13min Batman Infomercial is the Usual Missed Opportunity

AdAge asked, “Would you watch a 13 minute infomercial for ‘The Dark Knight Rises?’” They asked the wrong question. The real question is, “What could Warner Bros have done for their marketing with a 13 minute infomercial?”  And the answer is, “Anything would have been better than the nothing they did.” There is a schism between the two camps of advertising: brand and demand generation. The brand folks deal in…

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Personalization requires navigating between generic and creepy

Here’s a link to a great NYTimes article from June 23rd that discusses how retailers are implementing personalization to help increase sales without being creepy. It’s a nice articulation of the dangers of both sides. Over-personalize, and you can lose sales. Under-personalize, and you leave sales on the table. What I thought was missing from the article was any mention of the benefits of random offers in the midst of…

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Humble Bumble: No need for game mechanics when loyalty is inspired

Gamification has been a bit of a buzzword in loyalty marketing for the past few years. In essence, it is a codified way of creating a chain of value-exchanges that reward ongoing interactions. Really though, it’s the content and brand that count most towards inspiring loyalty in people. Online Media Daily’s article about Humble Bumble proves the point. Loyalty doesn’t have to have anything to do with game mechanics. They’re…

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It’s not the end of fans yet

Victoria Ransom’s post on AdAge today paints a beautiful picture of how brands could speak with their most loyal customers. It’s one which I have also touted, and which is a compelling future for CRM. Unfortunately, it is far from reality. Two issues present themselves: First, privacy. It is possible – and even likely, based on today’s attitudes – that people will agree to give up some privacy in exchange…

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Pushing the privacy envelope

I really like the ideas behind the new “Google Now” service coming with Jellybean (the next Android OS). But Liz Gannes evaluation that the features will be “totally creepy and totally useful” is spot on. As we race towards presenting ever more relevant information in front of people, we are also flinging our personal privacy away with both hands. And it’s likely that none of us understand the full implications of…

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Small businesses proving value of social

The real proof that social can drive tangible value is that small businesses are picking up on the channel in droves. The very modest infographic from Radius shows the usual hotbeds of business activity are also where businesses are flocking to the social sphere. http://mashable.com/2012/06/28/states-social-small-businesses-infographic/ While you might not agree with (or even understand) the methodology used, the point is valid: lots of small businesses are tapping into social. And…

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Social CRM is coming… are you ready?

For a long time, customers have made it clear that if brands want to capture their attention in the inbox, those brands should have something valuable to say. Not just valuable information, but information that is valued by the individual recipient. In other words, a brand’s messages should be individually relevant. This is a high standard for any brand. Most cannot live up to these expectations. A few have set…

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Handing off to sales

Sales-focused B2B cultures tend to align themselves along two extremes: either they dismiss marketing entirely and refuse to consider the value marketing can bring to their efforts, or they give marketing too much free rein and lose the connection between marketing and sales efforts. Either way, direct response marketers are in a tough spot. Without a direct connection between marketing efforts and revenue, we must rely on optimization metrics to…

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When “Share With Your Network” Makes Sense

Emails are getting cluttered. It’s not enough to have a headline, some copy, and an image or two anymore. These days we need preheaders, snippets, “view this email online” links, and all sorts of social sharing links as well. Some marketers are starting to question whether we need all of these links when most of them drive very few clicks. And first on the chopping block seems to be those…

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Email and CPG Brands

For many Consumer Packaged Goods (CPG) brands, ecommerce is out of reach. Not because they can’t figure it out, but because they have chosen not to participate in that channel. The most commonly stated reason is to avoid conflicts with resellers. Without passing judgment on any of these reasons or decisions, we must accept that the enterprise has chosen not to go there. When the ecommerce channel is not available,…

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