Harvard Business

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. Measuring Marketing Insights. What if consumers are actually more similar across markets than the research shows? Most market researchers know this, but they tend to keep quiet about it.

Marketing 112

Marketing Methodologies Research Advertising 112

Harvard Business

OCTOBER 5, 2016

The emergence of data science and the proliferation of new media channels has radically changed some traditional marketing jobs, while creating new ones. As a whole, all these changes are part of the evolution away from marketing simply as art into a hybrid of art and science. Digital Marketing. Content Marketing.

Marketing 129

Marketing Data Advertising Media 129

Harvard Business

DECEMBER 21, 2022

The story of how a product was discovered can change the level of consumers’ interest.

Research 172

Research Marketing Productivity Advertising 172

Jerry Fletcher

AUGUST 28, 2021

He is a personal hero of mine, one of the great advertising pioneers. Hopkins wrote Scientific Advertising which has sold 8 million copies (It is now available free on-line). His basic premise was that testing all components of marketing a product was essential to overcome the risks inherent in advertising.

Marketing 98

Marketing Consulting Advertising Productivity 98

Successful Independent Consulting

FEBRUARY 22, 2017

Their branding helps drive sales by keeping their products or services fresh in the consumer’s mind. It’s how you promote yourself and “go to market.” This concept is borrowed from advertising. Everyone in business recognizes strong brands and understands their importance. These brands represent certain values.

Consulting 296

Consulting Advertising Survey Examples 296

Harvard Business

JULY 1, 2016

WhatsApp founders Jan Koum and Brian Acton launched their company with a straightforward proposition: They would create a messaging app that people wanted to use without bombarding them with advertising. That’s our product, and that’s our passion. At one end is a customer pain point or a potential new market.

Productivity 132

Productivity Engineering Accenture Banking 132

Buzzsprout

MARCH 28, 2024

And this new wave of advertising isn't going anywhere; podcast ads are set to climb exceeding $4 billion in revenue by 2025. It's an excellent time to learn how to harness this medium whether you're a podcaster selling ad space, or a brand looking to promote your product. Why is podcast advertising effective?

Advertising 70

Advertising Tools ROI Productivity 70

Tom Spencer

AUGUST 22, 2020

What is essential for successful marketing mix modeling? The data must be specific to individual brands and product lines, not the company as a whole. Is the market for the product or service growing? Product category data: What are the trends in the specific product category? Reading Time: 6 minutes.

Marketing 89

Marketing Advertising Retail Sales 89

Tom Spencer

AUGUST 15, 2020

It’s a great challenge to accurately measure the effects of advertising, packaging, distribution channels, media expenditures, social media Likes and Tweets, and sales organizational structure on brand share or sales revenue. Is marketing solely a game of chance, or might there be a way to bring scientific methods to the table?

Marketing 89

Marketing Advertising Sales Media 89

Tom Spencer

AUGUST 29, 2020

MMM assists marketers in optimizing future spends and maximizing effectiveness (i.e. We can construct a regression equation that considers the proportion of investments in different marketing channels and develop an algorithm to maximize revenues. Consider Product ABC from a leading retailer. Reading Time: 4 minutes. Conclusion.

Marketing 97

Marketing ROI Sales Advertising 97

Harvard Business

JULY 4, 2016

After all, online user ratings and reviews are now one of the most important sources of product quality information. The advent of online reviews has led some to argue that the power of brands and traditional marketing tactics is waning and consumers are making more informed and rational decisions. Consider the car seat example above.

Productivity 119

Productivity Comparison Metrics Study 119

Successful Independent Consulting

OCTOBER 10, 2019

As an independent consultant running your own business, good marketing is critical. Here’s how: In the upper right of your LinkedIn account, click the “Work" tab to open a list of LinkedIn products. Clearly, a professional image is vital. A prospective client must see you as credible from the very first impression.

Advertising 231

Advertising Small Business Company Course 231

Harvard Business

NOVEMBER 19, 2021

Research on why people are drawn to goods that feel artisanal and handmade.

