Abridged with the author’s permission from The Adaptive Marketer. Quick: how many marketing consultants does it take to change a light bulb? There is no shortage of punch lines here. “It depends – How large is your budget?” Or – “We don’t know – they never seem to get past the requirements stage.” Or, here’s [...]
Author Archives: Robert Rose
What to Do—and Not Do—When Your Social Web Strategy Blows Up
August 25, 2010Abridged with the author’s permission from The Adaptive Marketer. Earlier this year we all watched as Nestle suffered a major meltdown (forgive the pun) with its social web strategy when they didn’t react well to the Greenpeace campaign. Then, last week two more, which gave us a great way to compare strategies. First, the CEO [...]
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Playing Hard to Get with Your Content Can Be Dangerous
June 14, 2010Abridged with the author’s permission from The Adaptive Marketer. Research recently conducted by Uzma Khan and her colleagues at Stanford University Business School discovered something really interesting. Denying, or delaying, someone’s access to what they want will make them desire it more – but will also have the effect of making them less likely to [...]
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