Global warming be darned, it snowed in Dallas last week and temperatures never reached 50 degrees.  While I had the ‘pleasure’ of braving the elements for the week, I had the sincere pleasure of visiting with members as diverse as airlines and beauty products to discuss the impact of social media on their respective competitive landscapes.  It occurred to me that the current state of social media for most organizations is the Heisenberg principle in action: marketers can’t determine both their competitive position and relative velocity (social media adoption) with the same degree of certitude.  And right now, the equation is weighted toward velocity – everyone knows the speed (forward and fast) but very few have stopped to find their current position. Read More »

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A social media strategy without metrics is like Thanksgiving dinner without turkey, truly missing a core ingredient. A social media strategy with the wrong metrics serves the turkey with pasta sauce rather than gravy. Sure, it adds flavor, but it completely distracts from the purpose of the meal. Here’s my point – in marketers’ rush to prove that social media investments produce the required ROI, our social media plans trumpet metrics that may have little relation to what we’re actually trying to accomplish.

In delivering the results of our Social Media Maturity Diagnostic to multiple members over the past month, I sense two problems with social media measurement schemes (and trust me, some are more scheme-like than your local bank heist): Read More »

My New York Giants didn’t play this weekend – that’s one way to end a losing streak. I hadn’t enjoyed four consecutive losing Sundays of gesticulating wildly at my TV to no avail. But Fox, CBS, NBC, or ESPN didn’t quite care – I was watching.

As were about 17.2 million others any given Sunday, helping the NFL to their highest TV ratings in 20 years, a 15% uptick over last season. That’s an increase far beyond the 2% decline in stadium ticket sales, so much so that NFL national sponsorships are up. The pattern extends to baseball as well – World Series TV ratings were up 42% in 2009, which we can’t attribute solely to my Yankees’ return to dominance.

Clearly, we’re seeing not just changing consumer behaviors, but new, never-before-seen behaviors. A 15% viewership increase isn’t just former fans returning to TV. Our latest research on consumer behavior tells us that today’s winners are somehow helping consumers satisfy emerging desired outcomes – not the outcomes consumers say they want, but the latent (often emotional) ones that ethnographic research could uncover. Read More »

I’m on United 7094 to Chicago, thinking through a barrage of B2B member conversations last week that all led back to a seemingly intractable problem – the proper structure, interface, and (potential) integration of Marketing and Sales. B2B marketers have long had an inferiority complex relative to their B2C brethren, to which B2B folk reply, ‘if you had Sales to deal with, you’d feel equally humiliated.’ Touché.

Why the conflict? Why the insistence on separate spheres of influence? Why all the talk and no walk? Over the past two years, MLC members have seen quantitative research demonstrating the necessity of marketing and sales partnership, whether it be in differentiating the purchase experience to drive loyalty, or crafting a unique customer experience to boost preference. Here’s what I’m hearing as the stumbling blocks to full partnership and better business results: Read More »

In recent posts, perhaps I’ve been a little sour on marketers’ efforts to emerge from the economic doldrums to provide growth for their businesses in 2010 and beyond. One more sour point, and then I promise to make some lemonade. Fifty percent of the share you lose to private label this year, you will never regain. Stick with me, you optimists – our research shows if your brand can use the recession to jump into the top quartile in your industry, you’ll likely retain that premium position for at least three years.

 Here’s the challenge I’m seeing in recent client meetings, from financial services looking to recover to media companies searching for identity. The single biggest asset we have as marketers is also the likeliest thing we de-emphasized as budgets were slashed in the past 18 months: our brands.  Read More »

I sense an eerie (and I think false) sense of security from marketers as they enter 2010 planning, that the worst is behind us, we can forecast 1-2% GDP growth for the next 12 months, and the Fed has the financial crisis under control. 

After meeting with a regional retail bank, a Fortune 500 CPG company, and a host of planning executives last week, I’m almost frightened by the sense of stability I see in 2010 plans.  The picture is not rosy, certainly, but it assumes stability.  We seem to have checked any Black Swan thinking at the door.  How the economy recovers, its precise trajectory, and changes in consumer behavior are far more volatile than the stability many marketers are putting into their plans.  And let’s be honest – too many of us leave those plans on the shelf for 12 months without revision. Read More »

Driving down the New Jersey Turnpike to visit a Council member, a billboard caught my eye (please, no jokes about the Turnpike and billboards).  It read as follows – “Recession 101: Interesting fact about recessions . . . they end.”  Pithy and humorous, I thought.  When I reached my hotel, I did some searching and the Recession 101 campaign is nationwide, paid for by members of the Outdoor Advertising Association of America and designed by an unnamed private donor.

Seeing the billboard and scrolling through Recession 101’s Twitter feed (sidebar: good social media integration with ‘traditional’ media), it did prompt me to realize that our members are asking one question with increasing frequency – does MLC think that the economy has turned the corner? Read More »

Cramped in seat 17F somewhere 30,000 feet over Texas, I’m reading Business Week’s 100 Best Global Brands issue and trying to square the circle of David Kiley and Burt Helm’s article “The Great Trust Offensive,” outlining how companies are bringing trust back to the forefront of marketing to boost consumer perceptions (and ostensibly, profits).  Earlier this month, I heard 20 B2B CMOs from major Fortune 500 firms agree that ‘trust’ was merely table stakes, a common benefit all customers expect.  If you don’t have it or can’t build it, you might as well pack your bags.  Yet none of them were staking their future growth on it; none saying it was their unique differentiator. Read More »