The Macquarium Blog | Marketing Technology

Ramifications of the Inverted Bell Curve

Posted by Ira Gross on Nov 3, 2016 10:20:05 AM

In my last blog post I introduced the concept of the inverted bell curve.  The ramifications of the inverted bell curve are many, but primarily focus on how it no longer pays to be “middle of the road.”  In addition to cultural affects like the hollowing out of the middle class, the inverted bell curve impacts sales and marketing as well as product development.  It is these areas I wish to discuss today. 

Marketers and Manufacturers

So what are the ramifications of this significant paradigm shift for marketers and manufacturers?  While there are not many, each is extremely significant in its own way.  First off, the mythical 80% audience simply no longer exists in most spaces.  Between the proliferation of television channels, radio stations, videos games, internet content and time shifting devices like TiVo, there is simply no one place where you can message such a high percentage of your intended target.  Which has led to the second ramification – marketers need to create multiple campaigns with multiple touch points in order to reach the same or similar audience.  And you can’t just put your television ads on your website.  You actually need to create different content with unique messages to reach these more siloed and stratified audiences.

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Topics: Marketing Technology, Digital Marketing, Strategy, Branding

The Age of the Inverted Bell Curve

Posted by Ira Gross on Aug 31, 2016 6:19:00 PM

I’d heard of the “bell curve” since junior high school.  At that time I knew it as a distribution for grades in a school course.  The middle of the bell curve ensured that roughly 80% of my classmates received a B or C grade.  In the left hand tail of the curve, students received a D or F grade and on the right hand tail an A.  Each tail represented about 10% of the class (please refer to Figure 1).

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Topics: Marketing Technology, Digital Marketing, Strategy, Branding

Banking Unusual

Posted by carlos.pimenta on Dec 5, 2014 6:29:12 PM

Business As Usual Has Been Disrupted

Time and again, customers embrace brands that go beyond selling products and services to providing meaningful utility in their lives. Consider the disruptive offerings by companies like Uber, who transformed a functional task into an effortlessly enjoyable one, changing consumer behavior seemingly overnight. Every day, we read about more companies like Uber, who are upending traditionally well-ensconced business models—not by inventing the new, but by re-imagining the customer experience for a particular market segment, applying the many possibilities of emerging technology to significantly improve the value that the experience provides.

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Topics: Marketing Technology, Service Design, Emerging Technology, Customer Experience, Innovation

Innovation Is Killing Your Business

Posted by justin.reilly on Oct 29, 2014 7:35:39 PM

It’s 1900. Hawaii becomes an official U.S. Territory, L. Frank Baum publishes The Wonderful Wizard of Oz, and the American automobile industry consists of 500 luxury automakers producing handmade vehicles that start at $1,500 (roughly $41K today). By 1906, the automobile industry is so unattractive that it divides a nation.

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Topics: Marketing Technology, Innovation

Recap: 2014 SCORE Conference

Posted by justin.reilly on May 30, 2014 3:48:02 PM

Last week, in the heart of Boston, Macquarium was honored with the opportunity to speak to the good folks of the SCORE Conference on Customer Analytics. Specifically, on how analyzing customer feedback can drive loyalty through enhancing existing products and services, as well as informing the development of new ones. We were fortunate to have a wonderful discussion on a number of topics ranging from Customer Centricity, NPS, Customer Experience Planning, and Singular View of The Customer. For more context, please find my deck here: How To Drive Loyalty Through Customer Analytics

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Topics: Marketing Technology, Big Data, Events, Digital Marketing, Customer Experience, Innovation