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2016 Marketing Predictions from 10 Top Influencers

Buzz Marketing for Technology

The year 2016 is gearing up to be a game-changer in the realm of marketing and across several categories, and if one wants to survive in this ever-evolving landscape, it’s vital to take a close look at what’s coming. We queried several of these marketing influences for their thoughts and predictions on the direction of marketing in 2016. Focus on Personalization. Knowing Your Audience is Key.

4 Stages of a Thought Leadership Maturity Model

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Here is a great piece on the maturity of a company’s Thought Leadership program by ITSMA. Last year I was asked by ITSMA to collaborate on this piece with them. They also tapped into companies like Deloitte, E&Y, IBM, Coginzant, SAP and more. What came out is quite interesting for any company looking to take their thought leadership program to the next level. Enjoy!

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7 Skills New Marketers Need to Succeed

Buzz Marketing for Technology

The industry is constantly changing and it can be a challenge to keep up. How can you tell the difference between the skills that are necessary and those that are just hype? Checkout Formstack ’s new infographic on the “7 Skills Marketers Need to Succeed.” They studied the trends and crunched the numbers to help digital marketers prioritize their goals. Innovation Marketing Personal Branding

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Storytelling Gone Wild: The Key to Creating Viral Content

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This week I moderated another Social Media Today webinar as part of their Best Thinker webinar  series, this time on the topic of Storytelling Gone Wild: The Key to Creating Viral Content. This webinar was sponsored by Citrix GoToWebinar. We discussed how to make your storytelling more viral by connecting with emotion. Here are three key takeaways from the webinar: What is viral content?

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

How to Market and Sell to the Modern Buyer

Buzz Marketing for Technology

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar  series, this time on the topic of How to Market and Sell to the Modern Buyer. We discussed the changes marketing departments need to make or address in order to keep up with today’s buying habits. To get a copy of the slides or to listen to the replay, please click here.

5 Reasons Your Mobile Strategy Isn’t Working

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Whether you completely neglected to build a website for your mobile platform or there’s a lacking call to action, there are common mobile faux pas than can result in lost loyalty, brand following and even support.

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Your Marketing Strategy Needs to Keep Pace with Digital Culture

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Posted in Innovation. In a company, the term “culture” is often defined by qualities such as an organization’s business values, overarching mission statement, operational style, working languages, technology and operating systems, personality traits and in-office habits. Basically And it’s often what keeps customers happy and coming back year and after. Take, for example, a global footwear brand.

The State of Digital Marketing 2015

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With mid-year coming up and summertime upon us, many marketers are taking stock of the first half of the year and re-checking their Digital Marketing plans to finish out 2015 strong. Nearly 60% of peoples’ time is now devoted to digital marketing activities , showing the importance of skills development in this area. The point-counterpoint is just so stark I couldn’t help but write about this.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

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Posted in Branding Communities eCommerce Interactive Marketing Mobile Optimization. No matter where you look, brands are all trying to crack the code of having a two-way conversation with their customers wherever they are – be it in-store, online, on a smartphone, on a tablet or on social media. However, brand loyalty online can be much more fleeting than it is offline.

10 Reasons Brands Fail to Convert Facebook Fans into Paying Customers

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Posted in Commerce Facebook Interactive Marketing Sales Social Media Social Networking Strategy. According to HubSpot, ninety three percent of adults on the Internet are on Facebook, yet only 1% of a brand’s Facebook fans will ever make their way to the company’s main website. And even fewer put a strategy in place to convert this highly active audience into highly engaged website visitors.

Interview with Simon Sinek – Start With Why

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I had a chance to catch up with fellow author, Simon Sinek to discuss his book called – Start With Why at the World Business Forum held in New York at Radio City Music Hall on October 7-8. My goal was to go a bit more in-depth on how to get started for B2B marketers, hope you enjoy the interview. Everybody knows what they do. It’s the products we sell or the services we offer. That’s a result.

Using Hashtags as Strategic Objects

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Posted in Hashtags Twitter. Hashtags have been around for a while. At first it was just a neat way to call out a particular sentiment or be associated with a trending story on Twitter; they’ve now made it into our vernacular and expanded to other platforms including Instagram and Google+. Too many hashtags make it difficult to track and are confusing to consumers. Make them mean something.

