Conversionation

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

Conversionation

In 2001, I acted as the administrator of a small company , called WebWare. Have you seen how companies writing mediocre content for a few dimes and with nearly no understanding of the businesses they are hired by (and thus also the customers of these businesses) are popping up? This blog post tells some personal stories and takes you a bit back in time. Of course content is not king.

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

Dada quotes IBM and the company’s definition of social business: “IBM defines social business as an agile, transparent, and engaged organization,” rightfully adding that IBM sells collaboration, community, and social-listening tools, although that doesn’t really matter when talking about the essence. Yes, you are right: social business is a buzzword. Social is social.

Social Business Failure Is a Choice: Speaking a Common Language

Conversionation

Becoming a social enterprise, conversation company or other similar ‘ideals’, is not a goal. The percentage of companies using their analytics tools to the fullest – and acting upon resulting data – is really low. We are warned. Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. In practice, social business is a huge Babylonian confusion.

Gartner: the Growing Role of the Social Customer Experience

Conversionation

The company predicts that by 2014, refusing to communicate with customers via social channels will be as harmful to the relationship as ignoring their emails or phone calls is today. 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. Guess why?

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.

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

Conversionation

Conversion is the direct result of a thorough excellence in everything we do as a company, taking the needs, behavior and experience of people as a starting point. However, ultimately, it’s mostly a matter of common sense and a pure client-or people-oriented culture within the company. Where are companies in this far-reaching exercise? Are some companies there yet?

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

However, most companies do not involve the customer at all. 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. These discussions have a huge impact on buying decisions. The shift is clear. The cultural and organizational barriers 1.

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

Conversionation

The customer doesn’t care who leads The lead over digital and IT in practice is a debate without a one-size-fits-all answer as each company is different and the CEO, CIO, CMO, and CxO have a name and a face. Well, if you have a collaborative structure and work in an integrated way you don’t have to look for all the content you have in your company because you know where it sits.

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Recruitment and Social: the Shift in Control Employers Forget

Conversionation

The poll found 47.8% of  younger workers (aged 16 – 24) claim “t hey would not work for companies  who impose such measures (strict policies against the use of social networking tools).” Your future employees are connected and demanding consumers as well. And it impacts recruitment. Your business has many customers, everyone in its ecosystem and beyond. Just watch.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.

On Twitter and real life: some love and some tips #socialsong

Conversionation

Some of us are taking a deserved break, others continue working because they have to or don’t celebrate Christmas and some do something else. I’m working on a few trainings for a company to get their employees involved in a social business program. It’s that time of the year. Yes, that involves training as well. My rules, not everyone’s rules. Some examples? Because guess what: you forget.

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. All these people-to-people interactions lead to a perception of your company and brand by your clients and prospects.

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IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers

Conversionation

The company emphasizes “the opportunity of having richer and more engaging ads….” Alain Heureux, IAB Europe According to the IAB Europe AdEx Benchmark Europe 2012, the online advertising market in Europe rose to a total market value of €20.9bn in 2011, a year-over-year growth by 14.5%. This means that 1 in 5 advertising Euros in Europe is now spent online. Ask any serious agency.

How to Unsuck at Personalization in Marketing

Conversionation

mention the research, that was done on a subset of the company’s clients, since it also shows that d espite the growth of the number of touchpoints, the number of channels used hasn’t risen. The truth is that many companies utterly suck at personalizing with the preferences and needs of their – prospective – customers in mind. US open rates of house lists rose 2.6% all play a role.

Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing

Conversionation

For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. Web analytics offers enormous possibilities for those able to take all out of it. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.

The Perception of Social Media Marketing: it’s a Free Lunch

Conversionation

Furthermore, 73% of the questioned companies don’t have a social media policy. The company even established that the number of businesses with a social media policy in Belgium has ceased to grow! Maybe we should realize that a vast majority of companies in Belgium (and probably in many other countries) may not yet consider social media seriously, or that they simply don’t get it. As far as I know a company’s obligation is among other things: Improve customer experience by listening to your clients. The social media marketing hype is bad for business…. Certainly not!

Listen to the Voice of the Customer or Stop Doing Business

Conversionation

In a recent study by MarketTools 34% of executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and/or its products. That’s about one-third of respondents. Great, isn’t it? It seems some executives realize that the voice of the customer is channel-agnostic and consumers use [.]. Blog Connected marketing Customer engagement Customer relationships Customer service Research Social media marketing customer experience customer feedback social media sentiment analysis voice of the customer

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The Humanization of User Experiences: the Emotional and Personal Must

Conversionation

Despite the clear and simple fact that a company lives to be profitable in the first place (shareholders must be satisfied and employees paid) and the existence of agendas and realities that are still hidden behind the smokescreens of corporate communication and PR, the need to be human in all business processes and marketing/communication interactions grows fast.

Second Screen Engagement: the Social Dimension of the TV Experience

Conversionation

The games the company developed every time a new technology came around, were strongly focused on that “real world” interaction. When social games on Facebook popped up, the company was there as well, and every “next thing” was used for new gaming concepts. also know when looking at the mobile company bills. This week I moderated IAB Belgium’s annual Think Digital congress.

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.

Social Business: the Essence of Collaboration and Purpose

Conversionation

The ideal of the fully ‘social business’ is a dream, and we should stop making silly statements that customers are co-managing the company today, they’re not. However, the words don’t matter. What lies underneath them is key: how smart can a crowd really be? What drives collaboration? How does engagement lead to action? What new business models, such as crowdfunding, work and how?

The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others

Conversionation

Major shift in thinking in several companies. Last week George Orwell’s famous “All animals are equal but some are more equal than others” line from “Animal Farm”, his anti-totalitarianism novella, came to mind in an unusual context: customer service in a “social media world”. Do you remember the days of the Pareto principle? The long tail and the socialization of customer service.

