Social Business: Four Real-Life Truths about Collaboration
NOVEMBER 15, 2012
Access to content, knowledge and information is also a crucial part of the possibility to speed up processes and keep up with rapidly changing customer and market realities. The collaboration paradox survey found 56% of global execs is faced with slow decision making by managers and colleagues and 36% simply does not have information at hand. Some facts and data. and collaboration.
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
Oh, no, it’s about giving buyers the information they’re looking for. You need brochures to inform prospects. 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). like that: it forces us to ask the right questions. Of course, these opinions and posts haven’t changed the world.
Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Customer & business intelligence , data, analysis, wisdom, decision-taking Crowd sourcing, tribe sourcing, community sourcing Removing destructive silos and barriers towards efficiency New and better aligned or integrated and social customer-facing processes (pre-sales, sales, post-sales, marketing, customer service,…) Information and content creation Etc.… Business is business.
Gartner: the Growing Role of the Social Customer Experience
APRIL 24, 2012
In the age of the connected and empowered consumer, providing relevant information and engaging in a mutually valuable way, is a must. 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. The result of doing so is ROI. Guess why? Indeed, social.
Stop Killing Your Content: 3 Reasons Your Content Falls Flat
However, anecdotal comments only give us a glimpse of the information we need. And sometimes, the information we get is a complete outlier pointing us in the wrong. But without the context of multiple points, they do not provide enough information to guide the creation of new content. specific information.” Stop Killing Your Content: 3 Reasons Your Content Falls Flat.
Five Customer Empowerment Tips: the Days of Intuition are Over
JANUARY 28, 2013
We all talk about the empowered consumer and it’s safe to say that consumers indeed dispose of more ways to inform themselves, interact and buy when, where and how they want. And they use digital channels to inform themselves and to buy. You don’t really need studies to notice customer empowerment. Just ask any retailer of consumer electronics, for instance. So, what is it about?
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
They share their buying decisions and actively seek information throughout every step of the buying journey, relying upon trusted advisors and even perfect strangers. And they cannot keep up with the ways in which consumers seek information and actual dialogs across their journey. Consumers are becoming channel-agnostic. They are effortlessly switching from one channel to the other.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
It has a lot to do with the increasing attention for the informative needs of the customer in a two-way world where he/she searches the content that he/she needs at that time. From the business perspective, promotions and information score well. That context is function of the psychological promise, need fulfilling, emotional experience, psychological perception, information requirement etc. Why do people share content? Content is an enormously broad concept that we use every day without really defining it. We seldom talk about what it is. Thus context. Or are we both?
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
That much is clear: customer experience and conversion transcend all media channels and activities, because people use various ways to find information and interact. Is there someone who oversees a consistent customer experience while information and communication are fully customer-driven and cross-channel? Why is the customer experience so important? Succeeding. How far are you?
Content Methodology: A Best Practices Report
feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
It’s essentially about value and information chains. Content serves goals and whether they are about branding, informing, enabling being found, strengthening existing customer relationships and whatnot: it needs to be relevant in a very contextual way. Everything evolves and so does marketing. Today, things evolve faster. The term context marketing is not new. That’s good.
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
If you are there with the right information and offer it in a helpful non-pressured way, you are ahead of the pack. Blogs, Twitter Facebook and LinkedIn can all be very effective tools for sales because they are great relationship building and information-gathering channels. Of course, it’s not the only division in most cases. Many businesses underestimate that.
Achieving Omnichannel Customer Loyalty: Tips and Infographic
JANUARY 28, 2013
Through cross-channel engagements and delivering the right content and information at the right time and in the right environment, we can optimize the relevance and return of everything we do as marketers. It’s as a I wrote in my previous post about customer empowerment. Omnichannel marketing and omnichannel retail, as they are called now and then, are hot.
Content in Context: How Sharing Equals Creating Content
SEPTEMBER 23, 2012
We often look at content as a social object people can interact with and/or as a chunk of information that is seen as one. It can be pure information during a specific stage of the buying journey, entertainment or whatever else – mainly emotional – goal. Last Thursday I spoke at the Customer Media Conference in Haarlem, The Netherlands. The topic: content in context. It’s not content.
Content Marketing Playbook: Strategy and Roadmap
of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.
From Conversation Company to Optimization Organization
APRIL 28, 2012
The consumer is connected and indeed uses more channels than ever before when seeking information or preparing a purchase. A friend and fellow country-man, Steven Van Belleghem from InSites Consulting , wrote two books, ‘ The Conversation Manager ’ and, more recently ‘ The Conversation Company ’. However, it’s time to take it a step further and move to the optimization organization.
The Perception of Social Media Marketing: it’s a Free Lunch
MAY 27, 2011
Among other things there appears to be a problem with the communication, information and education efforts regarding social media. It’s the task of businesses and marketers to learn, try and inform themselves if they are serious about their business and customers. Generate turnover by working efficiently and informed in a multi-channel reality. Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals. The social media marketing hype is bad for business…. Loyalty?
How to Unsuck at Personalization in Marketing
JULY 18, 2012
Average marketing touches per order – Source: Rimm Kaufman Group As you probably know, the number of touchpoints on average has grown in recent years across several information gathering and buying processes, and they seem to keep growing. Good news for email marketers: according to research from the Direct Marketing Association (DMA), the typical email engagement rates are going up.
