Why aren't our customers using our wonderful new technology?
| Answer: Getting a new technology quickly adopted is a common problem in our New Economy. Often, while the engineers and the marketers think the technology is terrific, they fail to consider its value from the customer's perspective. This is a very common early misstep for technology companies. In short, new technologies are more quickly adopted when potential customers perceive them to be: 1) better than what they used before; 2) compatible in all senses of the word; 3) easy to use; 4) easy to try out; and 5) easy to see the benefits. If even one of these requirements is not met, the technology firm may have trouble getting its product adopted. Read our detailed tutorial on technology adoption. |
More resources related to Marketing Analysis
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Despite being little known in the North America and Europe, Chance Discovery has groundbreaking implications for Western marketing analytics. It endeavors to solve a longstanding paradox of standard quantitative marketing analysis: how to find new opportunities in our data that have yet to be realized. In other words, Chance Discovery moves our analysis of marketing data from standard description or modeling into a formal approach for seeking inspiration from within these data.
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Marketers always have to adapt to changing consumer demands, consumer tastes, shifting customer priorities, economic downturns, economic upturns, savvy consumers and buyers just looking for something new. But before marketing can affect a change with either a new product offering, or reinvigorate a new brand, there's one constant that remains. In marketing it's the "Four Ps."
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The Web analytics space is hot, customers are engaged, consultants busy, vendors optimistic. There's no question this is a healthy "industry." But intense competition among the top vendors has somewhat killed product innovation. Unfortunately, that's happening at a time when the next generation of the Internet—what some call Web 2.0—needs a totally different kind of Web analytics.
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From rules such as think big but start small and with the basics, to take an action-based approach, pick your battles, and beware of small sample sizes... in this article you'll get sound advice about data-driven marketing.
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Data analytics love for their data points to be fixed and objective, but in the modern marketing world, that's not always the case. It's vital that your marketing mix model also incorporate what this article refers to as "squishy" data.
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Don't Be Fooled by Data: How to Make Data Analysis in Mobile Marketing Plain and Simple
Sponsored ArticleAnalyzing mobile marketing campaign data is a complex process. One wrong number leads to misinterpretation of the entire campaign. How can you avoid pitfalls and analyze data correctly? Here are some guidelines.
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Suppose you learned that most of your brand's buyers are switchers: that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that's a typical pattern for many grocery brands. So how do you build a marketing plan to support the other half of your sales—the half that comes from buyers who are not really loyal to your brand?
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You can't carry on launching marketing campaigns, creating content, and paying your team just because you think marketing efforts are affecting your sales in some positive way. You need data that tells you what's working and what isn't. Marketing analytics tools to the rescue.
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Over the last 50 years, marketers have been working overtime to legitimize our craft; we have even gone so far as to refer to marketing as a science. Without question we have made great strides. But at the same time, we have lost some of the magic. And a little magic can make a good marketing plan quantifiably better, and in many cases great!
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The typical pre-post measurement is not accurate enough to support major marketing decisions; moreover, if it is not managed correctly and improved, Marketing can take a significant hit on credibility.
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The Trouble with Segmentation
ArticleSegmentation is supposed to be the cornerstone of CRM. The problem is...it doesn't go far enough.
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As a B2B brand, the last thing you need is to miss the post-pandemic rebound of the economy when it happens. These five marketing strategies can help you come out of the recession as strong as before—or even better positioned.
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For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast a stone at us? Well, it's time to wake up. Direct mailers can actually be very responsible environmentally—and perhaps e-marketers need to pay closer attention to the environmental life cycle of digital commerce.
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Part 2 covers customer-experience-driven comparative advantages and targeted deployment—the tactical execution of communicating a brand's value proposition and unlocking competitive advantages.
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You’ve spent weeks “negotiating” the marketing budget and you have finally received approval. But then -- business is not going as planned and cuts have to be made. Again. What now?
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Partnerships are a powerful way for brands to expand globally, offering cost-effective solutions, local expertise, and audience reach. Learn more.
