Thursday, April 4, 2013
Thursday, October 4, 2012
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.
Labels:
loyalty programs,
marketing,
marketing enablement,
media measurement,
near field communications,
NFC,
Place,
pluris marketing,
Price,
Product,
Promotion
Friday, September 28, 2012
Facebook Digs Deeper into Privacy Concerns
By Bob Fetter, SVP of Pluris Marketing
According to a post in the September 23rd 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.
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.
Labels:
consumer engagement,
customer acquisition,
datalogix,
Facebook,
marketing,
marketing enablement,
media measurement,
social networks,
transactional data
Wednesday, September 26, 2012
Persona Development – An Update
In this great post from Perianne Grignon
of [x + 1], she argues that the concept of media is dead, saying “obviously at one level – as a means for reaching the right audiences
with relevant messages – the answer is “yes”. But if you’re still thinking of
media as an array of discreet channels that need to be individually planned
for, bought, optimized and managed, the answer needs to be a loud and emphatic
“no.”
At Pluris,
we wholeheartedly agree with this message. Our Offer
Optimization solution runs across all channels, and its goal is to deliver
a consistent message to each consumer regardless of channel. About a year ago, we posted our
thinking on personas
as a means to provide “color” to statistics.
Labels:
consumer engagement,
offer management,
offer optimization,
offer strategy,
persona,
persona development,
persona marketing,
pluris marketing,
strategy
Thursday, August 30, 2012
5 Reactions to Facebook’s “Page Post Targeting Enhanced”
By Bob Fetter, SVP
of Pluris Marketing
Facebook creates so much news that it’s easy to miss a new
set of features aimed at marketers- even when those very changes can have big
implications on how brands speak to you on the social platform. Last
week, nestled between the social
buzz of the Olympics and ups
and downs of its stock price, the social network rolled out a bevy
of new ways for marketers to take advantage of things such as your
age, interests, gender, relationship status and more to inform how they ‘speak’
to you.
Tuesday, August 7, 2012
Embracing the Big Data Deluge - If That’s What it Is
By Bob Fetter, SVP of Pluris
Marketing
Everyone is
talking about big data and judging from my social streams and much of the
media coverage, I’m afraid many don’t have a clear understanding about what it
is, and if big data is in fact, what they are dealing with. The explosion of
data has everyone thinking- “this must be a big data problem” but sadly, a few
million emails, a couple thousand social messages and a customer data base,
isn’t big data. It may be a lot of data to manage and a headache, but how does
the average CMO or CTO build a strategy around handling their data if they
prescribing it inaccurately?
Labels:
big data,
consumer engagement,
customer acquisition,
offer management,
offer strategy,
persona development,
persona marketing
Wednesday, July 18, 2012
Stick a Google-Shaped Fork in Barnes & Noble
Everyone hailed the Nook as smart business. Now, thanks to the very same company that powers the Nook, it’s going the way of disco -- fun while it lasted, but an impractical long term way to groove.
The hype around Google’s new Nexus 7 tablet is mostly surrounding its threat to Amazon, and while there may be merit there, the striking first casualty is Barnes & Noble. With brick and mortar bookstores and physical reading of books declining in favor of e-readers, Barnes & Noble announced plans earlier this year to this one from Peter Svenson of the Huffington Post, I am convinced that the Nexus 7 will provide me a far better experience than my Nook or a continued relationship with Barnes & Noble would. Here are my top 3 reasons as follows:
Labels:
Acquisition Strategy,
branding,
consumer engagement,
customer acquisition,
loyalty programs,
marketing enablement,
offer management,
offer strategy,
persona marketing,
pluris marketing