Segmentation 3.0 – disrupting marketing, media and management

Designing advertising, services, products or doing media planning requires us to understand customers and target markets. The more we understand about behavioral preferences, attitudes, lifestyles and multiple other variables, the better we can do our jobs. Combining all sources of data: research, analytics, buyer segments in real time bidding (RTB) targeting engines, qualitative research.. itsContinue reading “Segmentation 3.0 – disrupting marketing, media and management”

How Microsoft Must Market the Mobile Suite

Our projected personalities, tone and narratives change depending on whether we are on Facebook, G+, LinkedIn and Twitter. In that context of understanding, Microsoft has to realize that there’s a place and time for everything. “Most, if not all of us, use our smartphones and tablets for different purposes than a PC or on aContinue reading “How Microsoft Must Market the Mobile Suite”

Interview with Taimur Butt, CEO of Red Mango (Pakistan)

New York Magazine calls it “the yogurt that started it all is on its way… Reeks of authenticity; the thinking man’s yogurt.” Who Born and raise in Pakistan in a military family, Taimur Butt walked the talk on Wall Street with JP Morgan after graduating from Georgetown University in 2001 and gained an experience that offered him theContinue reading “Interview with Taimur Butt, CEO of Red Mango (Pakistan)”

Sasha Strauss on Adobe Creative Suite

In this edition of Ephlux Insights, Strauss Strauss shared the origins, brainstorming process, tested ideas and brand architecture finalized on for Adobe Creative Suite. We learn about his role (and unnamed colleague) on how they helped Adobe respect customer depth and usage behavior with brand architecture for Creative Suite. Further learning: TEDxUCIrvine – From Branding,Continue reading “Sasha Strauss on Adobe Creative Suite”

Nike Pro Combat: From Struggling to #1 in China

In 1986, Nike introduced the category of Cross Training with the “Bo Knows” campaign and it was wildly successful. When new market entrants like Under Armour threatened that holding, Nike sought a new communication tone for its “ahead of its time” product offering: compression-fit thermo-regulating base layers, flat lock seams, hydrophobic and Dri-Fit fabrics. In orderContinue reading “Nike Pro Combat: From Struggling to #1 in China”

Loyalty in an interactive digital market

The concept of loyalty is a very profound human emotion like love and trust. Loyalty is an outcome of shared values and experiences, forged with time. It’s not a fling, its about integrity, trust and dedication. Loyalty truly is the holy grail of brand relationship even in the interactive digital marketplace. When we think aboutContinue reading “Loyalty in an interactive digital market”

Marketing technology and Branding – free book

Originally published at http://chiefmartec.com/2014/03/new-brand-marketing-technology/ A NEW BRAND OF MARKETING – free book by Scott Brinker A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline “The modern CMO and marketer can no longer be just a brand ambassador, they must also have a deep understanding of marketing technology. Scott BrinkerContinue reading “Marketing technology and Branding – free book”

Future CMO Commercial Community Introduction

The goal for Future CMO Commercial Community is to create a network of highly capable individuals who can act as supertemps or highly advanced specialists who can act as catalysts for customer centric, marketing and organic growth driven strategic and operational transformation for their clients. Below,  there are directions and requirements for those who wouldContinue reading “Future CMO Commercial Community Introduction”

Admap Best Practice: Mapping the Customer Journey

This is the original non-edited version of the article I wrote for Admap January 2014 issue: Best Practice in How to Map Customer Journey by Toni Keskinen Customer Purchase Journey by definition is the customer’s journey from existing life experiences to initiation, cross-channel consideration and purchase. Customer Journey then continues to using the product orContinue reading “Admap Best Practice: Mapping the Customer Journey”

Paradigm shifts in Marketing 2014

I believe that in 2014 corporate management and board take action and set new requirements for marketing. This has already been the trend for some time, but I believe that in 2014 a tornado hits marketing function in large-scale. I wish you could give your opinion on these. Please, if you disagree or notice thatContinue reading “Paradigm shifts in Marketing 2014”