Since the inception of the motion picture in the late 1800s, countless films have been created around the globe on almost every subject imaginable. Curious to get a feel for what life was like for 18th century Irish aristocracy? There’s a film for that. In the mood to be thrilled by a story of love, deception, and murder? Look no further. Interested in a film that can shape the way you think about sales and marketing? Well, those subjects are no strangers to the industry either, and the following is a list of a few films we consider “must-see” sales and marketing cinema. Read More »
Marketers, if you’ve resolved to become more organized in 2011, take heart: you have a lot of company, including myself.
But “organization” isn’t as simple as buying a planner and calling it a day anymore. Now, plugged-in marketers have unending streams of information – blogs, newspapers, websites, magazines, TV shows, movies, books – vying for their attention. Any one of those bits of information might contain something vital – a hint about a competitor’s product, a key insight into a growing and untapped market, a sales lead – that could turn you into the office hero. Read More »
The Wall Street Journal recently reported that Coca-Cola is holding its annual marketing meeting at the Consumer Electronics Show in Las Vegas this week. While this may sound surprising at first, it makes more sense when you consider some powerful statistics: 71 million Americans use a mobile device to access the internet every month and, in a recent study, 38% of US shoppers said they used their mobile devices to help make a final decision for an in-store purchase.
This helps explain the recent explosion of mobile marketing: According to eMarketer, mobile advertising spending is expected to top $1 billion in 2011, with the spending being equally distributed across messaging, search and display. Read More »
By Whitney Satin
This holiday season, I escaped the snow drifts plaguing much of the East Coast and spent the end of my year in hot and humid Ghana. Ostensibly I was there for a friend’s wedding, but while touring the colorful fishing villages and bustling marketplaces in and around Accra, the marketer in me couldn’t sit still. Given that “emerging market” seems to be the buzzword for 2011, I thought I’d share a few brief impressions from the pages of my unofficial travelogue: Read More »
In a tech world that’s characterized by booms and busts (see: MySpace, Friendster, Pets.com) – one of the major constants has been the glue that holds the internet together: Google Search. From its inception in a Silicon Valley garage in 1998, to its 2004 IPO, to its current form as a cloud computing behemoth, Google Search has been the underlying technology that enables cash-cow products like AdWords and GMail.
But in the last few months, tech insiders have noticed something disturbing: Google searches are increasingly returning irrelevant and spammy results. Case in point: check out Google’s results for “iPhone 4 case“. Nearly all of the results on the first two pages link to affiliate marketers – websites that don’t directly sell a product, but instead link to a site that does, getting a cut of the sale in turn. Read More »
In the coming year, MLC will be exploring how mobile and social media are disrupting consumers’ decision making processes. Members are telling us that stated purchase intent is less predictive than it used to be, and that more consumers are changing their minds at the last minute. A recent McKinsey study supports these observations, finding that 40% of consumers change their mind at the point of purchase and end up buying something they hadn’t intended to purchase. We’re going to be testing a few hypotheses around why consumers aren’t following through on intentions and exploring what the best companies are doing to increase follow-through. Read More »
As part of our ongoing global marketing organizational structure research, we recently asked MLC members to share some details of their own structures. In total, 51 members (diverse in industry, size, and global reach) answered the online poll and the results were quite intriguing. Three key findings emerged from the data – all three of which have been corroborated by more in-depth member conversations: Read More »
“The most effective coupons aren’t the ones that save you money on things you’d buy anyway; they’re the ones that come from out of nowhere, giving you license to buy something you otherwise wouldn’t.”
–Matt Schwartz, writer for Wired, paraphrasing Groupon founder Andrew Mason’s view of coupons
Okay, okay, you’ve heard the news. Google offered $6 billion to Groupon, which is something like 12 days old but has 5 billion customers.
Point of advice #1: if someone offers you $6B, take it (I’m kidding, of course—always double down and hold out for more)
Point of advice #2: If you’re a marketer at a mass brand—and no one is offering you $6B so you can call in rich tomorrow— it’s worth your while to understand why Google is offering $6B for Groupon. Read More »
Mobile devices have played a huge role this year in holiday shopping already. In a recent survey of 607 U.S.-based smartphone users, we asked respondents whether they planned to spend less, more or the same amount this holiday season. A little more than 14.1% said they planned to spend more, while about 85% said either less or about the same.
We then analyzed those who planned to spend more, and discovered they are very savvy mobile users. Read More »
Since the dawn of film and television, product placement has been among the most subtle marketing tools. For the right price, producers will seamlessly blend your brand into scenes and storylines.
Here we’ve included some fun facts about some of the more memorable product placement deals over the years– you might be surprised which ones essentially cost the featured brand(s) nothing! Read More »