Net Gen transforms marketing

The author of Grown Up Digital explains how Web savvy among the Net Generation (the boomers‘ kids) will change how goods are bought and sold

When Alison Fetherstonhaugh was 15, her father, Brian, who is chairman and chief executive of OgilvyOne Worldwide, asked her to keep a diary of her media activities. What she recorded back in 2005 was startling—at least, for anyone in the traditional advertising business. Half of the TV she was watching wasn’t live. She zipped through TV ads. She didn’t read newspapers. After hearing the same story from Alison’s friends, Fetherstonhaugh realized that the advertising industry had underestimated the impact of the Internet.

Figures showing the percentage of disposable income spent online did not tell the full story. …more at Net Gen Transforms Marketing – BusinessWeek.

Flickr photo credit: Pascale Pirate Chickan

By |2012-01-05T07:15:26+01:00November 17, 2008|Blog, Online Marketing|0 Comments
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Turning value into customer requirements

Although armed with a carefully crafted list of 10 “unique” benefits to customers, a supplier of sophisticated network security systems learned they had lost a million dollar contract to a competitor with almost exactly the same list of benefits, but a 10 percent lower price.

Another company offering comprehensive Enterprise Resource Planning solutions emphasized their superior ability to promote operating efficiency. After losing a large sale, they were surprised to learn the customer wasn’t especially interested in efficiency. Instead, customer executives had bought into a competitor’s offer of flexible, modularized SAP solutions–a perfect fit for the firm’s strategy of growth by acquisition. By then, it was too late for the original vendor to explain that they could match and even exceed the competitor’s flexibility. …more at Turning Value into Customer Requirements – Inc.com

Flickr photo credit: MikeNeilson

By |2012-01-05T07:39:48+01:00November 7, 2008|Blog, Small Business|0 Comments
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5 steps to customer loyalty surveys that work

It’s a great way to keep your business moving forward in any economy.

Let’s not sugar-coat it: It’s looking pretty darn ugly out there. I’m no economist, so I’m not about to predict the markets or the stability of the economy, but I am an internet marketer, and what I can say–with confidence–is that a downturn in the economy does not have to be a major roadblock for your internet business.

One key to surviving–even thriving–during this period of uncertainty is to know your customers… read more at 5 Steps to Customer Loyalty Surveys That Work – Creating an effective and informative survey – Entrepreneur.com.

Flickr photo credit: Wessex Archeology

By |2012-01-05T07:39:48+01:00November 4, 2008|Blog, Small Business|0 Comments
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