Chris Anderson: Technology's long tail. Catching Up With Exponential Labs, The Startup Behind Long-Tail Search Site ‘MillionShort’ The consumer decision journey. If marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure not only that customers see their televisions in stores but also that those televisions display vivid high-definition pictures. It’s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. And it explains P&G’s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products—hence, the term “soap opera.”
Marketing has always sought those moments, or touch points, when consumers are open to influence. Interactive Exhibit 1 In the traditional funnel metaphor, consumers start with a set of potential brands and methodically reduce that number to make a purchase. Enlarge We developed this approach by examining the purchase decisions of almost 20,000 consumers across five industries and three continents. Exhibit 2 Exhibit 3.
6 Brand Strategies Most CMOs Fail To Execute. SETTER | 4 Examples of Brand Strategy Driving Organizational Success. Social media, SEO, and mobile dominate today’s marketing discussion, with good reason. New media technologies require new thinking to capitalize on them. But, like radio and TV before them, new media are merely enablers, not solutions. The single greatest determinant of marketing success is, and has always been, brand strategy. Which customer niche should we target? Who are the key competitors we need to differentiate ourselves from? This post shares stories of organizations I’ve worked with over the course of my career who have developed bold brand strategies to distinguish themselves, gain competitive advantage, and drive sustained growth.
By the early 2000’s, Whole Foods had pretty much maxed out market share in the “organic and natural” customer segment, but were pursuing growth. Each ad told the story of a single item that exemplified Whole Foods’ “passionate pickiness” in scouring the globe for the best foods in the world. Color Emotion Guide. DELL JPMorgan DIVERSITY Nikon ups IMDB BOL SUBWAY NBC DIVERSITY SUBWAY ebay BEST BUY DHL Hertz amazon Sprint TRUST IKEA PENNZOIL NBC monster - Your calling is calling - Google NATIONAL GEOGRAPHIC CHANNEL CAT Denny's HOOTERS NICKELODEON Fanta Lego Kellogg's Nintendo KMART YouTube ORACLE Coca-Cola Syfy Virgin Lowe's CNN starz Cadbury bp vimeo hp intel NASA flicr LAND ROVER Girl Scouts Big Brothers Big Sisters NETFLIX HARLEY-DAVIDSON MOTOR CYCLES AUSSIE Crush Orange Welch's Ford Wordpress Barbie American Express T-Mobile Animal Planet EXXON Walmart Lays ACE The helpful people FritoLay KFC NABISCO Heinz Gulf IBM pfizer publix HESS Apple Nike Hallmark Mercedes Hertz Yahoo!
Orkut tropicaña Spotlfy LYNX payless facebook Canon Walmart OREO puma WHOLE FOODS SunChips McDonalds GOOD YEAR shutterfIy Blogger boost Ferraro AVIS TACOBELL Oral-B CN Cartoon Network. The consumer decision journey.