Guide to persona and buyer persona models for integrated marketing
JANUARY 17, 2015
By defining personas we put ourselves in the shoes of a “typical” target person and define processes by empathizing with them in a very detailed way so we [… Using personas in (online) marketing is not new. Among others conversion optimization practitioners, user experience designers, web developers and usability experts have been using personas for ages.
Connecting the customer experience
SEPTEMBER 16, 2014
And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches. 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. Integrated marketing customer experience single customer view
Why We Still Fight Over Social Media and Content Marketing
FEBRUARY 4, 2013
Finally, without some good personalized content, there is not much to email or tweet, is there? 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. Guess not. The easy answer?
The Big Content Marketing Fail: How Much Content Do You Need?
NOVEMBER 27, 2012
This blog post tells some personal stories and takes you a bit back in time. In case you don’t feel like fully reading it, prefer the rules of short copy and want to read the conclusions first then this is for you: we are massively killing content marketing and are making the same old mistakes we always have. So, if you care about your budget and your customers read this. Hurray. Don’t know?
Staffing and Launching Your Content Marketing Program
The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.
How to Unsuck at Personalization in Marketing
JULY 18, 2012
Personalization seems to play an important role in this growth however not all is well: conversions drop. Regardless of the channels, many businesses still suck at personalization. Marketing automation and data segmentation have led to more personalized and relevant email marketing programs , eMarketer says. Such as “how well do we personalize”? all play a role. Right.
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
However, there is a big difference between the conversion rates, let alone deliverability, of messages that are not personalized and messages with a one-size-fits-all approach. Customer-facing decisions are seldom taken by a team but often based on what we know as the HiPPO: the Highest Paid Person’s Opinion instead of those that know the customers best. The shift is clear.
Content Marketing: What Content People Share And Why They Do It
MAY 22, 2011
Based on this list, it is clear that personal and plain fun content are shared most, probably another argument for word-of-mouth marketing. of the person that comes into contact with the content, irrespective of the channel and the format (an informative blog post, an ad, an online video, a press release, a white paper etc.). The triggers are very personal, subjective and relative. 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. The focus on content relevance is normal.
Altimeter Report: the Convergence of Paid, Owned and Earned Media
JULY 18, 2012
In B2B marketing often a more personal approach, in tune with the customer journey was (and still is) possible. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. Easy, although media proliferation made it look harder.
Evangelizing a Content Marketing Program
person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
The reputation of your brand is the perception of the “user and all his “connections in the most individual contact possible, regardless of time, place and person. therefore, requires that all internal barriers, personal priorities, potential conflicts, overlapping channels and everything that is a hurdle to change is solved. personally do not know any.
Context Marketing in Context: Beyond Inbound and Content
DECEMBER 10, 2012
If that’s it, then context marketing is just a mix of content marketing and good old customer-centric marketing automation with a twist of personalization. Everything evolves and so does marketing. Today, things evolve faster. The pace of change in the ways we think about marketing goes hand in hand with the pace of technological innovations. The term context marketing is not new.
Blogging and Content Marketing: Results Versus Personality
SEPTEMBER 25, 2011
However, the rules and best practices of efficient blogging should not undermine vision and personality. A corporate blog has a purpose. In fact, it can serve several purposes. So, it’s obvious you want to get results with your blog. Blogging is a balancing act. Content is produced by people for people, with a focus on [.]. Blogging Content marketing blogging content marketing
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
Many of those traits are in common with what makes a good sales person and thus, a rich human resource exists in most companies smart enough to develop it. Of course, it’s not the only division in most cases. All these people-to-people interactions lead to a perception of your company and brand by your clients and prospects. Many businesses underestimate that. What do you do with them?
Content Marketing 2016: Staffing, Measurement, and Effectiveness
of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.
On Twitter and real life: some love and some tips #socialsong
DECEMBER 23, 2012
My personal Twitter rules When working on the Twitter training, I started looking back at my own Twitter behavior and realized I didn’t like it. I had forgotten why I even started using it and had ignored many of the rules I once decided to follow. No worries though: I’m not the kind of person that checks who unfollows him or, worse, tweet about it. And it’s so darn personal.
Social Business: the Essence of Collaboration and Purpose
JUNE 20, 2012
personally don’t really like the term social business (except if you use ‘social’ as in social psychology, rather as in social media). Let me assure you that these purposes often are about their own personal goals, pains and gains than with a ‘higher good’ or the ‘holy customer’. However, the words don’t matter. What lies underneath them is key: how smart can a crowd really be?
Building Your Internal Social Media Expert Team
JANUARY 28, 2012
Blog Connected marketing Management Social media marketing Christopher Barger personal branding social media strategy social media team The Social Media StrategistAn important aspect of setting up a social media strategy is building a team to make the program work, regardless of the scope and goals. Social media is not a free lunch, and you need your internal team of social media experts to make it happen. Tips and considerations. Let’s agree on terminology first. [.].
Second Screen Engagement: the Social Dimension of the TV Experience
MAY 28, 2011
The person does. This week I moderated IAB Belgium’s annual Think Digital congress. knew a few of the speakers, but it’s always interesting to rediscover what they say and many presentations were absolutely worthwhile. That’s the little plug, thank you very much. Now to the point. Someone I didn’t meet before was Kevin Slavin , Co-Founder and Chief Creative Officer at Starling. Kevin Slavin.
