Marketing Archives

How to Measure Technological Maturity (TALC & TRL)

What is technological maturity? How do you measure the maturity of a technology? There are a number of models that can be used to chart the maturity of a technology. The TRL (Technology Readiness Level) is the most common tool for measuring the maturity of a technology in terms of its evolution (from basic concept to an actual working system). The TALC (Technology Adoption Life Cycle), on the other hand, measures technological maturity in terms of the degree of its adoption by the market. In this article, we’ll take a look at how the two systems overlap.

The 3 Different Kinds of Decisions in Nudge

What are the three kinds of decisions that warrant nudges? How can you improve your decision-making skills? In the book Nudge, Thaler and Sunstein explain that we make choices without realizing how the way they’re presented affects us. Not all decisions require nudges, but there are three common types that do. Keep reading to learn about the three kinds of decisions that warrant nudges.

The Benefits of Building a Personal Brand

Why is building a personal brand a good idea for anyone? What are the three top benefits of a personal brand? According to social media guru Gary Vaynerchuk (a.k.a. Gary Vee), every business owner, employee, and aspiring entrepreneur should build a personal brand. The benefits range from boosting sales, to developing a following, to building a resume. Here is Gary Vee’s advice for why you need a personal brand.

Al Ries and Jack Trout: How to Prepare for Positioning

According to marketing experts Al Ries and Jack Trout, how should you get started with a competitive marketing strategy? What should you consider before you position your product? In Positioning, Al Ries and Jack Trout lay out a competitive marketing strategy to position your product, your brand, or yourself in a crowded marketplace. They urge you to consider three things before you execute your strategy. Continue reading for marketing insights from Al Ries and Jack Trout.

How to Create Customer Profiles for Your Business

What is a customer profile? What characteristics does a target customer profile typically include? A “customer profile” is simply a description of an archetypical target customer. A customer profile should include characteristics like age, job title, industry, gender, race, and interests—especially as their interests relate to your product. Here are some things to consider as you create customer profiles for your business.

Nudge: How Choice Designers Influence Decisions

What are choice designers in the book Nudge? What steps do choice designers such as parents often take to influence their children to make better decisions? In the book Nudge, the authors present six techniques that can be used to influence the decisions of others. The authors present these methods in hopes that the choice designers will lead the choosers to a more positive decision, but many marketing companies use them to manipulate customers. Continue reading to learn how decisions can be influenced.

Positioning: Book Overview and Key Takeaways

Have you read the marketing book Positioning? What wisdom does it hold for you and your business? In the book Positioning: The Battle for Your Mind, Al Ries and Jack Trout discuss what it means to successfully position your product in a competitive marketplace. They also share three guidelines for influencing how your customers perceive your product. Keep reading to learn these marketing concepts presented in the book Positioning.

The Advertising Revenue Model Explained (+Examples)

What is the advertising revenue model? How do digital businesses make profits from advertising? The advertising business model is where a business makes revenue from selling advertising space to other businesses. This model is particularly common amongst digital platforms and popular websites because this model requires high traffic volume to generate meaningful revenue. In this article, we’ll take a look at the advertising revenue model and how it generates revenue.

How to Create a Career Progression Plan in 4 Steps

Do you have a career progression plan? How can you stand out from the crowd and get the position you want? While Positioning by Al Ries and Jack Trout is primarily about positioning a business for success, they show how you can apply the same ideas to personal professional advancement. They outline four steps to create a career progression plan and position yourself for success. Read more to learn how to design a career progression plan based on the principles of Positioning.

The Case Against Product Line Extensions

Is it ever a good idea to do a product line extension? What are the advantages and drawbacks? In Positioning, Al Ries and Jack Trout outline the conditions that should be met before you do a line extension. They also explain why market leaders generally avoid line extensions. Keep reading to learn about the disadvantages of product line extensions and when it’s advisable to go in that direction.