24K Marketing

The Brand Audit – Identifying Growth Opportunities

By Bob Clark On November 15, 2011 · Add Comment

Business owners often struggle with perspective when it comes to their brands. Living and breathing business day to day makes it hard to step back and identify marketing and branding blindspots, which could be severely limiting brand growth. In order to identify opportunities to improve a brand’s marketing strategy, I developed a templated diagnostic tool [...]

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Media – Integration of Social Media with Traditional Media is Strongest

By Bob Clark On November 8, 2011 · 2 Comments

Social media has fast become an outbound marketing choice for businesses of all sizes. Measuring sales impact of social media with hard metrics, however, has eluded many marketers due to the difficulty in putting together a viable side by side test model to measure sales gains. The advertising agency – Ogilvy &Mather conducted a case [...]

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Visual Marketing (and the Power of a Cute Spokesperson)

By Bob Clark On November 6, 2011 · Add Comment

There is power in visual ideas – executed well. I am starting to see more and more info graphics charts everywhere on the blogosphere. I love facts and visuals. The chart on the left distills who’s who in the world of car insurance. Visual cues are so important in the world of marketing. Car insurance [...]

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Monitoring The Online Conversation – A Simple Approach

By Bob Clark On November 1, 2011 · Add Comment

Communication more than two-way Businesses are communicating with consumers on social media platforms to a greater degree than ever before. Marketers say that traditional one way communication has moved to a two-way conversation. In reality, consumers are talking to each other more than back to a manufacturer. They are freely discussing how much they [...]

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Steve Jobs – The Real Lesson of Managing Growth

By Bob Clark On October 26, 2011 · 1 Comment

Much has been written about Steve Jobs; certainly, the release of his biography will have people talking for a long time about the person. Readers will want to catch a glimpse into Jobs’ inner qualities, looking for those transferable and teachable lessons of how he successfully led the world into a more modern digital age. [...]

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The Surprising Power of Pricing

By Bob Clark On October 22, 2011 · 2 Comments

I just presented at a marketing analytics conference in Atlanta on the topic of marketing growth tactics that can be applied to businesses across any stage of the category life cycle (introduction, growth, maturity and decline). Matching the marketing approach to the category life cycle can yield great improvements. What surprised me was the interest [...]

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There’s No Such Thing as B2B Marketing

By Bob Clark On October 18, 2011 · 7 Comments

The term “Business to business” or B2B has defined an entire category of companies whose customers are other businesses, not consumers. Whether wholesalers, accounting services, law offices or thousands of others, their marketing is tailored to another business and, by definition, do not market to a consumer. Or do they? There is really no way [...]

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CMOs Feel Overwhelmed by Change – IBM Study

By Bob Clark On October 14, 2011 · Add Comment

Top Marketers around the world see huge changes taking place in how marketing will be conducted into the future and feel ill prepared to handle the changes. A recent IBM Research Study spoke to over 1700 Chief Marketing Officers (CMO) in 64 countries. The study concluded that CMOs see four clear challenges today: the growth [...]

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How to Build Strong Brand Communication

By Bob Clark On October 7, 2011 · 5 Comments

“If I only had an hour to chop down a tree, I would spend the first 45 minutes sharpening my axe.” – Abraham Lincoln For many small to mid sized businesses, brand building has become overly focused on tactical communication through social and digital media. The message is obvious – we are here and we [...]

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Is Marketing Leadership Just Icing On the Cake?

By Bob Clark On October 3, 2011 · Add Comment

Several years ago, when I was a Marketing Director at a large consumer products company, I found myself having to deal with frustration among Brand Managers in my group regarding the extensive review and approval process built into the planning cycle. It seemed, to many of my managers, that after all their months of hard [...]

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The Brand Audit – Identifying Growth Opportunities

Visual Marketing (and the Power of a Cute Spokesperson)

Steve Jobs – The Real Lesson of Managing Growth

The Surprising Power of Pricing

There’s No Such Thing as B2B Marketing

CMOs Feel Overwhelmed by Change – IBM Study

How to Build Strong Brand Communication

Is Marketing Leadership Just Icing On the Cake?

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