The Missing Link Between Media and Marketing

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It’s apparent that there’s a missing vital component in the quest to modernize marketing. Today’s marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing tactics as they focus on their mandate to discover prospects and create new customers. To Integration between the two is a critical missing link.

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Why CMOs Should Stop Being Addicted to Pay-per-Click Ads

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Posted in Advertising Behavioral Targeting Conversion Optimization Customer Experience Interactive Marketing Lead Generation Online Advertising Online Testing Testing. Back in 2001, when Google AdWords was just launched, I remember the day that my first pay-per-click (PPC) campaign yielded the first batch of leads for the company I was working for. Since then, a lot has changed in the PPC world.

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5 Ways CMOs Can Master Their Online Customer Experience

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Posted in Behavioral Targeting Customer Experience eCommerce Online Testing Optimization. As mobile devices continue their gains in popularity and usage worldwide, more consumers are interacting with brands at various stages of the buying life cycle—from browsing, researching and comparing products to reading reviews, sharing their experiences and making actual purchases. Lower costs?

6 Tips for Turning Big Data into Great Customer Experiences

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Posted in Behavioral Targeting Business Intelligence Conversion Optimization Customer Experience Enterprise 2.0 Interactive Marketing Online Testing Strategy. The phenomenon of big data certainly comes with big promise. After all, having terabytes of data on customer history and behavior is certainly better than trying to extrapolate from just a few data points. We see this every day. By far.

The Social-Shake-Up: A New Breed of Marketer is Coming

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Posted in Innovation Interactive Marketing Strategy. Gartner is predicting that by 2015, 25% of organizations will have a Chief Digital Officer (CDO) and further estimated that 20% of existing chief information officers (CIOs) have already taken on some of the responsibilities of the CDO. So what does a CDO do? Moreover, marketing has become so deeply entwined with technology.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

From Community to Commerce: Making the ROI Connection

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This week I moderated another Social Media Today webinar as part of their Best Thinker webinar  series, this time on the topic of From Community to Commerce: Making the ROI Connection. We discussed a ton of ideas on how to capture ROI in social media! Match your CRM data with social data to start building out a clearer picture of your audience and be more relevant to them.

Social Data can Adds Years to a CMOs Tenure

Buzz Marketing for Technology

Over the last few years, marketing publications have reminded us countless times of the dangers of being a CMO, of which the most lamented was the role’s short-tenure.  At the bottom of the corporate trough, the figure of 22 months was bandied about regularly.  Research indicates that the number of months has risen slightly but by any measure, it’s still a short duration for any C-level role.

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Social Data Made Simple: Getting Started with a Strategy

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Last week I moderated another Social Media Today webinar as part of their Best Thinker webinar  series, this time on the topic of Social Data Made Simple: Getting Started with a Strategy. This webinar featured Ira Haberman ( @ irahaberman ) Director of Storytelling at BrainRider, Ned Kumar (@ nedkumar ) Digital Strategist for FedEx and Sean Williams (@ Colorado2NYC ) Consumer Promotions Social Media at JetBlue Airlines. We discussed how to get started with a strategy around social data. Let that be your guide post for any decisions on data. According to the panel that is most often overlooked.

3 Ways Social Media can Boost Sales Success

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Posted in Blogging Business Intelligence Communities Content Marketing Conversational Marketing Enterprise 2.0 Facebook Lead Generation Lead Nurturing People Sales Social Business Intelligence Social Media Social Networking Strategy Thought Leadership Twitter. So here are 3 reasons why …. Social media provides great way to connect with potential buyers. Content is the new collateral.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

4 Lessons from Responsive Design for CMOs

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Posted in Advertising Content Marketing Conversion Optimization Customer Experience Design Innovation Interactive Marketing Internet Optimization Web Design. Responsive design brings a variety of benefits – both for brand marketers and the consumers interacting with content across multiple devices. Rule #1: Don’t Become Complacent. Rule #2: Always Be Refining. touch, swipe).

