Posted in Brand Strategy, Innovative Ideas, New Product/Service Development (NPSD), tagged Aric Rindfleisch, brand community, brands, co-creation, dialogue, marketing, marketing co-creation, Matthew O’Hern, personalization, user-generated media on January 8, 2009 | 10 Comments »
Adam Needles presents a Q&A with Professor Aric Rindfleisch, who has recently authored a groundbreaking paper, titled “Customer Co-creation: A Typology and Research Agenda,” which we are fortunate to be able to share on this blog.
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Posted in Company Profiles, Innovative Companies, Marketing Programs, tagged Alison Moore, Andy Cunningham, Brand Momentum, brands, cross-channel, integrated marketing communication, marketing, marketing channels, marketing execution management, marketing services agency, marketing technology, Marsha Lindsay, Tim Hurley on January 5, 2009 | 7 Comments »
Are there any firms out there, today, that exemplify the vision of a next-generation marketing services agency? The truth is that no single agency, today, is at the stage of sophistication that embraces all five ‘pillars’ … yet. But there are quite a few that are moving in the right direction and that have embraced different combinations of these pillars. Adam Needles discusses some of the firms he’s watching and that he believes are forward-thinking leaders in the next-generation marketing services agency world.
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Posted in Company Profiles, Innovative Ideas, Marketing Programs, tagged Alison Moore, brand community, brand monitoring, brands, cross-channel, CSS, dialogue, Idris Mootee, integrated marketing communication, JT Buser, Kyle Flaherty, marketing, marketing channels, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, mobile marketing, MySQL, PHP, ROI, Sandy Carter, social media, technology, text analytics, Tim Hurley, Tom O'Guinn on January 2, 2009 | 11 Comments »
The business environment for ‘traditional’ agencies is changing … radically … and overnight. What is causing this ‘plague’ of Biblical proportions throughout the agency world, and how can agencies overcome this situation by preparing for the next-generation of client expectations? Adam Needles discusses the key pillars for a next-generation agency, as well as some of the barriers they will face in part one of this two-part series.
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Posted in Innovative Companies, Innovative Ideas, New Product/Service Development (NPSD), tagged Amber Naslund, brands, co-creation, dialogue, innovation, Liz Moise, marketing research, marketing technology, new media, NPSD, social graph, social graphs, social media, social networking, user-generated media on December 22, 2008 | 8 Comments »
What is the best way to approach social media as a tool for marketing research and to innovate the new product/service development (NPSD) process? What is a framework we can use to better match social-media platforms with our objectives for garnering customer insights? Adam Needles presents a working framework for thinking about approaching social media in an NPSD context.
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Posted in Brand Strategy, Innovative Companies, Innovative Ideas, Marketing Programs, tagged brands, marketing, social media, marketing technology, brand community, text analytics, marketing channels, marketing metrics, digital, new media, ROI, social networking, organic marketing, Marketing Infrastructure, personalization, Patricia Seybold, CRM, integrated marketing communication, marketing execution management, Valeria Maltoni, Jon Iwata, Paul Dunay, Joseph Plummer, Alex Iskold, Steve Rubel, co-creation, marketing co-creation, C K Prahalad, Venkat ramaswamy, G. Richard Shell, semantic analysis, social graphs, social graph, Clint Boulton on December 11, 2008 | 17 Comments »
The future evolution of marketing personalization and the shift towards co-creation will not happen overnight; however, it is un-arguably happening. Normative frameworks, customer needs and technology are converging to make this possible. Marketing Personalization 3.0, through co-creation, offers the ability to improve customer-brand engagement, increase marketing ROI and fundamentally upgrade the profitability of many businesses. Adam Needles helps marketers remain aware of this evolution, look for opportunities to integrate co-creation into their marketing and be prepared to embrace technologies, such as semantic analysis and social graphs, that will help them better connect with their customers efficiently and effectively.
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Posted in Innovative Ideas, Marketing Programs, tagged brands, marketing, technology, dialogue, social media, marketing technology, brand community, marketing channels, new media, WSJ, social networking, organic marketing, personalization, integrated marketing communication, Tom Hayes, Michael S. Malone, Valeria Maltoni, Beth Harte, Chris Brogan, Marketing 3.0 on December 3, 2008 | 4 Comments »
What do Tom Hayes and Michael S. Malone mean by Marketing 3.0? Hayes and Malone argue that marketing participation on the modern Web and in social media platforms requires a new marketing mindset. “A very different set of tools, concepts and practices is needed. Call it Marketing 3.o.” Adam Needles examines this premise and relates it to key evolution in brands and marketing.
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Posted in Company Profiles, Innovative Companies, Marketing Programs, tagged brands, CRM, cross-channel, dialogue, digital, Gartner, innovation, integrated marketing communication, marketing, marketing channels, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, mobile marketing, personalization, ROI, technology on November 24, 2008 | 11 Comments »
Adam Needles presents initial thoughts on a working list of leading cross-channel marketing execution management platforms. This piece is focused on (1) better identifying the state of this technology segment, (2) building out the list and (3) presenting insights into their strengths and weaknesses.
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Posted in Brand Strategy, Innovative Ideas, Marketing Programs, tagged Alexa, Barry Judge, brand advocates, brand community, brand equity, brands, David Armano, dialogue, digital, interactivity, Jupiter Research, Justine Foo, marketing, Marketing Infrastructure, marketing sustainability, marketing technology, new media, Peter Kim, ROI, social media, social networking, sustainability, technology, user-generated content, user-generated media on November 19, 2008 | 11 Comments »
How do we build a sustainable Internet marketing presence? Adam Needles looks at the core challenge of Internet marketing. Are we investing in campaigns that are little more than one-way ads/brochures online with diminishing returns, or are we investing in a long-term marketing presence that will establish a foundation for growth, that will really stir the passion of our customers and that will, as a consequence, be self perpetuating over a longer period of time? This is an issue that impacts not only the strength and life of our brands but also the ROI from our marketing investments.
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Posted in Innovative Companies, Innovative Ideas, Marketing Programs, tagged Barbara Goodstein, brand community, brands, Bruce Temkin, CRM, cross-channel, digital, innovation, integrated marketing communication, marketing, marketing channels, marketing execution management, marketing technology, marketng infrastructure, mobile marketing, Patricia Seybold, Paul Zipkin, personalization, Rob Dalgety, Seth Godin, social media, social networking on November 6, 2008 | 10 Comments »
The whole point of marketing is to build a relationship between a customer and a brand through which both the customer and the company behind that brand derive benefit. It is a direct, one-on-one and mutual commercial exchange; for the customer, the brand is experienced at a very personal level. Yet so much of marketing practice and technology infrastructure seems to focus on de-personalizing and scaling marketing communication to as large of an un-segmented population as possible. Adam Needles examines how marketers can make both scale and personalization co-exist as hallmarks of every marketing program?
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Posted in About This Blog, Blog Contributors, tagged Adam Needles, brand community, Brand Republic, brands, BrandWeek, Christine Needles, dialogue, innovation, marketing, marketing technology, service-oriented architecture, social media, software as a service, technology on September 23, 2008 | 4 Comments »
What is the focus, differentiation, contributors and agenda for the Propelling Brands blog? Adam Needles provides an overview.
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