The best marketers are geeks says Larry Popelka in this BusinessWeek column
"Glaceau Vitamin Water—another Moneyball success story—grew from zero to more than $350 million in revenue in six years without traditional marketing. The company tried many different approaches and found that sampling events targeted to young, active adults efficiently converted new users, despite a huge budget disadvantage vs. Coca-Cola and Pepsi. Coke eventually bought Vitamin Water for $4.2 billion—the equivalent of almost 10 percent of Coke’s market cap.
A key advantage of Moneyball Marketing is that it is difficult for competitors to track. They often can’t see or copy your success until it is too late to respond.
Amazon.com is the king of all Moneyball Marketers and is so stealthy that Chief Executive Jeff Bezos has often stated that Amazon has “no marketing department.” What the company does have is hundreds of analytics geeks, running perhaps the world’s most sophisticated marketing effort—monitoring the performance of online and offline ads.
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