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AUGUST 21, 2009  Viral marketing: the pandemic is over
A decade or so ago, when email had reached critical global mass, we all realised that certain attachments had the power to propagate themselves. The video with the cat jumping out of the bush. The spoof Ferrari engine sound effect that ultimately spawned the Crazy Frog phenomenon. The endless forward-this-for-good-fortune-but-die-a-painful-death-if-you-don't emails. They (we) were right of course.
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AUGUST 17, 2009  The 3 big social media questions
Sometimes, it’s good to return to the basics. have been looking for a way to distil the essence of social media marketing for B2B and, over the course of a number of conversations with clients, it has become clear that there are just 3 things a B2B organization needs if it is going to have a strong, useful presence on the social web. Just three.
JULY 22, 2013 | BEYOND
 Which Of The 4 Types Of Content Marketing Agency Do You Want?
SEPTEMBER 29, 2009 | BEYOND
 Myth measurement: what you really need to know about your advertising
SEPTEMBER 24, 2009 | BEYOND
 Listen and learn
SEPTEMBER 15, 2009 | BEYOND
 Brand guidelines not fit for purpose
SEPTEMBER 7, 2009 | BEYOND
 Powerful creative for a powerful issue
SEPTEMBER 4, 2009 | BEYOND
 A stronger, fitter brand in just 3 minutes?
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SEPTEMBER 4, 2009  A stronger, fitter brand in just 3 minutes?
Normal.dotm. Base One. false. 18 pt. 18 pt. false. false. false. Yes - your B2B brand can be stronger, fitter and altogether more gorgeous. And it takes just a few minutes. Allow me to explain and invite you all to join in an experiment. few weeks ago I wrote a blog post that postulated the three fundamental questions that a B2B company needed to answer if it was to succeed in social media.
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APRIL 21, 2009  Who is the social media voice for your business?
You don't often hear phrases like "305% ROI" attached to discussions about social media, so I was delighted to read, via Kipp Bodnar , about Forrester's recent research into "live chat" as a sales tool. Basically, the point of the research was to show that having a "live" person manning the chatroom, fielding enquiries from prospects, is a sound investment for 'big-ticket' B2B sales.
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JULY 22, 2013  Which Of The 4 Types Of Content Marketing Agency Do You Want?
The year for Talking About Content Marketing was 2009 or maybe 2010. 'News just in: 2013 is The Year of Content Marketing. don’t mean just talking about it. The year of Talking Really Quite Seriously About Content Marketing But Not Really Doing Anything was perhaps 2011. But at last the time has arrived. Either way, it’s here. But this gives marketers a bit of a problem…
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SEPTEMBER 29, 2009  Myth measurement: what you really need to know about your advertising
In the new era of accountability responsibility and state-authorised bonuses everyone is trying to measure everything. Most of the time, this is a justification of activity, inactivity, existence or jobs. But in the world of advertising, we need to be particularly careful what we measure. As the saying goes, we know that only half of our advertising is working - we just don't know which half.
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BEYOND | THURSDAY, SEPTEMBER 24, 2009  Listen and learn
One of the things I really love about my job is that I'm always learning - in particular about my clients, their responsibilities, their worries, their jobs and their businesses. especially love meeting new people working in businesses, industries, and markets where I know very little. This is a fantastically privileged position to be in. How many people have this diversity in their day-to-day lives? How many people get to learn so much from such knowledgeable people? was thinking recently about this 'process' of getting to know people and their businesses. MORE >>
BEYOND | TUESDAY, SEPTEMBER 15, 2009  Brand guidelines not fit for purpose
I've just been looking through two sets of brand guidelines, both for household-name b2b brands. They are nice, shiny, well produced documents. Look great in print. But I'm looking for guidance on how we use the brands for online projects we're planning. What we need to know - and I think should reasonably expect of proper, complete, fully-rounded brand guidelines - is how the brands should live in the online environment. And nope, there's nothing there. It's completely absent. It doesn't appear seem to have been considered at all. They aren't even that old - the last one was produced in 2008. MORE >>
BEYOND | MONDAY, SEPTEMBER 7, 2009  Powerful creative for a powerful issue
It's thought-provoking. It's insensitive. It's powerful. It's shocking. And that it has created a tidal wave of protest is an irony that's not lost on us. If you haven't seen the WWF (wildlife, not wrestling) ad that was created by DDB Brazil, see it below (quickly, before they take the link down). WWF 911 commercial by dalagelli. For the record, everyone responsible has been quick to apologise for it. And of course, a good piece of creative is one that's gets people talking, isn't it? What do you think? MORE >>
BEYOND | WEDNESDAY, APRIL 22, 2009  Twitter, Common Decency and the Corinthian Spirit
When the penalty kick rule was first introduced to English football in the late 1880s, it was greeted with horror by the Corinthians, the dominant team of the day. So engrained were principles of honour and decency in these ex-public schoolboys that they would not accept that an opponent might deliberately break the rules to gain an advantage. Their response was to refuse to score from a penalty on the grounds that it was ungentlemanly. Disadvantaged in this way, Corinthians began a decline as they struggled to compete against the more ruthless professional clubs that were emerging. MORE >>
BEYOND | MONDAY, MAY 11, 2009  Where would we be in a world without marketing communications?
If we stop and think about the trends we have seen, and continue to see, in how buyers find, investigate and choose potential suppliers the future isn't too bright for any of us. Marketing agencies and marketing professionals in general could well become extinct unless we adapt and evolve. The death of marketing communications as we know it may well be a pessimistic view of the future, or there again it could be the beginning of something new and exciting. But where could it all lead? MORE >>
-  Is it social media or just multimedia? BEYOND | THURSDAY, MAY 14, 2009
-  A new economic morality for b2b? BEYOND | SUNDAY, MAY 17, 2009
-  Good old-fashioned direct mail + social media = wow! BEYOND | TUESDAY, MAY 19, 2009
-  Let your people go: the great social media in the workplace debate BEYOND | WEDNESDAY, MAY 20, 2009
-  The Biggest Cocktail Party In The World. BEYOND | TUESDAY, JUNE 2, 2009
-  The silver lining of the B2B media buying cloud BEYOND | WEDNESDAY, JULY 1, 2009
-  Capture the data. Release the goodwill. BEYOND | FRIDAY, JULY 3, 2009
-  Twitter and B2B: don't be fooled by the silent majority BEYOND | THURSDAY, JULY 9, 2009
-  A quick word about ideas BEYOND | TUESDAY, JULY 14, 2009
-  Beyond: The Poems. Order now BEYOND | TUESDAY, JULY 21, 2009
-  Turning the B2B world inside-out. Or is it outside-in? BEYOND | THURSDAY, JULY 23, 2009
-  Spot the spammer BEYOND | MONDAY, JULY 27, 2009
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