June 26, 2009
There's a thoughtful summary of some new research about the consumer decision journey in the current issue of The McKinsey Quarterly (http://bit.ly/14y8G6).
The McKinsey folks posit that touch points are shifting with the explosion of digital channels. They write that "a more sophisticated approach is required to help marketers navigate this environment." Yes, indeed.
June 23, 2009
Last week I addressed the 100 CEO members of the Vermont Business Roundtable about the seismic changes roiling the marketing and media worlds. You can enjoy the video highlights below.
June 22, 2009
Williams' main message: America is more colorful than ever, a "salad bowl" of gender, race, nationalities, even age. More than a quarter of the population is under 18, increasingly young women are the face of leadership in America's high schools, and today's senior citizens aren't going into retirement quietly. They're jamming with their peers while awaiting the next Tina Turner (age 69) or Bruce Springsteen (turning age 60 later this year) concert. His conclusion: Demographics are driving political change. And I would add: Demographics are driving marketing change. Watch for my next post. Juan Williams, National Public Radio's senior correspondent, was in Burlington last week, weighing in on the first five months of the Obama administration. Williams, who also is a Fox News pundit, spoke to about 350 people as part of the Vermont Business Roundtable's summer celebration.
June 1, 2009
Back to cars. How could GM go from more than half the United States automobile market three decades ago to about 19% today? And now bankruptcy.
What happened to its passionate network of believers, which at one time included half the nation? It's a long story captured in this brief Associated Press chronology published last week http://bit.ly/NkL0n).
When people believe in your brand (or brands in GM's case), when they really live for it, it's easy to disappoint them. GM began to lose owner loyalty in the 70's and 80's as it suffered quality problems and the Japanese automakers emerged with reliable, fuel-efficient cars people liked. When people spend their hard-earned cash on crap, they don't easily forget. Remember the Vega. And then in the 90's and 00's GM pulled close to the Japanese automakers in quality but by then the perception damage had been done. It's a cautionary tale for any marketer. People are fickle, their likes and dislikes ebb and flow (think once-hot SUV's). Gas prices fluctuate. New ideas get traction (Prius). What do you consider the marketing lessons of a bankrupt GM?
 |
 |
337 Broome Street 3rd Floor New York, NY 10002 500 Harrison Avenue Boston, MA 02118 212 Battery Street Burlington, VT 05401 800.545.7168  Email UsKelliher Samets Volk
RECENT POSTS
CATEGORIES
BLOGS TIM READS
|
