In 2010, Pepsi invested millions of dollars in the “Pepsi Refresh Project,” moving their entire marketing strategy to social media. The campaign was, of course, widely promoted via online networking channels and, in the beginning, it seemed like a huge success.
Increasing brand visibility and exposure is something that can really make all the difference, because no matter how good and unique your product or service is, you won’t have too much success if you don’t promote it through social media platforms.
B2B, or business to business marketing, involves selling of a [...]
Business Intelligence software is an essential tool for analyzing your company's strengths and weaknesses. From inventory management, to accounting, to customer intelligence and beyond, there are many ways you can use BI software to inform your decision-making, increase operational efficiency, and gain a competitive edge.
Crowdsourced innovation is a tactic used more and more often by government organizations as well as enterprise corporations. This means that innovation teams need to add a new skill set to their resumé: communications.
If you are starting a new business you may be feeling a little overwhelmed by the number of decisions you need to make. You may wonder what secret tricks successful business owners used to ensure that their companies grew in the right direction. Here are twelve tips that you should use in your first twelve months in order to make sure that your company has the best chance to succeed.
For all Departments: How can IP help HR, R&D, Sales & Marketing, Production, Finance & Purchase, CEO or Owner?
The patent database, with its 69 million documents is one of the richest resources of knowledge worldwide. The real key to its application is the refined ways to distil the relevant information. This article will highlight novel patent research, and its relevance for each department of a typical company.
As innovative brands acknowledge that content is the currency they trade for consumer attention, the big question is how best to leverage this content. To date out-of-home media to shelf talkers have relied on consumers spending a certain degree of time and effort ‘grabbing’ their content. Near Field Communication (NFC) marketing is about to change that as it introduces a disruptive new way of grabbing and sharing content, with a simple tap of technology.
Enterprise innovation has one main goal – developing business value. There are many different elements that support that goal, but one of the most crucial is communications. As mentioned in the previous article in this series, software has a key role to play, but it doesn’t guarantee employee participation or value to the business, we need to think more widely to address these needs.
Packaging is already a concentrated form of brand communication, expertly coded by designers using form, materials, colors and symbols to tell a brand story; or to make an innovation approachable and understandable. Now that packaging is becoming part of the digital revolution, how can we best enhance its communication potential?
Your teams did their market research. They ran an array of consumer insight sessions. They found the customers’ real Need. They ran professional ideation and storyboard sessions. They created prototypes and performed market tests. They developed their go to market strategy. They executed their plan. Product sales fell dramatically short of expectations. Why? What did they overlook?
The combination of Big Data and ethnographics can be a potent toolset for uncovering innovation opportunities, as a growing number researchers are discovering.
Booz&Co wrote in their article “The Social Life of Brands” on Strategy+Business that the value of a brand is linked with the relationships it has with its customers, creating and retaining them. For marketing, its fundamental task is managing these relationships. In a recent research by Gallup the results were striking, a 240 percent boost in performance was achieved when both employees and customers were enaged. This is exactly, in a highly technological driven business environment, digital innovation is the catalyst that improves engagement and provide means to manage relationships better, faster and in a cheaper way though digital.
Last week, we introduced the topic of R&D's frequent lack of marketing support for its ideas and some culturally ingrained attitudes that can contribute to this. This communication gap is frustrating, especially for those in R&D whose role it is to develop and sell-in new initiatives. This week, we continue this discussion and describe strategies to help overcome resistance.
One of the most common frustrations expressed by R+D professionals is that marketing lacks interest in their ideas. Why is this often the case, and what can be done about it?