Advertising, Market Research
Actually … No … Before we go any further, this is not about whether the Nike ad was good or bad, or whether you support Kaepernick’s, or Nike’s, stance or not. It is about being sure you have enough data before creating your headline or article. The...
Market Research
Market Research Follies … We have all seen them … Inflammatory headlines like “1 in 2 Smartphone Owners Access Travel Content” usually from syndicated research suppliers quoted in websites and blogs. These types of headlines drive me crazy and give...
B2B, Business Development, Consumer Purchase Decision Model
Lead generation is a critical component of both B2C and B2B marketing efforts but it seems to be a source of constant frustration rather than a corporate jewel in many companies. The reasons are many, as shown below, but everything hinges on an agreements between...
Advertising, B2B, Consumer versus Hi-Tech, Marcom, Social Media
You know what one looks like, but what does it have to do with high technology marketing? The figure below begins to tell the story graphically and we will cover it in more detail soon. The essence is that there are multiple layers between companies and their...
B2B, Consumer versus Hi-Tech, Marcom, Market Research, Positioning, Product Marketing, Public Relations, Social Media, Websites
In an earlier post, I took exception to Marty Cagan’s take on marketing in high technology industries. However, there is one point we do agree on, and that is most people in high technology marketing really don’t know what they are doing. As a result,...
B2B, B2C, Category Creation, Consumer Purchase Decision Model, Hi-Tech Branding, Positioning
Apple’s introduction of the iPad Pro with a 12.9″ screen and optional detachable keyboard, poses an interesting question. Is it a copycat tablet or a new product category? This may seem a minor point, but it is really a major one. At Regis McKenna, we...
B2C, Hi-Tech Branding, Marcom, Positioning, Product Marketing
At CES 2015, a number of home IoT devices were announced and many will work with Apple’s HomeKit when they are actually released. Some will also work standalone and others will work with the equivalent of a “HomeKit Bridge” linking other proprietary and...
Hi-Tech Branding
According to scholars, the concept of diffusion was first studied by the French sociologist Gabriel Tarde in late 19th century and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius. Its basic patterns, causes, effects or...
Advertising, Banner Ads, Brand Equity, Consumer Purchase Decision Model, Hi-Tech Branding, Marcom, Positioning, Public Relations
Granted, Apple is one of the most followed companies around and is held to much higher standards than any other company but what can we learn from the media storm about Apple’s Bendgate? First – Do not Respond Quickly Time and data are needed to understand...
Banner Ads, Hi-Tech Branding, Marcom, Market Models, Social Media, Websites
If you have not heard the term before, you may still be familiar with the core issue: “How valuable is each component of a given marketing communications mix in today’s complex online and offline world?” It’s a question that bothered me in a...
Advertising, Consumer versus Hi-Tech, Positioning, Retail
Jennifer Warren, the head of marketing at Radio Shack is the New Poster Child of What’s Wrong with Marketing in High Technology Companies. According to metrics, RadioShack’s Super Bowl Ad was in the Top 10 and Ad Age believes it was the best of the bunch this year. ...
Consumer Purchase Decision Model, Hi-Tech Branding, Market Research, Positioning
On the 30th Anniversary of the introduction of Macintosh, I thought it might be helpful to examine some of the reasons for Mac’s success and how close it came to failure. I was not at Apple, but I worked with them for over a decade and many of the details are...
