Written by One of the challenges with new technology is the more disruptive the technology, the least likely its benefits can be measured in the moment. When looking at platform technologies, we often use the same metrics we would use when evaluating point solutions, e.g. increased revenue, quality, customer satisfaction and decreased cost, and risk. Marketing innovation […]
READ MORE »Monthly archives for September, 2013
Using Real Option Valuation Theory to Hedge Against Marketing Innovation Risk
The reality is no matter how committed your company is to innovating your marketing, another firm somewhere will think of something that could put your company at a competitive disadvantage or be a real threat to your business. Its unlikely your firm has cornered the market on good innovative ideas that have the power to […]
READ MORE »How Companies Miss Opportunities to Innovate their Marketing When Doing a Situational Analysis
Strategic planning, which usually includes developing a situational analysis e.g. Porter’s Five Forces, SWOT, 5C Analysis, etc. to help companies decide where the best opportunities are in terms of customers, products and markets can be used to identify opportunities for marketing innovation. But companies often miss this opportunity. Here we will look at five common mistakes to avoid when doing […]
READ MORE »How to Identify Marketing Innovation Opportunities as a Result of Changing Consumer Behavior
As consumer behavior changes, it often changes buyer behavior and as a result creates opportunities for marketing innovation. These opportunities are often overlooked by incumbent companies and typically provide opportunities for new entrants. Here are four ways to ensure you don’t miss marketing innovation opportunities as a result of changing consumer behavior. 1. Understand, Monitor and Map the […]
READ MORE »Using Digital Anthropology to Discover Marketing Innovation Opportunities
When researching marketing innovation opportunities, we often look at how new advances in marketing science, technology and engineering can help us market, sell and service customers better. But there is a real need to understand how consumer behavior is changing, so we can make it easier for consumers to buy. Looking at the buying process […]
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