Conversionation

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Content marketing strategy beyond the first degree(s): value chains

Conversionation

Each successful content marketing strategy is a social and connected content marketing strategy by definition. I’m not just talking about the areas where social media marketing and even social business overlap with content marketing. I’m even not just talking about the need to work with audiences of audiences in an era where everything is (getting) […].

Social Business: Four Real-Life Truths about Collaboration

Conversionation

Since nearly five months we started working with BT Global Services on an integrated global social business, training and content marketing program. This is essential and in practice it involves several people and requires you to work together from the very start. staged approach matters When I started working with BT on this project, several criteria played a role.

Digital transformation in practice: now and tomorrow

Conversionation

An example: if we want to change the ways we work in a more collaborative and agile way, very quickly the project involves the quest for a solution that enables this new way of working. Kearney agile working BT Global Services BYOD collaboration digital transformation roadmap roadmap unified communications Assuming that […]. Digital transformation A.T.

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

Conversionation

We get swamped by often useless and boring visual ‘creations ’ that work because we live in a ‘snack culture’ and are told visual content works. Of course, visual works. But who do you want it to work for? This blog post tells some personal stories and takes you a bit back in time. So, if you care about your budget and your customers read this. Hurray. It gets worse.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

The Future of Social Media: Identifying the Drivers

Conversionation

If it fulfils a need and is user-friendly, fun or plain useful, it works. Recently, I was asked to write a chapter in a book on digital marketing and business about what’s coming next in social: the future of social media, both from a business and consumer perspective. The collective, which includes you, is stronger than the single ego. Today, these drivers start being recognized.

Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. Nevertheless, to be able to work in a data-driven and customer-centric manner, it is an important exercise. No marketing activity is an island. Integrated. People-centric. Why now?

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Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

Customer-centric marketers know the only approach that works is an integrated one that of course is about a dynamic customer journey. Obviously, every ingredient and channel matters but they have to work in concert and across the silos that still exist in so many businesses. Co-author Rebecca Lieb By now, you probably know what paid, owned and earned media are. Integration as well.

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Content Marketing: What Content People Share And Why They Do It

Conversionation

It is probably not a world shocking finding and should definitely be further worked out (there is for example also an important dimension  of “timing” and even “coincidence” and “design”) but it becomes time that we look further than the content itself and evaluate the context much more, something that is not done often enough today. Why do people share content? It’s a simple question but when looking at it, you’ll quickly discover the answer is all but easy, depends on many factors and requires a good deal of psychological insights. We seldom talk about what it is.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

However, as Bryan Eisenberg pointed out a while back when tackling the ‘ we-work-in-silos-but-pretend-to-cooperate mentality ‘ , it’s time to talk about marketing optimization in general and have a broader approach. Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. That’s optimization.

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

Conversionation

Thinking and working in silos is often the major obstacle. Practice has shown me that, while many companies like to boast about it, there are very few who are ready and really work in a customer-oriented way, especially when it boils down to internal organization. Or even simpler: do you really work customer focused across all business processes? Succeeding. How far are you?

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

Conversionation

Let me give you an example: if I work for you as a consultant you’re just one of my customers. They must feel comfortable and gratified in their life, work and experiences. Some of them can even be hybrid such as the employee in the new ways of working and the customer in a peer-to-peer relationship. And why do they have to work with it? An open letter to the CxO.

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Is Touchpoint Marketing the Only Marketing Left?

Conversionation

The so-called ‘empowered’ customer is what makes marketing work. Content marketers like to use Seth Godin’s famous saying that ‘Content marketing is the only marketing left’. Content is obviously crucial in marketing. It has always been. It just took businesses a very long time to realize it, helped by what we call ‘content marketing’. Content is not an afterthought. They are merely basics.

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.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

The First Two P’s of Broken Marketing

Conversionation

It means standing up against bad decisions from a customer viewpoint and continuously demonstrating that it’s the only thing that actually works. Despite the variety of topics, tactics and speakers, our Fusion Marketing Experience conference last Thursday and Friday clearly revolved around one theme: marketing is broken. We are disconnected from our customers and other departments.

Context Marketing in Context: Beyond Inbound and Content

Conversionation

HubSpot pointed out some important evolutions and convinced many marketers to think differently by using the term inbound marketing (it also helped business of course), Joe Pulizzi’s content marketing has improved the way many marketers nowadays work with content, etc. Everything evolves and so does marketing. Today, things evolve faster. The term context marketing is not new. Great. 

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. You can read ‘ How Twitter Works Today…And How I’m Using It Now ’ by Amber here. And Twitters works differently for everyone.

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

Conversionation

In other words: they need to be sure that every element of your social media strategy and plan, regardless of organization and division, works well. 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. Are you training and supporting them?

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IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers

Conversionation

It’s a good time to work hard and improve what we do in 2012 and beyond. 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

Work across or beyond the corporate and data silos. Work hard to integrate and get up close and personal across touchpoints. I bet it will improve the only rate that matters in the end: conversion. Good news for email marketers: according to research from the Direct Marketing Association (DMA), the typical email engagement rates are going up. US open rates of house lists rose 2.6%

From Conversation Company to Optimization Organization

Conversionation

customer-centric and even people-centric approach is about continuous improvement as Bryan Eisenberg calls it, referring to the concept of ‘ Kaizen ’ and being the core of his work regarding marketing optimization. A friend and fellow country-man, Steven Van Belleghem from InSites Consulting , wrote two books, ‘ The Conversation Manager ’ and, more recently ‘ The Conversation Company ’.

