Big Data holds a big promise. For companies and for Customers. Only If we choose so though. If not, Customers will refuse to be the product and the return of trust will too remain a promise.Read more "Big Data, Trust and ‘You as The Product’"
in this post I will elaborate on what I believe are the five key design principles to deliver on the key-capability to design & provide company (branded) touch-points. Touch-points that enable Customers to perform their jobs-to-be-done and achieve key-outcomes in each phase of their path towards them.Read more "Five Contextual Marketing Design Principles"
I visited a relationship event the other day. An evening event themed: “The Power Of Simplicity”. The evening turned out be surprisingly good, not in the least because of the great interview with a Dutch CEO of a large hospital in the south of The Netherlands. It was only during this interview that I understood […]Read more "The Power Of Simplicity"
Content is definitely the new hype on the marketing block. What are the driving forces behind it, what are its limitations and will it drive engagement? Is it robust enough to live up to its promise? I doubt it will. What do you think all the Content Marketing fuss is about?Read more "What Is All The Content Marketing Fuss About?"
Here’s my take on why most Big-Data marketing programs will suffer from diminishing returns and how an alternative approach can help you start increasing the pie, not eat it.Read more "Big-Data’s Diminishing Returns"
I’ve been re-thinking the truth that some of your customers will inevitably be much more valuable to you than others, and your marketing investment would be much more productive if you knew who they were. Sharing my concerns in this post..Read more "A Matter Of Who And What To Value"
I believe that getting the Consumer Decision Journey right will provide you with competitive advantage in your industry or category. That is, if you make it a core competence and stay ahead of competition by doing so. But what does it take to build a key-competence in Driving the Consumer Decision Journey?Read more "Marketing’s New Key Competence: Driving the Consumer’s Decision Journey…"