How-To
A Primer in Costumer Loyalty, Part 1
Customer loyalty is an approach to marketing and brand building in which a company focuses on customer retention rather than (just) customer acquisition. In this primer we look at the ins and outs of customer loyalty and programs.
Story
The rise of the marketing operations director
The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.
How-To
A Primer in Customer Loyalty, Part 2
How is the concept of customer loyalty developing, what are the trends, and who is doing interesting stuff?
Story
When marketing strategy is worthless
Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.
Story
Marketing’s influence is not the goal, part 2
When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.
Story
What does ‘switchmode’ mean?
Switchmode – or switch-mode – is the name of a certain kind of power supply. Why is this power supply interesting?
Story
Marketing’s influence is not the goal
Marketers want more influence within the business, with the ultimate validation being a seat on the board. But is this the wrong goal?
Story
Choose also what not to do
According to this article in Business Week, the essentials of strategy can be summarized as follows: Ditch the To-Do list and start a Not-To-Do list.
News
Switchmode in the media
Switchmode Consulting and Helene Venge is featured in Business Traveller Denmark, a special interest publication about business traveling. Read the feature here.
Story
Marketing analytics is not important
No, marketing analytics is essential. A new study about the use of marketing analytics referred in Strategy + Business concludes that
Story
From cardboard and crayons to content and convenience
“I know of a pharmaceutical company that only calls in a marketer when it wants to decide on the color for a new pill.” (Philip Kotler).
Story
Branding is dead, Long live the brand!
Branding is dead, long live the brand. What do I mean by that? All companies are building their brand(s) every day, it’s inevitable. But many don’t realize it and have no plan or system for it which can have dire consequences.