By way of a path through this whitepaper from Limelight networks and Digital Clarity Group, found an interesting presentation from this month’s Inbound Marketing Summit (#IMS13) that was created by Allen Bonde from DCG. Not only does Bonde’s presentation echo research we are seeing from the likes of Forrester and others that points to the reality of video channels becoming an increasingly important asset in the portfolio of B2B marketers, it also brings up an interesting model on the steps from engagement to action in the...
Christopher CarfiAnt's Eye View
0 comments 369 readsPosted on 2013-10-28
0 comments 367 readsPosted on 2013-10-23
Forrester has published a detailed research report comparing the marketing approaches of over 200 organizations across a wide variety of industries including software, electronics, media, publishing and professional services (e.g. marketing, agencies, business consulting, etc.).
There were five key recommendations from Forrester in the report, which dug into the marketing approaches of organizations with between 50 and 2500 employees. These recommendations were:
0 comments 295 readsPosted on 2013-10-22
0 comments 1,790 readsPosted on 2012-07-11
The concepts behind Facebook’s rumored “WANT” button are rooted in the idea of the “intention economy” and are generalizable beyond the Facebook ecosystem. Both customers and enterprises, using today’s existing infrastructure and conventions, can create and listen for intention signals using open, lightweight mechanisms, with customers creating those signals and enterprises listening for them. The approach described here outlines one such mechanism.
The Facebook “WANT” button is the canary in the coal mine for the “intention economy”
0 comments 1,198 readsPosted on 2012-04-06
The concept of “big data” is, ultimately, going to hit a brick wall. Here’s why.
For a number years now, the concept of being able to collect, mine and process massive data sets that predict customer behavior has been a modern day holy grail. However, many organizations struggle to develop customer insights because they primarily focus on understanding markets rather than individuals. Overall, at least 80 percent of CMOs rely on traditional sources of information, such as market research and competitive benchmarking, to make strategic decisions.
With that context, here are a few things to think about:
0 comments 1,609 readsPosted on 2012-03-23
In many marketing organizations, the steps in the interaction between an organization and its customers have traditionally followed a predictable sequence, starting with “awareness” and culminating in some form of “action” on the part of the customer. It usually looks something like this:
- Unaware: The customer does not know of the company and/or its offerings
- Awareness: The customer has become aware of the company/offering
- Consideration: The customer is considering the company as a potential solution to one of the customer’s current needs
- Intent: The customer intends to purchase from the company...
0 comments 1,145 readsPosted on 2012-02-27
There are three aspects to think about when creating an MVP program for your best customers and advocates. Those three components are:
For example, here’s a post here from Porter Gale in AdAge about engaging with Superfans. The key ‘grafs are here:
0 comments 1,232 readsPosted on 2012-02-23
“Social media is all about relationships. If you want to find people’s relationships, an address book is the best place to go. It’s like if you want to rob a bank, go where the money is.” – Joe Turow
There was a fantastic segment on NPR’s Fresh Air yesterday that featured Joseph Turow speaking with Terry Gross on how advertisers are tracking customers across the web, social networks and mobile. It’s most definitely worth a listen. I’ve linked both the audio segment as well as the transcript below.
0 comments 1,314 readsPosted on 2012-02-13
Earlier this month, the NYTimes took a deeper dive into the idea of “good attention vs. bad attention.” I wanted to keep the ball rolling on this idea, as it’s fundamental to thinking about social engagement with (and as) customers.
Although many of us are working in or with enterprises in a role related to connecting with customers, we need to do a shift in perspective. For right now,...
1 comments 3,095 readsPosted on 2012-02-05
The confluence of the Super Bowl and its focus on immense ad spend, coupled with speaking at last week’s NetPromoter conference triggered a thought. Are there two kinds of attention (let’s call them “Good Attention” and “Bad Attention”), in the same way that there are two kinds of profits?
We know that there are two kinds of profits. Good profits are profits that fuel...
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