In a changing marketplace you don't have a map to guide you to success. It's like crossing the Sahara. The dunes are constantly shifting and changing. To cross the Sahara you use a compass, landmarks, and local resources to navigate the terrain and get to your destination. This is an excellent metaphor for growing your business.
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There are winners and losers with every major technology innovation. Skura was on the losing end of the iPad revolution, and had to reinvent their product and brand. But with careful planning and a commitment to the future, they made purposeful decisions to get ahead of the mess and create a solution that stands head and shoulders above the competition.
How many demand generation programs should a company have? As many as they can manage. In the early days of Amazon, Jeff Bezos gave his staff a clear metric for demand generation. They could buy as many new customers as they wanted provided the acquisition cost was $33 each or less. The goal is to invest in as many programs as you can that profitably generate new business.
The blowback on Instagram changing their service agreement is a wake up call for brands and marketers. Don’t anchor your brand on any one social network. They’re not there for you, they’re there for themselves. The destination of your brand is your website.
A question I get all the time, “How do I monetize a social media community?” There are 4 primary ways to monetize an online community: advertising and sponsorship, affiliate marketing, events and experiences, and loyalty programs.