Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.
  • culture of new ideas (2021/01/17 19:43)

    I was struck by this recent observation from Timothy Clark in his HBR article on cultivating “Intellectual Bravery”: “Intellectual bravery is a willingness to disagree, dissent, or challenge the status quo in a setting of social risk in which you could be embarrassed, marginalized, or punished in some way. When intellectual bravery disappears, organizations develop patterns of willful blindness. Bureaucracy…

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  • marketing beyond cookies (2021/01/10 19:21)

    Marketers are bracing for the “Cookiepocalypse” — when Google Chrome follows up on its promise to cut support for the third-party cookie by 2022.   As Andrew Tu, APAC MD of OpenX, recently put it:  “The upcoming death of the cookie is set up to be the defining issue of digital advertising over the next 12 months.” The writing has…

    The post marketing beyond cookies first appeared on Marketoonist | Tom Fishburne.

  • we’re going agile (2021/01/03 18:59)

    Next month marks the 20th anniversary of the Agile Manifesto. Twenty years ago, 17 software engineers went skiing in Utah. After bonding over their shared frustrations on the state of software development, they drafted the Manifesto for Agile Software Development.   The principles they defined helped change software development forever, but also inspired more widespread organizational shifts.  As the signers…

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  • creating personas (2020/12/13 20:46)

    Marketers use personas as a tool to try to bring customers into the room — to help organizations be more customer-centric. They’re intended to help with everything from innovation to experience design to marketing and sales. At their best, personas can help visualize and communicate insights from research.  But at their worst, they have nothing to do with the real…

    The post creating personas first appeared on Marketoonist | Tom Fishburne.

  • consumer privacy comeback (2020/12/06 21:28)

    In 2010, Mark Zuckerberg famously said that privacy was no longer a “social norm.” New research this month showed that 94% of consumers are uncomfortable with how their personal data is shared online. Drew MacRae at the Financial Rights Legal Centre, said consumers’ expectations had fundamentally shifted.  As he put it: “Privacy is making a comeback.  People are slowly realizing…

    The post consumer privacy comeback first appeared on Marketoonist | Tom Fishburne.

  • brand purpose marketing (2020/11/22 18:37)

    “If being purposeful means doing ads to you, then you’re probably doing it wrong.” I was struck by this observation from the ever-insightful Tom Roach in his essay exploring whether brand purpose is “the biggest lie the ad industry ever told.” The topic of brand purpose has always inspired some of the most absurd BS in marketing. Last week, Mondelez…

    The post brand purpose marketing first appeared on Marketoonist | Tom Fishburne.

  • how to do strategic planning (2020/11/15 18:55)

    Traditional strategic planning is often neither “strategic” nor much of a “plan”.  It usually resembles a peace treaty more than clear marching orders for an organization.  Strategic planning also tends to be out-dated the moment it’s written.   I like this characterization from consultant Richard Gold:  “Traditionally, strategic planning has been a hierarchical, top-down process where someone in the organization…

    The post how to do strategic planning first appeared on Marketoonist | Tom Fishburne.

  • lead nurturing isn’t a numbers game (2020/11/08 19:37)

    Gapingvoid creator Hugh MacLeod once observed, “If you talked to people the way advertising talked to people, they’d punch you in the face.” Hugh shared this insight years before the marketing automation revolution, but the same could be said for many forms of marketing, now more than ever. Analysts at Demand Gen Report recently revealed that 60% of respondents would…

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  • CX is more than a department (2020/11/01 21:10)

    A Capgemini study found that 75% of organizations believed themselves to be customer-centric.  Only 30% of customers agreed. The numbers were even more stark for consumer products companies — 80% believed they were were customer-centric and only 14% agreed. There’s a wide gap between what customers expect and what organizations deliver. Deloitte identified one of the key CX challenges that…

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  • changing customer needs (2020/10/25 18:17)

    In this time of change, I’ve been thinking about the gap between a desire to change and uncertainty on where or how to change. The pandemic has been a change accelerant, but the path isn’t always clear. Jeff Bezos has some relevant insights in how he describes Day 1 versus Day 2 thinking.  He first codified this idea in the…

    The post changing customer needs first appeared on Marketoonist | Tom Fishburne.

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