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marketing

Asked by Marketing: “Who Else Should We Target?”

August 6, 2014 —

Asked by Marketing: “Who Else Should We Target?”

Marketing suffers when it seeks to appeal to everyone, brands thrive when they appeal to more than customers. One of our favorite cartoonists, Tom Fishbourne, takes a poke at eager marketers who dilute their efforts by vainly attempting to appeal to everyone. Of course, most marketing is an outbound effort, designed to maximize sales at the lowest possible cost. It is a complex and dynamic game, and it’s little wonder some marketers “go big and wide” in their view of the market. Sharp focus has multiple rewards At the same time, highly focused marketing efforts often prove...
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Survey Shows CMOs Starting to Recognize the Need to Matter

July 2, 2012 —

Survey Shows CMOs Starting to Recognize the Need to Matter

IBM regularly surveys CMOs to identify trends. A recent Forbes blog post by consultant Avi Dan reports an interesting finding from the latest survey. The traditional marketing funnel is now a series of loops, as people turn to the many new options for learning about, and being influenced about, a product or service selection. In this environment, purchase decision making changes dramatically. More and more factors are considered, and more and more of them become “deal breakers”. Today, the final cut will come down to the businesses, products, services and brands that have good...
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