How to Earn Trust When Distrust Rules

Conversionation

Faceless and big companies are looked upon with distrust. It’s an evolution that has been going on for years, especially since communication essentially often was company-oriented and more a monologue than a dialogue. Organizations have been facing a challenge for several years now: a lack of trust among people regarding what they say, the messages they spread and how they act.

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Touchpoint and Customer Experience Mapping Made Easy

Conversionation

For the record: I am in no way related to the company just as I was in no way related to Spredfast when they started and I advised you to watch them too. Example of retention stage touchpoints “This is the age of the customer”. You need to see the world through your customers’ eyes”.  Two simple sentences from a video of Touchpoint Dashboard. But it’s not because I didn’t want to.

Content Methodology: A Best Practices Report

company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.

Mobile Is Not a Channel: Multi-Purpose Impact of the Smartphone

Conversionation

27% liked a company on Facebook. ExactTarget recently released a report, called “Mobile Indepence Day” (guess when they released it). It’s an exhaustive overview of how one significant device in the whole mobile explosion, being the smartphone, impacts the way people communicate, network, transact and shop. smartphone is a device. However, it plays a role in many of our daily activities.

Word of Mouth Marketing: When a Human Phenomenon Goes Business

Conversionation

Word of mouth marketing does not only involve products, brands and companies. Firstly it involves (user) experiences and interactions, including with companies: experiences with businesses and products are talked about. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. Period.

B2B Blogging Trends 2011: Towards an Integrated Approach

Conversionation

Should a company blog? In many organizations, blogs are still seen as almost separate entities. Several other organizations have no blog at all. included). Should employees blog? There are no “musts” in business. However, when not blogging you are missing out on important opportunities. In this post, I will not tackle the ‘advantages’ of blogging. They should be obvious by now.

Inbound Marketing versus Outbound Marketing: a Pointless Debate

Conversionation

Inbound marketing is defined as all forms of (mostly digital) marketing whereby people “find” your company/products/services and that includes tactics and channels such as social media marketing, SEO, SEA, blog marketing and content marketing. Since several years marketers are debating the evolution of marketing from the inbound marketing versus “outbound&# perspective. Outbound marketing is basically [.]. Blog Connected marketing customer-centricity HubSpot inbound marketing outbound marketing

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Social CRM: Social Media and Communities in Customer Relationship Management and Marketing

Conversionation

Your company is managed according to this list&#. They further write that “thousands of customer interviews have convinced them that the “company’s list” and the “customer’s list” are always significantly different – including the items on the list, the specific characteristics of the items on the list, and the priority of the items on the list”. Social CRM is a term that is often misused, certainly in a product and solution context. It’s also frequently narrowed down to specific customer-oriented activities such as customer service and even social media monitoring.

The Challenges of a Real-Time Economy: an Unexpected Small Crisis

Conversionation

Regardless of the details, I wonder if you have a scenario about how you would react if someone in your company by mistake put something online too fast – or that wasn’t supposed to go online at all? I’m interested, really, this can be a good exercise for you to do. If you follow someone on SlideShare, you know what kind of mail I am talking about. The question is how.

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The Connected Consumer: Who Are We Talking About?

Conversionation

In a 2010 overview of the usage of connected devices, The Nielsen Company, used the term ‘ connected consumer ’ in that context (PDF opens, slideshare below). The term ‘connected consumer’ pops up on virtually every blog that covers social media and digital marketing. As usual, the danger is that in the end everyone talks about something different when using the term. Yes, most certainly.

Where does Content Marketing Belong in the Social Business?

Conversionation

It’s difficult to compare a large international B2B technology company with long sales cycles and a complex go-to-market model, to a local fast moving consumer goods e-commerce pure player or a non-profit organization, for instance. Social media can play a role in every department of your company and in every “business function”, including the underused ones such as customer service, HR or even R&D. I am often asked which department is responsible for social media marketing, content marketing and other forms of what people still call “new ways of doing marketing&#.

Staffing and Launching Your Content Marketing Program

companies around the globe: 1. JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. work at a small company without a lot of bureaucracy. company or in one of those industries, you might be. though a lot of their stories report on the company’s. the company has in place, the editorial team has the.

Customer-Centric Marketing: Optimize and Integrate

Conversionation

Since the beginning of this year bloggers, experts, research companies and marketers are increasingly talking about cross-touchpoint marketing, integration  and customer-centric marketing. Have you noticed? Social media pundits tackle topics such as conversion and cross-channel strategies. SEO experts say search should be seen in an integrated and customer-centric context. Email pros are defending how [.].

The Social Networks Your Organization Needs This Year

Conversionation

The infographic is based on data that look at how some major brands and media companies do on the big social networks, taking into account three different parameters. Socialbakers released an infographic a while back, providing an overview of the social networks that are important for organizations in 2012. In a blog post on [.]. Blog Connected marketing Research Social media marketing Facebook Google+ Jan Rezab social networks socialbakers Twitter

Getting the Priorities Right In Online Customer Service and Social Listening

Conversionation

Social media are great for customer service purposes and many companies do have a social media presence to service their customers. guess you know the names of those that do it successfully on Twitter, for instance. However, social media are rarely full-fledged customer service platforms. They are entry doors, “ears&# , touch points and channels. [.]. Blog Customer relationships Customer service customer service customer service strategy ROI social listening social media listening

Business risks from and for the insurance industry

Conversionation

Insurance companies struggle with the rapid pace of change within an increasingly demanding and digital market and customer context. Digital technologies and innovations, the increasing digital communications behavior of consumers, feedback and comparison websites, the list goes on.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.