One of the key features of the multi-channel marketing ecosystem that we discuss regularly is that it is not static. The proliferation of channels means that this is an ecosystem that is always changing. The hot social network of one day may not be the hot network the next day. MySpace learned that lesson all […]
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Tragedy Postpones Branding
The tragedy in Boston on Monday was a horrific and saddening event. It also served a lesson in digital marketing. Monday afternoon was a challenge for marketers in the digital space. The ability to schedule social media posts and emails is a wonderful asset to marketers, and is a part of our distributed marketing software. […]
Nike Case Study Highlights Themes of Distributed Marketing Management
The New York Times published an article yesterday regarding some struggles that Nike is facing in its ad campaigns. Numerous themes that I have discussed in this space in recent months were apparent while reading this. The article noted that Nike is facing a big challenge in driving brand engagement amongst large segments of their […]
The Screens Are Seemingly Unavoidable
Many of our lives are consumed by access to devices with screens. You are reading this in front of a screen. It is possible that screen is on a mobile device. Are you noticing screens popping into your life in unexpected places? If someone is running late to meet you or going to the bathroom […]
Counting Down to the Life Insurance Conference
The Life Insurance Conference* is right around the corner. We are only 5 days away from the start of the conference, which runs from April 15-17 in New Orleans. This blog has had a number of posts in recent weeks that have been centered around the themes of the conference. For a quick recap, I’ve […]
Where’s the ROI in Social Media? (Part Two)
In February, we posted Part One of this series. Part One was meant to be just an introduction to the topic. Part Two is a more in depth look, emphasizing mindset to measure ROI. One of the thought leading pieces on this topic came from a 2010 article in the MIT Sloan Management Review. Although […]
SEC Approval Shows Pervasiveness of Social Media
Earlier this week, the Securities & Exchange Commission (SEC) released a report declaring that companies could use social media channels to communicate newsworthy events. A key caveat in this ruling is that companies have to disclose where they will be breaking key news items. The SEC report highlights the pervasiveness of social media. As an […]
No Debate: A Need to Innovate & Differentiate
One of the themes at this year’s Life Insurance Conference is product innovation and differentiation in a low interest rate environment. In any industry, there’s a need to innovate and differentiate. Brands that fail to do this risk a loss of relevance in the marketplace; more importantly, they risk negative consequences on the income statement. […]
Nothing Foolish About Distributed Marketing Software
It is April Fools’ Day, a fun annual calendar event. What was once just a day for pranks has actually become a marketing event for numerous brands with the evolution of digital marketing channels. One of the best known examples of this is Google, which unleashes a prank on unsuspecting searchers every April 1. This […]
Springing Into Life: Does Your Brand Need to Revitalize?
In the Northern Hemisphere, the spring season is upon us. Spring is known as a time of rebirth. The brand world is not all too different from the world of living organisms. Like all living things, brands need to be cared for in order to demonstrate signs of vitality. This is the essence of the […]
Solving The Low Interest Rate Dilemma
On March 14th, I posted The Low Interest Rate Dilemma, which detailed how the current low interest rate environment is impacting the insurance industry. At the upcoming Life Insurance Conference, this is going to be a significant topic. Low interest rates are affecting pricing, the price-value proposition of product offerings and a variety of corporate […]
Is Non Participation in Social Media a Great Danger?
Trade publication “Insurance & Technology” recently featured an article about social media’s dangers. The article cited a quote from a VP at a life insurance company and a consultancy in the insurance industry. There was some alignment in their perspectives. The VP at the life insurance company stated that “the value in terms of selling” […]