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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. I 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.
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 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. or at least that's what I thought I was doing.
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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. And nope, there's nothing there. It's completely absent. It doesn't appear seem to have been considered at all.
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SEPTEMBER 4, 2009  A stronger, fitter brand in just 3 minutes?
Normal.dotm. 0. 0. 1. Base One. 5. 1. 12.0. 0. false. 18 pt. 18 pt. 0. 0. false. false. false. Yes - your B2B brand can be stronger, fitter and altogether more gorgeous. And it takes just a few minutes. chatted to a few people about this afterwards and we thought that distilling complex issues down to a few basic questions was incredibly liberating. Forget the detail, just look at the topline.
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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.
BEYOND | MONDAY, 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. MORE >>
BEYOND | MONDAY, JULY 27, 2009  Spot the spammer
Was it something I said? Although I was initially alarmed to find I had lost more than a hundred of my loyal and dedicated (?) following on Twitter last Friday, I was reassured to hear that this was just Twitter clearing out some of the spammier accounts. They should be applauded for doing this, although I wonder how they identify spam accounts. MORE >>
BEYOND | THURSDAY, JULY 23, 2009  Turning the B2B world inside-out. Or is it outside-in?
Is your marketing outside-in? Or inside-out? Which is better and why should B2B marketers care? I was wondering this as I took my seat yesterday at an event yesterday entitled "Outside-in v inside-out: the great debate" hosted by Experian and ABBA (the Association of Business-to-Business Agencies , not the Swedish power-pop combo ). The answer is that we should definitely care - and we should understand the merits of the different approaches. Read the following descriptions and work out for yourself whether inside-out or outside-in works for you. MORE >>
BEYOND | TUESDAY, JULY 21, 2009  Beyond: The Poems. Order now
You can't write a poem about B2B marketing'. Not just one, anyway. More like seven. It all started just over a year ago with an invitation: our original pink poem in B2B Marketing magazine. Following up in the Beyond blog, we asked all of you involved in B2B to 'debate how and why (if?) marketing is changing.share influences.move it along' - in other words, to help shape the B2B mindshift. But what good is a poem about B2B marketing? Poems don't give us conventionally useful answers. They take us deeper into the questions and passions that fuel our collective imagination. Deeper. Really. MORE >>
BEYOND | TUESDAY, JULY 14, 2009  A quick word about ideas
I received a letter from the DMA today. Well actually, I didn’t. The envelope asked the question “Does digital spell the end for the letter? I opened the envelope to find there was no letter inside, just an invitation to join the debate on Twitter. I’ve no idea if digital spells the end for the letter. have some views, but the point this makes is that the “good idea remains one of the most powerful factors in marketing. We can discuss the merits of the medium, but the thought behind it is what usually matters. MORE >>
-  Twitter and B2B: don't be fooled by the silent majority BEYOND | THURSDAY, JULY 9, 2009
-  Capture the data. Release the goodwill. BEYOND | FRIDAY, JULY 3, 2009
-  The silver lining of the B2B media buying cloud BEYOND | WEDNESDAY, JULY 1, 2009
-  The Biggest Cocktail Party In The World. BEYOND | TUESDAY, JUNE 2, 2009
-  Good old-fashioned direct mail + social media = wow! BEYOND | TUESDAY, MAY 19, 2009
-  Is it social media or just multimedia? BEYOND | THURSDAY, MAY 14, 2009
-  Twitter, Common Decency and the Corinthian Spirit BEYOND | WEDNESDAY, APRIL 22, 2009
-  Who is the social media voice for your business? BEYOND | TUESDAY, APRIL 21, 2009
-  Powerful creative for a powerful issue BEYOND | MONDAY, SEPTEMBER 7, 2009
-  Let your people go: the great social media in the workplace debate BEYOND | WEDNESDAY, MAY 20, 2009
-  A new economic morality for b2b? BEYOND | SUNDAY, MAY 17, 2009
-  Where would we be in a world without marketing communications? BEYOND | MONDAY, MAY 11, 2009