Productivity 183

Productivity Research Advertising Marketing 183

Tom Spencer

NOVEMBER 12, 2021

Digital marketing consultants provide marketing advice and optimize the online presence of organizations so that they can be easily found by their target audience. Businesses, non-profits, and governments are all interested in increasing their online visibility, and digital marketing consultants have the ability to make this happen.

Marketing 89

Marketing Consulting Media Engineering 89

Harvard Business

OCTOBER 14, 2016

Much of marketing is premised on companies delivering messages to customers to influence their purchases and consumption. Indeed, the largest advertisers in the world are companies such as Procter & Gamble, Nestlé, and Unilever, which sell branded low-involvement products that are routinely purchased and consumed at a regular pace.

Marketing 70

Marketing Advertising Retail Pharmaceuticals 70

Tom Spencer

APRIL 4, 2021

While most consultancies are establishing programs to reduce work hours and improve work-life balance, my personal experience revealed that this is little more than a marketing effort. Consulting firms often advertise the high level of responsibility that you will have in an entry-level position, but this is deceiving. Responsibility.

Advertising 89

Advertising Consulting Hotels Travel 89

The Fearless Marketer

FEBRUARY 8, 2021

When I was intensively studying marketing in the “early days” of Action Plan Marketing, I read Scientific Advertising by Claude Hopkins. Perhaps the best marketing book ever written, published in 1923. These, and many other companies he wrote advertising copy for, are still in business 100 years later.

How To 117

How To Advertising Training Training 117

Consulting Matters

APRIL 24, 2020

And our topic today is really focusing on those product companies. Why are they buying your product and not someone else’s? Sometimes the marketing message has fallen off. We have this foundational population of just rabid fans who love our product. So, sometimes it’s a disconnect just on that marketing plan.

Interviews 156

Interviews Company Marketing Operations 156

The Fearless Marketer

FEBRUARY 25, 2019

Well, I just discovered something that has turned my whole marketing world upside down. Someone has recently absolutely proven to me that Marketing works better if it’s infused with humor. Humor works in marketing (if you do it right). Why is this kind of marketing writing so rare? It’s great news! Damn them!). “If

Marketing 86

Marketing Advertising Meeting Course 86

Consulting Success

NOVEMBER 6, 2017

That commitment required a side hustle of some sort, which is when Nicholas turned to the internet marketing world. When he started using Facebook as a major advertising platform for his work, he quickly became one of the most recognized agencies/consulting businesses in the market. But that was just the beginning.

Advertising 189

Advertising Consulting ROI Marketing 189

Harvard Business

MARCH 27, 2018

” By that I mean companies that control a key platform which, like a coral reef, attracts to its ecosystem users, sellers, advertisers, software developers, apps, and accessory makers. The velocity in acquiring and exploiting this personal data can help these companies obtain significant market power. In the U.S., and Europe.

Data 130

Data Company Advertising Engineering 130

Harvard Business

OCTOBER 18, 2016

Killing products isn’t easy. Engineers and managers toil for months, often years, to conceive, develop, and launch new products. They invest significant resources in research, marketing, and distribution. They are focused on a narrow set of products under their purview. Know the big picture.

Productivity 70

Productivity Resources Research Management 70

Tom Spencer

AUGUST 18, 2023

Marketing consultants advise companies on marketing strategies and campaigns. Marketing consultants may work as freelancers, or as part of a digital agency (such as Slalom ), marketing agency (such as Ogilvy ), or larger firm that has digital and marketing capabilities (such as McKinsey Digital or BCG X ).

Marketing 78

Marketing Consulting Case Interview Interviews 78

Consulting Success

FEBRUARY 8, 2018

Description: Self-described “recovering consultant” Blair Enns is the CEO of Win Without Pitching, a sales training organization for creative professionals in the design, advertising, and public relations fields. After finding himself expelled from university, Blair’s lucky break came when he stumbled upon advertising.

