Web 2.0.

David Armano has been gaining a lot of traction with his tongue in cheek guide to the invented words of Web 3.0 but, in similar vein, let's not forget the invented words of Web 2.0.ConversationIt's a metaphor folks. It doesn't mean that your customers want a conversation with you. They generally want a quiet life without unwanted noise from you. They want the ability to interact with you on their terms, they want you to listen and, most crucially, they now have the ability to have a conversation about you when you screw up. Your focus should be...

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There's Only One Job Title.

Talking about craiglist's founder Craig Newmark, Robert Scoble gets it very wrong. He's not being self-deprecating, he's acknowledging that everybody is a "customer service rep". It's those people who don't realise this simple reality that cause all the proble...

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Highlights from IDC's Sales & Mktg. Effectiveness Summit

IDC just completed its 4th annual Sales & Mktg. Effectiveness Summit. This was a full day event in NYC that included a great line-up of executive speakers from Careerbuilder, Akamai, Salesforce.com, ESPN, American Express and others. Although this certainly won't do the event justice, here are a couple of the "gold nuggets" that I took away from the event:Sales may be the "top scorer" in your company, but marketing most likely has the most "assists". [Mary Delaney, Chief Sales Officer, Careerbuilder.com] Do your sales & marketing teams...

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Nudge, Nudge. Wink, Wink. Say No More. Please.

Humour can be a great route to engagement, but I thought we all knew from personal experience that if the joke has to be explained to you, then the impact is greatly diminished. It's either a bad joke or it's been badly told. Or both.The parentheses above left me dumbfounded. Not only did it bring to mind memories of excrutiatingly unfunny speakers/party bores, it also managed to be sleazy rather than risque. If you're that unconfident about getting...

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The Streets Of London.

Two leading tech businesses.Two flagship stores separated by the width of Regent Street.Two retail experiences separated by a chasm.This is the new Nokia store at 4 p.m. today. A stylish place but few customers, no buzz and inevitably bored staff. A sterile environment.Literally across the street is the Apple store. A similar design aesthetic but, as ever, full of people either using it as an internet cafe or buying stuff from constantly engaged...

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How To Be Noticed.

Many marketers would have you believe that it's all about building a brand image by messaging and clever tactics, but really it's what you do that is much more important. I've previously highlighted No Impact Man's decision "to live in the heart of New York City while causing no net environmental impact." It has gained a lot of mainstream publicity and media coverage for sure, but the family are not celebrities and are seen as just regular customers in their local coffee shop. Except that they're not.The woman behind the counter said to Michelle,...

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Real Difference?

Talking of different, I'm still bemused by Becks Vier and their "different by choice" campaign. They may well be, but the only objective attribute they mention is the 4% alcohol strength which, of course, is also enshrined in their name. As a drinker of bottled Becks (5%), that strikes me as a claim to Vier being a weaker beer while the question of taste which is what they're really wanting to emphasise is lost in the shuffle. Yet again, we see how difficult it is to get two ideas across simultaneous...

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Make Them Laugh, Make Them Cry.

When David Ogilvy said "If you can't make a lady laugh, you certainly can't make her buy", I'm not sure this is what he had in mind.But, amidst a sea of "Creating World Class Solutions" and "Your Growth Is Our Business" banners at the trade show that I briefly endured the other day, it was this one for a tiny accounting business that was catching a lot of eyes (and causing women to laugh) . Now you can debate whether the impression it gives is the...

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Flaky Thinking.

Only the crumbliest, flakiest chocolateTastes like chocolate you'd brush to the floor. Joss Stone features in the latest version of the classic Flake ad. She's there no doubt to modernise the feel, but the women who brought it to my attention had noticed something else. At the end of the piece, she brushes away the chocolate crumbs and with it all the sensuality. Because, as my friends said, they would never brush the chocolate away, they'd eat every piece flake by flake. Here it just ends up on the floor. Along with its effectivene...

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