Marketing Sherpa/Norton Case Study (Featuring Solange Deschatres)

SUMMARY: Designing a meaningful experience for customers online requires a strategic and thoughtful approach that leverages customer education over fear. The right digital experience can create a lasting relationship between a brand and its customers. Learn how Symantec pushed customer-focus over product-focus in launching a one-stop digital platform for Norton Security’s content, offers and deals for …

Getting Mobile: How To Reach Your Anywhere Market

The numbers are showing that the majority of people in the United States have a smartphone, and those numbers are growing. Now, more than ever, consumers are on the go. Business is being conducted from home, cafes, hotels. People are interacting with their surroundings and each other using mobile apps. So, how does a company …

Cheap Thrills Are Not So Cheap: Why “Casual Gaming” Is Failing

Walking around San Francisco's SOMA district last week, I noticed a dark cloud hanging overhead, and it wasn't just the usual marine layer. Zynga, one of the heavy hitters in that area, is facing a dismal prognosis. The company that made its mark with Farmville and Mafia Wars via Facebook isn't harvesting any cash crops …

“You Can Fool All Of The People Some Of The Time”–Value vs. Tricks

Marketeurs are a wily bunch. We watch TED talks, attend seminars, read books about how to boost consumer engagement. Most of this stuff is crammed with ways to dangle that proverbial carrot in front of the nose of the consumer or client. Many of the strategies proposed extend into a sort of "dark arts" territory …