Advertising 138

Advertising Consulting Productivity eBook 138

Harvard Business

APRIL 17, 2017

So it should come as no surprise that companies in the information age want to use ever more data to hone their products. First, they argue that allowing companies to control large amounts of data raises barriers to entry for potential rivals that lack enough data to develop competitive products.

Data 110

Data Company Advertising Policies 110

Harvard Business

MAY 17, 2016

Companies born before the internet took hold have an enormous challenge: improving their online products and services at the warp speed of their online competitors. Companies that are able to master continuous online product innovation have big advantages: Dramatic reductions in the time it takes to make critical product enhancements.

Company 122

Company Software Productivity Engineering 122

Harvard Business

DECEMBER 30, 2016

But over the last two years, Daniela Simpson, the director of marketing, helped it achieve 15% revenue growth per year, which is seven times higher than category growth. Simpson quickly shifted her focus away from the hard candies line and launched new gummy products using existing excess capacity in a plant.

Advertising 122

Advertising Fashion Productivity Company 122

Harvard Business

APRIL 20, 2016

Dan Lyons’s book Disrupted is an often-delightful tour through startup culture, based on the author’s experience working at online marketing firm HubSpot. Today’s standard marketing playbook looks a lot like what Lyons describes in his book.

Marketing 70

Marketing Media Advertising eBook 70

Harvard Business

MAY 25, 2016

The first use case involves predicting demand for consumer products that are in the “long tail” of consumption. This method works well for popular products in large regions but tends to fail when data gets thin because random noise overwhelms the underlying signal. Predicting demand. Improved pricing.

Data 132

Data Advertising Operations Case Studies 132

Harvard Business

MAY 11, 2017

That’s because most companies view their competition as another brand, product, or service. When I led marketing at MyFitnessPal and was asked about our competition, I think people always expected me to rattle off a list of other nutrition-tracking smartphone apps and weight-loss programs. The Explainer: Marketing Myopia.

Real Estate 134

Real Estate Video Productivity Analysis 134

Harvard Business

JULY 26, 2018

Uber’s setback in the international market, however, wasn’t its first. To venture capitalists and the financial market, no business model is more attractive than a platform. Any platform still needs to achieve a product-market fit to succeed in the long run.

Recruiting 124

Recruiting Recruitment Transportation Advertising 124

Harvard Business

MAY 12, 2017

It has a product that lots of people like, and there’s at least the prospect of Snap eventually becoming very profitable, its first earnings report notwithstanding. Raffaella Sadun, a professor at Harvard Business School, says the challenge for Snap is that “great product is different from great strategy.”

Productivity 130

Productivity Strategy Strategy Strategy& 130

Harvard Business

JUNE 10, 2016

You’ve probably demonstrated your product’s potential with a subset of customers, and now experienced investors are willing to place a bet on you. Unfortunately, many tech startups get stuck at this stage because they can’t quite figure out a scalable way to go to market. What about pricing?

Marketing 70

Marketing Software Sales Exercises 70

Harvard Business

NOVEMBER 10, 2016

to Kazakhstan, and selects a few trainable and marketable individuals out of more than 300,000 applicants. They are also taught foreign languages — English, Japanese, Chinese, and Korean for foreigners — to prepare them for K-Pop’s biggest international markets. Localized product offerings. For example, S.M.

Talent 128

Talent Media Advertising Industry 128

Consulting Success

FEBRUARY 8, 2018

Self-described “recovering consultant” Blair Enns is the CEO of Win Without Pitching, a sales training organization for creative professionals in the design, advertising, and public relations fields. I stumbled into advertising. I worked in advertising for about a dozen years or so at some point. What were you doing before?

Consulting 127

Consulting Productivity Advertising Training 127

Harvard Business

DECEMBER 14, 2016

Consumer markets in the developing world are an enormous but still-untapped opportunity for companies seeking new sources of growth. The challenges – market development, product design, logistics, communication — deter many companies from even considering rural markets in developing countries.

Marketing 70

Marketing Sales Productivity Development 70

Harvard Business

DECEMBER 23, 2021

Focus on products, narrative, pop culture, and customer needs.

Culture 181

Culture Productivity Advertising Sales 181