Blog RSS

Dear CMO: Just a “post-it” today, but an important one. Here’s 10 plus 1 on how to maximize your returns on integrated marketing campaigns by working smarter. 1. Gifts are always more valuable than rewards. Ask yourself what you can do for your target before you look for ways to profit from them. Can you […]

Dear CMO: A colleague and I got onto the state of marketing and what characterises how things typically go wrong. And when you need to categorize what’s wrong with the human condition, I usually default to the 7 Deadly Sins. To anyone who says they’re unfamiliar with them, here’s a reminder: sloth, envy, lust, greed, pride, […]

Dear CMO: It’s counter-intuitive, I know, but money rarely changes anything. Certainly not behavior. Look at lottery winners. Or Scarface. Martina Navratilova has the best quote about money, summing it up thusly: “Money can’t buy happiness, but it does make misery much more tolerable.” There you go. Money changes very little in the way of […]

Dear CMO: In Texas Hold ‘Em, you’ve got up cards — ones that everyone can see — and down cards — the ones that are face down, that only you can see. Same as in marketing. We all have the obvious, the face-value, and the surface issues. I want performance. I want a lower cost. […]

Dear CMO: It’s that time of year, when pundits of all shapes, readerships and sizes put their prognostications out for all to see. We won’t spend too much time on last year’s resolutions for fear of dwelling on the past. Next question, please. If a quick glance at Drudge tells us anything, it’s not a […]