Strategic Marketing Framework to print out & hang on your wall at work

framework, marketing strategy

I’ve found this framework to be immensely helpful to me throughout my career.  Particularly during those fire-fighting, short-term focused periods of work that we all experience from time to time, this framework has always helped me to reorient myself & recalibrate. There’s a lot more to come with the framework – I’ll be drilling down into the different dimensions in … Read More

What is customer segmentation?

attrition, direct marketing, marketing communication, retention, segmentation, target market

Like so many buzz words in marketing, “segmentation” is one of those that is interpreted by folks to mean many different things. If the word “segmentation” were blurted out in a room of 20 business people, chances are it would conger up 20 different images of all colors, shapes & sizes. So what is segmentation and how can it propel … Read More

An ode to Robert Cialdini, the father of social influence

influence, marketing communication, persuasion, psychology

“Influence: The Psychology of Persuasion” is one of my favorite business books of all time.  As someone who has always been fascinated by those factors that most influence behavior & decision-making, I’m naturally interested in the “art of persuasion”.  Not to mention the little fact that persuasion, done well and through an ethical prism, is a key success factor for … Read More

Another framework to print out and put on your wall at work

digital marketing, framework, marketing strategy

Akin Arikan, author of Multichannel Marketing: Metrics and Methods for On and Offline Success, did a beautiful job grafting a digital/web 2.0 layer onto my strategic marketing framework. (His terrific framework is just below) Also, I highly recommend you read his post describing his digital marketing framework so you can get a better understand of the concepts behind it. Powerful, … Read More

Using segmentation to develop your marketing strategy

marketing strategy, product management, products, segmentation

While there are many ways to harness the power of segmentation, one of the broadest and most valuable applications is for designing your marketing strategy – a strategy that clearly defines who you’re targeting, what you’re going to offer them, where you’re going to reach them, and how you’re going to sell them on your product & brand. The key … Read More