The customer has a voice: your business is the audience
APRIL 6, 2014
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
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
Social Business: Four Real-Life Truths about Collaboration
NOVEMBER 15, 2012
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.
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.
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
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) […].
Content marketing: a customer-centric manifesto
SEPTEMBER 17, 2014
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.
Social Business Failure Is a Choice: Speaking a Common Language
FEBRUARY 3, 2013
Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. In practice, social business is a huge Babylonian confusion. In order to know how to succeed, it’s essential to speak a common – business – language and to ask ourselves a few simple questions to start with. What is social business anyway? We are warned.
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
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).
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.
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 […].
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 […
Gartner: the Growing Role of the Social Customer Experience
APRIL 24, 2012
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.
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.
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.
The Big Content Marketing Fail: How Much Content Do You Need?
NOVEMBER 27, 2012
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’.
Social CRM and Return on Marketing: Customer Life Cycle Value
JULY 22, 2011
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.
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. 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.
Five Customer Empowerment Tips: the Days of Intuition are Over
JANUARY 28, 2013
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!
Definitive Guide to Planning a New Content Initiative
Business Goals: What outcomes does providing this content help us achieve? of our favorite beauty brands (business goal). In this case, the business goal is implicit: Makeup.com doesn’t only promote L’Oreal. on your business goal(s). Your content mission is to help busy moms stay motivated through daily fitness tips, video. identified based on your business goals.
Successful Social Business Pilot Projects: Benefits of Starting Small
FEBRUARY 3, 2013
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.
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
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.
The First Two P’s of Broken Marketing
MAY 6, 2012
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.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
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.
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.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
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.
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’. 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. [.].
Optimize: a Holistic View of Content and Marketing Optimization
APRIL 18, 2012
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 Rise of Digital Influence: From Persuasion and Passion to Action
MAY 28, 2012
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).
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.
Social Business: the Essence of Collaboration and Purpose
JUNE 20, 2012
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.
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
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.
The contact center and customer service – road to business success
JANUARY 24, 2015
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 […
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
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.
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
JUNE 3, 2012
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.