value co-creation

Marketing’s New Role

It’s been more than 50 years since marketing thought began to shift toward what became known as the marketing concept—an attempt to focus the firm on customers. Yet, in practice, the customer centricity that the marketing concept produces is still highly firm-centric, usually concerned with trying to sell customers more of what the firm produces.

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Big-Data’s Diminishing Returns

I continue to be a skeptic when it comes to the Big Data-version in which marketers get to scrape all data they can get their hands on to improve their ability to target prospects and Customers with so-called ‘personalized’ offers.
I’m a skeptic about this since I believe it is an approach that ultimately suffers from the law of diminishing returns, and at an increasingly high speed.
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Observations Why Social CRM Isn’t….

No, I won’t claim Social CRM is dead, to the contrary. It just isn’t growing up fast enough to really have a business impact. This is more likely due to the slow pace at which companies are responding to changing market environments than it is due to the advancement of technology.

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