Archive for Glenn Pingul

How Machines are Changing the Role of the Marketer…in a Good Way

Posted by Glenn Pingul on May 30th, 2014 at 1:52 pm

There seem to be some misconceptions among marketers in terms of how the "rise of machines" will impact our role, and ultimately, our jobs. There's no denying that it can be intimidating to have someone – or something – come in and do your job potentially faster, smarter, and easier than you. But when marketers actually embrace the power of machines to scale to the masses what they do best, a complete transformation takes place.
Before I married my wife, I thought I was a pretty good cook. Not a chef worthy of any awards but I could get the job done. Gather a few ingredients, toss them in the saucepan, and voila – I had an edible meal. My wife put up with my lack luster attempts for a few years, but then one day she declared that while I’m good at getting the job done, she’s clearly superior when it comes to the creative art of cooking. Yes, her food had always been amazing but in my opinion it required way too much effort! So in an attempt to appease my loving wife, I grudgingly accepted my role as the sous-chef – shopping, chopping and steaming – all... Read more

5 Ways to Convince Your CEO to Embrace ‘Scientific’ Marketing

Posted by Glenn Pingul on April 30th, 2014 at 7:17 pm

You’re pumped. It’s time to go in a different direction. It’s time to redefine your company’s marketing approach. You’re ready and can’t wait to get started…and then it all comes to a halt.
“Why are the investments we’ve made in marketing not enough?” “Why can’t you apply our existing technologies in new ways to be more effective?” “Why do we need to reinvent the wheel?” “How do you know this approach will drive better results?”
My short answer: “Because if we do the same things over and over again, we can’t expect a different result,” and, I might add, “Because science is proven to trump instinct.”
As a marketer I’d argue that nearly early every one of us is trying to figure out how to use big data to more accurately and systematically identify and meet customers’ needs. In doing so, every one of us wants to adopt a more scientific approach to marketing – one that relies on scientific methodologies to guide how we more intelligently engage customers to drive better results. And yet we all know that this is no easy task – scientific marketing requires not only a new way of thinking but also investment... Read more

From Interaction to Engagement: Why it’s a Must Move for Marketers

Posted by Glenn Pingul on March 28th, 2014 at 12:40 pm

What’s the difference between an interaction and an engagement? What does it take to move to continuous customer engagement? And most importantly, does the payoff justify the required level of effort?
Online dating seems to be all the rage these days – even earning its own show on Bravo (or so my wife tells me). And while we’ve all seen the eHarmony commercials touting success, it’s still hard not to question the practicality of this approach. You select a few attributes that describe you, receive a recommendation based on someone having a few of your few attributes, and voila – it’s time for your first date! But what’s the chance of turning that first date – which is solely based on a narrow set of attributes and perhaps some assumptions – into a second date and eventually, a long-term relationship?
Luckily for me, I’m a happily married man of nineteen years so I haven’t had to dabble in the online dating scene. Yes, the days of traditional dating required some ‘strategic planning’, but the chance of finding your perfect match was far greater than today’s age of ‘stranger dating’. Engaging in discussion, learning likes and dislikes, observing... Read more

4 Words Every Digital Marketer Should Use

Posted by Glenn Pingul on January 31st, 2014 at 11:51 am

January is the month of predictions and trends – with everyone proclaiming what the new year will have in store. Forbes says 2014 is the year “Big Data goes mainstream.” Wired claims 2014 is “the year of actionable data.” And a lot of folks are predicting this is the year marketers adopt a “mobile-first” mentality.

I’m on board with all of these predictions – but also know that more data, smarter technologies and a heightened interest in mobile come with an expectation of delivering a new kind of digital experience – one that is valuable for both the consumer and the marketer.

And according to Forrester, “A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”

So as savvy marketers focus their sights on new tools, techniques and processes to help them deliver an impactful digital experience, here are a few key words that should be top of mind in every conversation, every investment, and every decision:

1. Insights
The ‘bigger is better’ mentality around data is shifting.  Through a variety of experiments and launched initiatives, marketers have learned that success... Read more

Is Science the “One Thing” Missing for Marketers?

Posted by Glenn Pingul on December 3rd, 2013 at 10:20 am

In a world where measuring change in customer behavior and the financial impact that results is secondary to volume-based metrics, like take rate, marketers are often left with a false sense of success.
In working with marketers across the globe, I’m often reminded of my favorite line from the classic movie City Slickers, staring Billy Crystal, Daniel Stern, and Bruno Kirby. For those of you who have not seen the movie (come on… really?!), it follows three city guys who go to a dude ranch in their search for a renewal of life.
In one scene, the three men are herding cattle from one location to another under the watchful eye of Curly, the herd master. Just as they finally figure out how to drive the herd, they run into a horrific storm and the characters yell out:
Ed: “We're doing great, guys! We're driving them!”
Phil: “Ah, that's perfect! We're lost but we're making good time!”
Marketers often fall into the same trap – running tons of campaigns that lead to a vicious cycle where regardless of the activity and effort, they end up like Ed, Phil and Mitch – in the same spot.
It’s the classic assumption that ‘doing more gets more.’... Read more