Marketing Intelligence – The Synaxis Blog

We all know about B2C and B2B communications. You might even know about G2C. But what about B2E? Are we missing the boat?
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Strategy and tactics are two of the most common terms in the marketing world. Yet, perhaps because they are so common, it’s hard to know what they really mean. The trouble with this is two major challenges. If we don’t know what these things really are, then how can we evaluate them? That is, without an understanding of these tools, how can we recognize, manage, or buy good strategy and good tactics?

In addition, without a full understanding of these two things, it’s hard to connect them. As we all know, strategies are all too often shelved or ineffective. And tactics are all too often directionless. That is, strategies are often empty and tactics are often blind.

In the end, not fully understanding what these things are and aren’t can easily result in wasted time and money as well as in frustration and indecision.

In this presentation, I will offer definitions of strategy and tactics. Based on this, I will discuss the features of good strategy and good tactics. And I will add to this a crucial missing element, often overlooked: measurement.

We’re all familiar with the importance of marketing and its role in the enterprise. Mainly, good marketing helps increase revenue and decrease costs. But there are other uses, especially in transforming a company’s culture.

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I went to the Masters Golf Tournament this week in Augusta, GA. I could go on and on about the tournament itself, but I’ll just talk about branding for the purposes of this blog. We can talk golf in another blog elsewhere. Read the rest of this entry »

Do you own the compelling content on your web site? One of the key things that you want to make sure of when developing a site is that the most interesting information on your site lives on your site. That is, don’t have lots of links from your site to other sites. Chances are that you’ll never get them back to your site once they leave.
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Last time, we covered 2 main reasons that communications fails in execution. This time, we will wrap up the series with discussion of 2 more reasons.
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I recently overheard a conversation between neighbors chatting about a local mechanic’s shop. The people were complaining about how this particular local mechanic tried to upsell them on additional services and charged them $100 just to turn off their engine light without even fixing the issue. It seems that this mechanic is known in the area for this type of “customer service”. Read the rest of this entry »

Last time, we considered that it’s hard to execute a communications strategy. This time, we’ll examine 4 detailed reasons that this execution fails.
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With most of our clients, we see a considerable gap between their communications goals and communications results. And, almost all of these clients immediately identify the primary solution to be a new strategy. The question is, however, whether this is the right choice.
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