Content Strategy for Marketing
personality through voice or tone. such as personalization. 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. Today, marketing is digital, so. Content to.
The Perception of Social Media Marketing: it’s a Free Lunch
MAY 27, 2011
Increase profits by offering proper, relevant and personalized customer service and communication, resulting in conversion and customer engagement. Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals. Although the respondents were Belgians, the report shows some shocking numbers that lead to conclusions that are valid in many countries! When looking at social media marketing, there still is a huge lack of a social media strategy, let alone some sort of plan. Conversion?
The Power of Powerlessness: Let Go and Put the Customer First
MAY 15, 2012
Combine that with the decreasing trust of consumers and there you have it: people build their own, personal value systems. It allows us to serve the consumer in an increasingly personal way, creating engagement, interactions and – ultimately – loyalty. It’s a similar approach as the B2B Blogging Trends paper Aggregage did in 2011. One of the other contributors is Jan Van Aken.
The Digital Business Impact of Multifunction Device Consumer Adoption
FEBRUARY 12, 2013
Accenture found nearly 60% of consumers say it improves their productivity to take conference calls and use collaboration tools from their personal devices. Will 2013 be the year of smartphones and multifunction devices in general? Will it be the year of mobile? Of course it will. They also impact the ways we work and how social is increasingly spreading across the enterprise in general.
Mobile Is Not a Channel: Multi-Purpose Impact of the Smartphone
JULY 15, 2011
The underlying realities of both mobile and social are obviously richer, more diverse and consisting of so many phenomena, both in our personal and professional lives. 35% completed the purchase in person. ExactTarget recently released a report, called “Mobile Indepence Day” (guess when they released it). smartphone is a device. Smartphone usage data. this year. It is indeed not.
Content Marketing Playbook: Strategy and Roadmap
person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. 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. years prior.
The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist
JULY 14, 2011
So, here is my advice: if you start blogging for personal or business purposes, if you start using social, content marketing or inbound, don’t stare at the “being found” alone. 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. To be found.
How to Earn Trust When Distrust Rules
JULY 29, 2012
Proof: we skip ads on TV because we can, and we increasingly ignore emails, certainly when not personalized, and banners on the Web, a phenomenon called ‘banner blindness’. Trust and personality The basis of regaining trust in relationships, is obviously having a relationship to start with. And the stronger and more personal it is the more valuable it becomes.
Personal Brand Values: Boring as Corporate Brand Values
DECEMBER 13, 2011
Have you been looking at the core values as expressed by brands lately? have, for a presentation I did a few months back on corporate BS. It’s an interesting experience. Sustainability is a hot one. Caring. Innovative. Human. The list goes on. The funny thing is that you find the exact same brand values [.]. Blog Branding Opinion brand values
Word of Mouth Marketing: When a Human Phenomenon Goes Business
JULY 27, 2011
But, more important: you can connect with them as a person via social media. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. With the arrival of interactive and social media the patterns, role and impact of word of mouth have changed. Period. Feeding and nurturing communities.
Content Methodology: A Best Practices Report
stories per person • Total attention time • Total people • Total social actions • Avg. 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. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.
B2B Blogging Trends 2011: Towards an Integrated Approach
MAY 24, 2011
corporate blog is not written by one person generally. In many organizations, blogs are still seen as almost separate entities. Several other organizations have no blog at all. included). Should a company blog? Should employees blog? There are no “musts” in business. However, when not blogging you are missing out on important opportunities. They should be obvious by now.
Social CRM: Social Media and Communities in Customer Relationship Management and Marketing
MAY 20, 2011
We know we need more personal, relevant and social interactions, regardless of the channels. 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. It seems everyone is offering social CRM solutions these days. However, social CRM is not about tools. It’s about processes, fundamental shifts and a business mindset. An exploration. You have a list. Your company is managed according to this list.
The Challenges of a Real-Time Economy: an Unexpected Small Crisis
JULY 19, 2012
temporarily removed it now as requested (I’m a nice person, at least so my mom says) and as the report is supposed to go online later today. Yesterday evening – just before calling it a day – I received a mail from SlideShare, saying Altimeter Group Network uploaded some new content. If you follow someone on SlideShare, you know what kind of mail I am talking about. The message?
The Connected Consumer: Who Are We Talking About?
JANUARY 28, 2013
Personal networks of trust and Generation C In 2009, Razorfish , always good for excellent reports , released ‘The Razorfish Consumer Experience Report’. In the summary below you will notice Razorfish speaks about the connected consumers as people who embrace social media and actively build their own trusted personal networks , among others. Yes, most certainly. Yes, of course.
B2B Marketing Trends for 2016
Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.
Where does Content Marketing Belong in the Social Business?
MAY 27, 2011
In practice it is often a 360 degree and customer-centric thinking person, acting as a sort of human “glue” between various divisions, life cycle based customer needs and business priorities with three simple goals: Providing the “internal” clients with what they require (sales, services, etc.): ensuring that there is material for every person that comes into contact with the customer or prospect. 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.