Continuing our series on “Back to Marketing Basics” today we’ll discuss sustainable competitive advantage. First. let’s define competitive advantage. According to Wikipedia: Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high [...]
Digital Innovations I’m moderating a panel at Digital East on Tuesday about digital innovations and social media. So, I thought I would take a look at some of the innovations that I’ve seen and try to predict some of the things that we’re likely to see in the future. First of all, I’m sitting here recording [...]
Every day seems to bring a new social network and a bunch more apps. And there are more gadgets coming out every day. Which leads me to ask: Will the Tech Bubble Burst???? And, right now, I’m hearing rumbling — like thunder in the distance — that might herald in a bust. Remember when [...]
The Internet moves at blazing fast speed. And, according to Avinash Kaushik, this allows businesses to rapidly test new products, new tactics, and new strategies so they can “fail fast” meaning businesses get an answer quickly about whether an idea is good, rather than shooting down great ideas in a smoke-filled conference room (ok, so [...]
Specifically, the whole Netflix fiasco shows just what can happen when a firm doesn’t communicate with its customers. The company tried just automating their new 60% price hike with an email explaining the value to consumers and today’s mea culpa explaining the change would involve splitting into 2 unrelated websites requiring customers notify each when [...]
Comments on Zintro site I just got this request for comment, so I’m throwing it out to the group. Zintro is a platform like Ask a Marketing Expert, only continuous, more like Quora. they have 22 k experts in the network. Comments? Cherie Tripp Lejeune Interesting. They seem to be searching for experts in a [...]
Brand Awareness I have a question from a linkedin connection: “what is the best way to create brand awareness for loyalty programs?” Nancy Loderick I say it would depend on the buyer persona for the loyalty programs. Where are the customers/prospects? Are they online? Where online? Depending on where these folks are, I would focus [...]
Now retailers have even more reason to make Facebook part of their Holiday Marketing Strategy — gift cards on your wall. It’s a fun, fast way to send real gifts to your friends even if your relationship is largely virtual or separated by miles.