I could pull up Wikipedia, but let me quickly translate what most of us understand under the job-title “Digital Marketer”. A digital marketers is someone who wants to influence customers with websites, blogs, video’s but also with online ads, email and social media, so they will choose your brand.
Something like that? I think you agree with me this is close enough as a definition. The exact definition is even not that important at this moment.
Not so long ago Mashable published an infographic about the different types of digital marketing people they see. In that article they visualize “puppets” representing digital marketers who are all good in something: one is the social, the other is the data-person, and yet another is in the “let’s make it pretty” department.
It keeps surprising me that we marketers have such a hard time in selling ourselves, and this article certainly doesn’t help.
Why are digital marketers not busy with what is really important for the company? Read more
I have made a big decision in my life. Well, it’s a big decision for me at least. Already for a couple of years I have been dreaming of creating my own company, and I finally made that decision.
My wife is calling me crazy, but I’m going to do it anyway. As of January 2014 I won’t be working for an employer anymore.
It wasn’t an easy decision. I mean, I live extremely close to work, I have a decent pay, and lot’s of extra’s. But I’m going to do it.
Why am I doing this? Because I got really, really passionate about something. Read more
This blog post gives you insight why fragmented digital marketing efforts are not giving the expected results. It explains how the C-suite must work together to build a digital culture, and create new opportunities.
Companies have been investing in digital, but in many cases as silo-run initiatives. By changing your company culture and leading the coordination of digital initiatives, companies can reap the benefits of digital to lead the competition.
Many companies have developed e-commerce, e-business, social and mobile strategies. These strategies usually haven been developed by business leaders out of fear, having seen the likes of Kodak, Barnes & Noble or Blockbuster fail to adapt the digital era.
Travel agencies, book stores, newspapers, and video renting are all industries that have been erased because of digital. Read more
He was afraid we would be sharing too much details about what we do with customers. He was afraid we would give away to much information to competitors. And I heard the same remark of CEO’s holding back on press releases about customers wins because it could hurt the business.
This is an often heard dilemma: you make great new customers, you create fantastic webinars for customers, you do thought leadership speaking slots, and make customer cases. But by sharing this content publicly you are afraid you are providing valuable information to competitors. And that might hurt your business.
I do understand these reasons, I used to think the same. But companies that keep thinking like this will soon be gone. If you don’t want that, you’ll have to make a cultural shift to being open and authentic.
Let me explain you why… Read more
Digital disruptions are causing marketers to rethink their position within the company. The increasing expectations from customers, social media, mobile and globalization are giving organizations great opportunities, to those who are willing to change.
Many struggle with this change. Few have been able to position themselves to capture the real business benefits.
I think this change starts with strong leadership and a change of mindset. If you do not have that leadership and mindset, your CEO will keep cutting your budget. Here are 5 Misconceptions about Marketing, understood by those that will make the change, neglected by those of the past.
Budget cuts are yours by those who neglect. Read more
In order to be successful and rise above the clutter, serious B2B companies are starting to pay more and more attention to content marketing.
B2B companies devote large budgets to placing ads in industry publications or building large and expensive booths at trade shows. With marketing budgets under pressure, and with classic marketing techniques being less and less efficient, being found and being relevant to buyers has become the mantra of many marketers.
If content marketing is becoming critical to your company, it is time to start taking it seriously.
This blog post is not intended to give you a step-by-step detailed guide on how to do this. There are many great resources out there.
It does however try to guide you on what you should do before diving into developing your own content marketing strategy. Read more
Whenever I talk to fellow marketing managers about Content Marketing, I feel as if the word “content” in itself just kills the whole conversation.
When the word content is used, people think of text. They think of paper, copywriting, layout, online and print. Some are more informed, and know that content marketing is more than the output of content creators.
Content marketing is all about providing customers with answers to their questions. The format in which these answers are delivered to them is irrelevant. By providing these answers, you lift your brand to become a company that is seen as a go-to-resource for knowledge and insight. By providing these answers you become a trusted party to which they’ll turn to when they have a problem, a question, an opportunity.
And doing that, my friends, is scary stuff for marketers. Read more
Many B2B companies haven’t integrated their marketing and sales systems.
You have tools for marketing planning, events, webinars, email, PR, marketing automation, websites, document management, CRM, ERP, … Your customer services department also has its own systems, also containing customer touchpoint data. And the finance department is also sitting on similar data.
The effect? Dispersed contact databases, standalone CRM implementations and Excel import-export nightmares. These situations are more the rule than the exception.
We all know we need to integrate these systems. But how do you move towards integrated systems, to the benefit of the business? Read more