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  • re: Are you a faux marketer?

    HI Tod, I don''t think it's just a bad hair day. What I'm suggesting is that there are many concepts and theories in marketing which have become so familiar that we feel we understand them as soon as we hear them: 'loyalty', ''differentiation', 'brand premium' for example. If we dig a little deeper, however, they create all sorts of ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 19 Nov 2009

  • Are you a faux marketer?

    The quest for brand or customer ‘loyalty’ is one of a number of examples of what we could call faux marketing. Faux marketing adopts all the trappings of real marketing, so it looks like the real thing. But underneath the surface it’s doing something entirely different. It uses the terminology, concepts, tools, metrics and methods of real ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 19 Nov 2009

  • re: Building our own Berlin Walls

    Hi Mark, Thanks for your interesting comments. I think there are clearly brand preferences in the car market, and customers you prefer to deal with dealerships that treat them well rather than badly. But I'm not sure that that's the same thing as 'loyalty'.  I loved your comment 'I'll stay ifyou treat me like a human being as opposed to ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 16 Nov 2009

  • Building our own Berlin Walls

      I did a talk to the CEOs of major car company’s dealerships last week. Not sure if it went down too well. It was on the theme of customer loyalty and I was a tad challenging. This is the gist of what I said: The notion of customer loyalty is a modern-day equivalent of East German marketing: the attempt to keep customers confined within ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 16 Nov 2009

  • The new rules of customer data

    Last night, eloquently supported by my colleague William Heath, I gave a master class on Volunteered Personal Information for the IDM (Institute of Direct Marketing). My concluding summary was: •    We are in the midst of a once-in-a-century tipping point in the information flows in our society: from ‘top down’ (organisation ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 11 Nov 2009

  • Consumer decision making

     I’ve written about ‘the consumer decision-making revolution’ in today’s issue of Marketing magazine. If you’ve read my previous articles, I hope you’re beginning to get the picture. Information-flows (top down or bottom up?), metrics (are we measuring successful ‘influence’ or ‘alignment’), consumer psychology (are we on the verge of ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 10 Nov 2009

  • The Attention Economy?

     I’ve just been revisiting a debate which flared up a couple of years ago and which seems to be returning: are we moving towards an attention economy or, perhaps an intention economy? Thinking about it, I don’t think we are moving towards either because they are both sub-sets of something much bigger. When push comes to shove, economies ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 30 Oct 2009

  • Have you got a VPI strategy?

     From what I can see, CRM can never deliver its hoped-for benefits because of a series of intrinsic, structural flaws in the ways it gathers and uses personal data. In the new digital environment, I suspect marketers are going to have to recalibrate and redirect their customer data strategies - progressively reducing their reliance on data ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 23 Oct 2009

  • Marketing's missing metric 2

    Marketing’s situation with metrics has an analogy with the metrics turmoil currently embroiling physics and astronomy. Back in 1998, cosmologists realised that 75% of the universe is made up of something their measuring instruments had never measured before: dark energy. Writing about dark energy, Scientific American noted that it almost ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 19 Oct 2009

  • The metrics muddle

    Commenting on my last post on ‘stimulus-response’ Andrew Weir says: “In my humble view marketing should focus on delivering great brand experiences (experience of a product, service, brand) as well as brand promises (stimulus-response?). It is vital that the promise matches the experience (alignment).” Thanks for your comment, Andrew. I agree ...
    Posted to Reinventing marketing (Weblog) by Alan Mitchell on 13 Oct 2009

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