When it comes to marketing innovation, too many companies are passive receivers of technological advancement. Vendors are always pitching technologies and solutions. But you don’t have to limit the innovation of your marketing to what is being pitched. And taking the approach of adopting new technology only when “everyone else is doing it,” has proven […]
READ MORE »Monthly archives for April, 2013
Marketing Innovation and Financial Strategy

As companies develop a marketing innovation strategy, which includes incorporating advances in marketing science, marketing technology and marketing engineering, they are more likely to develop a way of doing marketing or businesses processes that are different from their competitors. They are creating intellectual property, trade secrets and reusable assets. These will have balance sheet implications and change […]
READ MORE »Marketing Innovation and Paradigm Shifts

Besides the technology changing, marketing paradigms are shifting such that the way we think about marketing is changing. Most remember the admonition to move from being product centric to customer centric, or the choice being between a “push” strategy and a “pull” strategy or doing both. There wasn’t a neither choice. Marketing innovation can expand […]
READ MORE »The Five Challenges of Adopting Emerging Technology
If common sense is not so common, then vision is even more difficult to find. It is very easy to pick apart what is, it is much more difficult to see what isn’t. Most people don’t have the vision to see the promise of emerging technologies, and/or don’t want to take the risk to achieve […]
READ MORE »Ten Ideas on How to Use Imitation to Create an Effective Marketing Innovation Strategy

In marketing, you never want to be a “me to” product or service, even if you are selling commodities. So it might come as a surprise to see that imitation has a place in a marketing innovation strategy. It does not make strategic sense in every industry or for every company to be a first […]
READ MORE »Knowledge Management and Marketing Innovation
Let’s start with a definition of knowledge management Gartner defines Knowledge Management as: “Knowledge management is a discipline that promotes an integrated approach to identifying, capturing, evaluating, retrieving, and sharing all of an enterprise’s information assets. These assets may include databases, documents, policies, procedures, and previously un-captured expertise and experience in individual workers.” Clearly having all of a firm’s intellectual property and […]
READ MORE »Let Your Customers Help Cut Your Costs
When one thinks of marketing innovation, amazing new technologies come to mind, not cost cutting. But it is important to use innovation to reduce marketing costs just as it is to generate revenue. The objective is to use marketing innovation to create shareholder value. One methodology I created to do more with less is to, […]
READ MORE »Marketing Innovation or Marketing Innovation(S)
If you look at discussion groups or forums on marketing innovations, what you will see is a long, random list of topics, that include tips, ideas, suggestions and best practices that involve some aspect of innovation in marketing. If you read Techcrunch, SmartBrief and Mashable, then you will see there are new innovations taking place […]
READ MORE »The Practice of Marketing as a Competitive Advantage
We typically think of marketing strategy as the place where we obtain competitive advantage, and not how we practice marketing as a source of competitive advantage. But it can be and it is a great way to focus our marketing innovation efforts. When it comes to marketing and competitive advantage, our emphasis is on marketing strategy, not […]
READ MORE »Marketing Innovation or Marketing and Innovation?
Recently I did a search on LinkedIn for people who had marketing innovation as part of their title and found two types of people, those who had marketing innovation and those who had Marketing and Innovation. So what is the difference? Those who have the responsibility for marketing and innovation have responsibility […]
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