Conversionation

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The customer has a voice: your business is the audience

Conversionation

as “audiences” It’s time to look at our businesses as audiences. The significantly grown attention for “content marketing” and the “brands as publishers” and storytelling narrative has made marketers look at their customers, prospects, etc. Content marketing Integrated marketing

Social Business: Four Real-Life Truths about Collaboration

Conversionation

Since nearly five months we started working with BT Global Services on an integrated global social business, training and content marketing program. Many departments, countries, languages and actions: you can imagine it learns one a few lessons on social business and collaboration. Social business is all about people, integration (the silos, remember?) Some facts and data.

Connecting the customer experience

Conversionation

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

Conversionation

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.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

Content marketing strategy beyond the first degree(s): value chains

Conversionation

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) […].

Content marketing: a customer-centric manifesto

Conversionation

It is part of a bigger picture, aiming to create business value by creating customer value. Creating business value through creating customer value using content marketing – and putting […]. Content marketing is not an island. It takes a customer-centric and integrated approach to succeed in content marketing. We like to call it the Copernican view.

The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

My employer and the original founders of the company, who still had a stake in it, asked me to come up with a plan. I was active in media, online publishing and digital marketing strategies at that time and didn’t have to think long about the way forward of that small business. I had them redesign the logo so the first ‘W’ looked like a crown and the baseline simply became ‘content is king’.

B2B buyers and professional social networks in the purchase decision

Conversionation

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 […].

Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

Customer experience and beyond: customer journey mapping

Conversionation

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 […

Digitalization and the human element in technological change

Conversionation

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.

CRM 75

Why We Still Fight Over Social Media and Content Marketing

Conversionation

The role of content and social media: everyone is right It’s hard to believe that there are still so many views on the role of content and social media for marketing and business purposes. A few years ago I wrote a piece on the commoditization of content (marketing) in a social jungle. added a list of some below (impossible to be exhaustive). And the same goes for social media (marketing).

The Future of Social Media: Identifying the Drivers

Conversionation

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. They will continue to emerge and show in how social business is conducted. His preferences shape the future of social media and of social business. Yes and no.

Successful Social Business Pilot Projects: Benefits of Starting Small

Conversionation

In a previous post I looked at how the ‘people and process’ part matters before all in what we call social business (WIIFM, speaking the same language, common intended benefits, etc.). This post makes the case for social business pilot projects. They also result in know-how and lessons that can be used by the whole business for future projects.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

Gartner: the Growing Role of the Social Customer Experience

Conversionation

The focus on the customer is increasingly important for business leaders, despite times of continued economic uncertainty and government austerity,” Gartner’s Jim Davies says. Social CRM as a new way of doing business Customer experiences are about touchpoints and touchpoints are by definition social. The customer experience encompasses every business function and every touchpoint.

Five Customer Empowerment Tips: the Days of Intuition are Over

Conversionation

The changing buying behavior and the multi-channel information gathering processes consumers display are impacting business and it’s not just about Generation Y or Generation C for that matter. The fact that consumers are more empowered is one of the reasons why businesses adopt a cross-channel touchpoint approach and use social media, for instance. So, what is it about? Integrate!

Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

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. No marketing activity is an island. Integrated.

CRM 126

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

It’s simply about a marketing or business strategy, which by definition should be integrated. We are not the center of the universe and our content and channels are merely servants of business goals and customer intent. Obviously, every ingredient and channel matters but they have to work in concert and across the silos that still exist in so many businesses.

Report 102

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

Content Marketing: What Content People Share And Why They Do It

Conversionation

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. From the user viewpoint this is a valid argument, for businesses and especially SEO it is not. From the business perspective, promotions and information score well. But what about all other forms of content that fit more in the interactions between business and businesses or businesses and “consumers”? Thus context.

The Rise of Digital Influence: From Persuasion and Passion to Action

Conversionation

It depends, among others, on your business and ecosystem. They – in alignment with your business goals – come first. This obviously requires you know your goals and realize what word of mouth means for your business. Examples: sales/referrals, brand lift (make sure you know the impact of brand awareness on your business as well, if you want to measure all the way).

