Contributed by Allen Weiss
- Positioning as the Foundation for Great Messages
The goal of positioning, which is a strategic process, is to create benefit associations in the minds of your prospective ...
- Why Some New Products Get Adopted Quickly: A Lesson From Infomercials
If you've ever wondered what gets a new product adopted quickly, look no further than late-night infomercials. Their use of ...
- Yes, Customers Always Know What They Want
Supposedly, customers don't know what product they want until someone creates it. But that's not true: Customers do know what ...
- Proving Marketing to Execs (Part 2): Marketing's Language Problem
Every business function has its specialized vocabulary, but marketing terms are often vague or undefined—or their meaning is not agreed ...
- Proving Marketing to Execs (Part 1)
If you want to prove Marketing's worth to your executives, you have to think in their terms—that is, sales, profit, ...
- How to Create Successful B2B Relationships
B2B marketers have many partnerships—with intermediaries, customers, and others. Some are close relationships, and some aren't. How can you tell ...
- What Is a Market, Really?
Part of the problem that marketers face in positioning their product or service and confirming product/market fit is the term ...
- Buyer-Centric Demand Generation
Buyer-centric demand generation is all about putting your customer first. Simple enough, if done right. But to do it right ...
- Creating Content for Effective Demand Generation
A successful demand generation campaign relies on content that's targeted to the personas who influence the ultimate purchasing decision. Learn ...
- Why You're Always Wrong and Your Customers Are Always Right
If you're like most people, you live in a world where blame often happens in a systematic and predictable way. ...
- 5 Reasons Why Online Sales Aren't a Bigger Share Of The Holiday Pie
Http://www.mpdailyfix.com/images/holidaypiesales.jpg
- The End of Internet Advertising?
I typically visit a number of technology sites to learn about new technology, Internet companies and products - not to ...
- What the Young People Say About Social Media
Once upon a time I wrote a weekly column for an online technology magazine. When new Internet technologies and web ...
- What I Learned at XDrive
One of the benefits of being a tenured academic is the sabbatical. This is time when you get to do ...
- Is Twitter Really Social?
About one month ago decided to put some effort into becoming a Twitter devote and, sometimes even a fanatic. Given ...
- Saving Social Media with a Business Model?
There is a great deal of talk these days about social media companies and their need to find a business ...
- MarketingProfs 'Classic Truths': How Do I Love Thee? Building a B2B Relationship to Last a Lifetime
With the emphasis recently on customer relationship management (CRM), it seems there's a customer love-fest in the making. It's an ...
- (Un)Proven Strategies
I just received an email touting a download of some research that purported to give me proven strategies for success. ...
- Is Price *Really* the Most Important Factor in Consumer Loyalty?
"Research finds price is the most important factor in consumer This is the headline from a just-released report by DoubleClick ...
- How to Get Rid of Certain Marketers
As someone who has dedicated themselves to marketing for the past 20 years, you might find it surprising to hear ...
- The Wisdom of Wikipedia?
It seems to be that searching the web is getting stranger and stranger. Oh, not because of the various sites ...
- Intimate Intruders
Cell phone service providers are desperate to find new revenue streams, so it's not surprising that is making the step ...
- Can Marketing Tactics Be Proven?
The other day I was reading a press release. The company said it wrote articles on "proven tactics" that marketers ...
- Technorati Turns 3: Can We Get Some Service?
Congratulations to Technorati for turning 3 and changing the look and feel of its Web site, which you can read ...
- Thought Leaders & Gurus: Too Big for Their Niches
I just don't understand why people love the words "guru" and Whenever I see these words used by the business ...
- Back at It: The E-book Believers
E-book evangelists are still at it. They still think that e-books will make regular old paper books This, according to ...
- Meaningless Words Lead to Stupid Marketing Surveys
I participated in a survey today for a big magazine that deals with the computer industry. The survey used words ...
- Fads and New Rules: Enough Already!
Before you go out and buy a book about the next marketing fad, you ought to read a down to ...
- Another Test Poll
Here is a second test of the poll concept. This also can be very short or somewhat longer. It will ...
- Do You Suffer From Technology Migration Migraines?
Technology migration refers to the movement of customers from one (old) technological generation to another (new). But convincing customers to ...
- What is Marketing?
We thought it would be good to balance out some recent talk on the web about what is marketing. ...
- Wireless Free-Riding
The wireless web is taking off and Skygo.com reports that web ads may work. Well, watch out for free-riding! ...
- The Case for Banner Ads
Internet advertising and banner ads are in the news these days. Here's an article we ran last year that gives ...
