David Baker

Have you read a column in the past week, month or year that's void of buzzwords? Probably not. In the age of 5,000-plus choices of what partners, technologies or agencies to choose from, I find it uncanny how the marketplace is fraught with complex ways to explain simple things. Blame it on analysts who define…

New research from Voicebot.ai reports that nearly one in five adults in the U.S. already has access to a smart speaker (e.g., Alexa, Google Home), although they might not necessarily have their own. This equates to roughly 47.3 million people, or 20 percent of the U.S. adult population. Considering that Amazon.com didn’t release its Echo speaker until…

Email marketing is going on 20 years as a viable direct marketing channel. Although it has proved itself to be a recession-proof channel, how we do email hasn't changed dramatically over those 20 years. Change is coming, though. Are you ready to change with it? The consumer inbox still has limited interactivity and sporadic constraints…

1966. That's the year the first “chatterbox” appeared. Fifty-two years later, chatbots are on the verge of completely changing the customer/retail shopping experience. Like site search in the 2000s, many of these emerging customer touchpoints are being automated using a combination of simple keywords and rules-based logic. On one hand, these messaging bots can streamline…

There's lots of buzz surrounding digital-native brands and what's making them so disruptive and relevant today. While the definition of digital native is evolving, they are companies that launch as web-only retailers with the belief that superior technology can be a differentiator. They often engender loyalty by projecting authenticity and effectively leveraging social media. More…

This is an $18 trillion global spending story. Seventy percent to 80 percent of consumer purchasing is controlled by women. There's a reason why many retailers have shifted their language from share of wallet to share of purse, and why terms like clientele’ing are starting to replace terms like showrooming. Women are the gatekeepers to…

Steve Jobs thrived at balancing the complexity that drives powerful computational systems with the simplicity required for utility. “Simple can be harder than complex,” Jobs said. “You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move…

The comedian Tracy Morgan once observed that we “spend too much of our lives on email,” and, as a result, he argued, “we’re losing our communication skills.” That’s hardly a novel claim, but when you consider the fact that we send 269 billion emails each day — 35 emails for each person on Earth — one…

Each day, the world seems bigger, more diverse and moves much faster. Predicting the future — always a dubious proposition — seems like a fool’s errand in this climate, given the dizzying pace of disruption. But as Peter Drucker once said, “The best way to predict the future is to create it.” For retailers, that…

In his book "The Tipping Point," author Malcolm Gladwell described the Band-Aid solution as the best kind of solution because it “solves a problem with the minimum amount of effort, time and cost.” Gladwell’s point is excellent, but only if you’re trying to patch a problem while maintaining the status quo. If the status quo…