A journalist asked me last week what I thought the key elements of a successful strategic plan should be. That’s not an easy question to answer and there are, in fact, a wide range of inputs and elements that go into ensuring strategic plan success. But it was a legitimate question and one that I know many strategic planning consultants–and their clients–are deeply concerned about. (more…)
Posts Tagged ‘marketing strategy’
I’m a proponent of marketing research and the use of data to drive business decisions at every level and in every aspect of organizational performance. I recognize, though, that sometimes the predictive value of research can be questionable and that it can be most useful to evaluate actual behaviors to support future decisions.
Advertising efforts are a good example of this. (more…)
While watching the local news my husband made a comment about the weatherman: “You know – who really needs him anymore? You can just look at the radar yourself any time you want to online.”
True. You can. Wonder if people going to school to be “weather people” have thought about that. Wonder if the schools that teach them have thought about that. And, most pertinent for this blog, wonder if all of us have given (more…)
We’re all familiar with the saying: adapt, migrate, mutate or die. Charles Darwin put forth his theory of evolution in 1859 and its relevance to businesses has long been applied by academics and business experts. But, in today’s fast-paced environment, while still applicable it suggests a pace that is much slower than our reality.
Adapting, migrating and mutating takes time–sometimes a long time.
While it may not be relevant from a biological standpoint, businesses today might be well advised to follow a different piece of advice: (more…)
What are senior managers across the globe and across multiple industries concerned about these days? Reputation. So says a recent study conducted by Spencer Stuart and Weber Shandwick. Not surprising given the hit that many companies have taken over recent years in terms of their reputation, credibility and trust among consumers. So what are senior leaders’ expectations of the communications function according to the study? (more…)
While the Internet offers the ability to reach out to audiences that are literally around the world, not all businesses on the Internet are really interested in audiences around the world–or even around the country. In fact, there are many businesses that are interested in connecting with local markets. An online discussion recently focused on whether there is a place for local marketers on the World Wide Web. I would say that (more…)
The Internet has had a dramatic impact on many industries and businesses–creating opportunities for some and destroying them for others. Consider the changing nature of the publishing industry and the impact of being able to buy online for companies like Best Buy and many others. But business tends to be cyclical and it is often true that “what goes around comes around.” A recent article in the New York Times suggests that this may be the case for at least one industry — (more…)