Image by MindMapInspiration More and more voices state that content marketing overhype has jumped the shark. They’re right. As a primary strategy content marketing is overhyped. Instead, brands should focus on customer experience marketing. Before we go too far, let me say I love content, all forms of it, too, not just online, but events, print, and music, just to name a few. Brand developed content (cough, advertising) offers a great tactical toolset, one of my favorites. That doesn’t necessarily mean content marketing should serve as every company’s primary outreach strategy. Why not just make Facebook your primary strategy? Should we have that conversation again? A better strategic approach focuses on marketing tools as extensions of the brand experience.
I made the above video at the suggestion of JugnooMe Normally I am skeptical of web-based solutions like Klout and PostRank that claim to make better social media voices. When my friend and colleague Danny Brown announced JugnooMe, a web based solution that “levels the playing field for the benefit of all,” I opened my mind. JugnooMe promises that small business and nonprofits can use the solution to optimize and further their social presence. When I started using the application, I was impressed. The list of JugnooMe tasks were strong suggestions that based on my experiences would strengthen a brand’s presence with real community. It was also a bit disconcerting. See, it made me realize how sloppy and indifferent I […]
Image by Chuck Nado A bubbling marketing conversation states that there are no ad, pr, social media, sales, customer service, HR or any other specific functional strategies; rather that an organization — corporate or nonprofit — only has one strategy. All actions are part of that strategy. What an interesting myth — particularly for larger organizations that have diverse brands, product lines, companies and international operations. Consider the old GE mission of achieving first or second place in any of the business areas it operates in. Does this mean General Electric has one strategy? Hardly. It’s pretty safe to say that their railroad business has a completely different marketing strategy than its lighting group. For starters, one engages in high-end […]
The following is draft material for the second edition of Now Is Gone, which is almost out of print. Comments may be used in the final edition. You can download the first drafted chapter of the new edition — Welcome to the Fifth Estate — for free. When seeking to inspire a conversation about one’s initiative — whether it’s product, cause or simply education — the first instinct drives one to reach for the hot tool of the day. Since the first Now Is Gone was written, this has shifted from blogs to Facebook/Twitter to widgets and applications to iPhone apps to now geolocation networks FoursSquare and Gowalla, as well as Facebook again (thank you, Open Graph). First dubbed Shiny […]