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- Marketers of all stripes are often tasked with forecasting–sales for next quarter or year, inventory levels to meet demand, or marketing budget to meet corporate goals. However, the process of forecasting is often rife with bias, data quality issues, mathematical error, poor planning assumptions. While no forecasting technique is perfect, ... more
- The annual Super Bowl buzz-buildup and ensuing flurry of analysis about game day ads is all just part of the entertainment. And it's continuing now, almost a full week later. These attention-getting moments on one fun-filled winter's eve reflect little, if any, true marketing wisdom. Instead, such flash-in-the-pan attempts at ... more
- Score one for ... at the expense of Starbucks and all of the other high-brow coffee shops peddling pricey lattes, cappuccino, espresso and all manner of caffeinated concoctions. Marketing message? You don't have to be a snobbish, artsy type–real or affected–to enjoy a good "cultured" brew. You don't have to ... more
- In this Marketing Over Coffee we discuss Research with Twitter, Social Media and Healthcare, and Webinar Providers..... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology Direct Link to Show length Using ... more
- We live in an age of skepticism about all forms of consumption. The diffusion of our skepticism is accelerated by the Internet and makes the sincerity even more So it's no surprise that the world of business -- specifically in the realms of advertising, branding, and marketing -- has to ... more
- Registration is now open for this spring's free virtual event, MarketingProfs Digital Marketing . Taking place online, the full-day event is totally free to attend .... and the program (if I do say so) is stellar. So why miss This spring's theme is "Winning Against the Odds," which we think ... more
- Customers are quick learners. We've learned, for example, to ignore subscription renewal letters that come months in advance of our actual expiration date; from experience, we know that there's no urgency – plenty of other letters will come in the next few months reminding us to That's why I'm concerned ... more
- A well-researched article in Adweek, Noreen O'Leary's Boomers Caught in Squeeze ," ought to make marketers everywhere sit up and take The Consumer reaction to the painful reversals in the economy... particularly that of baby boomers, "who account for more than half of U.S. spending and who traditionally have grown ... more
- "Inventory is bad, inventory is evil," finance and operations professors intone across business schools worldwide. And every B-school graduate knows companies should balance enough inventory to meet customer needs while accommodating shifting preferences. That said, companies face a paradox; holding too much inventory ties up valuable cash, but too little ... more
- Marketing's mission is to somehow change a customer's behavior. We try many things to affect that advertising, email, search, events, webinars... and the list goes on and And in tough economic times the opportunity to affect customer behavior is exceptionally acute, especially when it comes to existing loyal So check ... more
- A recent Brandweek article, Concentrating on , piqued my interest. In the article, we learn that Clorox has launched a new campaign to show consumers the many uses for bleach, besides using it to whiten their laundry. New ad spots show that bleach can be used to disinfect cutting boards, ... more
- As a copywriter, I'm particularly interested in names. Some I love, such as "Amazon" or "Starbucks," for their evocative quality. Some I hate (imagine what you will here) and some leave me just plain puzzled. Why is it, for example, that hair salons are especially prone to bad puns such ... more
- It helps to have been around business blogging and social media for a while. It gives one historical Case in point, the almost perennial debate over whether it's okay to mix advertorial content in with editorial. That argument has been bandied about ever since the days of Marqui's Blogosphere in ... more
- Think about None of these cool new social media tools were developed with "us" (marketers) in mind. Blogs, social networks, YouTube, etc. were created for people to keep in touch with their family and friends. So it shouldn't be a big surprise that the majority of people who first embraced ... more