Detroit Internet Marketing & Digital Strategy
The agency model continues to demand change. Agency models based on optimizing media continue to collapse, but it seems like the typical response of marketers is to simply continue optimizing the buys. These habits are still crippling marketing agencies ability to grow. Some of habits that need to be broken: 1. Strictly Hiring by Marketing Tool [...]
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This post is an extension of Rethinking Marketing: Create Consumer Value through Brand Extensions I realize white labeling products is easy and sometimes headline-grabbing for brands. But the reality is they’re still products. Regardless of sexy new concepts using “social integration” or “mobile accessibility”, a product limited by transaction. It is important to differentiate the use of products [...]
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I believe the best marketing doesn’t feel like marketing. A consumer should (at least initially) forget he or she is viewing and consuming marketing material because of a genuine immersion into the experience. This can feel like a friend sharing information, an expert providing education, or a peak at an entertainer creating. No matter the experience, [...]
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“Products” as Brand Extensions There is a marketing opportunity to create value-added brand extensions. Value added brand extensions provide utilitarian benefits to the consumer. There has been an uptick of brand extensions by way of mobile applications, microsites, web tools, and more. A couple examples: Benjamin Moore’s Paint Calculator: Know how much (Benjamin Moore) product to [...]
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Content strategy is a very neat way to organize a tool that has been a part of marketing all along. It helps define the habits and preferences of people businesses are looking to target and more. (More on content strategy.) But the for the conversion-obsessed like me, I was interested in how this fits into the greater [...]
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Even if you went to Borders, it wasn’t for the books. Borders didn’t sell books. They sold information and a buying experience; the books were just the medium. But no one told Borders. And Amazon told everyone. And now it’s too late. But there are plenty of Borders-like businesses out there. They’re easy to spot, [...]
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