Lisa Dreher, MBA, CC

Consumers are streaming Over-the-Top (OTT) content everywhere — from cruise ships to bathroom stalls on airplanes. But the extent to which satellite will enable residents of remote or rural locations can watch high-definition “Game of Thrones” dragons flying across their smartphone screens depends on a number of factors, like cost and a compelling business case.

That was the takeaway message of Tuesday afternoon’s hour-long panel, “OTT and Streaming Digital Media Services” at SATELLITE… Show more

Consumers are streaming Over-the-Top (OTT) content everywhere — from cruise ships to bathroom stalls on airplanes. But the extent to which satellite will enable residents of remote or rural locations can watch high-definition “Game of Thrones” dragons flying across their smartphone screens depends on a number of factors, like cost and a compelling business case.

That was the takeaway message of Tuesday afternoon’s hour-long panel, “OTT and Streaming Digital Media Services” at SATELLITE 2019. Show less

The satellite industry is in the midst of a lot of change and uncertainty. Attendees to this year's SATELLITE 2019 found an industry struggling to find its footing in a rapidly evolving telecommunications industry.

Establishing a connection with consumers is vital for your business's success. Authentic storytelling, while showing that you care about the successes of your clients and consumers, can mean the difference between long-term growth and stagnation.

Consumers tend to make purchasing decisions not only based on reviews by their peers, but also based on their entire experience with a brand. Building a strong, relatable brand image is therefore key when it comes to customer engagement and… Show more

Establishing a connection with consumers is vital for your business's success. Authentic storytelling, while showing that you care about the successes of your clients and consumers, can mean the difference between long-term growth and stagnation.

Consumers tend to make purchasing decisions not only based on reviews by their peers, but also based on their entire experience with a brand. Building a strong, relatable brand image is therefore key when it comes to customer engagement and ultimately, driving sales and growth. Show less

One of the most overlooked, yet most important, aspects of a startup business is defining the personality the company wants to project. It’s all about who your company is and how people experience working with your company. Not only does it matter for your customers, it is meaningful for your employees.

Marketing leaders at disruptive companies are often surprised when the world doesn’t love them straight out of the gate. Here’s the thing: People don’t like change. Incumbent product, service and solution providers will be particularly hostile to change. And industry thought leaders won’t always be ambassadors of change, either.

It is incredibly fun to be the disruptor, but it isn’t easy. There will be plenty of cynics and trolls. So, what should marketers do when they are marketing a… Show more

Marketing leaders at disruptive companies are often surprised when the world doesn’t love them straight out of the gate. Here’s the thing: People don’t like change. Incumbent product, service and solution providers will be particularly hostile to change. And industry thought leaders won’t always be ambassadors of change, either.

It is incredibly fun to be the disruptor, but it isn’t easy. There will be plenty of cynics and trolls. So, what should marketers do when they are marketing a disruptive product or service? I’ve pulled together my experiences for successfully disrupting an industry while avoiding the pitfalls that come with being a trailblazer. Here’s how you can overcome some of the toughest challenges of being a disruptor. Show less

Marketing automation is great and has allowed marketers to manage marketing to prospects in ways that were never possible before. However, for all of the advancements, there are drawbacks as well. As marketers, we have gotten so focused on our nurture streams that sometimes we forget to consider how our prospective clients become interested in our products and services in the first place. We talk about buyer journeys, segmentation and personas, but ultimately forget to think about what it would… Show more

Marketing automation is great and has allowed marketers to manage marketing to prospects in ways that were never possible before. However, for all of the advancements, there are drawbacks as well. As marketers, we have gotten so focused on our nurture streams that sometimes we forget to consider how our prospective clients become interested in our products and services in the first place. We talk about buyer journeys, segmentation and personas, but ultimately forget to think about what it would be like to be a target of our own marketing efforts. Show less

Sixty years ago, Dwight D. Eisenhower was the U.S. president, Elvis Presley released the single “Jailhouse Rock,” Mickey Mantle hit his 200th career home run, Congress passed the Civil Rights Act of 1957 and the USSR launched Sputnik I, the first artificial Earth satellite.

Having been in the technology and communications industries for over 25 years, I’ve seen a lot of changes, but none as earth-shattering as what we are on the verge of now. The 60-year-old satellite industry is… Show more

Sixty years ago, Dwight D. Eisenhower was the U.S. president, Elvis Presley released the single “Jailhouse Rock,” Mickey Mantle hit his 200th career home run, Congress passed the Civil Rights Act of 1957 and the USSR launched Sputnik I, the first artificial Earth satellite.

Having been in the technology and communications industries for over 25 years, I’ve seen a lot of changes, but none as earth-shattering as what we are on the verge of now. The 60-year-old satellite industry is currently facing four major shifts that we cannot afford to ignore, as they will have a drastic impact on the way we communicate. Show less

In marketing, we are often asked to put lipstick on a pig. Yet with the dawn of social media and review sites, the lipstick is easily smeared. So, how transparent should marketing be? There’s a fine line between oversharing and sharing just the right amount of detail in public forums. Let’s face it, as marketers, we are damned if we do and damned if we don’t. We can’t afford to ignore this excellent marketing strategy, but what is the best way to increase the accuracy and openness of our… Show more

In marketing, we are often asked to put lipstick on a pig. Yet with the dawn of social media and review sites, the lipstick is easily smeared. So, how transparent should marketing be? There’s a fine line between oversharing and sharing just the right amount of detail in public forums. Let’s face it, as marketers, we are damned if we do and damned if we don’t. We can’t afford to ignore this excellent marketing strategy, but what is the best way to increase the accuracy and openness of our marketing efforts?

While people know marketing tends to highlight the best of a product or service and downplay the less flattering aspects, marketers must remember there are an abundance of places where customers can share their experiences with a few taps on their smartphone. Now more than ever it is our job to ensure the reality lives up to the marketing promise. Show less

Ongoing blog focused on c-level perspectives on marketing and business in general.