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.
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) […].
Digital transformation, the customer experience and marketing
JANUARY 25, 2015
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 Business: Four Real-Life Truths about Collaboration
NOVEMBER 15, 2012
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
JULY 22, 2011
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).
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
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?
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 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.
The Content Marketing Survival Guide: How to Navigate the Wilds of Social Media
Use this guide to inspire your creativity and ignite more successful and sustainable social media conversations
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.
Social Business Failure Is a Choice: Speaking a Common Language
FEBRUARY 3, 2013
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
MAY 22, 2011
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.
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
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.
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. 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?
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. 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.
Five Customer Empowerment Tips: the Days of Intuition are Over
JANUARY 28, 2013
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
Digitalization and the human element in technological change
JANUARY 30, 2015
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.
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 […
What You Really Must Know To Succeed in Social Media Marketing
JUNE 1, 2011
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 [.].
Doug Kessler: taking a stand – content marketing as evangelism
AUGUST 27, 2014
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 […].
Content Marketing As A Process: Three Rules Before Starting
SEPTEMBER 10, 2011
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, [.].
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
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.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
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.
The Rise of Digital Influence: From Persuasion and Passion to Action
MAY 28, 2012
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.
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. 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?
The Ultimate Truth About Klout and Influence
SEPTEMBER 11, 2011
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 [.].
Social Media ROI: Check Before You Start
FEBRUARY 25, 2012
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) [.].
The Key Question Marketers Forget to Ask
FEBRUARY 5, 2012
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
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
Marketing only leads to results and “conversion (the definition of this word is often too narrow as well) when we look at people in their global and at the same time individual social and emotional richness. 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?
Content marketing: a customer-centric manifesto
Social Email Marketing
SEPTEMBER 17, 2014
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.
Great Content Marketing Case: the Vocus Social Media Strategy Tool
SEPTEMBER 15, 2011
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 [.].
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
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.
Brian Solis on Digital Darwinism and Customer-Centricity
DECEMBER 29, 2011
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. [.].
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. Teams, processes, communications, marketing , etc. And this brings me to marketing, my core business. write about so many topics that seem so disconnected at first sight: IT, digital business, interactive marketing.
Ardath Albee: what you need to know about buyer personas in B2B
OCTOBER 15, 2014
Ardath Albee is one of the smartest B2B marketing and content marketing experts. I’ve been following her since quite some time and, even if we never met, I guarantee you that with Ardath you just know she’ll bring value to the table, based on experience. On top of being a B2B Marketing Strategist, Ardath Albee […].
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 […
Email marketing versus social media – once more
Social Email Marketing
DECEMBER 28, 2014
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
How to Unsuck at Personalization in Marketing
JULY 18, 2012
Good news for email marketers: according to research from the Direct Marketing Association (DMA), the typical email engagement rates are going up. Marketers know that email is still doing good. Marketing automation and data segmentation have led to more personalized and relevant email marketing programs , eMarketer says. US open rates of house lists rose 2.6%