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..
Tag: Marketing
The Minimum Valuable Sales Pitch Conundrum, The Tease and The Work
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 you pick it up of the shelf, you can try it, maybe even test-drive it and if you don’t like..
Marketers: Engage with the Real People – A Lesson from Brexit and Trump
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 mind of the people seems to have come as huge surprise, evidence of a disconnect between the people that make and..
Personalization – The hard bit is the bet
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..
What is content?
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 recalls a discussion during a future of content event; No-one defined it because, to everyone else, it didn’t seem important..
Content marketing – it’s more then just being in the attention business
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..
Levitt; More than Railways, the Father of CX?
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 from HBR: In it, Theodore Levitt, who was then a lecturer in business administration at the Harvard Business School, introduced..
Customer Experience – More Than a Pretty App
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 of the discussion around Customer Experience Management (CXM) was currently too skewed toward marketing. Yet, of course, (and the clue’s..
Marketing Measurement; Now the CMO can look the CEO in the eye
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 with IT/technology, maybe the changing way that consumers are engaging with brands or is it the ability to tap into..
Content marketing: move from the selfie and put your customer in the picture
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 was fortunate enough to be talking to Marisa Kopec of Sirius Decisions over lunch. She shared a great analogy with me..