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

What do consumers care about and how can we provide them what they seek, in alignment with our business goals? Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. The consumer is channel-agnostic, and empowerment is not a buzzword. That’s optimization. Check out the whole interview with Lee here.

The Cross-Channel Customer Experience Must and How to Achieve It

Conversionation

If you think about it, the word customer often makes us reduce the human reality to a strict commercial one that makes us blind and even leads to business mistakes, as I explained in a post last Friday. Many businesses realize what should happen, yet few are able to actually make it happen. My experience: there’s also a good deal of businesses that perfectly match this typology.

Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

People discuss their experiences as they get in touch with a business, product and service. Businesses  that can’t let go of this self-centred approach cannot  be customer-centric optimization organizations. 2. The absence of the consumer in the organization An increasing number of businesses recruits Chief Customer Officers. Consumers are becoming channel-agnostic.

Brian Solis on Digital Darwinism and Customer-Centricity

Conversionation

As you probably know, Brian Solis published a new book a while back, called ‘The End of Business as Usual’. Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As UsualSince 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.  [.].

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. No matter how you look at it: no business can succeed if it doesn’t make sure that its customers can make their customers succeed. Employee engagement is customer engagement and is the task of everyone in the business.

Aging 78

Is Touchpoint Marketing the Only Marketing Left?

Conversionation

It just took businesses a very long time to realize it, helped by what we call ‘content marketing’. In that regard, it looks a lot like social media, which seemed necessary for businesses to realize that marketing is not a one-way street. Content is not the centre of the universe, just as our business, messages and core values aren’t. Content is obviously crucial in marketing.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Recruitment and Social: the Shift in Control Employers Forget

Conversionation

The future of a business is not only about regaining trust of – prospective – customers in the strict sense. Your business has many customers, everyone in its ecosystem and beyond. Another – often debated topic – regarding HR and social is the fact businesses screen potential candidates on social media and some even look at social scores such as Klout. Just watch.

Content Marketing As A Process: Three Rules Before Starting

Conversionation

However, it’s also  a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Content marketing is defined as a marketing technique. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. To succeed, [.]. Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROI

Rules 95

Most Employees Have No Idea if Their Company Has a Social Media Policy

Conversionation

Production, communication and all other activities are done by the people within the company and within businesses that collaborate with it. A company is a legal entity. It does not produce anything. It does not communicate, and it has no activities. That’s obvious, right? The people in the company operate within a market environment. A [.]. Social media marketing

The contact center and customer service – road to business success

Conversionation

The contact center and customer service department as key value creators in a changing economy. The role of contact centers (for service) and customer service departments is shifting towards the center of the organization and value creation. Customer engagement, the customer experience, frictionless interactions and case handling, service quality overall and the changing expectations of […

Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

The First Two P’s of Broken Marketing

Conversionation

It’s the role of the CEO to make sure the business grows. Marketers need to be able to demonstrate profit as a consequence of being out there , listening at what customers want and aligning these needs with the business goals. We pay for strategies and advice from people that don’t even understand our businesses. We are disconnected from our customers and other departments.

Context Marketing in Context: Beyond Inbound and Content

Conversionation

HubSpot pointed out some important evolutions and convinced many marketers to think differently by using the term inbound marketing (it also helped business of course), Joe Pulizzi’s content marketing has improved the way many marketers nowadays work with content, etc. Some people build businesses they call inbound marketing agencies or worse, Twitter and Facebook marketing shops.

The Digital Business Impact of Multifunction Device Consumer Adoption

Conversionation

Social business and mobile are more related than we often think. Technologies have a disruptive effect on business because people embrace them. However, it has also important consequences for the way we work, collaborate and communicate, with an important role for social CRM and social business. Different screens , context and experience equals different business consequences.

Social Business: the Essence of Collaboration and Purpose

Conversionation

The wisdom of the crowd, participation, co-creation, engagement, empowerment, collaboration,… The literature and ‘collective wisdom’ regarding social business is filled with statements on how important all these expensive words are today. Which business functions can be improved using co-creation and how do you get people to co-create? Of course, not every business is the same.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.