The Digital Business Impact of Multifunction Device Consumer Adoption
FEBRUARY 12, 2013
The exact same phenomenon can be seen in the differences between how people buy or inform themselves on tablets versus smartphones. Will 2013 be the year of smartphones and multifunction devices in general? Will it be the year of mobile? Of course it will. However, the past years were the years of mobile and multifunction devices too and I expect so will the coming years. Social/mobile CRM.
Staffing and Launching Your Content Marketing Program
and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.
The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist
JULY 14, 2011
Often, inbound marketing, one of those new terms we have invented in the ‘social media age’, is defined as a combination of marketing strategies that focus on “being found” by people in the online space. It consists of what we now call content marketing (including blog marketing), social media marketing (which really is not about being found alone), Search Engine Optimization and so on. Period.
Putting Customer First in Practice: a Humble Example
MAY 2, 2012
People who come to learn from her, have been heard, will be satisfied and served in a well-informed way. Sometimes ‘small’ examples and experiences can help you illustrate a more important point. As I am writing this, I’m sitting in a hotel room, wrestling with deadlines and taking care of some last-minute preparations for our annual Fusion Marketing Experience congress. You could say I am.
The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others
MAY 25, 2011
The combination of social, word-of-mouth, the public arena the online world becomes and the changes in the buying journey (information gathering, peer influence, shift from selling to buying) makes excellent customer experiences and customer service leading to new business and stronger brands. Do you remember the days of the Pareto principle? Fast forward to the “online” age. High influence?
How to Earn Trust When Distrust Rules
JULY 29, 2012
In impersonal approaches, whereby a single customer view is lacking; it’s nearly impossible to offer the value, information or simply tools, contacts, interactions and services your customers want. 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. Your product can be DOA.
Content Strategy for Marketing
pushing products through mass media has been upended, as consumers, empowered by information, are demanding. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. right content in the right place at the right time. Content as an afterthought or. even as a one-time campaign no longer works. You’re.
Word of Mouth Marketing: When a Human Phenomenon Goes Business
JULY 27, 2011
This is natural, give the fact that people increasingly use various channels as well and their sharing, information and even buying behavior is very complex and integrated. This also applies to pre-purchase advice and brand information. People have always talked about their experiences, emotions, needs and also products, services and brands. Period. Feeding and nurturing communities.
B2B Blogging Trends 2011: Towards an Integrated Approach
MAY 24, 2011
When blogs are approached as separate activities, as it often happens, the focus and business goals are limited to using blogs as social media hubs, for SEO reasons, to share information (not seldom from the horrible “we” standpoint) and for engaging and broadening existing communities. In many organizations, blogs are still seen as almost separate entities. included). Should a company blog?
Social Media, Monitoring and Research: Opportunities and Risks
MARCH 6, 2012
We all know social media monitoring solutions and processes can provide valuable information regarding our brands, competitors, customers, individual preferences, trending topics, the market and whatnot. On top of these platforms, more cross-channel oriented solutions and specialized surveying and research applications, enable us to listen to the voice of the customer on social media [.]. Blog Customer relationships Research Social CRM Social media marketing customer research market research social media monitoring
The Connected Consumer: Who Are We Talking About?
JANUARY 28, 2013
They want great customer experiences, demand you to be relevant, find and share information in new ways and show the behavior of Generation Y: connected and online. 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, of course.
Evangelizing a Content Marketing Program
metrics are the core components that inform how you. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.
Where does Content Marketing Belong in the Social Business?
MAY 27, 2011
Providing the “external” clients (in the broadest sense) with better information , relevant contextual content, and ways to “generate” content themselves. And then it is almost impossible to identify and use all the information and content that you dispose of in a useful way for your customers, communities and therefore, in the end, your short-term AND long-term bottom-line. A ‘social’ company is a customer-centric company. Note that the question is about responsibility and management (who does what and where), not ownership. And it always really depends on numerous factors.
Social and Interactive CRM: the Core of a Customer-Centric Business
MAY 22, 2011
Revenue depends more than ever on customer experience, satisfaction, retention and loyalty in a world where word-of-mouth and peer recommendations rule and people increasingly control the information, buying and communication process. Last week I wrote a guest post for interactive CRM and conversion marketing specialist Selligent. In the post I looked at the impact of today’s real-time marketing and social businesses evolutions and the (resulting) role social or interactive CRM plays in a multi-channel ecosystem. It’s key to know who they are. You can read the full post here.
Content Marketing: Considerations When Defining a Content Plan
MAY 23, 2011
People now have much more control over the flow of information and communication channels. They have a variety of online resources to inform then during each step of the buying cycle, which is shifting towards online and peer-to-peer resources. Content that is adapted to the preferred channels, digital signals, triggers, stages in the life cycle and needs of people is becoming increasingly important. The focus on relevant content, that also makes your business “found” in an online world is so strong that there is even a new word for it: content marketing. Social”, anyone?
The Social Media Olympics: the Downsides of Real-Time
JULY 30, 2012
love how social media provides this more open and real-time dimension, whether it’s to be informed, interact and, yes, ask NBC why they behaved this way, the IOC why those seats were empty or why they really prefer people not to share stuff when on the spot. And they are. ” In fact, it’s already happening now. Two of them are the speed of real-time and the human dimension. love it.
B2B Marketing Trends for 2016
sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact firstname.lastname@example.org for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.
Content, media and social interactions: how to benefit from the leverage effect of integration
OCTOBER 19, 2010
//. Earlier this week I read an interesting post by Karen Talavera on The eMail Guide blog, a great resource for those who want to be kept well informed of every new development in the email marketing world. It seems that Karen and I are kindred spirits; her profile describes her as. Click title to read more