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 […
Connecting the customer experience
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
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) […].
Digital transformation and the CMO: an innovative CIO partnership
SEPTEMBER 16, 2014
In a previous blog post on the changes in (digital) marketing budget allocation, I mentioned how the CMO and other managers and executives will have to learn more about technology and the social and digital tools their customers and employees increasingly use. The truth is that this is just the beginning: in the third platform […].
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 […
Content marketing: a customer-centric manifesto
SEPTEMBER 17, 2014
Content marketing is not an island. It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view. Creating business value through creating customer value using content marketing – and putting […].
Email marketing versus social media – once more
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. Although I had promised myself not to rant anymore I can’t help but beg you to please refrain from this […].
Customer experience and user experience: where they meet
JANUARY 12, 2015
Although there is a big difference between the customer experience and user experience, both are also related. Many techniques and approaches in customer experience management, customer journey mapping, etc. can also be found in user experience and service design. As a matter of fact, if we want to improve customer experiences we also need to […].
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
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.
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.
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.
B2B buyers and professional social networks in the purchase decision
SEPTEMBER 16, 2014
In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions. Even more impressive: 84% of C-level/VP executives in the research also use social media for the […].
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Here's what we learned.
The state of digital marketing optimization 2015 – challenges and solutions
JANUARY 23, 2015
Dave Chaffey on the lack of optimization in digital marketing and the actions to take, based upon 2015 digital marketing research in the UK. The opportunity to continually test and refine digital marketing is often cited as one of the main advantages of “new media” over “traditional media”. The conversation amongst digital marketing thought-leaders […]. Email marketing Marketing optimization Research Dave Chaffey Managing Digital Marketing Managing Digital Marketing 2015 SmartInsights Smartinsights.com
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 […
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 […
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.
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?
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 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.
2015: people-centric wishes, predictions and top lists
DECEMBER 31, 2014
The end of a year and – amazing coincidence – the beginning of a new year for many is a time to look back and feel a mix of joy, regrets, pain, gratitude and much more in a highly individual way. It’s also a time to look forward and think about the future, the unknown, […].
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.
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.
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?
Marketing Optimization Toolkit: The Science behind Marketing Analytics
Marketers are well-versed in the art and science of optimization.
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
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.
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