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Guide to persona and buyer persona models for integrated marketing

Conversionation

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 […

Content marketing strategy beyond the first degree(s): value chains

Conversionation

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) […].

Psychology and marketing: respecting and failing the customer

Conversionation

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.

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Digital transformation, the customer experience and marketing

Conversionation

Although digital transformation is about much more than customer-facing functions, it’s clear that in many transformation projects, the customer experience is a key driver and catalyst. In more IT-oriented projects, the same goes for the user experience and user adoption. Actual usage and adoption in fact is essential to make such projects succeed. Knowing the […

Social Media Marketing GPS

SMGPS will tell you the why & how to use social media for marketing, 1 tweet at a time. You'll learn essentials in digestible little spoonfuls

Social Business: Four Real-Life Truths about Collaboration

Conversionation

Since nearly five months we started working with BT Global Services on an integrated global social business, training and content marketing program. Access to content, knowledge and information is also a crucial part of the possibility to speed up processes and keep up with rapidly changing customer and market realities. Marketers need to learn this lesson too.

Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

No marketing activity is an island. 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. This does not mean you should only invest in CRM, integration, data and the most cost efficient forms of marketing (and business).

The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

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. We would specialize ourselves in online content (no one used the word content marketing yet). From content marketing to marketing content Still reading?

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

For the record, as we did with the term ‘social marketing’ (which was originally meant to describe the use of marketing for ‘social good’), by using the term social business as we do today, we are killing the original meaning of a social business as defined by Nobel Peace Prize winner, Muhammad Yunus (just so you know). Yes, you are right: social business is a buzzword. Why do that?

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

Gartner: the Growing Role of the Social Customer Experience

Conversionation

Providing great customer experiences and optimizing touchpoints in a consistent way equals successful marketing. We are shifting to a more customer-centric marketing view. Furthermore, the economic downturn , has woken up many marketers and makes them increasingly focus on optimization and thus the customer. This is not only the case in marketing by the way. Guess why?

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

Yet, marketers and managers continue to struggle in keeping up with buying behavior and consumer attitude shifts , let alone in turning them into opportunities. The monologue of the beautiful self Despite what they believe, many marketers still operate in a monologue rather than a dialog mode. Email marketing, for instance, still delivers high responses. The shift is clear.

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

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.

The First Two P’s of Broken Marketing

Conversionation

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. However, I’m a marketer and that’s what concerns me most: what do marketers need in order to reconnect with customers and are not looked upon as liars and, within the organization, as excess luggage?

Master The Next Wave Of Social

As social media adoption becomes more and more mainstream, marketing leaders race to keep up - creating blogs, communities, and Facebook pages, all too often without a clear road map in mind

Is Touchpoint Marketing the Only Marketing Left?

Conversionation

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 just took businesses a very long time to realize it, helped by what we call ‘content marketing’. The concept of content marketing is much about providing value in order to get it back, one way or another.

Social Business Failure Is a Choice: Speaking a Common Language

Conversionation

Just look at other umbrella terms such as social media marketing or at the incapability within many organizations to properly measure across silos due to non-standardized metrics and Key Performance Indicators. In practice, today collaboration and customer-facing processes (with marketing and CRM leading the pack) are prominent, which is already a limitation of what it can be.

Content Marketing: What Content People Share And Why They Do It

Conversionation

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. We talk about how it should be: how important relevant and share-worthy content, how crucial it is in lead nurturing, how it makes or breaks our email marketing programs and even how it has become a currency. Based on this list, it is clear that personal and plain fun content are shared most, probably another argument for word-of-mouth marketing.

What You Really Must Know To Succeed in Social Media Marketing

Conversionation

And, yet,  social media marketing is still a very “hot&# topic. Blog Connected marketing Social media marketing social media marketingSocial 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. From forums to blogs: online conversations are happening since years and the success of [.].

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Digitalization and the human element in technological change

Conversionation

Examples include marketing automation and CRM projects, social collaboration initiatives and […]. 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.

Five Customer Empowerment Tips: the Days of Intuition are Over

Conversionation

Customer – and consumer – empowerment is directly related to the end of marketing as we have practiced it. Building marketing strategies and integrating around the customer is a matter of understanding customer needs/preferences and acting upon these insights. Blog Customer engagement Customer experience Touchpoint marketing customer empowerment GerryMcGovern Tomer Sharon

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The Future of Social Media: Identifying the Drivers

Conversionation

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. Social network fatigue , as Brian Solis, who speaks at one of our Fusion Marketing Experience events , calls it, is not a myth. Today, these drivers start being recognized. Yes and no.

