at the Intersection of Marketing and Social Media
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 [...]
I read recently that JC Penney is having problems converting the retail success of its new CEO, Ron Johnson, formerly the head of Apple’s retail monolith. In fact, Forbes reported losses of $203 Million in just the 3rd quarter and a drop in same-store sales (a barometer for retail health) of over 26%. Analysts blame [...]
As a marketing professor, my days are filled with Millenials who challenge many assumptions shared by older folks. But, who are Millenials? And why should we care about them? And, how are Millenials affecting marketing, especially social media marketing? Who are Millenials? Millenials are the tail end of Generation Y (or Gen Y), the cohort [...]
The Facebook IPO (Initial Public Offering) today generated more buzz than any IPO I can remember. Of course, the Facebook IPO is the LARGEST tech IPO in history and the 3rd largest IPO in the history of NASDAQ. At the asking price of $38, the Facebook IPO creates a value for Facebook of over $100 [...]
Some of you sick puppies out there watched the Super Bowl mainly for the commercials, like me. Traditionally, the Super Bowl is when brands pull out all the stops and create ads that WOW us. I’m not sure when this started, but I think it was with the Apple Macintosh commercial “1984″ So, How did [...]
Tough economic times always put even more pressure on the marketing function to PROVE it produces results — profits. But, that’s hard. First, it’s not clear to lots of people exactly what marketing is. Then comes the difficulty figuring out how to measure what marketing does to determine whether marketing efforts contributed to making a [...]
Often firms concentrate on getting new customers, but serving existing customers can be a much more successful strategy. This is the concept of customer lifetime value — that customers should represent sale after sale, not just a single sale. A great example of a firm maximizing customer lifetime value is Apple. All the products developed [...]
Not, I own a Mac or even I love my Mac, but I AM a Mac! The impact of the simple replacement of a verb has dramatic results in your marketing strategy. Brand identification not only builds strong loyalty to the brand, but encourages users to become brand cheerleaders — advocating and defending the brand [...]
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 [...]
Certainly truly dreadful products usually don’t survive, but some not so good products do.
Take Starbucks coffee, as an example.
I hold a PhD in Marketing from USF. I live in Alexandria with my 3 kids, 2 dogs, and 3 cats.
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