We need to make relationships the guiding principle in our communications.
Chart Source: CMO Survey If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes. Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales. The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint. Customers don’t care about […]
Happy April Fool’s Day! We now resume our regular programming… Five weeks ago at xPotomac, nine speakers and one emcee delivered speeches and conversation starters that sparked 25-30 minutes of questions and answers each. The following nine videos are listed in the order of presentation. Special thanks to my client Vocus for providing videography services. Vocus is hosting the Demand Success 2013 conference in Washington, DC this June 20-21. The event focuses on marketing best practices for converging media, and includes speakers like Arianna Huffington, Content Marketing Institute Founder Joe Pulizzi, digital journalism expert Jay Rosen, and many more. Check it out. Please feel free to leave comments and feedback about the conference here. We’re listening! xPotomac Introduced: BlogPotomac Legacy […]
I’ve launched a couple of my own companies, and helped more than a half dozen other brands as well as others’ book projects launch. The media landscape changed, but there are common approaches I would execute today if I were to launch a new company and brand. Here are my top five activities for forging a new brand: 1) Align with stakeholders: Usually a company, brand or service is created with a vision in mind, a way to do things better. But sometimes that entrepreneurial vision is not in line or positioned well with market needs.
Image by Desert_photographer If social brought conversations to the last media revolution, then integrating social data into digital media will bring behavior targeting to the next one. As big data gets more intelligent and we surrender privacy to our digital devices, brands will leverage our individual buying behavior. I’ve begun playing with the Passport feature on the new version of iOS. While it’s not ready for prime time, Passport offers a glimpse into the future. The mobile phone wallet mirrors international trends of paperless, credit card-less money. Obviously, the apps record every transaction I make, creating a behavioral profile. A behavior profile for a brand is priceless when it comes to database marketing. The behavior profile allows brands to deliver […]
Image by MeMe One bubbling trend in online marketing is meme marketing. Heck, there’s even a Pinterest board dedicated to the topic. Memes are ideas, behaviors or styles that spreads from person to person within a culture. It’s a very popular online term within the tech community to discuss “viral” groupthink. Now guerrilla marketers and companies want to create their own memes. But that’s really just the latest version of viral marketing.