Helping B2B tech companies create ART (Awareness, Revenue & Trust)
This week I enjoyed a few hours at a roundtable for marketing folks, organised by Marketing Week, the subject of the discussion was personalisation. As we went around the table, articulating our experience of personalisation, the good, bad and ugly, it seemed when describing the good, everyone was describing what we are looking for in..
Almost every day I ask myself why, after 15 years in this industry we are aiming toward the same goal with our clients that still seems unreachable – personalization. No, we don’t call it personalization today, because that word is 15 years old and no-one wants to hear your 15 year old stories of ”it’s..
I’m working on a post for our company blog, thinking about how companies need to engage their employees when they are rolling out customer experience or digital transformation projects. The post is about “breaking down the silos”, that is often discussed by industry commentators and vendors and I contest that there is another way; that..
I walked into your store. My task was to look for a product to fulfill my need, to find out what that might cost, how it looks and feels. I picked up a product, thought about it and realized I needed to think about it some more. Maybe I thought it was too expensive, too..
What’s that content that you can’t resist? I’ve often read content marketing advice that says that if you include numbers and lists in your blog posts and mention them in the title – everyone clicks on them. So, if I see a headline that says “top 10 things to do about this” or “5 things you..
The answer seems simple, I like your product or service, I like you on Facebook as I want to learn more about you, I want to follow you, maybe be in your tribe. I’ve now given you consent to engage with me – that big consent word that marketers love (that I’ve written about before)…
Like just about anyone and everyone who writes about social media, I am going to jump in with a point of view on the reports that Klout will be acquired for $100m by Lithium. I’ve written about Klout before, back in 2011 in this post “They don’t want your name, just your number” and my..
I recently came across an article on the Business2Community blog that discussed conformity versus creativity in content marketing. It’s worth a read, but buried in the article, I got introduced to a common sense list of questions that I think content marketers should ask of their content, especially if they hope will be shared. So,..
Call the holistic practice of engaging customers via the internet WCM, WEM, CEM or CXM – there is essential business change required to really provide a consistently great, cross channel, global customer experience. I was pondering this today, as a couple of articles popped into my RSS reader on the changing role of the CMO and..
Ridiculous isn’t it to say “IE first”, yet in the olden days of web development when browser compatibility was no such thing – web designers had to think like this, to create a web presence optimized for one browsing experience (perhaps IE) and then to adapt it to another (say Netscape). Yet, today its perfectly..
