Marketing – Ian Truscott

Real Life Customer Service is the Benchmark for Digital (Or Just Don’t Piss People Off)

November 22, 2016February 11, 2019Content Marketing, Customer Experience ManagementBrand, Coffee in Seattle, digital marketer, Facebook;, Food and drink, Marketing, Social Media & Networking, software;, Starbucks, Technology_Internet

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 Minimum Valuable Sales Pitch Conundrum, The Tease and The Work

August 17, 2016August 17, 2016MusingsBusiness, Informed consumer, knowledge worker, Marketing, Sales

Selling in the knowledge economy is tricky. You are not selling a product, a thing you can see, touch, compare features and easily value against other things that are like it. With a physical product

Marketers: Engage with the Real People – A Lesson from Brexit and Trump

July 4, 2016July 4, 2016Content Marketing, Content Strategy, Customer Experience ManagementAmerica, business to business, Economic bubble, Europe, Henry Ford, Jeremy Corbyn, Kodak, Marketing, Persona, Target audience, UK Labour party, Usability, Zoe Harris

Regardless of your politics, it seems to me that there is a common thread flowing through the momentous stories of today (Brexit, Trump or Corbyn); the turmoil of uncertainty created by surprise. What’s on the

Personalization – The hard bit is the bet

February 24, 2016February 24, 2016Content Marketing, Customer Experience ManagementAmazon, artificial intelligence, Engagement marketing, Facebook;, Marketing, Personalization, Technology_Internet

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

What is content?

November 15, 2015November 15, 2015Content Marketing, Content StrategyAdvertising, author, Branded content, Business_Finance, Content creation, content marketing, Content Marketing Institute, Dave Trott, director for Bartle Bogle Hegarty, Interruption marketing, Marketing, Richard Cable, Robert Rose, Technology_Internet, United Kingdom;

Recently in the UK marketing publication Campaign, author, serial agency founder and regular columnist Dave Trott wrote about what he thought about the future of content in Content, Content, Content. In the article he rather glumly

Content marketing – it’s more then just being in the attention business

November 5, 2015November 5, 2015Content Marketing, Content StrategyBlog, Engagement marketing, Facebook;, Market research, Marketing, owned media, Theodore Levitt

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

Levitt; More than Railways, the Father of CX?

March 8, 2015March 8, 2015Customer Experience ManagementBusiness, CEO, Customer, Customer experience, Harvard Business Review, Harvard Business School, Levitt, Marketing, Marketing myopia, technologist, Theodore Levitt

Years ago, as my career transitioned from being a technologist to content marketing I was recommended to read “Marketing Myopia” by Theodore Levitt, an essay written for Harvard Business Review back in 1960. Here’s the description

Customer Experience – More Than a Pretty App

March 8, 2014May 24, 2021Customer Experience ManagementAmazon, Brand, Business, Customer experience, Customer experience management, Digital Clarity Group, Marketing, Scott Liewehr

This post has been brewing for a few months, seeded by a bar conversation I had with Scott Liewehr from Digital Clarity Group a few months ago, as it seemed to us that the focus

Marketing Measurement; Now the CMO can look the CEO in the eye

February 8, 2014February 8, 2014ObservationsBusiness, Business marketing, business to business, CEO, Chief marketing officer, CRM;, iPad, Kim Feil, Marketing, Marketing operations, measurement systems, OfficeMax

Recently I was asked what is the biggest change for the CMO today. There is plenty written on this subject and trends that you can point at in a response; the CMO’s role and relationship

Content marketing: move from the selfie and put your customer in the picture

January 1, 2014January 1, 2014Content MarketingBusiness, content marketing, Customer, Engaging Times, Harry Langdon, HubSpot, Ivy Lee, Marisa Kopec, Marketing, Sales

As has been widely reported, Oxford Dictionaries’ word of the year for 2013 is “Selfie” – the act of taking a photograph of yourself. As this news buzzed around the wires of the Interwebs, I

Your customer experience is global — just ask your local chippy

October 4, 2013October 4, 2013Observationsadvocate, Business, China, Customer, Customer engagement, Customer experience, Customer experience management, food, Google;, Marketing, Renren, Roberto Savvides, savvy web developer, Seth Godin;, Social Media, social networking site, United Kingdom;

Roberto Savvides manages The Regency, a “chippy” (a fish and chip shop) in Brighton (a seaside town in the UK). Roberto rolls up the sleeves of his crisp white shirt and opens the doors of