The myth of customer experience and the emergence of brand experience


We all know what a customer experience (CX) is. To many, it is the holy grail of marketing metrics. Yet I think as important as the CX may be, of greater importance overall is the view, the big picture, of the brand experience (Bxp).

Am I splitting words? Not really. Are the terms interchangeable, or are they something very different? As with many things in life and marketing, the view, your point of view depends on your position on the hill.

Let’s start with a few online definitions.

By Thaddeus Kubis, 04 March 2016, 0 comments. Categories: Customer Experience.

Why preparing lasagne is like developing a digital marketing plan


If you think about it, lasagne is not only a perfect food – well, maybe pizza is better – but also a perfect analogy to assist you in developing a near perfect marketing plan.

Consider the following. When developing your marketing plan, you need to first envision the scope, the universe, the market that supports your goals and objectives. Budget, cost outlay, and market spend must also be serious considerations. Marketing demographics, personas, diversification,...

By Thaddeus Kubis, 03 February 2016, 0 comments. Categories: Best Practice, Customer Experience, Social Media Marketing.

Who goes there?, or, Your most important marketing resolution for 2016


In 1938, John W. Campbell, under the alias Don Stuart Jr, presented to the world one of the very best science fiction stories of all time: Who Goes There? This novella, converted to multiple film versions, presents a creature from a world beyond the Earth that, when it devours its prey, can shift to its prey’s shape, memories and personality, while still retaining its own personality.

I see this creature as analogous to the various demographic segments that rule marketing...

Why the marketing bubble may be about to collapse – and how digital fits into it


Over the past 25 years, multiple economic and related bubbles have negatively impacted the United States and the world. These bubbles include the very famous bubble, the not-so-famous technology bubble, and the very financially damaging housing bubble and real estate bubble.

Whether you believe in the concept of bubbles or not, I believe that the marketing sector is on the verge of a bubble that is truly about to pop.

Let’s be real; not all media and not all trends last....

By Thaddeus Kubis, 05 November 2015, 2 comments. Categories: Best Practice, Mobile Marketing.

This micro moment – so different and so new for brands?


Advocated most recently by Google, a 'micro moment' in marketing represents a moment where consumers search 'in the moment' for something top of mind using whatever device is nearest to them. It also represents a serious opportunity for brands. This piece examines what a micro moment is, where brands and companies sit and what action can be taken from here.

If Doc Pomus and Mort Shuman – and of course the Drifters – would have read this article, I would suggest they revise...

By Thaddeus Kubis, 06 October 2015, 0 comments. Categories: Branding, Mobile Marketing.

Experiential marketing: Is it the future or just another almost big thing?


In 2002, Steven Spielberg directed the film Minority Report, based on a short story by Philip K. Dick. The PreCrime captain, played by Tom Cruise, used three psychic sources called “precogs” to predict crime prior to the event occurring and apprehend the potential criminal based on foreknown knowledge.

Advertising and marketing has been searching for a “Minority Report”-esque captain of its own for years. In the past, the discipline has attempted to use scientific...

By Thaddeus Kubis, 10 September 2015, 1 comment. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Defining the ultimate wearable technology - and what it means for marketers


I sense a revolution on the horizon. A revolution that will slow the advance of technology, but one not stopping the advance. This revolution will redefine who and how the users, consumers, customers will use the next stage of integrated (wearable) convergence technology.

Defining wearable technology

There is, as you can imagine, a broad and somewhat vague definition available of wearable technology. One definition includes the term...

By Thaddeus Kubis, 27 May 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Wearables.

The correct use of data for marketers: Big, little, or nearly any thing in between


As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the...

By Thaddeus Kubis, 09 April 2015, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Data Science.

So, so social: The symmetry of an asymmetric media?


I am a social type of guy. I have a really good pal, a number of friends, acquaintances, and a larger universe of others, people who I have meet over the years that keep in touch with me or are those that I choose to keep in touch with.

On the business side of the social scene I am also a social person. My business-based social structure is defined by a hierarchy as well:

  • A very limited number of highly trusted advisors
  • Knowledge-based individuals
  • Valued enterprises
  • Relevant...
  • By Thaddeus Kubis, 04 March 2015, 0 comments. Categories: Social Media Marketing.

    The continuing failure of the mobile media channel


    Somebody told me five years ago that “this is the year of mobile or if not this year it will be next year – maybe”.

    As a person on the go I like mobile, but to me the mobile media of today is like most other trending, shape-shifting and emerging media, a single legged stool. Interesting to look at and discuss, but tough to actually use.

    I wonder if mobile, when looked at as a single-source media (and maybe only partially mobile – it all depends on how...

    By Thaddeus Kubis, 21 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

    How forensic analysis helps understand why a marketing campaign failed


    Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.

    In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...

    What are the five pillars of personalisation marketing?

    Picture credit: iStockphoto

    Most people look at personalisation marketing as a new and recent addition to the digital marketing mix, but this is an incorrect and dated view. Personalisation marketing has been around at least in principle for more than 25 years. In fact I developed one of the first personalised marketing programmes for Heidelberg USA more than 20 years ago.

    To determine what has changed and what has transferred this “legacy” technology into the modern digital world of marketing,...

    By Thaddeus Kubis, 17 November 2014, 2 comments. Categories: Advertising, Customer Experience.