Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.
In a volatile business environment like this, there’s often pressure to shift gears (and budgets) from long-term brand building to short-term performance marketing that drive quick sales. I recently re-read Tom Roach’s excellent 2020 essay called “The Wrong and the Short of it.” His piece goes after one of the classic “false choices” in marketing — a binary decision between…
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Unilever is the latest major company to rename the Chief Marketing Officer. Having added the word “Digital” in 2019 as “Chief Digital and Marketing Officer”, they got rid of the word “Marketing” altogether last month to announce the role as “Chief Digital and Commercial Officer.” Announcing her new role, Unilever CDCO Connie Braams said: “And no, before you ask, we’re…
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“The number of walled gardens is growing and we can only expect their walls to get higher,” Quantcast VP Mark White observed recently. “Walled gardens” as a business concept describing a closed tech ecosystem is nothing new. John Malone is credited with coining the term in the 90s to apply the world of telecom. But walled gardens are increasingly the…
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A CB Insights study found that 35% of startups failed because they launched a product with no market need. It’s one of the main reasons cited why startups fail. As Sean Ellis, founding Dropbox marketer and “Hacking Growth” author, put it: “Scaling growth before having product/market fit is the fastest way to kill your startup.” Finding product/market fit (PMF)…
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No one knows exactly what form the internet of the future will take, but the frustrations of the current internet won’t automatically go away with new technology. With all the hype and investment in the metaverse, marketers are naturally questioning how big a deal the metaverse will be for brands. Here’s a prediction I found interesting from Jane Lacher,…
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Baymard Institute reports that 70% of all online shopping carts are abandoned. High cart abandonment rates are a headache for any marketer in charge of e-commerce sales. Some cart abandonment is simply the nature of omnichannel shopping — the complexity of shifting between web sites and physical stores as a consumer does research in one place and buys in another.…
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“Loyalty programs need to be treated as a trade-off, meaning they need to provide something of value to the customer and in return customers will provide their personal information along with the permission to track their shopping behavior and actions providing that Big Data.” This is a good reminder from Andy Wood, MD at GI Insight. With the death of…
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