Marketing Machine Blog

ProRelevant at MADS 2018

Data is being produced at an exponential rate. How can companies identify and collect meaningful data? How can they use this data to boost revenue and...

01 February, 2018

How to Use Behavioral Science in Marketing

It’s human nature to be interested in others. But it’s imperative to study human behavior if you’re in the business of marketing. A recent article in...

25 September, 2019

“Premium” Doesn’t Have to Mean “Exclusive”

ProRelevant Thinkers explore the art of launching premium brands. We understand how to optimize your product launch with data you need. ...

17 August, 2019

Search Analysis Converts Consumer Need into Action

What drives consumers? Determine their needs, and marketers can then plot their strategy. Sounds simple right? But wait...

16 August, 2019

Face Facts – Print ads featuring faces grab attention

It’s official, according to a study titled “Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising” Published in the Journal of...

09 August, 2019

Marketing Machine Training – 2 Day, Live Session

Building Your Marketing Machine for Strategic Advantage & ROIWHAT'S IN IT FOR MEMarketers are constantly looking for new ways to build strategic advantage. Now marketers...

30 July, 2019

CMOs: Make Marketing Your First Priority

Over the years, companies have focused on sales and finding leads. Sagefrog’s 2018 B2B Marketing Mix report found that “67 percent of companies surveyed named...

28 January, 2019

Measuring ROI on Sponsorships

How do marketers measure the value of sponsoring programs and events, such as arts festivals, sports, cause-related initiatives and the like? Recent research from the...

14 January, 2019

CMOs: How to Build Trust with the CEO

A recent post on Forbes.com began with an attention-grabbing statistic from The Fournaise Marketing Group: 80% of CEOs don’t trust marketers. WHAT?! Though this study is...

07 January, 2019

Marketing Tell-All

“Wouldn’t it be great if we could manage a marketing program knowing that each time we put more money in, we would be able to...

24 November, 2018

Marketing Expert Guy R. Powell to Speak in Charlotte

Hosted by the Wharton Club, Powell will reveal some key tips from his new book, Marketing Machine. Marketers are faced today with a host of challenges...

02 November, 2018

The Mystery of the Marketing Machine—Solved!

It’s no secret that the field of marketing is a minefield of technological advances, shifting markets, intense competition, complex measures and fickle customers. But now...

24 October, 2018

Expensive Event-Based Marketing Challenges ROI Measures

With Comic-Con a standard bearer for pop culture conventions, marketers for such events are constantly striving for more fantastic fan experiences. But how do they...

10 October, 2018

CMOs: Are Marketing Analytics Your Best Bet?

Marketers have long realized that analytics are key to understanding customer behavior and marketing performance. The 2017–2018 Gartner CMO Spend Survey found that, of 13...

01 October, 2018

CMOs: Retool Your Strategy to Prove ROI

According to the 2017–2018 Gartner CMO Spend Survey, nearly half (47%) of CMOs still depend on basic budgeting methods. These include rolling previous year’s budget...

27 September, 2018

CMOs Beware: The Shrinking Marketing Budget

The growth of marketing budgets dropped in 2017–2018 after three consecutive years of increases. The year 2017 was full of disruptions in politics and natural...

18 September, 2018

Go Agile, Say Successful Companies

People are communicating via faster and faster channels. Companies better keep up with them for their marketing messaging. With the many bureaucratic layers of larger...

13 September, 2018

Rebranding Must Include Product Improvement

When the International House of Pancakes (IHOP) tweeted that it was calling itself IHOB, it started a social media buzz about what the “B” could...

29 August, 2018

Repositioning Strategy for IHOB

For a 60-year-old company based on one principal product—pancakes—to rebrand itself took marketing guts. Social media buzzed when the International House of Pancakes (the long-recognized...

13 August, 2018

Social Media Buzzes About IHOB

But will it have long-term power?   When the International House of Pancakes (IHOP) tweeted a teaser acronym (IHOB) last month, it set off a guessing game...

13 August, 2018

Marketing Takes More Than 6 Seconds

Opinions are forming as to the effectiveness of 6-second television commercials. The jury is still out, but according to this article on MediaPost, don’t count...

06 August, 2018

Brands Miss Profit by Not Optimizing Media Budgets

A recent Ebiquity study found brands could improve their marketing ROI by 4% if they reallocated spend from outdoor, press and digital display to TV,...

31 July, 2018

Data Analysis is More Important Than Ever for Brick-and-Mortar Stores

Marketing campaigns and promotions are challenging, even if you are armed with rich data and sophisticated analysis. But that is the best method to measure...

23 July, 2018

Why Innovation Fails—and How to Prevent It

It may be human nature to focus on success, rather than failure, yet we can learn from both. Most companies look to successful businesses and...

15 July, 2018

More is Better with Multi-Touch Attribution Modeling

Marketers are consumed with psyching out consumer behavior. And well, they should be. Analyzing different marketing approaches along the customer’s digital path will help determine...

10 July, 2018

Marketing Disconnect in Data Analytics

FACT: Data teams at major brands are not working with sales teams to customize marketing efforts. This dysfunctional relationship works against the current reality that...

21 June, 2018