Guide to persona and buyer persona models for integrated marketing
JANUARY 17, 2015
Using personas in (online) marketing is not new. Among others conversion optimization practitioners, user experience designers, web developers and usability experts have been using personas for ages. By defining personas we put ourselves in the shoes of a “typical” target person and define processes by empathizing with them in a very detailed way so we […
Psychology and marketing: respecting and failing the customer
FEBRUARY 9, 2015
As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.
The customer has a voice: your business is the audience
APRIL 6, 2014
The significantly grown attention for “content marketing” and the “brands as publishers” and storytelling narrative has made marketers look at their customers, prospects, etc. as “audiences” It’s time to look at our businesses as audiences. Content marketing Integrated marketing
Content marketing strategy beyond the first degree(s): value chains
MAY 1, 2014
Each successful content marketing strategy is a social and connected content marketing strategy by definition. I’m not just talking about the areas where social media marketing and even social business overlap with content marketing. I’m even not just talking about the need to work with audiences of audiences in an era where everything is (getting) […].
Social Business: Four Real-Life Truths about Collaboration
NOVEMBER 15, 2012
The 3 U’s apply to collaboration as well – source: Nicola Millard (Scribd) I haven’t been blogging a lot in recent months. Since nearly five months we started working with BT Global Services on an integrated global social business, training and content marketing program. Some facts and data. Social business is all about people, integration (the silos, remember?) and collaboration.
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Yes, you are right: social business is a buzzword. It is omnipresent and it is trendy to proclaim “it’s not about social media anymore but about social business.” ” However, social business is not a hype, on the contrary. Last week I stumbled upon a blog post by Gerardo A. Dada on MarketingProfs, titled “ What Exactly Is a ‘Social Business ‘?” Social is social.
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. Last year I took it a step further with what you could call a rant about the ‘ big content marketing fail ’. I was pleasantly surprised to see that many people using content marketing (as I do) wrote similar posts taking a critical look at the evolutions in content marketing. Guess not. Bloggers.
Gartner: the Growing Role of the Social Customer Experience
APRIL 24, 2012
Providing great customer experiences and optimizing touchpoints in a consistent way equals successful marketing. It’s as simple as that. We are shifting to a more customer-centric marketing view. In the age of the connected and empowered consumer, providing relevant information and engaging in a mutually valuable way, is a must. The result of doing so is ROI. Guess why? Indeed, social.
Customer experience and beyond: customer journey mapping
JANUARY 12, 2015
The key to creating business value is focusing on customer value. Truly understanding the needs and preferences of customers, as well as their behavior during the buying journey, is essential for your business strategy. Customers buy products and services but also experiences and emotions. The buying decision is connected, highly individual and highly emotional, even […
The Big Content Marketing Fail: How Much Content Do You Need?
NOVEMBER 27, 2012
This blog post tells some personal stories and takes you a bit back in time. In case you don’t feel like fully reading it, prefer the rules of short copy and want to read the conclusions first then this is for you: we are massively killing content marketing and are making the same old mistakes we always have. So, if you care about your budget and your customers read this. Hurray. It gets worse.
Social Business Failure Is a Choice: Speaking a Common Language
FEBRUARY 3, 2013
We are warned. Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. There is a problem with that prediction and the perception it creates. In practice, social business is a huge Babylonian confusion. The lack of speaking a common language within the enterprise, let alone within the global context, is always a reason for failure. Which business purposes?
Social CRM and Return on Marketing: Customer Life Cycle Value
JULY 22, 2011
No marketing activity is an island. No customer-centric business process should be isolated. Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. Smart campaigns and branding are crucial for every business. Integrated. People-centric. Why now?
Digitalization and the human element in technological change
JANUARY 30, 2015
One of the key reasons technology implementations, digital transformation efforts, IT projects, customer service or experience optimization plans and digital business projects fail is the lack of attention for the essential human component. It’s a phenomenon we see in virtually all areas of business.
Digital transformation in practice: now and tomorrow
OCTOBER 27, 2014
We often focus on optimization and digital transformation projects for the now in a rather ad hoc way. An example: if we want to change the ways we work in a more collaborative and agile way, very quickly the project involves the quest for a solution that enables this new way of working. Assuming that […]. Digital transformation A.T.
Five Customer Empowerment Tips: the Days of Intuition are Over
JANUARY 28, 2013
We all talk about the empowered consumer and it’s safe to say that consumers indeed dispose of more ways to inform themselves, interact and buy when, where and how they want. You don’t really need studies to notice customer empowerment. Just ask any retailer of consumer electronics, for instance. People still ask for advice but they know better what they want than ever before. So, what is it about?
The Future of Social Media: Identifying the Drivers
APRIL 28, 2012
Recently, I was asked to write a chapter in a book on digital marketing and business about what’s coming next in social: the future of social media, both from a business and consumer perspective. It might seem like a challenging task, but it really is not. I’m in the process of writing it and will share my thoughts as I move along. Today, these drivers start being recognized. Yes and no.
The Smart Marketer's Guide to Social Media Management
Engaging in social media isn't an option anymore. So if you're going to do it, you want to do it well.
