As marketers, we all have our favorite tools to ease our daily workload. But some tools can be a huge investment, especially when you’re an independent contractor, entrepreneur or small company that doesn’t have the money to allocate for expensive methods. I’m always looking for the most efficient and affordable…
Dear Philly marketers, I'm pleased to share that our chapter has officially completed our re-brand journey as the new AMA Philadelphia. Our chapter will continue to prepare today's marketers for tomorrow's opportunities by providing education, connections, and empowerment, but you can now expect to see a fresh, modern look to…
We call them contextual apps, but they’re much more. They’re the first iteration of the future, here today, of programmatic consumption in which algorithms will automate consumers’ decision-making. Instead of buying on the basis of their own evaluations and heuristics, consumers are using technology to do that for them. This…
According to Marketo, 71% of CEOs at large companies say that they don’t see the payoff from CMOs’ technology investments. This means that while marketing technology may, indeed, deliver a worthwhile ROI, that return isn’t obvious to everyone in the C-suite. But this obviously isn’t the only pressure that CMOs…
When it comes to concept testing, I’d argue that the most valuable insight is purchase intent, which explores whether a customer will move beyond simply thinking that a proposed product is a good idea to actually making a purchase. Concept testing also gathers several pieces of critical data about prospective…
Even as the global economy and established businesses continue to struggle, Uber and companies with a similar business model have found breakout opportunities. Based on its December 2014 round of fundraising, San Francisco-based Uber’s estimated market capitalization is more than LinkedIn, Tesla, Delta or Hertz, and it is closing in…
In the quest for brand ubiquity, the goal for marketers is no longer to be everywhere at once, but rather to set up camp on the channels in which your message can achieve the best amplification, establish brand identity and connect with your target audience. Every channel has its own…
You ask customers for their e-mails, their phone numbers and their addresses. You ask them to provide you with feedback, take your surveys or rate your service on a scale from one to 10. You ask your customers to follow you on social media channels, “like” your content and engage…
Everyone in the corporate world today wants to be considered “strategic”—especially marketers. To that effect, some leading Fortune 500 companies have renamed their marketing functions “strategic marketing.” This is especially popular with the consumer product industry and the MBA-laden leading brands. The only problem is that it doesn’t make the…
When is a running shoe a piece of digital technology? That’s when the sports giant, Nike, embeds sensors in running shoes and wearable devices to enhance the customer experience, in this case helping athletes train more effectively with data. In essence, Nike combines its decades-built experience of athletes with data…