In its 2009 article on the consumer decision journey McKinsey wrote “Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. Since McKinsey first wrote about the ‘consumer decision journey’, the attention for that journey has never been higher. If your marketing hasn’t changed in response, it should” It’s 2013. [.]. Customer service Relationship marketing Social business Social CRM Social media marketing Touchpoint marketing Bryan Eisenberg customer journey Dion Hinchcliffe McKinsey touchpoints W.H. Hank) Brigman MORE >>

Since most customer cases are primarily intended for the sales team and as commercial referrals for prospects visiting the website, the intention of our client was to approach the content in a promotional and rather company- and product-centric way. While planning to purchase a certain product or service, people have always sought the advice from other people they trust or know. Don’t talk too much about your company or product. So, don’t solely ask for the customers’ experiences with your products when interviewing them for testimonials. However, we disagreed. MORE >>

People have always talked about their experiences, emotions, needs and also products, services and brands. Although concepts like ‘brand’ and ‘marketing’ have only recently been introduced into our way of thinking and language, people have also discussed products and brands with others for many centuries and they still do. How often do you discuss a purchase, ask for advice or just share your experiences with a company or product? And there are many reasons why people like to talk about their experiences with products and brands. Word-of-mouth is not something new. MORE >>

While there are differences between the ways we buy consumer products [.]. The opinion of others is an important driver in the buying decision of people. It has always been so. Word-of-mouth is still predominantly an offline matter although it’s really foolish to separate the online and offline dimension of peer advice in an omnichannel reality. Community marketing Customer relationships Relationship marketing Social media marketing circles of trust Performics social proof MORE >>

The  big media brands could concentrate on their core capabilities managing the talents rather that content production itself. There are quite a few media business (revenue) models which come in different classifications and structures, but I find this diagram organized by Paul Bradshaw most suitable to discuss the subject, mainly because it is very clear, informative and well structured. Source: Paul Bradshaw ). According to Paul Bradshaw, “Social value” model revenue is generated through social interaction by brand community (in the form of donations, support or spin-off). Madness? MORE >>