Media strategy principles in a 360 world should take priority over the analysis of benchmark brands. The benchmark approach locks you into a recursive trap so you are probably observing strategies that reflect a 5-7 year old media environment
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Dec
30
Six marketing research wake-up calls in 2009
In: data quality, listening, media, research, research transformation, shopper insights
8 Comments
Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.
Dec
11
Listening reveals insights via social and open-book approaches. Listening is about studying the change-makers (people) in a way that is native to how they are increasingly living their lives. We must learn how to add listening to our survey-based approaches for generating anticipatory insights.
Oct
8
Someone who hacks a game finds a different way. Let’s hack marketing. Make something important that wasn’t important before to consumers. Social media offers the ability to hack and even reprogram the marketing game…for both the marketer and the consumer.
Jul
30
Seven ways marketing research can become strong
In: branding, Research is Cool, research transformation
6 Comments
Marketing research’s impact is blunted because it often gets brought into the process too late. Research must become viewed as “strong”; as embracing action and feeling accountable for business results, being future focused, a thought leader while staying true to the rigor of proven research processes.