Archive for Glenn Pingul

The Fusion of Personalization and Automation is Eliminating the ‘Ask’ in Customer Engagement

Posted by Glenn Pingul on January 20th, 2015 at 7:58 am

Although the newness of Siri has long worn off, she still manages to have a strong ‘following’. When you know you need something but just can’t pinpoint the specifics or you know exactly what you need but just not sure how to find it…Siri is ready and willing to find the information you need.  And of course she serves as a good source of entertainment when your kids (or maybe you) decide to ask her ridiculous questions.  (FYI – here’s a good list to reference when you have a little too much time on your hands - http://www.freemake.com/blog/siri-answers-20-hilarious-questions/.)
She’s knowledgeable and she doesn't waste your time – giving you exactly what you need when you ask for it. And although we know she has a bank of automated answers, she still manages to deliver a seemingly personalized response. Now if only Siri was smart enough to know what we needed before we asked (props to my wife for this idea, stemming from her frustration in my ‘inability’ to ask for directions).  But if that was the case, Siri would be in high demand for a role on the digital marketing front!
Every digital marketer knows the value that comes with delivering personalized... Read more

What Mobile Marketers Can Learn from Stitch Fix: Personalization is not an Art but a Science

Posted by Glenn Pingul on October 2nd, 2014 at 2:07 pm

There’s a major misperception around personalization when it comes to marketing. Once attributed to highly complex, and often costly, B2B targeting, this concept of designing or tailoring something to meet each individual’s needs or preferences has become a bit muddled in the B2C space.  For many marketers, ‘personalized’ has become a label used synonymously with any campaign employing customer data.  But let’s be clear, having data is not enough when it comes to effective personalization.
In this world of mobile dependency, marketers have the perfect opportunity to capitalize on the value of delivering personalized experiences.  Yet the challenge of knowing when and how to act is often a major barrier to adopting a more personalized approach.
One company that has caught my attention – and my wife’s wallet – is the Bay Area startup, Stitch Fix, which claims to be ‘the first fashion retailer to blend expert styling, proprietary technology and unique product to deliver a shopping experience that is truly personalized for you.’  Essentially, you fill out a style sheet, and they have a stylist select five items which are delivered to your doorstep.  Then you simply buy the ones you like.  As my wife continues to remind me, working moms... Read more

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