Swift Shifts in Marketing Spend Aren’t Enough to Stem the Amazonian Tide

Note: A version of this post originally appeared in Marketing Land. After decades of trying to fill a brand’s proverbial leaky bucket — continually flooding it with acquisition dollars instead of plugging the holes with retention spend — marketers are finally turning the tide. According to a recent Gartner survey of CMOs, marketing leaders are now …

How Amazon Is Minting a New Generation of Customer Data-Obsessed Companies

Note: A version of this post originally appeared in Forbes. No brand is safe from the awesome power of a superior customer experience. Consumers — particularly young ones — have shown that they will rapidly shift loyalties to brands delivering an overall experience that is more personalized and easier to use, both online and offline. Amazon’s …

How Mass Customization Won the U.S. Presidency

Note: A version of this post originally appeared in Forbes. When I started out in advertising, no one looked to political advertising as a hotbed of innovation. Political advertising was something like a backwater — a place for the rushed and inefficient implementation of tactics pioneered elsewhere. Nobody would say that today. Thanks to all the …

Why Customer Data Is Trade Marketing’s New Currency

Note: A version of this post originally appeared in Forbes. Endcap displays, temporary price reductions, circular ads… Trade promotions aren’t sexy, but they still get the lion’s share of marketing dollars, accounting for nearly 44% of packaged goods companies’ 2017 marketing budgets. Initially popularized by CPGs as a means to drive short-term sales and market share in …

The Most Under-Tapped Marketing Opportunity: Existing Customers

Note: A version of this post originally appeared in Forbes. Call it “The Retail Apocalypse.” Call it “The Amazon Effect.” Call it what you will, but the facts are plain: the retail industry is in crisis.  Bankruptcies are skyrocketing, and Amazon is gobbling up market share and expanding capabilities at a nigh-unbelievable rate. Some consider the current shakeout …

Customer Data Is the Secret to Silicon Valley’s Success

Note: A version of this post originally appeared in Forbes.  Scott Galloway’s new book, The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, does a wonderful job articulating what makes each of these companies so uniquely successful. I’d suggest, however, that the key to their success can be located in their singular competitive advantage: customer data. …

The Top 3 Technology Challenges Facing CMOs Today

Over the past decade or two, CMOs have acquired numerous pieces of technology to support various marketing functions: display advertising, loyalty program, website, customer journey insights, ROI analytics, customer support and so on. What’s often lacking, though, is a strong, continuous connection between all of these pieces. There’s a particularly big gap between the marketing …

A Stellar Week for Signal – $30M in New Funding and the #1 Spot on Crain’s Fast 50

At Signal, we’re on a mission to help marketers around the world get closer to their customers. It’s an important goal, because in today’s always-on world, consumers are using an average of three to five connected devices to interact with their favorite brands. And they’re constantly hopping between laptops, smartphones, tablets and stores. And meanwhile, …

North American Marketers Embrace People-Based Advertising

Digital advertising is at a crossroads, and marketers who embrace – and adapt to – a rapidly evolving media landscape are in the best position to engage customers and make the most of their ad budgets. This is certainly true in the U.S., where digital display advertising will reach $32.17 billion in 2016, a 19% …