Salesman didn’t die.. but got help

Every time something new comes up and people jump on it, they learn something new but it seems that they often start forgetting the best features of the previous while learning. Then came the content marketing era and inbound marketing surge. Now there is a swing back to ABM (Account based marketing and proactive sales).Continue reading “Salesman didn’t die.. but got help”

WARC Webinar Path to purchase Insight Keynote presentation

Here’s my WARC webinar presentation from 30th July 2014. Enjoy 🙂 Also check out: Managing brand – the most profound KPI’s and measures Customer Journey FLOW How to map and study Customer Journey Customer Journey stage 1: Brand as a platform Customer Journey stage 2: Initiation Customer Journey stag 3: Choosing and buying – cross-channelContinue reading “WARC Webinar Path to purchase Insight Keynote presentation”

Marketing’s new and re-designed 7P’s

Marketing used to be about making companies APPEAR to be better, increasing brand appeal etc. Today marketing is about MAKING BETTER COMPANIES The omni-channel, real-time, everything’s available and traceable environment we are currently living in has changed the marketing fundamentals quite radically. The world is no longer the same place for which The marketer E. JeromeContinue reading “Marketing’s new and re-designed 7P’s”

Beyond HBR’s “truth about customer experience”

Harward Business Review just published a great article about Customer Experience and Journey. See here. The main point of the article is, that managing single touchpoint engagements doesn’t provide sufficient customer experience. My advice is: Don’t design just touchpoints – Design chain of events, proactive and reactive. Development and measurement is often done engagement byContinue reading “Beyond HBR’s “truth about customer experience””

Marketing has an identity crisis – Blue Ocean dashboard

I just found Dr. Rod King’s Blue Ocean dashboard and process tools from SlideShare today and thought about how necessary it is to understand the whole value creation process in order to manage brand effectively. The number one branding responsible inside the company is actually the CEO, as he is often the only person inContinue reading “Marketing has an identity crisis – Blue Ocean dashboard”

The CMO Survey 2013 & insights – What CMO’s should do now?

The Duke University’s CMO Survey 2013 results highlighted again the need for marketing and CMO’s to carry more responsponsibility and integrate better with the corporate management and operations. It seems to me that marketing is facing the same evolution that car engines have gone thru since 1960’s. In the 60’s car engines were large, heavy,Continue reading “The CMO Survey 2013 & insights – What CMO’s should do now?”

The beginning of customer journey – Initiation

The customer comes to a crossing and stops because the brand successfully engages with him or something changes in the customer’s situation. In most customer journeys there is a defining moment when a person gets actively interested in buying, initiated. That moment can be identified rather reliably. Something makes a person actively start considering aboutContinue reading “The beginning of customer journey – Initiation”

Conflicting interest and Customer Journey

This is a real story, which really shows how little things and conflicting interests influence customer journey. On one sunny Saturday morning I was browsing thru door drops, marketing leaflets from home electronics stores, cataloguers, hypermarkets and such. For more than a year I had been following the price development of systems cameras by NikonContinue reading “Conflicting interest and Customer Journey”

Planning 3.0 – combining Creative, Communications, Experience and Business planning = Customer Journey Management

Admap published a writing competition results – best articles about “Planning 3.0”– How will we be planning in 2020? The winner, Nick Hirst said “We need to transcend the often polar disciplines of ‘conceptual’ (creative agency) and ‘practical’ (media agency) planning to deliver, not communications, but great brand experiences.” I couldn’t agree more! Although mr. NickContinue reading “Planning 3.0 – combining Creative, Communications, Experience and Business planning = Customer Journey Management”