10 Ecommerce Predictions for 2013

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Posted in Behavioral Targeting Customer Experience eCommerce Mobile Social Media. Thanks to smarter marketing, better technology and consumers speaking out, 2013 just might be the year we see a real shift in how close customers and companies can really get. We know the deal—people are spending, and continuing to spend, more and more online. Every year, Cyber Monday will beat out the last.

9 Reasons QR Codes are Bad for Your Brand

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Posted in QR Codes. The tale of the QR code is a sordid story. The QR (Quick Response) code was originally the trademark name for a two-dimensional barcode system. It was invented in 1994 by Denso Wave, a Toyota subsidiary, as a way to track vehicles as they were assembled, and to scan components at high speeds. However they quickly realized many of the technology’s inherent limitations.

How Does Social Listening Change the Way You Do Business (and Create ROI)?

Buzz Marketing for Technology

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar  series, this time on the topic of How Does Social Listening Change the Way You Do Business (and Create ROI)? We discussed a ton of ideas on how to capture ROI or create impact using social media! Don’t just listen to social media for listening sake, listen to social media with purpose! Can’t get to ROI?

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2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Why Sustainable Competitive Advantage is so 1990

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I had a chance to catch up with Columbia Business School professor and fellow author, Rita McGrath to discuss her latest book called – The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business  (Harvard Business Review Press, 2013). Tell us why sustainable competitive advantage really a failed notion these days? What does “good” in this new age look like?

Interview with Gregg Thaler from RingLead

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Here is a recent interview with my new friend, Gregg Thaler , is a self-professed data quality junkie and the Chief Revenue Officer of RingLead. We discussed some best practices in data. hope you enjoy! PD:     How often is poor data the downfall of a marketing campaign? GT:     Well, if I said every time, that would be a bit of hyperbole, but only a bit. It gets worse as it gets older, not better.

Don’t Blame Facebook: 10 Reasons Low Conversion Rates Are YOUR Fault

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Posted in Advertising Applications Branding Content Marketing Customer Experience Facebook Inbound Marketing Listening Personalization Social Media. So, you’re one of the seemingly millions of brands out there using Facebook to lure people over to your website. You’re not alone. The following are the 10 top reasons brands fail to tap into the real potential of Facebook.

Amazon vs. Wal-Mart: How Online Strategy Can Meet In-Store Opportunity

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Posted in Commerce eCommerce Strategy. When Wal-Mart announced plans to use its retail locations to fulfill online orders last week, the media and business community broke into a collective game of word association. The word? Amazon. Prior to breaking the news, Wal-Mart was already one of the few companies that could compete with Amazon online. Well, and install the lockers.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Blockchain – governance, regulation and security

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Recently I had the pleasure to chat with Alex Tapscott, founder and CEO of Northwest Passage Ventures and coauthor—with his dad, the famed business theorist Don Tapscott— of the new book, “The Trust Protocol: How Blockchain Technology Will Change Money, Business and the World,” just published by Penguin’s Portfolio imprint. It’s not been easy, and that has led to a problem of trust. 

How to Make the Zero Moment of Truth Work for You

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Posted in Behavioral Targeting Business Intelligence Conversion Conversion Optimization Customer Experience Interactive Marketing Internet Search SEO Strategy User Generated Content. When faced with multiple products, the time it takes for a shopper to make a purchase decision between them is usually three to seven seconds. 38% comparison shopped online. It’s a tall order…but not an impossible one.

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Can CMOs Master The Customer Experience For Hispanic Shoppers?

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Posted in Advertising Behavioral Targeting Communities Mobile Personalization Testing Web Design. As more and more marketers are discovering, it’s impossible to think about any digital or e-commerce strategy without acknowledging the critical importance of the overall Hispanic population on today’s electronic marketplace. According to the  U.S. Census Bureau , nearly 17 percent of the U.S. by 2050.

Make Your CFO a Social Media Fan

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Social media definitely pays off, but you’ve got to focus on the approach not the tools. Social Media has hit the mainstream these days but the big concern on every product marketer’s mind has been how to justify the ROI?  Never is that more true than at budget time. Why are you wasting the company’s money by giving them geek toys when they should be doing real work for us? Users. Employees.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.