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Is Integrated Marketing the same as Integrating Marketing?
The other day I found myself in a heated discussion about integrated marketing. On the one side, it was argued that integrated marketing is a decade old concept that was proven not to be either...
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Market Researchers are the keymasters of loyalty
I was thinking about loyalty the other day. I had just sat through a company presentation where we talked about the almost 2 years of experience we have with Net Promoter Score. In the same meeting we...
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Welcome to a new season of the SDMA
In addition to my role at Ascentium, I have been privileged to be elected president of the Seattle Direct Marketing Association, SDMA, and as we kick off our new 2009-2010 season of events I’d like to...
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Can CMOs and CIOs become good partners
Let’s start with understanding the problem. It’s not that CMOs and CIOs speak different languages, it’s that they fundamentally approach problem solving differently. Most CMOs come out of the...
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The identification and validation of a trend enables real-time marketing
I’ve been reading a lot about trend identification and real-time marketing lately. I wanted to put the subject into some context. For the last year, I have been working with a new start-up, Blab, which...
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Customer experience evolves into Co-experience
Most companies define customer experience as bi-directional brand interactions; the prospect reacting to an ad, a first time buyer, or a customer interacting with customer service. With the advent of...
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The Four Stages of Social Marketing Maturity
Social continues to be the buzz word in marketing. But the shine of the new toy is wearing off. Brands are looking for the payoff. There are millions of Likes out there, but where’s the revenue, the...
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Bridging the gap between brand and digital marketers
In my last post, I wrote about getting started with customer experience management. How it starts with moving towards becoming customer centric and is less about technology, than it is about process...
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