Marketing that Matters

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We have a choice in the legacy we leave. If we don’t focus on it, it will create itself.

I’m not promoting eavesdropping as a research strategy but paying attention to what’s going on with consumers should be part of your routine.

When you are creating, you might find that you don’t have all of the ingredients. You may need to make substitutes. But when you get it right, the creation is uniquely yours and beautiful.

Want to know what customers want? Ask them. Customers don’t always know what they want, but be flexible in how you listen.

Self-service is service for businesses, not customers. From self-checkout at stores to booking travel online, customers are drawing the short straw. Businesses that start offering service to customers will be the next industry winners.

Don’t blindly accept AI marketing tools that give you little control over the performance of your ads. Use a disciplined approach that leads to healthy business growth.

Consumers are breaking up with subscription services and opting for free content. Bring on the ads!

Broadcast media allowed advertisers to reach the masses. Online tracking cookies allowed advertisers to reach individuals. With the death of online cookies, marketers are looking for new ways to reach potential customers.

Identifying and inspecting the right metrics is critical for peak marketing performance. Gathering relevant information is key to understanding the landscape.

You don’t know what you don’t know about your business until you shine a light on what is uncertain. Light can bring clarity that will help you make better decisions.

Delivering on a brand promise is the single most important thing a company can do to build trust with its customers.

Good coaches know the rules of the game and how to be strategic about their timeouts to improve their chances of winning.

When launching a new product, it is critical to identify your niche in the market. Your product or service should fit your target market better than any other segment of the market.

Continuous assessment of your business and threats to it will help to keep it healthy and strong.

I Just Want to Be Liked

You need more from your social media assets than “likes”.

If you are not meeting your growth goals, you cannot continue to do what worked in the past. It’s time for a change.

Here’s the problem with blending in: It works! You literally get lost in the crowd when you conform.

It’s time to stop thinking about the product or service you sell and start thinking about the experience you deliver.

What does it take to build a brand as large as Coca-Cola in today’s digital-first world?

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