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March 28, 2008

Metrics vs Attention, Relevance and Reputation

by: Stefan Kolle

       One of the vexing matters in innovative marketing is the lack of reliable metrics.  David Polinchock’s post on the Measurement Excuse is one fine example of the discussions going on. I’d like to add my opinion to the discussion, as the whole issue of metrics in the modern media space has been keeping me thinking (and more often than not, ranting) a lot recently. And I came up with something I want to share with you.

Continue reading "Metrics vs Attention, Relevance and Reputation" »

Posted by Futurelab at 5:56 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

January 2, 2008

Clients Are Demanding Agencies to Reinvent Themselves
by: Idris Mootee

WSJ reported today that the Web's emergence is now forcing ad executives to succumb to marketers' demands that agencies reinvent how ads are created, and forget their TV-centric approach. This is a really good piece that reflects exactly the big challenges. They reported that clients are even calling for changes in the way ad firms are structured. But until now, few advertisers have spent more than 5% to 10% of their marketing budgets online. With the growth of online video and social networking, ad experts expect that percentage to jump significantly this year. Many senior marketing executives are looking at anything from 10% to as much as 35% or total ad spend.

Continue reading "Clients Are Demanding Agencies to Reinvent Themselves" »

Posted by Futurelab at 6:04 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

December 30, 2007

A Few 2008 Predictions (Not Exhaustive) and Happy New Year to You All!
by: Idris Mootee

I guess this is the time to make some predictions. This is by no means exhaustive and some are more important than others. Here they are but not particular order of importance other than just some random thoughts at this time of the year in front of my fireplace. If you have some good ones to add, pls send them this way.

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Posted by Futurelab at 6:10 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

September 20, 2007

Media Co-habitation and Experience Design
by: Idris Mootee

I was running an offsite scenario planning exercise with my three business partners yesterday on the future of broadcast media. A lot of interesting foresights came up. Just want to share some of the thinking and after thoughts with you here.

Continue reading "Media Co-habitation and Experience Design" »

Posted by Futurelab at 1:33 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

September 18, 2007

Luxury Brand Marketing - Marketers Must Read

by: Idris Mootee


Here's a piece by Morgan Gerald, it is an interesting piece so I decided to post it here. So you know, Morgan is an anthropologist (he holds BA, MA and PhD in Anthropology) and has a special interest in youth culture. He spends a lot of time hanging out in malls observing teen and youth's behavior. Interesting job, right?

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Posted by Futurelab at 1:36 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

July 3, 2007

Web 2.0 and the Marketing New 4Ps
by: Idris Mootee


Marketing has gone through evolutionary changes in the last 36 months. It is probably the most profound period of change in the history of marketing. No one will disagree. The first generation of marketing took a pure functional view and was entirely tactical in nature, dominated by the 4P's: Product, Pricing, Promotion and Placement, focusing on pushing mass market product messages and driving store promotions.

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Posted by Futurelab at 5:07 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

June 30, 2007

The 7 Basic Rules of Social Network Design for Marketers

by: Idris Mootee

With the rising popularity of social networks and user-driven online services McKinsey conducted a survey on how businesses are using web 2.0. Respondents show widespread but careful interest. Expressing satisfaction with their Internet investments so far, they say that Web 2.0 technologies are strategic and that they plan to increase these investments. However this is not going to be an easy one for these large corporations.

Continue reading "The 7 Basic Rules of Social Network Design for Marketers" »

Posted by Futurelab at 5:02 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

June 29, 2007

The Future of Marketing - Part One

by: Idris Mootee

This is a presentation I often give to B-School students who are interested in marketing and advertising. It is a long one and so here's part one. Part two involves a group exercise to map out future scenarios of ad agencies and how they'll be transformed. I have four scenarios of "agencies of the future" and all require significant transformation.

Continue reading "The Future of Marketing - Part One" »

Posted by Futurelab at 5:01 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

June 14, 2007

Are You Jumping on the Ethnographic Bandwagon?

by: Idris Mootee

Marketers need to accept the fact that we live in a world of product and channel proliferation where we already have served nearly every need several times over, where there are over 100 varieties of bottled water, over 50 different features available in cell phones and 10 ways to purchase a pair of Nikes. We need to abandon the simplistic notion of the simple need-fulfillment paradigm.

