I recently had the opportunity to hear Steve Case, the founder of AOL talk about the first ten years of AOL. He pointed out that only three percent of the population went on-line and that was one time per week for an hour at a cost of $10 per hour. There was little content. […]

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 […]

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 […]

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 […]

Companies that realize CMOs will control more technology spending than CIOs, should think of how they are going to spend those dollars to ensure maximum benefit. Most likely the company already has principals and guidelines for making IT and R&D investments that could be useful for making investments in marketing innovation. Companies should avoid reinventing […]