Harvard Business Review

Magazine Publishers: Most Frequent Mailers
May 2, 2013

Magazine Publishers: Most Frequent Mailers Sports Illustrated Consumer Reports National Geographic Travel & Leisure Crain's Chicago Business The Economist Forbes Harvard Business Review Inc. Money

How Big Is Your Vision?
April 3, 2013

Way back in the Internet dark ages of January 1996, Bill Gates wrote about and coined the phrase "Content Is King." He was talking of course, about Web content and the need for people and organizations hoping to monetize the Internet to consistently produce fresh and relevant topics in order to gain the interest and loyalty of viewers, just as television had been doing, radio before that and print media the longest of all. His assertion that "over time, someone will figure out how to get revenue" from Internet advertising is frighteningly similar to today's gurus predicting much the same in regard to social media marketing. Just as back then—when companies and marketers struggled with deciding whether a Web presence was needed—today there are still major corporations only testing the social media waters, even if only half-heartedly, to keep pace with competitors.

3 Reasons You Shouldn't Turn Off Paid Search
March 19, 2013

What I like most about digital marketing, and pay per click specifically, is the constant evolution of the product and the amount of studies that are completed on the topic. This week the office was buzzing about eBay's study on the effectiveness of PPC for its business. The story in the Harvard Business Review was titled, Did eBay Just Prove That Paid Search Ads Don't Work? This sparked a lot of debate, and inbound questions from our clients. Our summary, much like a weight loss ad: "Not typical results, your results may differ."

An Investigation Into the ROI of Direct Mail vs. Email Marketing
January 21, 2013

As marketers, we're often faced with a do-this-or-do-that decision when planning our strategies. There’s no limit to the number of channels and marketing tools we have at our disposal, so sometimes, due to resource restraints, we're forced to make the tough choices. Making the decision about which one is the best, however, can be difficult, time-consuming, and, quite frankly, overwhelming. For example, if you already have a database full of leads, you might be tasked with finding the best way to convert them into paying customers.

Amazon's Jeff Bezos NRF's Retailer of the Year
January 15, 2013

Amazon.com founder and CEO Jeff Bezos has received his share of business awards lately. Fortune magazine named him its 2012 "Businessperson of the Year." Harvard Business Review ranks him as the No. 1 living CEO. Now comes the National Retail Federation and its so-called Gold Award. The trade group's selection of Bezos as retailer of the year may be the most surprising one yet when you consider the fierce rivalry between Amazon and the organization's brick-and-mortar base. Bezos, both admired and feared by "Big Retail," will be honored Monday at the NRF's 102nd annual convention in New York City

It's Who You Know
December 1, 2012

I'm a big fan of social media. I jumped on Twitter, LinkedIn, Facebook, Pinterest, etc., but it didn't occur to me until recently that social media could help direct marketers by leveraging influencers. In other words, I was a purist—I was communicating on social media for the pure joy of talking to people, meeting them and learning. I didn't think about it as leveraging anyone, but there is something to be said for targeting respected followers and encouraging them to recommend you.

Season of Thanks
December 1, 2012

How is your brand expressing its gratitude to its employees? Its customers? Its partners? Do you have a gratitude strategy? I applaud businesses that make gratitude part of their business life. Here are just a few examples to inspire your own strategy.

The End of the Expert: Why No One in Marketing Knows What They're Doing
November 14, 2012

It’s a stark verdict from a prominent source. “There are hundreds of thousands of people who were trained and mentored, and studied classical marketing, and they got good at it,” says Clark Kokich, chairman of digital agency Razorfish. Unfortunately, the world has changed—and that education is no longer relevant. “If your self-worth and your confidence is based on you being an expert, you’re in deep trouble, because there aren’t any experts,” says Kokich, ... “Sure, there are experts in some fields. Someone may be really good in SEO or in mobile. But there aren’t any experts in making this transition.”

Is Marketing Dead as We Know It?
August 28, 2012

Should all marketers quit their jobs and call it a day? Bill Lee recently published a blog article for the Harvard Business Review entitled, "Marketing Is Dead." Now, while his intentions might have been to capture viewer interest from his headline and get as much visibility as possible, is there any truth to his outlandish claim? Is marketing, a practice so fundamental to all businesses worldwide, doomed to fail within the next few decades? Take a minute to visualize the commercial world without marketing. No old spice commercials, no “got milk” print advertisements, no Nike billboards

The Secret of Neuromarketing: Go for the Pain
August 9, 2012

We all like to think we make buying decisions on a rational level, but neuroscientists tell us otherwise. While marketers have known this instinctively, brain mappers have shown that the smallest part of the brain, the amygdala, lights up like a Christmas tree when confronted with fight-or-flight or in this case buy-or-fly situations. Recently, I visited with Christophe Morin, a French researcher with SalesBrain, which is based in San Francisco and claims to be the world’s first neuromarketing agency. His title is chief pain officer. He believes that if a company wants someone to buy its products or services, …