Managing Customer Value
In business, storytelling is not a luxury; it’s a necessity. The most successful companies are the ones that have mastered the art of telling their story in a way that is compelling, interesting, and relevant. There are three imperatives that all good business storytelling must adhere to The Research Imperative, The Pragmatic Imperative, and The Read More …
A diagram-based method for evaluating, designing, and organizing marketing assets. Marketing asset mapping evaluates, designs, and organizes an organization’s marketing assets. It entails mapping out the organization’s marketing assets and resources to create a more organized system that makes accessing relevant data and executing marketing activities easier. The first step in creating an organized digital Read More …
Marketing Action Research (MAR) is an emerging qualitative methodology that helps marketers solve problems and test ideas with customers. MAR involves collaborations among marketing, research, and other departments to conduct experiments with customers. Companies use these experiments as “action” steps in solving a problem or testing an idea. In each of these steps, you need Read More …
In today’s business landscape, platforms are increasingly playing a pivotal role in marketing management. A platform is a digital ecosystem connecting various stakeholders to enable them to interact and transact. Platforms can connect brands and consumers and facilitate data-driven marketing processes. As we move into the era of the Fourth Industrial Revolution, it is becoming Read More …
This is the part of your business that you, as a founder and CEO, will have to spend the most time on. Your business is built around answering one question: How do we solve this problem? How do we make this easier for people? It’s not enough to know that it can be solved and Read More …
The modern-day marketing campaign is more flexible and consists of multiple smaller campaigns that can quickly adapt to current conditions. This may include changes in messaging, target market, channels, or other elements. The goal is to have a general plan in place that can be quickly modified as needed. This approach requires a different way Read More …