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”

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”

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”

Insight IQ

I read a very interesting article from HBR, April 2012 issue. Shvetank Shah, Andrew Horne and Jaime Capella wrote an article about how good data won’t guarantee good decisions and most companies have too few analytics-savvy worker. If you are not able read that excellent article from HBR, here is a couple of points fromContinue reading “Insight IQ”

Future CMO & Strategic Marketing

Customers are on a journey with your brand. In today’s business environment, the greatest purpose of organizational functions is to give the roadmap to that journey. Well then, what is a customer journey? It is the art and science of customer-centric methods, skills and tools to synchronize customer’s needs and company’s offering optimally by handlingContinue reading “Future CMO & Strategic Marketing”