Semiconductor Companies: You Need Digital Marketing, Now

(Cross post with IBM.com electronics) In 2012, the top ten semiconductor companies locked up 51% of the business, with Intel leading that pack – with nearly 16% market share followed by Samsung with 10%. It was, of course a mixed bag of economic results – with different companies taking different strategies, some succeeding and some… Read More Semiconductor Companies: You Need Digital Marketing, Now

eCommerce Best Practices – Getting Great Reviews

Reviews are now a critical part of the shopping cycle. This is true not just for consumer electronics providers but for every part of the electronics value chain – from power and automation to service providers. As my colleague Shaji Thomas recently shared with me, 57% of the B2B buyers journey is complete before a… Read More eCommerce Best Practices – Getting Great Reviews

Attracting consumers – 4 strategies; 4 outcomes

This is the story of four home improvement giants, Lowes, Build.com, Terrain (owned by Urban Outfitters) and Home Depot, with a little bit of Alternative currency and Loyalty built in.  It is also a review on what drives consumer behavior and why people make interesting decisions. So, I bought a house that needs an upgrade… Read More Attracting consumers – 4 strategies; 4 outcomes

Audi Gives Us A Different Kind of “Test Drive”

Imagine walking into an auto dealership that didn’t have any automobiles.  Imagine sitting down in a black leather bucket seat, surrounded only by LED screens – but still somehow looking into a dashboard and out of a windshield.  What if you could reach out, push a button and “start” the car, turn up the music,… Read More Audi Gives Us A Different Kind of “Test Drive”

Going Rogue: Innovators to Follow – Day 4; Gamification

lmost all creativity involves purposeful play. – Maslow

Gamification, simply put, is the use of game-like environments to engage audiences. Now, I know what you’re going to say: “Isn’t that definition a little vague?” Yes, it is vague…Partially because this industry captures a wide variety of uses; but, also because gamification hasn’t matured enough to define.

In this immature industry, there are still amazingly intelligent marketing advances. If you want to…

build your own car (Mini)
remodel your kitchen online (IKEA)
paint a room in colors you choose (Sherwin Williams)
vote for your favorite crayon (Crayola)
try on sunglasses (Warby Parker)
help your kids learn math (Khan Academy)
… a gamified experience trumps a non-game one for increased loyalty and saitisfaction. … Read More Going Rogue: Innovators to Follow – Day 4; Gamification

What one employee can do for your customer experience

What’s your customer experience worth?  And what can one person do about it? How about making 50 people with thousands of nights’ stays willing to stand up for you? There’s this woman.  Her name is Peggy.  She’s a hotel concierge.  In my opinion, I think it takes a certain amount of humility coupled with a huge… Read More What one employee can do for your customer experience

Gilt Groupe versus Groupon – a battle of new era retail models

If you had a brand and a budget and an inventory on offer, which way would you go? In theory, the two companies do very similar things – limited time, select product or service offering, special pricing.  A few intense days of getting your brand name out there.  However they could not be more different… Read More Gilt Groupe versus Groupon – a battle of new era retail models

Customer Focus 2011: House and Home Companies who get it right

Alas, I have begun in earnest the always daunting and often unrewarding task that is home renovation.  Some days I come home and see a part of the house into which I have poured my heart, soul and dollars and say “ahhhhh.”  However, because I am early on, around the corner is simply another “ewwww.”  … Read More Customer Focus 2011: House and Home Companies who get it right