For big brands acquiring customers it used to be a simple formula. Create a great ad + advertise in media with a large audience of potential customers + have a call to action = sales. Brands that follow the old formula can still advertise to millions of people and have plenty of traditional brand impressions. Some still call this success. But given the new tools for monitoring engagement, it’s now much easier to determine if those ...
The Performance Marketing industry has grown in complexity, making it difficult to separate the professionals from the second-tier players and unscrupulous amateurs. But while the industry can be complex--and even turbulent as laws, practices, and legislation try to keep pace with tactics-- it also is too important to ignore. Talented performance marketers with solid ethics can change your business. They can show you what really works in the digital ...
Want to know what it might feel like if an airline actually treated its customers like friends? Not a superficial, phony performance marked by fake smiles and fake actors (think the aviation version of the Truman Show). But an airline that runs its business by listening, supporting and doing what’s best for its customers. Instead, we’re subjected to dysfunctional relationships in a system that supports regular and repeated conflicts, which has led ...
To understand what Social Customer Relationship Management (SCRM) is, we have to start with a clear definition. The definition must be clearly articulated and easily understood by individuals in the industry.
In the Magic Quadrant for Social CRM, Gartner writes, “Social CRM applications need to be far more customer-centric than more-traditional CRM applications. Without benefits for the customer, communities and social networks die, resulting in no ...
“What the heck are you doing?” Yet the language was probably a little more colorful. Three days after the launch of Chief Blogger Lionel Menchaca’s blog, all hell broke loose. Several people within Dell were upset with him for linking to Engadget story about exploding laptops. But Menchaca wasn’t worried about being fired. He had the support of Michael Dell and Vice President of Corporate Group Communications, Bob Pearson. Just ...
Many are calling 2011 the year of the Chief Marketing Officer (CMO). I can assure you, it will not be called the year of the Social CMO. In our analysis only 15 of the 143 CMO’s and Chief Communication Executives (CCO’s) in the Fortune 100 we studied have active Twitter Accounts. Worse, 15% of them have a net zero social footprint (meaning no social activity).
Yet in a survey by the MarketingSherpa team, Social Media budgets are expected to ...
A guide for Entrepreneurs
There is a lot of content created by the Venture Capital community that has helped countless entrepreneurs. In fact, one of my favorites is How Andreessen Horowitz Evaluates CEOs.
I recently stumbled upon the article again and it reminded me of an article I’ve been meaning to write for my entrepreneurial friends. We’ve all heard the horror stories (fairly or unfairly) of how Venture Capitalists have screwed over ...
A Guide for Consumers and Brands
Gartner estimates the Mobile Game market will reach $11.4 billion by 2014. That’s a big number. Compare that the Video Game market revenue of $18.58 million and Movie Box office receipts of $10.16 billion for 2010.
Mobile Games will be an important market. Further, as mobile devices become more ubiquitous (especially in emerging countries), we’ll see developers utilize the GPS, accelerometers, ...
What I learned in 2010 can be summed up in one individual Except for reading the occasional year end articles (notables include Kotadia, Maggie Fox, McAfee) I typically skip the tradition of trying to summarize an entire year in 10 bullet points. The Enterprise 2.0/Social Business space is just too dynamic with many starts, stops and do-overs. Yet in 2010 I noticed the impact that Technology/Brand Evangelists are having on their ...
A Guide for Brands, Publishers & Game Developers Something we’ve expected for some time now, online advertising spending has just surpassed newspaper advertising spending. But don’t expect online advertising to maintain its lead for long. By all accounts mobile will soon surpass online advertising spend due to the sheer numbers of App/internet enabled mobile phones that are appearing worldwide. While the matrix is comprehensive, ...