Continue reading "Are You Jumping on the Ethnographic Bandwagon?" »

Posted by Futurelab at 6:04 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

June 7, 2007

Marketing 2.0 and Five Key Trends

by: Idris Mootee

The proliferation of brands and channels and fragmented media is forcing companies to rethink their marketing strategies. Proliferation is happening all around us everyday and I am watching the growing fragmentation of customer micro-segments. Social media has allowed the mushrooming of micro-communities everywhere. Intensifying competition and corporate desperation for growth together with the supply and demand chain innovations have encouraged today's companies to target ever more demanding customers within ever smaller segments.

Continue reading "Marketing 2.0 and Five Key Trends" »

Posted by Futurelab at 6:01 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

June 5, 2007

Where is the Super CMO?

by: Idris Mootee

Ultraman_copy Continuing on my last posting on the "Marketing and the CMO" topic. The short tenure of the average CMO is causing many to wonder whether this is a role that is set up for success or simply many CMOs just don't live up to expectations. So what is the job of the CMO? Is that a glorified title for a senior marketer? Or is it a new role designed to bring marketing to strategic level and into the boardroom?

Continue reading "Where is the Super CMO?" »

Posted by Futurelab at 5:55 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

June 3, 2007

Marketing and the CMO

by: Idris Mootee


Over the last two decades, marketers liked to believe that they have significant progress in making marketing results more scientific. Furthermore, they have tended to believe that with the advent of Customer Relationship Management (CRM) technologies, that they are building relationships with customers.

Continue reading "Marketing and the CMO" »

Posted by Futurelab at 5:52 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

May 30, 2007

Marketing of Innovative and Disruptive Technologies

by: Idris Mootee

There are many disruptive innovations happening these days and unlike the dot.com days, these are nimble start-ups powered by an open innovation software ecosystem and exploding networks. With any disruptive business models, the key challenge they face is how do you drive adoption and how fast can you do it? Marketing innovative products and technologies are very different from conventional product marketing.

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Posted by Futurelab at 5:48 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

January 18, 2007

Top Ten Marketing Podcasts

by: Guy Kawasaki

Marketingvoices.jpg

Here’s a collection of podcasts about marketing from Marketing Voices, a weekly podcast that discusses how social media is affecting marketing strategy and practices, by my buddy Jennifer Jones. There’s lots of great information for entrepreneurs and small-business owners in these podcasts.

Continue reading "Top Ten Marketing Podcasts" »

Posted by Futurelab at 2:13 PM | | Comments (1) | TrackBacks (0)  • Email this article to a friend

January 14, 2007

A Kodak moment? Yes, but....
By: Stefan Kolle

This video was shot as an internal commercial, to stir up things a bit at Kodak. Due to it's popularity with employees, Kodak decided to release it, and it's burning up the numbers on Youtube - and rightfully so. I can't remember the last time I laughed this hard at a commercial.

Continue reading "A Kodak moment? Yes, but...." »

Posted by Stefan Kolle at 7:47 PM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

November 10, 2006

Take a fresh view
By: Stefan Kolle

Over on The Marketing Minute I found a very creative, and impressive, political ad. Yes, I know, we don't do politics here, but dont worry. It's not about the political message, it's the very clever execution of the ad that triggered me. As Drew says, I wish I had written this.

Continue reading "Take a fresh view" »

Posted by Futurelab at 12:52 AM | | Comments (1) | TrackBacks (0)  • Email this article to a friend

October 26, 2006

Top Ten Trends in Marketing Innovation

by: Stefan Kolle

I’ve put together the 10 key trends I see for 2007 in Marketing Innovation. None of these are new, except for Net Promoter Scores which have only been around for a few years.

And, OK, I have to admit that some of these might end up being more wishful thinking then actual trends, but I get the disctinctive feeling many marketers are actually starting to wake up.

Continue reading "Top Ten Trends in Marketing Innovation" »

Posted by Stefan Kolle at 6:30 PM | | Comments (14) | TrackBacks (0)  • Email this article to a friend

July 17, 2006

How much is that software worth, anyhow?

by: John Caddell

Pricing business software licenses is one of the gnarliest pricing jobs around. My pricing bible is "The Strategy and Tactics of Pricing" by Tom Nagle. I took a class with him at Boston University around 1990 while I was studying for my MBA, and this book has been on my bookshelf every since.

Continue reading "How much is that software worth, anyhow?" »

Posted by Futurelab at 11:09 AM | | Comments (0) | TrackBacks (0)  • Email this article to a friend

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