By: Week 8: Online Communities, Communities of Practice | alh.meshari

Conversionation

[…] 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 […

Content marketing: addressing customer pain points and questions

Conversionation

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 […

Context Marketing in Context: Beyond Inbound and Content

Conversionation

Everything evolves and so does marketing. The pace of change in the ways we think about marketing goes hand in hand with the pace of technological innovations. The multiple contextual dimensions of an integrated and customer-centric marketing view are so essential you will read more and more about context marketing in coming months. The term context marketing is not new.

Marketers Need Return On Marketing Investment Now

Conversionation

Yesterday, I had a long and interesting conversation with the president of STIMA , Belgium’s largest association of marketing professionals. He told me the main issue that surfaces in his daily contacts with marketers is ROMI (Return On Marketing Investment), a.k.a. Marketing ROI. Marketers are uncertain and even scared. And it’s about time.

The Ultimate Truth About Klout and Influence

Conversionation

Opinion Social media marketing Eloqua influence Joe Fernandez K+ Klout Klout score PeerIndexAn 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 [.].

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Content Marketing As A Process: Three Rules Before Starting

Conversionation

Content marketing is defined as a marketing technique. However, it’s also  a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROITo succeed, [.].

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. In marketing these media and channels all have their place, depending on your goals and customers, in a smart mix that revolves around the different touchpoints and stages in the customer life cycle. Good marketing is by definition integrated.

Content marketing: a customer-centric manifesto

Social Email Marketing

Content marketing is not an island. It takes a customer-centric and integrated approach to succeed in content marketing. Creating business value through creating customer value using content marketing – and putting […]. Content marketing Customer experience Integrated marketing We like to call it the Copernican view.

Email marketing versus social media – once more

Social Email Marketing

If we can believe the people of Email Delivered there is a “heated debate inside marketing circles” about what’s the best option when it comes to focusing your marketing efforts: social media or email marketing. Email marketing Integrated marketing Social media marketing content marketing Email Delivered Social Media Today social versus email

The Rise of Digital Influence: From Persuasion and Passion to Action

Conversionation

Influence is powerful and marketers love it. In a world where traditional marketing has less impact, marketers want to involve the so-called influencers. The outcomes matter most and you only get if you put in Influencer marketing is not a question of reach. Often, marketers forget that. Marketing starts with defining goals and figuring out ways to fulfil them.

Brian Solis on Digital Darwinism and Customer-Centricity

Conversionation

Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As UsualAs 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.  [.].

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

In many other businesses, sales reps continue to play a very important role from the early buying process stage onward and are involved, as consultants, in lead generation and even setting cross-divisional marketing and communication priorities. Social media for marketing and business in general is not about telling people what they need or what they should think.

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The Key Question Marketers Forget to Ask

Conversionation

It is the question marketers (and managers) ask each time they consider launching a new project or solving a business question. “What do we want?”. Answering it is a must if you want to develop a proper strategy. Define the goals, analyze the best ways to achieve them, determine how to measure success, launch, [.]. Blog Customer-centricity customer-centric Kristin Zhivago touch points

Social Media ROI: Check Before You Start

Conversionation

Blog Management Social media marketing Jim Lenskold marketing ROI return on influence return on investment social media ROIAn 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) [.].

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Doug Kessler: taking a stand – content marketing as evangelism

Conversionation

Everyone says content marketing is not about selling. Doug is Creative Director and co-founder of UK-based Velocity Partners, a B2B marketing agency with a strong focus on content strategy. Content marketing Interviews Content Marketing Experience Doug Kessler Velocity Partners They’re wrong, Doug Kessler says. Soap and fabric softener bored him […].

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Connecting the customer experience

Social Email Marketing

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. Integrated marketing customer experience single customer view And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches.

Great Content Marketing Case: the Vocus Social Media Strategy Tool

Conversionation

Content marketing Social media marketing Beth Harte content marketing case MarketingSherpa Serengeti Communications social media marketing strategy tool social media strategy app VocusContent is a social object. By that I mean it is defined by what people want and how they interact, not the other way around. Content can take many forms. Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the [.].

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