Archive for Glenn Pingul

The Power of Social Influence: From a Bucket of Ice to the End of a Relationship

Posted by Glenn Pingul on August 29th, 2014 at 10:46 am

Hi.  My name is Glenn Pingul and my daughter nominated me to do the ALS Ice Bucket Challenge. I will donate $25 to ALS and nominate…
By now, I’m sure everyone has been exposed to the ‘ALS Ice Bucket Challenge’ – by either experiencing the freezing sensation or laughing hysterically at the thousands of bloopers circulating on the social media front.  Initiated by one person with a challenge to three people, the phenomenon has now exploded into more than 4 million challenges and more importantly, more than $94 million (compared to $2.7 million during the same period last year) in donated funds to the ALS Association.
This is a great testament to the willingness of people to contribute to the greater good (and to humiliate themselves in the name of good fun), and more than valid proof of the power of social influence. Just think – what other channel or technique can spread the word and drive action that quickly?
Social influence is by no means a new concept or technique – it’s been used by governments, businesses, politicians, etc. for years.  Ever added that ‘other people who bought this also bought this’ item to your online shopping cart or contributed that extra... Read more

5 words becoming obsolete thanks to scientific marketing

Posted by Glenn Pingul on July 31st, 2014 at 12:33 pm

We've all heard the saying "it's hard to teach an old dog new tricks" but when it comes to marketing, those who are willing to learn, and eventually apply the new tricks are the ones who are best positioned to turbo charge their marketing performance.
Changing how you think about, execute, and measure your marketing efforts is not an easy task but the rewards can be significant.
Scientific marketing is not about adding an element of science to your current marketing processes; it’s about using science to completely change how you engage with your customers.  It’s about leveraging new technologies and techniques to understand your customers’ behaviors and intentions to systematically improve how you influence profitable behaviors.
And yes, it’s about transforming how you think about, execute, and measure your marketing efforts, which in turn, is changing up the status quo.  So as we say “out with the old and in with the new”, let’s pay homage to some of the words that are quickly becoming obsolete in today’s age of marketing, science, and technology:
1. Intuition
Very few would debate the sheer genius that lies in the minds of marketers (okay, I may have a biased opinion) but at times, intuition is more... Read more

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