- Learning from Napster
We first published this back in March of 2000. As we wait for a definitive ruling on Napster by the ...
- Holiday E-Marketing Insights
The holidays are over, but what have we learned about e-marketing? It turns out that people's basic social needs ...
- What's So Different About the Internet?
Marketing on the internet is no different than traditional marketing, at least that's our view.
- Most New Products Fail
The truth is Most New Products Fail. Here are the major reasons why. Use these to avoid your ...
- Has Amazon Gone Too Far?
Amazon is going into the furniture business. Are they stretching their brand name too far?
- Is Marketing About Fulfilling Needs?
This is the biggest debate in marketing - is it about creating or fulfilling needs? This view argues that whether ...
- Miscomprehension in Communication
Firms often confuse consumers with their marketing communications. Here are some examples.
- Is Michael Dell a Visionary?
Everyone says Michael Dell is a Visionary. But what is a visionary? In this SoapBox, we argue that Dell ...
- New Research on Internet Consumers
Learn how to think more critically about research in internet consumers by examining the latest research.
- 20th Century Products
Here are some of the most useful products from the 20th century.
- What Do Customers Really Buy?
But what are they, and can you tell when you have identified a customer benefit?
- Political Positioning
Positioning is the key to marketing. But an inflexible position can ultimately hurt you. See how this works ...
- Dot-Coms and the Super Bowl
The Super Bowl in 2000 was the beginning of a flood of dot.com ads. Everyone was looking for a ...
- The Internet Causes Social Demise?
The results of a recent study, flashing across the Internet and reported by the news media, says the more we ...
- Predicting Your Online Behavior
Doubleclick and CMGI are battling it out for determining your likely purchases, using different methodologies. Will either one really ...
- Priceline.com - Gambling for Groceries?
With the stock of online grocers plummeting, some analysts think the priceline.com auction model will win for groceries. I don't ...
- Has Michael Porter Turned Into a Marketing Person?
He couches it in new jargon, but underneath its the same old marketing ideas of years ago.
- That's (not) Entertainment
Sites like pop.com and others are showing Hollywood's moves onto the Internet. But the Internet has a long way ...
- The Problem with E-Books
Barnes & Noble and others are making a serious attempt at the market for e-books. But they're missing a key ...
- A Letter About Loyalty
We get letters from thoughtful visitors. Here is one on the subject of consumer loyalty. Everyone talks about loyalty, but ...
- Revelations on the New World?
Research studies come out all the time about consumer behavior on the net. Most report the obvious. Internet companies don't ...
- A Letter about the Fallacies and Failures of Start-Ups
We get letters from thoughtful readers. Here is one that continues our previous article on the problems with start-up companies
- The New E-Marketing Rules
This is an updated version of our debunking article. The point: There are no new e-marketing rules...just people who think ...
- Wireless Web Browser Woes
Sprint's service is lousy, and they make it hard to upgrade to the wireless web. But will the rest ...
- Trailblazers on the Internet
Venture capitalists have been talking a lot about the "myth" of the first mover advantage. But they are responsible ...
- How to Target Your Public Relations Toward the Press
To do good PR you need to understand what journalists are looking for. This tutorial is based on our insights ...
- Channel Conflict: Is Sony Going Too Far?
Channel conflict is one of those internet buzzwords that unlike other cute transplants from the offline world has real and ...
- Of Hype and Honesty on the Web
With Stephen King’s entrance into direct marketing and publishing of his new novel "The Plant" last week, we are witnessing ...
- Customer Loyalty is Underwater
E-tailers don't seem to be creating close relationships with customers, according to a new study by the Gartner Group. ...
- Useless Research
Research that costs money but is useless.
- Wireless Advertising to the Rescue?
Shares of Yahoo fell last week over concerns about online advertising. Will wireless achieve the elusive relationship between advertising and ...
- How to Determine the Size of Your Market - Part I
Perhaps the most important question when thinking about starting a company or marketing a product is the size of the ...
- Demand Side Capitalism in the New Market
Another fallacy of Internet startups is thinking they can create needs. We argue that not even the PC industry created ...
- Will Pricing Innovations on the Web Survive?
Iderive.com has a new pricing model for the web. Will it survive? In fact, will any of the ...
- New Marketing Models: Easy in Theory, Difficult in Practice
Visionaries and gurus told us the Internet would change marketing as we know it. Regis McKenna is now forecasting ...
- Part 2: Segmentation
Before getting into how one can think about the various ways to practically segment a market, let's first consider some ...
- Part 3: Segmentation
So what are the bases for segmentation? While it is difficult to determine what will segment a market into ...
