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StratoServe
Professor,Researcher and Consultant
Interests: Innovation,B2B Marketing, Digital Marketing and Supply Chain
Recent Activity
The TJX group (including brands like TJMax, Marshalls, HomeGoods etc.) and Costco seem to be always crowded. And when you look at long checkout lines you know they must be doing something right in the digital age. Continue reading
Posted Apr 9, 2019 at StratoServe
Next time you pass a Dollar Store in the US (including Dollar Tree and Dollar General) observe the parking lot. In towns rich and not so rich you'll find that the parking lot is full most of the time.If you have not gone into a Dollar Store recently - do so and then compare the merchandise to Walmart. For a dollar the quality is not bad. Dollar Stores took off after the 2008 recession and there are more Dollar Stores than McDonald's in the USA. Between Dollar Tree and Dollar General there are 30,000 stores and these are very densely seen in the mid-west and the farmlands of middle America. A recent article "Sign of hope or worry- when the dollar store comes to town" describes the mixed bag that these stores are for local communities. Continue reading
Posted Apr 2, 2019 at StratoServe
The two biggest attractions for marketers with 5G will be:1) Mobility: With mobile use already at 3 hers 35 minutes a day in the US expectations are that mobile will surpass TV in terms of time spent in 2019. And that's before 5G really kicks in. 2)Fast=Decrease in latency: Latency or the delay between asking and getting replies due to network speeds will vastly improve. Google will get even faster replies but also even your messaging can get faster. The day is not far away when at a restaurant you see the dessert ads on your phone even before the waiter asks at the end of your meal! Continue reading
Posted Jan 22, 2019 at StratoServe
Enter big, bad, old world, clunky Microsoft who acquires Github last year and the Internet exploded with jokes. Both Bill Gates and Steve Balmer were tough industrial age managers and Satya Nadella realized that the world had changed- see "How Microsoft got its groove back."Command and Control" and top down strategy days are over in the knowledge age. Continue reading
Posted Jan 14, 2019 at StratoServe
The tectonic shift in marketing occurred in the late 1980's and 1990's particularly with the publication of Dwyer, Schurr and Oh (1987) that spelt out the parallel between the long term human marriage and business relationships. It was earlier in Europe that scholars of the European Industrial Marketing and Purchasing Group figured out that B2B relationships are long term that B2B marketers who really sold anything already used.Similarly in B2C marketers had been using customer relationships data for a hundred years in direct ma Continue reading
Posted Jan 6, 2019 at StratoServe
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2019 has rolled in and understanding the digital assault on Brands is timely.Brand owners don't seem to Google their own brands. How could many brands with 1.5 star reviews still be in the market? Our guess is that managements don't seem to checking. If they checked, they'd find solutions to this brand fiasco. Continue reading
Posted Jan 4, 2019 at StratoServe
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Google on the other hand depends on searcher feedback to make the search engine better and better. If people think that an answer is good that answer is pushed up in SEO and Google becomes better next time that query pops up.In the process, when more customers view a page or video it signals that it is answering the query the customer had typed. The customer really does not have to share a page on Facebook for the page to become better ranked. Views of a page against a search query is good enough to rank the page higher. This is the reason that we watch YouTube videos that have higher page views and traditional media talks about how many views a video or TED talk has.It 's hard to build a product like Google that automatically becomes better every time someone uses it. If you think about it, legendary brands like Coca Cola do not have an automatic machine based system of becoming better. However digital businesses like Amazon and Netflix rapidly use big data to improve their recommendation engines.Sometimes you do feel that the suggestions are right and not simply up-sell tactics. Continue reading
Posted Sep 18, 2018 at StratoServe
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Social Media has galvanized us to share our best face with the world. Go to any event (e.g. weddings) and you will find everyone taking pictures on their cell phones. This despite the professional photographers trying to do their best... Continue reading
Posted Aug 8, 2018 at StratoServe
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Market segmentation and targeting is probably the hardest concept in marketing. Strangely once understood even the savviest marketers seem to flip-flop in their marketing execution. For those dear readers who followed the 2016 US Presidential election the map below (Source... Continue reading
Posted Apr 10, 2018 at StratoServe
