Marketing Rants

1. It’s never been more important to have brand consistency by bridging offline and digital. If your online persona is built on trust, you better bring that same trust to  the conference room.

2. Big marketing is still big marketing. The thing that’s different is companies are chipping away person by person instead of campaign by campaign.

3. Not enough  resources are being committed to developing a holistic approach to marketing and word-of-mouth. When you get just a fragment of someone’s work week, the result is a fragmented strategy. Go figure.

4. Practitioners are getting better at building the business case for their initiatives, and ROI isn’t always the anchor. Texas Instruments knew that peer-to-peer collaboration would help its business. Could they tie specific numbers to that interaction before they built their community? Of course not.

5. There will be huge dollars spent in 2010 on understanding influence. We’ll only scratch the surface.

6. I should have put my Twitter handle on my business card.

[Note: For a recap of the Texas Instruments case study presentation at the Word of Mouth SuperGenius conference, click here.]

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