Marketing Needs the 5th P

Why Payment Now Belongs with Product, Price, Place and Promotion as a Key Decision Lever

By Bob Fetter, SVP of Pluris Marketing

Since the 1960s, - the smartest of marketers have developed an offer taxonomy based on the 4 Ps—product, price, place and promotion. For years these 4 Ps have helped us marketers measure, classify and optimize different offers against one another based largely on these trigger points, allowing for an organized and optimized marketing mix that drives revenue with the most efficiency.  And that taxonomy-- or process of determining how all the offers from brands should be broken down into distinguishable pieces, has held its grip on the marketing industry.

Facebook Digs Deeper into Privacy Concerns

By Bob Fetter, SVP of Pluris Marketing

According to a post in the September 23^rd issue of the Financial Times, Facebook is partnering with a “controversial” data company called Datalogix that can “track whether people who see ads on the social networking site end up buying those products in stores.”  

Of course, this announcement has raised concerns with privacy advocates who have continually been concerned about marrying online profiles and presence with offline data since the purchase of Abacus (a Datalogix competitor) by Doubleclick (an online ad-serving company later bought by Google) in the late 90s.

What Can Brands Learn from SocialTV?

by Bob Fetter, VP Pluris Marketing

 

You have probably noticed hashtags during broadcasts, tweets streaming across the screen, second-screen applications where viewers can check in to watch a TV show together online and numerous other examples of the TV industry transforming itself into something more than a lean-back experience.  The multi-billion dollar TV industry is fast undergoing a realignment from appointment television on the couch to a real-time, 24/7 entertainment anywhere business.  So what can brands outside of the TV ecosystem learn from this?

Big Data? Let’s Take A Step Back.

Big data is the rage.  Big data companies are getting funded.  Big data scientists are getting hired.  A slew of blog posts are screaming for marketers to understand and use big data.  So what is Big data?  In a nutshell, it is doing what Google has been doing for over a decade.  Taking in, indexing and categorizing massive amount of data generated from the web.  It involves new hardware and software paradigms and new skill sets to further challenge us.