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

Conversionation

Generate turnover by working efficiently and informed in a multi-channel reality. Until they determine that social media marketing is probably ‘cool’ but doesn’t provide any profit and then decide that “social media” doesn’t work. Note that the study also contains some numbers about the various social media channels, objectives and working methods used by Belgian companies. Recently, Belgium-based Leads United (part of Lewis PR), released the results of a social media marketing survey among communication and marketing “professionals&#. What is the problem? Conversion?

The Digital Business Impact of Multifunction Device Consumer Adoption

Conversionation

They also impact the ways we work and how social is increasingly spreading across the enterprise in general. However, it has also important consequences for the way we work, collaborate and communicate, with an important role for social CRM and social business. Nearly one-third of respondents use their smartphone for work-based social networking and social collaboration (tools).

Second Screen Engagement: the Social Dimension of the TV Experience

Conversionation

When it was broadcasted I was working, and I saw this stream of tweets and Facebook posts with people virtually talking about it. 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.

Social Business: the Essence of Collaboration and Purpose

Conversionation

What new business models, such as crowdfunding, work and how? Get the purposes right on all levels: the need to understand Organizations are managed by people with different purposes in life and work. Getting people to work together and managers to look beyond direct gains is already hard enough. However, the words don’t matter. What drives collaboration? There is hope.

Building Your Internal Social Media Expert Team

Conversionation

An 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. [.]. Blog Connected marketing Management Social media marketing Christopher Barger personal branding social media strategy social media team The Social Media Strategist

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

Conversionation

Obviously, it was never exactly 20% and 80%, but you know what I mean: it’s how millions of businesses used to work and how probably millions of businesses still work. have seen examples of businesses that work with color codes to define how fast they need to act. Do you remember the days of the Pareto principle? The long tail and the socialization of customer service.

Marketers Need Return On Marketing Investment Now

Conversionation

If you can’t demonstrate what works and what you intend to achieve, using the right numbers regarding ROI, you have a problem – or will have one soon. If you can show what works you are – almost by definition – working in a customer-centric way. He told me the main issue that surfaces in his daily contacts with marketers is ROMI (Return On Marketing Investment), a.k.a.

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Content in Context: How Sharing Equals Creating Content

Conversionation

As I was drowning in work the last few months – which I didn’t know when agreeing to do a keynote – I made my presentation somewhere between 10PM and 1AM. Last Thursday I spoke at the Customer Media Conference in Haarlem, The Netherlands. The topic: content in context. But in a way that’s how I like it: real-time or better, right-time. And time does get a scarce good. It’s not content.

How to Earn Trust When Distrust Rules

Conversionation

It’s the people that work for it, the people that buy and all others in the so-called ecosystem, such as partners and – in a social and connected reality – the relationships of their relationships. 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.

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Touchpoint and Customer Experience Mapping Made Easy

Conversionation

just want you to work in a more customer-centric and efficient way. Don’t see it as a replacement of working with buyer personas though. 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.

Word of Mouth Marketing: When a Human Phenomenon Goes Business

Conversionation

works and integrates well with all channels, media and forms of online marketing, including “more traditional ones” such as email marketing. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. However, the rules of word of mouth marketing have changed and evolved and they continue to evolve.

B2B Blogging Trends 2011: Towards an Integrated Approach

Conversionation

It is obvious that this requires an integrated approach whereby your blog and bloggers work closely together with other interaction channels, people and departments that are involved in these goals. 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?

Make Your Blog and Email Marketing Work Together

Conversionation

Sometimes we get so caught up just keeping our email programs running that we get tunnel vision.  We forget that email is an essential tool in the marketing toolbox, an ingredient in the marketing mix, and not a channel to be kept unto itself. There’s been plenty written about integrating email and social media (I [.]. Blog Email marketing email marketing Karen Talavera

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

Conversionation

Social media do play a role in lead generation, direct marketing strategies and sales if you work in a customer-centric and thus by definition cross-channel way. 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.

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

Conversionation

Indeed, the link on SlideShare doesn’t work anymore. 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. In a nutshell: I was too fast and ‘broke an embargo’ as some put it. The question is how. The message?

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Where does Content Marketing Belong in the Social Business?

Conversionation

He understands what SEO is, what conversion processes are, how social media marketing works and how inbound and outbound channels enhance eachother. 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&#. Note that the question is about responsibility and management (who does what and where), not ownership. My default answer to responsibility questions is: “it depends”. And it always really depends on numerous factors. Do you need those? The content marketing centipede.

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The Social Media Olympics: the Downsides of Real-Time

Conversionation

Yes, you need to be fast when things go bad, but you should do it in a professional way if you work for a business. It’s criticized by the public despite the ‘ go easy messages ‘ What the IOC seems to have forgotten is that nor the public, nor the athletes work for the IOC (OK, in a way they sort of do in a sense). And they are. ” In fact, it’s already happening now.