Month: August 2015

Is that a Strategy or a Tactic?

Phil Ryan | Posted on August 26, 2015 |

Good marketers have a true passion for the programs that they develop and deploy. Seeing the TV spot you developed on air, the coupon you helped to create in the local circular, or the redesigned website finally go up can be highly satisfying, as can tracking what are hopefully the positive business results that these […]

How the Mattress Industry Was Caught Sleeping

Chris Fan | Posted on August 24, 2015 |

The online mattress company Casper is altering the landscape of its mature industry by employing an innovative business model and strong marketing fundamentals. Certain consumers are now comfortable with making the big ticket purchase of a mattress online with minimal physical contact with the product, a giant step away from the typical “try before you […]

Strategic Insights Over Big Data

Ben Cohen | Posted on August 19, 2015 |

We now live in an era of Big Data, and like most strategists and marketers, I welcome more data and information regarding the market, customers, and consumers. But those data on their own are not enough to drive sustainable growth in a business – and neither are the high-level summary findings that typically come from […]

Consider On-Demand to Remain in Demand

Jacob Romansky | Posted on August 13, 2015 |

As technology unlocks the ability to enable consumers to access many real-world services in the digital realm, companies are clamoring to become the new “Uber for X” – to deliver services to consumers demanding instant gratification. Venture capital investment in these start-ups has increased from $0.2B in 2009 to $2B in 2013, while on-demand economy […]

Strategy Essentials: Enterprise, Brand, and Marketing

Ben Cohen | Posted on August 10, 2015 |

It is not uncommon in business to hear, “We need a strategy” or “We need to update our strategy.” And by “strategy,” people are usually referring to a clear, over-arching statement of the choices a company is making regarding why, how, and where to use its limited resources. That strategy is what should be guiding […]

Are you doing marketing communications or strategic marketing?

Jane Alpers | Posted on August 4, 2015 |

In many companies today, marketing seems to have two meanings. Marketing means advertising, digital communications, social media, sponsorships – in short, communication to and engagement with the target consumer. This is often how sales sees marketing, as support to generating sales. I get worried, however, when this is how marketing sees marketing. I get especially […]