The
End of Advertising ~
---After
all these years, the agencies still don't get it. They're just too
busy billing hours, chasing creative awards, being fashionable...
you name it. They
forget one thing: the end of advertising is
sales.
---It's
about getting your message into the heads of the most people
at the lowest possible cost.
---It's
about finding and keeping customers efficiently. Not
coolness, not prettiness, not awards. The
end of advertising is
sales.
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"The
problem in marketing today is that we spend 95% of our time
and money on advertising and 5% on the rest of the stuff. What
I propose to you today is to flip it around: Spend 5% of your
time and money on advertising and 95% on everything else. If
you do that, you'll sell a lot more to your customers."
- Sergio Zyman, Chairman and Founder Zyman Marketing Group
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What
Works:
Double Loop Marketing™
---Which
brings me to my secret: Double Loop Marketing™.
I discovered the double-loop by accident, while working with a large,
Fortune 100 client. The client didn't care much for the approach,
but I did.
I
then experimented with this approach for four years, on many different
sites, in different businesses, each built from scratch.-The
results? Across the board, Double Loop Marketing™
beats traditional online marketing- on average, twice the responses
at half the cost.
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WHAT
THEY SAY:
"Christian
Sarkar is a master at using online media to generate a strong
return on marketing spend. He provides a rare combination
of design for usability skills and clear understanding of
the economic levers driving marketing performance. His unique
approach to Double Loop Marketing™
builds upon the virtual community concepts I outlined in Net
Gain. Christian brings proven experience in helping vendors
cost-effectively find and convert prospects to customers .
. . and then building in the feedback loops to rapidly improve
performance over time."
- John Hagel,
Management consultant and former global leader of
McKinsey & Co.'s Electronic Commerce Practice
"Christian
Sarkar's unconventional techniques are based on sound marketing
principles. In tech-driven competitive environments, companies
with best products do not win. The best-networked solutions
do. Christian understands business networks and how to leverage
these market-based assets to drive results.
Don't
be fooled by the apparent simplicity of his techniques--
few people know online business as well as this."
- Raj Srivastava,
Roberto C. Goizueta Chair in Electronic Commerce and Marketing
Goizueta Business School Emory University
"Christian
is a source of great ideas. His enthusiasm is second only
to his knowledge about how to get attention in the marketspace.
If you need quick results, hire him ASAP."
- John Tammaro,
former SVP, Masius, New York;
former Sr. Strategy Manager, General Electric
"The
guy who designed [my site] and will be keeping it up to date
is Christian Sarkar. As far as I can tell he is excellent...."
- John Seely Brown,
speaker, former Director of Palo Alto Research Center (PARC)
"Christian's
uniqueness lies in his ability to bring fresh perspectives
to familiar issues, to quickly identify and analyze emerging
issues, and to distill the results into clear, concise observations.
I have seen Christian apply these attributes in the broadest
range of subjects, from market trends in the chemical industry
to employee communications..." - John Gersuk, Manager
of Public Affairs, Bechtel Group
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The
Business Value of Your Website
The business
value of your website really is the value of your customer relationships
through that channel. Basically,
you're looking at traditional "customer equity" -
a relationship between the following value metrics:
-
volume of purchases per period
- margin per unit of purchase after tax
- duration of purchase stream
- customer acquisition, development, and retention cost
- cost of capital
Thus
an
increase in volume, margin, or duration, will increase customer value
so long as there is no offsetting decline in one or both of the other
variables.
Maybe
this "business-value talk" is not what marketers and web-design
professionals want to hear, but ultimately your website must be driven
by the considerations I've mentioned- if you intend to be profitable!
The
answer? Double Loop Marketing™...
The
Double Loop Marketing™
approach is systemtic, process-based, and scalable.
Most importantly, it is measurable.
More
about Double Loop Marketing™?
Contact me or
read a little more about Double
Loop Marketing™:
Clients
I've worked on
Internet-based projects for clients across the globe:
-
Corporations:
Oracle, Red Hat, SUSE, Sun Microsystems, BMC Software, Patricia
Seybold Group, META Group, Price-Waterhouse Coopers,
Bechtel, Mobil, Exxon, and numerous start-ups and small & medium-size
businesses
-
Universities: Babson,
Emory University, Thunderbird
- Individuals:
John Seely Brown, John Hagel III, Thomas Davenport, Larry Prusak,
Jeff Burrows
Article
Archive:
Interview
with Clayton Christensen,
in Agilebrain.com, December 2003
Key
ROI Metrics B2B Marketers Should Use for Online Campaigns an ancient
article in Marketing Sherpa
Attention,
Management! An interview with Thomas
Davenport
How can a company capture attention in this, the age of the distracted
customer? What happened to knowledge management? What next for ERP?
Thomas Davenport shares his insights.
Use
it or Lose it: Improving the Online Experience - an interview with
usability guru Jakob Nielsen
The
Customer Revolution: an interview with Patricia Seybold
The
Webhouse that Ralph Built: an interview with the Dr. Ralph Kimball
Creating The Loyal Customer: another interview
w/ Jakob Nielsen
Considerations
for Selecting Your ASP
What does the Application Service Provider (ASP) model bring
to your company? How do you start the selection process? Pointers to
get you started.
Interview:
One-To-One With Don Peppers
One-to-one marketing and customer relationship management are well-accepted
concepts by now. 1to1 guru Don Peppers explains how companies
like Amazon.com, Levi Strauss and Mercury Asset Management are using
the latest CRM techniques to attract and keep loyal customers.
E-Business
At Warp Speed: Interview with i2's Sanjiv Sidhu
Is speed the competitive edge in the New Economy? Supply-Chain Management
pioneer Sanjiv Sidhu, President & CEO of i2 Technologies,
explains the new challenges facing the business world and how your company
can survive the coming transition.
Permission
To Succeed
Everything you know about Web marketing is wrong, says Yahoo VP Seth
Godin. In his new book, Permission Marketing, Godin debunks
popular myths and explains the best practices of Web marketing, including
how to solidify customer relationships.
Relationship
Management
Aaaargh, not another buzzword! But Customer Relationship Management
may really hold the key to your company's future.
Building
Profitable Relationships: CRM Tools
A survey of the leading Customer Relationship Management (CRM)
tools to help you get closer to your customers.
The
Next CRM: Going 1-to-1 with Constituent Relationship Management
Your key constituents demand a "real" relationship with your
company...
The
Science Of Cyber Shopping: Interview with Paco Underhill
Retail consultant Paco Underhill recently made a splash with
his book "The Science of Shopping," which discusses how to merchandise
successfully in both the physical and virtual worlds. In this interview,
he talks about current trends in both worlds and how one affects the
other.
Casing
the Competition: Interview with Leonard Fuld
CI guru Leonard Fuld talks about how companies are using technology
to gather competitive intelligence about their markets.
Marketing
Online: Interview with Jim Sterne
High-tech author and marketing expert Jim Sterne talks about
the Internet as a marketing medium.
Usability
Guru: Interview with Jakob Nielsen
Jakob Nielsen advises companies on how to make their websites,
public or internal,more user-friendly.
You
Say You Want a Knowledge Revolution: Interview with Thomas Davenport
Knowledge management guru Thomas Davenport discusses the future
of knowledge management in the Internet era.
Infomediation:
An interview with John Hagel
Net Gain and Net Worth author John Hagel talks
about his new book and the future of business-customer relationships
in the Internet era. This is when I really got into communities...
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