April 12th, 2011
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In Mobile Marketing: Finding Your Customers No Matter Where They Are, Cindy Krum writes, “The mobile phone gives every marketing medium the potential for a direct response, so having a specific call to action is crucial to the success of a mobile marketing campaign. … Mobile marketing is new and exciting, but that shouldn’t be why you initiate a campaign.”
While Krum is making this point to demonstrate why mobile marketing isn’t for everyone, I think this is a powerful statement. The temptation to get in on the mobile marketing game is strong for many universities. Those working in the higher education web field will have experienced or have heard of some variation of the following conversation (I must note, that I heard this conversation second-hand).
August 8th, 2010
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William Kirby Lockhard defines the creative process in five phases: perception, conception, representation, decision, and persuasion. Meanwhile, in “The University Traveler: A Soft-Systems Guide to Creativity, Problem-Solving and the Process of Reaching Goals,” the authors posit that there are seven steps to the creative process: acceptance, analysis, definition, ideation, selection, implementation, and evaluation.
July 9th, 2010
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The pursuit of image and status are hard-wired in human biology; this is what drives consumerism and consumer behavior, according to Spent: Sex, Evolution, and Consumer Behavior by Geoffrey Miller. An evolutionary psychologist and associate professor at the University of New Mexico, Miller frames consumer behavior in an evolutionary context. He analyzes the biological and cultural basis for consumer behavior by examining the ways humans have evolved to use their belongings as signals to demonstrate to other humans their superiority, strength, and fitness as sexual partners and mates.
December 17th, 2009
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Imagine making a credit card purchase and having the entire world know what you bought and how much you spent. Now imagine being a marketer with access to that data. Frightening and exhilarating, right? That’s the future if Blippy, a new social networking tool now in beta, gets off the ground.
December 17th, 2009
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A recent poll showed that 93 percent of my coworkers would make fun of me if I purchased and utilized a Snuggie in our far-too-cold office this winter. The idea of me wearing what is described as a “blanket with sleeves” or “a backwards robe” in our relatively buttoned-up office is apparently enough to make people double over with laughter.
But marketers have a thing or two to learn from the Snuggie.
December 15th, 2009
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