Whenever I’m asked to describe myself, I usually don’t get too far down the list of adjectives before I say “I’m a runner.” Over the years, I’ve run five marathons and countless shorter races. I’ve run in cities all over the world, on tracks, through trails, and way too many miles on treadmills. I’ve contributed substantially to Asics’ revenue, as I typically run through three pairs of shoes each year. Part of my self-identify is tied to being a runner. Read more.
As marketers, we often conflate the fact that we CAN do something with the idea that we SHOULD do something. Because technology allows us to deliver frequent, sometimes incessant messages to consumers via email or text does not mean that we should do that. As an industry, we need to think about appropriate frequency, compelling messages, and how contextual relevance can create a sense of inspiration and desire in our targeted consumers. Read more.