Archive

jack trout : a tribute

The Smart Manager remembers Jack Trout, one of the most influential marketing gurus of all time.

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in search of the obvious

Jack Trout, perpetrator of leading marketing strategies such as positioning, does an indepth analysis of the problems ailing marketing today in his latest book, In Search of the Obvious.

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positioning is equally relevant today in a completely cluttered world of brands

John Francis ‘Jack’ Trout died on 5th June, 2017 in Old Greenwich, Connecticut, US. Jack Trout, as he was known for the bulk of his effervescent years, succumbed to colorectal cancer at the age of 82. Jack was father to

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marketing forgot him— and that shows

Whether the concept of positioning is thriving or has gone the way of the USP and the dodo may be arguable, but Jack Trout’s most important work was perhaps his 2006 book, In Search of the Obvious, aptly subtitled The

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return on trust

Given the nature of online shopping, where consumers are buying products sight unseen, providing personal data online, and often paying in advance, having a brand and website that consumers trust is critical. Competitive prices or delivery options can be a deciding factor when potential customers are choosing a vendor, but at the end of the day consumers will only buy from websites they trust*. Establishing trust, undoubtedly, is the most critical factor in an organization’s customer journey. For online businesses, it is a task easier said than done.

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add in numbers

The native ad market is expected to grow to US$53B by 2020, according to a new study commissioned by Facebook’s Audience Network and conducted by business analyst IHS Technology… Importantly, APAC will record the largest increase in native advertising spend in next five years at a 177% compound annual growth rate between 2015 and 2020.*
However, its effectiveness is largely dependent on how well brands and publishers interpret big data. If harnessed well, it can lead to better targeting and provide specific contextual identification of the user.

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switching gears

According to a recent survey by eMarketer, more than 25% of Internet users use an adblocker and ad blocking is expected to cost publishers $35 billion by 2020*. Little wonder then that the automobile industry became one of the early adopters of native advertising. The medium allows them to showcase their products more effectively than display or banner ads and brings in better ROI.

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native narrative

In the early days of print journalism—which was not so long ago, because the world is changing at a furious pace—there was a “Chinese wall” between the editorial side of journalism and the advertising side. What that meant was that the journalists who were writing for the publication… wrote articles about their subjects, while, separately, salespeople sold advertising in those publications. The idea behind the Chinese wall was that “never the twain shall meet”… That Chinese wall still exists, but native advertising has made it harder to see. Mike Smith analyses the multiple facets of native advertising he has dealt with in his latest book The Native Advertising Advantage.

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content driving growth

…the goals for content marketing and native advertising are very different… The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.*
Both these concepts are ruling today’s digital world. Companies are effectively leveraging the power of both to connect, engage, and create brand awareness.

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an immersive future

AR, VR, MR, and AI have been around for quite some time now, and today, these technologies have evolved in a way that they find application in almost all fields imaginable. The pervasive nature of these technologies is such that they seem to be gradually becoming less of an option and more of a norm. Here are trends to watch out for in this space.

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