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Snarketing Archive

Innovations In Bank Marketing

Here's how [I imagine] this came about. Overheard at the Management Committee meeting: CEO: We need to increase deposits. Any ideas? Marketing guy: We could give away iPods. Finance guy: Too expensive.…

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Advertising On Airport Security Bins

A brilliant idea. Here's who should there (and their message): Handi Wipes. "Cuz' God knows what's been put in these bins." Banks. "Bank with us. Our lines are shorter than this…

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What Finance Wants To Know From Marketing

I spoke recently to a senior finance exec in a large organization about measuring marketing's return on investment. He said: We know it's hard to calculate the ROI on all expenditures, and…

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Stop Measuring Your Net Promoter Score

A number of observers have eloquently weighed in on the weaknesses of Fred Reichheld's Net Promoter Score (for an excellent discussion go to Adelino de Almeida's Profitable Marketing blog). I'll go one…

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Sense And Respond Marketing

Gary Hamel was the first management thinker to write about the concept of core competencies. It's too bad this concept has fallen out of favor. For all the talk about new marketing…

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The Unintended Consequences of Email Best Practices

Smart firms often deploy email practices like: 1) integrating email campaigns across channels; 2) following up on abandoned shopping carts; and 3) communicating special rewards through email. But sometimes these practices have…

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Chief Customer Experience Officer: A Bad Idea

I’ve recently seen calls for the creation of a Chief Customer Experience Officer (one from Forrester Research and one at E-Volve-or-Die.com). This is a terrible idea. Why? Because creating a CCEO position:…

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The Art and Science of Marketing Scorecards

There's a lot of good stuff out there about marketing scorecards (see MarketingNPV.com for a number of good articles). I'm not sure too many CMOs are reading these articles, however. Too often,…

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Why Credit Card Response Rates Are Declining

A Wall Street Journal from a few months ago suggested that the "pesky piles of credit card offers that clog mailboxes may taper off a bit." (Hasn't happened in my mailbox, that's…

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Engagement Myopia

In an article on Chief Marketer's web site, Robert Passikoff, President of Brand Keys, called [customer] engagement 2006's "holy grail and favorite buzzword". In a previous article, Bob predicted that engagement would:…

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In-bound or In-terruption Marketing?

Inbound marketing is a hot topic. Fifty-eight percent of the firms Forrester Research surveyed in 2005 said they practice inbound marketing, while another 27% planned to do so by the end of…

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Why Do YOU Segment Customers?

The marketing department at a large firm (with a strong sales-driven culture) was trying to get sales' support to launch a customer segmentation effort. In one meeting, the market research consultant presented…

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Delusions Of Marketing Grandeur

In an article on MarketingProfs.com, Jeff Mucci writes: "More and more companies are attempting to become "marketing focused/led" rather than sales or financially driven....A bona fide, world-class marketing-led organization has a clear…

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CYA (Count Your Assets)

In the October 2004 issue of the Journal of Marketing, Roland Rust and colleagues wrote that: "Marketers are under pressure to show how marketing investments add to shareholder value...[and] must identify the…

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