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AUGUST 21, 2009 Viral marketing: the pandemic is over
They went round every email inbox and very quickly marketers had the brilliant idea that they could do the same for their clients. The viral marketing epidemic is over. Tags: Beyond Communications Interactive socialmedia viral marketing The video with the cat jumping out of the bush. The spoof Ferrari engine sound effect that ultimately spawned the Crazy Frog phenomenon.
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AUGUST 17, 2009 The 3 big social media questions
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. Sometimes, it’s good to return to the basics. Just three.
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SEPTEMBER 29, 2009 Myth measurement: what you really need to know about your advertising
Online marketing has the beauty of being 100% measurable - or so we are led to believe. And so it seems strange that marketers are still so attached to one-dimensional metrics when they really need to know as much as they can. In the new era of accountability responsibility and state-authorised bonuses everyone is trying to measure everything. What about how people think and feel?
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SEPTEMBER 24, 2009 Listen and learn
especially love meeting new people working in businesses, industries, and markets where I know very little. 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. This is a fantastically privileged position to be in. or at least that's what I thought I was doing.
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MAY 11, 2009 Where would we be in a world without marketing communications?
Marketing agencies and marketing professionals in general could well become extinct unless we adapt and evolve. The death of marketing communications as we know it may well be a pessimistic view of the future, or there again it could be the beginning of something new and exciting. All the research we see indicates a slow but sure move of budgets from outbound communications to inbound marketing , from shouting about your brand to get your buyers' attention to delivering compelling experiences that create online conservations much more influential than any trade ad campaign.
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MAY 14, 2009 Is it social media or just multimedia?
As you know, good examples of B2B social media marketing are thin on the ground at the moment. You know the kind of thing: people who believe that posting a few corporate videos to YouTube counts as 'social media marketing'. And they are all the harder to find when many B2B companies seem to confuse social media with multimedia.
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BEYOND Good old-fashioned direct mail + social media = wow!
| TUESDAY, MAY 19, 2009
Social media marketing
is new and exciting. Tags: Brand Communications brand communications direct marketing
social media Direct mail is outdated and dull. An easy conclusion to reach these days, but wrong. Not only are they both effective in their own ways, but put the two together and you get something fantastic - and you won't see a better example than the DM campaign above and the reaction it gained when it went out last week. MORE >>
BEYOND The silver lining of the B2B media buying cloud
| WEDNESDAY, JULY 1, 2009
But as a B2B marketer
, you have your own problems and getting the most out of your (shrinking) budgets isn't easy. Right now, B2B media owners have got it tough. No point pretending otherwise. Ad revenue is down, publications are suffering, and many ad sales people are fearing for their jobs. Luckily for you, you are probably not a media owner. There are opportunities for media buyers - you just have to look closely. MORE >>
BEYOND Capture the data. Release the goodwill.
| FRIDAY, JULY 3, 2009
So why do so many B2B marketers
do it? There are many things in life that can ruin the mood. Caterpillars in the salad. Wasps in the bedroom. Spotify ads in the middle of my Sounds of Nature playlist. But nothing dampens my enthusiasm while I’m browsing the web quite as drastically as the dreaded data capture form. It just changes the mood completely. refer to the kind of situation where you find a link to an interesting-sounding article, but you are not allowed to see it until you have told them your age, sex and inside leg measurement. It’s like a bucket of cold water. MORE >>
BEYOND Twitter and B2B: don't be fooled by the silent majority
| THURSDAY, JULY 9, 2009
But that's a fairly one-dimensional view and, as B2B marketers
, we shouldn't leap to conclusions. If you are thinking of using Twitter - or social media in general - in your marketing
, you need to know how it can serve you. Apparently, 90% of Twitter traffic is created by just 10% of users. This fact, according to the widely quoted recent report by Harvard Business School , "implies that Twitter resembles more of a one-way, one-to-many publishing service than a two-way, peer-to-peer communication network". The sub-text here is clear: Twitter is mainly spam. MORE >>
BEYOND A quick word about ideas
| TUESDAY, JULY 14, 2009
have some views, but the point this makes is that the “good idea remains one of the most powerful factors in marketing
. The “no letter trick was perhaps pretty obvious, but it worked and that’s good marketing
for me. Tags: Communications direct marketing
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. MORE >>
- Beyond: The Poems. Order now BEYOND | TUESDAY, JULY 21, 2009
- Turning the B2B world inside-out. Or is it outside-in? BEYOND | THURSDAY, JULY 23, 2009
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