How To Cost Less Without Lowering Your Price

Do you know how much your product or service costs? Hint: it's not the price you are asking for it. In global warming terms, environmental cost is commonly referred to as a "footprint." Most people understand that an environmental footprint of a product or company isn't just about the manufacturing, but also the process of

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When Conversation Doesn't Matter

People who work in social media spend a lot of time talking about conversation. We (I include myself in this category) talk about having a dialogue with customers, about encouraging two way interactions and generally being more open with how business communicates. But does the weary business traveller finally arriving at her hotel after a

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The Real Joke About Marketing: Lack Of Integration

Yesterday I made a joke. It was April Fool's Day and in my April 1st blog post I decided to announce that I would only focus on the "right now" and devote my blog to talking about Twitter. Some people got the joke, while others loved the idea of another blog about Twitter. My point

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Refocusing On The "Now"

Something is changing in the world of interactive marketing. For five years now I've written about the intersection of all kinds of marketing, ranging from talking about television and "traditional" media to newer social forms of media. Through it all I have tried to focus on trends happening in the marketing world with an aim

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Why I Didn't Buy An iPhone

Earlier this weekend, I sent a tweet noting that I was in the market for a new phone as I looked to upgrade my cell phone contract with AT&T and I mentioned that I was considering an iPhone. As I expected, I was immediately responded to by over a dozen folks talking about how much

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Your Brand Is Not Batman

Today I had the chance to take part in an entertaining panel moderated by my friend Debbie Weil all about blogging and social media as part of a book launch event for David Meerman Scott's new book, World Wide Rave. Along with me on the panel were Greg Verdino, a fellow blogger and agency guy

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Customer Satisfaction Doesn't Matter

I'm a satisfied cable television customer. My TV signal generally works, I have it bundled with my home internet access and in four years of service I've only had one issue, and it was fixed relatively quickly. The price I pay is average, and though I'm not getting a great deal, I'm also not getting

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A Marketing Lesson From Landlocked Mangoes

In India, there are over 1000 varieties of mangoes. The fruit is used for everything from drinks to cooking – and it is pickled, stewed, juiced and even used for medicinal purposes. What you may not know about Indian mangoes is that until 2007 there had been an 18 year ban on importing them into

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Savvy Aunties And Your Underappreciated Customers

Every good marketing plan I have ever seen has the same piece of critical information to answer the biggest question of all: who is our target market? This is not about creating useless age demographics to segment an audience by what you think you can measure. It is about painting an idea of who the

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Something to Believe In

There’s a singer named Israel Kamakawiwo from Hawaii that I first rediscovered during a good friend’s wedding. You may not know who he is by name, but you have probably heard his often replayed rendition of "=Over The Rainbow" at some point in your life. It was the song that my friend came down the

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