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Innovation for the sake of innovation is often counterproductive. An emphasis on mastering best practices is where you get the highest ROI.
Many marketers are so focused on coming up with newer, splashier methods of delivery that they forget to analyze what established leaders in their field are already doing. But doesn't it make sense to take some cues from those best-in-class brands? After all, they're leading the field for a reason.
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Even though Facebook, Instagram's parent company, is not known for its innovative approach, it has profited from stealing ideas from other companies. That's where Instagram Stories came from — a blatant rip-off ...
Jobs adopted a concept from another company and then tweaked into something amazing: the Graphical User Interface (GUI). Even though the Xerox computers with the
Jobs is the classic example of a corporate leader held up as an innovator in his field. In the vast majority of cases, innovation is less about creating something out of thin air, and more about borrowing (or stealing) good ideas from the competition, and then transforming t...
The innovator is usually not the one to create a lot of shareholder value for a company. It's not always a matter of being first to market. The key is being the best in the market, and that usually means coming in second, analyzing the best practices and missteps of your predecessor, and...
The early bird may get the worm, but the second mouse gets the cheese.
Innovation is important, but only when you combine it with marketing intelligence you lock the creative magic.
Keep your eyes open. Look at your competition. Acknowledge their strengths and analyze their weakness...
Between marketing innovation and optimization, this is the sweet spot highlight:
On one hand, you need to know the score in terms of what your competitors are doing — what's working for them and what challenges they're facing. On the other hand, you can combine th...
On the Adweek podcast series, CMO Moves , Lowe's EVP, CBO and CMO Marisa Thalberg put it this way: "We need to look to our own category for information, but we need to look outside of our category
In the marketing world, everyone wants to be the next Apple, thus “innovation” is the sexy thing. Whilst the very best marketing strategy to implement may not revolve around doing something new, but it always revolves around doing something well.
Instacart is a great example of what can happen when marketing intelligence and creativity (read: innovation) are aligned.
The company combined two great ideas: food delivery and a user-friendly mobile app.
Its core marketing message was "Groce...
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