After working with small businesses for 25 years and teaching students marketing strategy for almost as long, I’m constantly amazed how hard they find it to set strategic goals. Not wishes, not hopes, not dreams … but clearly articulated GOALS for their business. I find this especially disturbing considering the prominence of the word “goal” [...]
We’ve all heard tales of businesses formed without a marketing plan or with one that fits on a cocktail napkin. Sure, you can do that, but your chances of success are slim and in today’s hyper-competitive environment you need every advantage you can get. Its like planning your vacation by simply getting in your car [...]
My own experience listening in social media is mainly in an area commonly overlooked by firms who mostly use listening as a means of reputation management or pro-active complaint handling. My expertise in online listening is using online conversations as a means for understanding consumer behavior.
“Ask a Marketing Expert” addressed the marketing strategy of agile marketing, assessing social media, the Google Online Marketing Challenge, and other marketing issues.
There are lots of metrics out there and using the WRONG metrics can lead you to construct marketing strategies that make your goals more elusive rather than helping your reach your goals. Failure to plan for the long run or using strategies that maximize short run goals at the expense of long term goals.