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Tag Archives: Tech

Smart homes and smart marketing at CES 2015

“Smart homes” is a useful topic for a marketing review because, while it’s exciting (or maybe ominous) to think about gadgets turning out the lights, managing security or monitoring our baby’s heartbeat, it’s up to the marketers to tell us exactly what their specific products do. Witness a few examples, good and bad, from the […]

The Idiot of Things visits CES 2015 Las Vegas

I saw IoT all over Las Vegas on buses and billboards, and asked a booth staffer for an explanation. She said it stands for the Internet of Things and then proceeded to explain what that meant. I already knew the concept, just not the acronym but too late; I felt like a clueless Luddite. Anyway, […]

Persado is not going to put copywriters out of business. (Whew.)

A recent article on artificial intelligence in the Wall Street Journal had me trembling with fear. It described a technology called Persado which writes emails and landing pages for multivariate testing, stating each component of the message in an infinite number of ways which can be mixed-and-matched through AI to surface the result that gets […]

NetSuite vs. SAP: using competitive advertising to reposition your company

We’ve talked in the past (and you can read in my book) about strategies for competitive advertising—promotions in which you talk about a competitor as much or more as yourself. It’s a good strategy for smaller companies because, by positioning themselves against the bigger competitor, they can gain instant credibility. It’s probably not so smart […]

Obamacare with a New York accent

As a small business owner, I turn out to be one of those people who doesn’t get to keep the health insurance I like. We got the letter from our provider yesterday, advising us to go right to the New York State site thus avoiding the healthcare.gov train wreck. Unfortunately, mystateofhealth.ny.gov isn’t much better. I […]

How to be a good tech writer

The other day a marketing colleague asked me to write him an email which he’d pass along to his CEO, about why I should be hired to write technical copy. Feel free to use these selling points in your own self-marketing, assuming of course they apply. The first thing I believe about tech writing is […]

Tech gifts for the techie dad

Father’s Day is a great time to give dad techie gadgets he wouldn’t necessarily buy for himself. Here are some ideas. 1. Last minute gift: an Apple App Store or Android gift card. Who doesn’t need more apps for their mobile device? You can buy prepaid Apple gift cards at most any Target and many […]

CES 2013: start the party without me

Alas, a schedule conflict will keep me from attending CES this week in Las Vegas. My annual prediction* is that this will be the year of the app-liance: a hardware mashup, possibly centered around a tablet but maybe something completely different, that puts together several apps in order to perform a hopefully useful service such […]

Nerds are people, too!

Here’s a preview of the KISS panel we’re presenting at the Direct Marketing Association’s annual conference in Las Vegas. Come see us next Wednesday, October 17 at 9 am to get the full story! When you’re selling complex products and services, that often have a high price tag, it’s easy to overcomplicate your marketing message. […]

Advice for RIMM: make BlackBerry a prepaid phone

Last week brought yet another dose of terrible news from Research in Motion Limited, the company that makes BlackBerry, and I kicked myself for not going short on RIMM a few weeks back when the stock was more than twice as high as it is now. The handwriting is on the wall for BlackBerry just […]

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