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The recent US Tax changes, increasing the standard deduction has caused alarm in the non-profit community. Some experts believe that donations will decline from $ 309 Billion in 2016 by upto $20 Billion. This as people will stop donating since... Continue reading
Posted Jan 6, 2018 at StratoServe
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Blockchain technology will start shaking up supply chains and brands. But first, what is blockchain? Here's our take: Blockchain is a distributed accounting ledger . A mechanism to share how much was paid and received by whom, where each transaction... Continue reading
Posted Dec 31, 2017 at StratoServe
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At a recent seminar for our local Chamber of Commerce we presented a "lunch and learn" session. The purpose was to help the audience (thanks attendees!) understand the "secret" of being "found on Google." A great starting point is to understand how Google "thinks." Continue reading
Posted Sep 5, 2017 at StratoServe
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The days of information asymmetry are over. Information is no longer power. And Google and other search engines are just getting started. The notion of the used car salesman trying to sell a "lemon" is a relic of the pre-internet... Continue reading
Posted May 25, 2017 at StratoServe
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Big Consulting firms are competing with Big Advertising agencies according to E.J. Schultz in the current issue of AdAge. Big consulting firms like IBM, Accenture , PwC and Deloitte are growing their digital marketing practices and competing with big ad... Continue reading
Posted May 5, 2017 at StratoServe
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A landing page is a specific page on a website where a web visitor "lands". Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to... Continue reading
Posted Apr 17, 2017 at StratoServe
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You are making sales calls and some customers are unresponsive even after initial conversations. It is quite possible that these people do not have the problem that your business solves. They haven't yet Googled about the problem you solve! For... Continue reading
Posted Mar 29, 2017 at StratoServe
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What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The "search terms" report in Google AdWords is an amazing way to do just that. The search terms report... Continue reading
Posted Mar 22, 2017 at StratoServe
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The Trump (@realDonaldTrump) effect in Marketing and Supply Chain is that CEO’s worldwide will take more interest in the operational decisions in marketing and supply chain. While Chief Marketing Officers (CMO’s) being rainmakers have more visibility in organizations, the supply... Continue reading
Posted Feb 28, 2017 at StratoServe
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It's useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce: Brand Building: Brand building is more at the upper end of the sales funnel. The purpose of the advertising is to build awareness... Continue reading
Posted Dec 7, 2016 at StratoServe
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The surprise victory of Donald Trump has brought into sharp focus a big idea for the 21st century. Life is local-Business is global Here are some things to think about from observing "local life" in America: Local Newspapers are alive:... Continue reading
Posted Nov 23, 2016 at StratoServe
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To make AdWords more effective for B2B marketing, its useful to understand some key features of B2B marketing before setting up the campaign. Here are those key features: Why do businesses buy? No business buys a product or service for... Continue reading
Posted Nov 14, 2016 at StratoServe
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The idea of positioning was created and developed in the years before the Internet and social media. Today in a 24 hour news and social media world the marketer or advertiser is not in control of the message. If a... Continue reading
Posted Oct 24, 2016 at StratoServe
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The iPhone 7 launched yesterday. The biggest buzz is about the wireless headphones and the removal of the headphone jack.One more urgent reason to make your website mobile friendly. (plug your website URL to the Google Mobile Friendly Test tool... Continue reading
Posted Sep 8, 2016 at StratoServe
It's hard for mothers to accept that "everyone" will not like their child. And here is a clip from Seinfeld to explain your mom's position. Surprisingly, numerous businesses and marketers seem to think like Seinfeld's mother when it comes to... Continue reading
Posted Sep 1, 2016 at StratoServe
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If you noticed, all consumer marketers do market field visits-all the time. Let's say that a CMO or a marketer turned CEO is in town for a board meeting. You'll find that CMO making the rounds of retailers and distributors.... Continue reading
Posted Aug 25, 2016 at StratoServe