Good little piece not he differences of Apple under Steve Jobs and Tim Case. Specifically around the product introduction. Steve Jobs was not just a great product visionary, but a consummate salesperson. He spent much of the time talking about the business case of why Apple should enter a new space.
Interesting little bit of research from TechCrunch.
I wonder how the internet of things is going to start to affect these findings. We now have a lot more passive consumption of media (like geofencing, IFTT). Admittedly a lot of that drives today to apps, but as IFTT shows, it doesn’t have to.
Fascinating article from HBR on the role of the CMO. This is something that I keep on harping about. Now more than ever the CMO is at the center of the organization, and really drives it.
Good bit on how Firms are getting into the VC game themselves.
I had an interesting conversation the other day. It stemmed from the name of this networking lunch group that I am part of. It’s called Burgers & Granola (B&G). The name of the group originated a few months ago, when we started to meet on a regular basis.
At the time, we had a conversation on online advertising, and how most advertising is moving towards behavior based marketing as the “truest” form of understanding how a person is likely to behave. One person in particular described how there should be a different setting so that you can chose whether you are being marketed to because of your behavior as opposed to your intentions. Interesting idea but it felt as though I heard this before.
In a way. We’re talking about attitudinal vs. behavioral marketing. Most of the marketing used to be attitudinal (answering questions like “How do you feel about X?”), and there’s been a big push towards behavioral marketing (Measuring patterns like “We know that you don’t buy X”). Advocates of behavioral marketing will tout the fact that people lie to themselves (“I need to lose weight, so should buy granola”) but that their behavior is better model for what they actually do (“I bought a burger instead”). With big data, low cost of processing and storing data, and advent of mobile and digital (see my post on demographics of 1). There is good evidence that behavioral marketing is here. But does that mean that attitudinal marketing is gone?
I would argue that it’s not. Attitudinal marketing comes very much from primary and qualitative research. Things like focus groups, phone interviews, participatory meetings, email and intercept surveys are tools used for attitudinal marketing. It has very much a role in helping understand people’s perspective on a topic (e.g.: politicians), but also in understand why certain behaviors did not happen (e.g.: why didn’t you buy product X), to develop clues as to how to refine the product. You could argue that A/B testing allows to do this, but realistically for certain products (a TV, a banking account) A/B testing might be hard to successfully study.