Marketing and Research Consulting for a Brave New World
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Dec

13

Eight guidelines for real time marketing

In: digital marketing, market research, marketing, media, social media
2 Comments

Most marketing organizations are not equipped for real time marketing but are structured for annual or semi-annual planning, budgeting, and executing. That tension is only going to grow. Here are eight guidelines for real time marketing.

Sep

24

To understand social media, marketers must drop the C word

In: social media
5 Comments

In a broadcast marketing world, we think of brand communications as being chunked up into campaigns. In a social media world, you are creating a permanent commitment to be part of the conversation and obey the 6 rules of authenticity.

Jun

1

The commitment to Storytelling at Levi, Strauss

In: Uncategorized, research transformation
2 Comments

Here is an interview with Michael Perman, Senior Director of Consumer Insights, Levi Strauss & Co. who has trained over 7,000 on storytelling and who is conducting, with Pat Hanlon, the ARF Workshop, “Stories Inspire” on June 22nd in NY. The interview with Pat Hanlon can be found here.
Joel: Michael, you are a [...]

Apr

27

Research needs a seat at the social media table

In: innovation, listening, research transformation, social media
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The Research profession has perennially sought a “seat at the table”.  Last Tuesday, I had a seat at a (different kind of) table.  I was part of a keynote morning panel on innovation at Ad:Tech in San Francisco.  I was the only researcher there, sitting next to some pretty impressive people…the CEO and founder of [...]

Apr

10

Who owns social media?

In: social media
1 Comment

Marketing organizations need to ask the question of themselves, “Who owns social media?” Social media is at the intersection of PR, advertising, customer care, and consumer insights, so who owns it? I mean that both in the sense of within the marketing organization and also in the ecosystem. Furthermore, whoever owns it [...]

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