There is no shortage of acronyms in the marketing jargon. Since the upswing of social media we even got a lot more of them and ‘experts’ started giving new meanings to existing acronyms. This way, e.g. ROI became Return On Involvement and even Return On Ignorance, just to name one acronym. It’s really confusing and [.]. MORE >>

Since several years marketers are debating the evolution of marketing from the inbound marketing versus “outbound&# perspective. Outbound marketing is basically [.]. Blog Connected marketing customer-centricity HubSpot inbound marketing outbound marketing MORE >>

The fact that consumers rely on opinions of peers, so-called influencers and (often unfortunately) celebs offers opportunities for marketers but threats for them and for consumers. The importance given by people to the opinions of others is well known by now. We pay a great deal of attention to what complete strangers say and think. [.]. MORE >>

Identifying and engaging so-called influencers is one of the major activities in business that use social media. Unfortunately, it is often for the wrong reasons: defensive brand reputation management or engaging influencers in completely irrelevant ways, blinded as we are by the term “influence”. MORE >>

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. To succeed, [.]. MORE >>