By: Week 8: Online Communities, Communities of Practice | alh.meshari
JUNE 1, 2016
[…] of the main reasons people succeed with social media marketing where others fail is that they think of those with whom they’re communicating not as pixels on a […
The Ultimate Truth About Klout and Influence
SEPTEMBER 11, 2011
An analysis of Klout, the use of it and the concept of influence from the Klout and social network perspective. Let me start by disappointing you. I do not know the ultimate truth. just wanted to grab your attention. That’s what you do with a post title now and then. However, now that you’re [.]. Opinion Social media marketing Eloqua influence Joe Fernandez K+ Klout Klout score PeerIndex
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
Consumers are becoming channel-agnostic. They are effortlessly switching from one channel to the other. People discuss their experiences as they get in touch with a business, product and service. They share their buying decisions and actively seek information throughout every step of the buying journey, relying upon trusted advisors and even perfect strangers. The shift is clear.
The First Two P’s of Broken Marketing
MAY 6, 2012
Despite the variety of topics, tactics and speakers, our Fusion Marketing Experience conference last Thursday and Friday clearly revolved around one theme: marketing is broken. We are disconnected from our customers and other departments. The word that was most often mentioned: silos. The number one debated topic among the speakers during and after the event: organizational challenges.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
Why do people share content? It’s a simple question but when looking at it, you’ll quickly discover the answer is all but easy, depends on many factors and requires a good deal of psychological insights. However, in trying to answering it, one can find a lot of value for his business and “target groups” in this social media and multi-channel marketing age where content plays an increasing role and content marketing is a hot topic. Content is an enormously broad concept that we use every day without really defining it. We seldom talk about what it is. Thus context. Or are we both?
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. You probably also know that the number of media and channels has been growing for years now, often at adoption speeds we never witnessed before. In recent years, it only become clearer.
Optimize: a Holistic View of Content and Marketing Optimization
APRIL 18, 2012
Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. In an interview, Lee outlines some key takeaways of his book, that is yet another appeal for a more customer-centric and holistic (digital) marketing approach. The consumer is channel-agnostic, and empowerment is not a buzzword. That’s optimization.
The Rise of Digital Influence: From Persuasion and Passion to Action
MAY 28, 2012
(Digital) influence is the capacity to affect others to take actions and/or change opinions or behavior. It can happen directly (persuasion) and indirectly. However, it is always characterized by the resulting actions and changes. Influence is used by people for many reasons: some ‘good’, some ‘bad’, some in between. Influence is powerful and marketers love it. It’s a matter of results.
What You Really Must Know To Succeed in Social Media Marketing
JUNE 1, 2011
Social media and networks have been part of many internet users’s life for the last six to seven years, with services popping up and falling down at an astonishing pace. And, yet, social media marketing is still a very “hot topic. From forums to blogs: online conversations are happening since years and the success of [.]. Blog Connected marketing Social media marketing social media marketing
Brian Solis on Digital Darwinism and Customer-Centricity
DECEMBER 29, 2011
As you probably know, Brian Solis published a new book a while back, called ‘The End of Business as Usual’. Since it’s an ideal time to catch up with my reading before going underground for the end of the year, I asked Brian some questions that are related to the ideas he develops in it. [.]. Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As Usual
Content marketing: addressing customer pain points and questions
JANUARY 23, 2015
How addressing customer questions and pain points is a winning content marketing approach. One of the most direct and effective ways of using content marketing is catering to the questions, pain points and needs of (potential) customers. It’s a very obvious and well-known fact. It’s also relatively achievable, with some guidance and the necessary resources […
Social Media ROI: Check Before You Start
FEBRUARY 25, 2012
An army of social media thinkers has deemed it useful to redefine ROI. In 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as Return on Investment, Return on Involvement, Return on Innovation and Relevance of Interaction). The term Return on Influence (now Realization of Influence as well) [.]. Blog Management Social media marketing Jim Lenskold marketing ROI return on influence return on investment social media ROI
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
If you occasionally read my posts here or elsewhere, you probably know by now that a consistent and valuable user experience, a multichannel approach with a strong dose of social and customer-centricity are my favorite themes. Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Why is the customer experience so important? Succeeding. How far are you?
Is Touchpoint Marketing the Only Marketing Left?
APRIL 3, 2012
Content marketers like to use Seth Godin’s famous saying that ‘Content marketing is the only marketing left’. Content is obviously crucial in marketing. It has always been. It just took businesses a very long time to realize it, helped by what we call ‘content marketing’. Content is not an afterthought. Unfortunately, I see an increasing attention for content as such. Empowerment is not new either.
Connecting the customer experience
Social Email Marketing
SEPTEMBER 16, 2014
Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches. Integrated marketing customer experience single customer view
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
Everything evolves and so does marketing. Today, things evolve faster. The pace of change in the ways we think about marketing goes hand in hand with the pace of technological innovations. Unfortunately, we often forget that the essence never changes: it’s about goals, customers, touchpoints and context. So, yes you read the title right: this one is about context marketing in context. Great.