Buyers today have become more digitally empowered than ever.
It’s changing their buying behavior, which provides new challenges to those aspiring a digital marketing organization.
In this blog post I’ll cover:
- the overarching reasons why marketing must change to keep up with changing buyer behavior
- how certain marketers are trying to trick the system, without any chance to success
- why marketers are loosing ground against the digital adoption speed of buyers
- what roadblocks you need to overcome to become a digital marketing organization
And at the end of the post, I’ll cover
- 19 specific changes you can make in terms of organization, technology and tools, so you can become a digital marketing organization.
Before you go all mellow and zap away, bare with me for a second. Just listen to me for a while, and you’ll begin to see a much bigger trend currently happening in marketing. Using a few brilliant examples I’ll explain the bigger trend behind visual storytelling, and how it should transcend to become part of everything you do in your marketing.
What follows is a true story, but don’t tell me I didn’t warn you: I am not the best storyteller.
So here goes nothing… Read more
The goal of any marketing initiative is to reach your business objectives. These business objectives can be very divers. You might want to create awareness around a new product, get more market share or sell more of an existing product in existing markets or new markets.
In practice you’ll create strategy elements and tactical elements that align with each of these different business objectives.
In the world of content marketing, that means developing content programs specifically aimed at each of these business objectives.
But once you get multiple content programs, or when your content programs become larger, it becomes complicated and difficult to keep you focused on the goal of a particular program. Read more
The problem with marketers is that they are so passionate about what they do. Each time something new pops-up, they want to know.
Often “over-hyped”, and in a sense too young to go mainstream, we try these new “must-haves”.
As is the case with Native Advertising.
The first timid attempts tend to fail, as in the famous example of The Atlantic.
The 157-year old newspaper published an article in which they clearly supported the Scientology Church. Although the article was clearly marked as “sponsor content”, they received a lot of bad reactions, and had to retract the article and publish an apology to their readers.
But of course, we learn from this. In my previous blog post about Native Advertising I explored what Native Advertising exactly is, and how you should apply it.
This blog post is about:
• What kind of content you need when going for Native Advertising?
• How does the future of Native Advertising look like? Read more
For a couple of years I have been blogging to help others. Now has the moment come where I need your help!
My question is very simple:
Why do marketers keep advertising online, while clearly it doesn’t seem to be working?
And before your click away, no, this is not yet another blog post “yelling” to stop advertising, and to start doing content marketing.
This is something else, and I am merely trying to get my head around something.
And for this I need your help… Read more
When was the last time you spoke to a customer? Or let me rephrase that: when was the last time you listened to a customer?
Everyone knows you have to listen to your customers.
Practically the entire business of marketing revolves around customer insight.
The logic is simple: if we can understand them more clearly, then we can better connect with and serve them, with timely, relevant, useful and helpful information.
I love to use the word meaningful content, and so meaningful content is what is needed to connect with them.
Marketers are fooling themselves
Tell me honestly: when was the last time you really listened to customers?
I am not talking about a customer satisfaction survey, a net promoter score, a market research report. Not even a focus group session or formal ITIL “voice of the customer programs”. Read more