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29
Sep

Marketing by Telco’s: What Needs to Change

cold calling

Interrupted during dinner, by a phone call… should I take it or not?

Buyers are attracted to companies that provide value to them. Why is it then that these same companies keep on applying old school telco marketing tactics as if it where 1983?

Case Study from Major Telco in Belgium (spoiler alert: this is a rant)

A couple of days I received a call from a major telco in Belgium.

It couldn’t be more typical. In the middle of dinner, a phone call. Should I take it, should I not? What the heck, I’ll take it.

A split second after I answered the call I already regretted doing that.

Read more »

9
Sep

How to successfully combine inbound and outbound marketing?

when to combine inbound and outbound marketing

What to use in the marketing mix?

The debate about outbound marketing being “interruption” marketing, and inbound marketing about “deserving the attention of buyers” is actually a flawed argumentation.

The question is about how you successfully go about in combining inbound and outbound marketing.

It is true that traditional advertising is less effective.

People today like to skip TV commercials when they can. They are blind for online banners (on average 0,2% click on banners). They sign-out for telephone calls (2 out of 3 people in USA are on do-not-call list). And they opt-out of commercial email, with Google Gmail helping them with easy opt-out buttons.

But when you combine the inbound philosophy with the power of outbound, both re-enforce each other. Combining inbound and outbound marketing works when you:

  • Using advertising to create awareness, with messages they care about.
  • Paid content promotion about content they want to read.
  • Send emails that are relevant to them
  • Use outbound call center calls that are timed and relevant to them as respond to a pre-qualified need.

Read more »

26
Aug

How to become a digital marketing organization?

digitally empowered buyersBuyers 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.

Read more »

3
Aug

From Visual Storytelling to Visual Marketing: The Undeniable Bigger Trend

visual marketingOK, a little warning is appropriate here. This is a blog post where I slightly get out of my comfort zone because I am actually going to tell you a story.

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 »

13
Jul

What is a Content Identity?

content identityThe 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 »

22
Jun

Social Business has now become Inevitable and Unavoidable

Social Business Change-is-InevitableWhen Facebook ended the “free love era”, they drastically scaled back the organic reach of brands. It seemed for many marketers as if history repeated itself.

For a few years they enjoyed the exposure the network brought. But today, if you want exposure, you’ll need to pay to play. For brands on Facebook, these are dark days. They can choose to spend more money to reach fans they had already accumulated in the past, but Facebook will likely decrease branded reach even further.

It isn’t long before other large social media networks will do the same.

What are brands to do when social media networks are choosing to reduce the freedom that brands can play on their networks?

The evolution of Facebook – signaling the era of Social 3.0

organic search decline - reason to go for social business

According to a new report from Simply Measured, the total engagement for the top 10 most-followed brands on Facebook has declined 40 percent year-over-year—even as brands have increased the amount of content they’re posting by 20.1 percent.

To understand a little bit on what’s happening, we need to go back a few years in the history of Facebook, and then look into the future of what is most probably going to happen. Read more »

28
May

From Content Marketing to Meaningful Marketing: Crossing the Chasm

content marketing and social businessCrossing the Chasm is a marketing book by Geoffrey A. Moore that focuses on the specifics of marketing high tech products during the early start up period.

It provides a great analogy for companies aspiring to move their content marketing initiative beyond content marketing, through social business towards meaningful marketing.

In this blog post I’ll  explain why I believe the path to meaningful marketing starts with content marketing, gradually becoming a social business, and then towards meaningful marketing.

The question is how do you move from content marketing, to social business, towards meaningful marketing ? Read more »

14
May

Employer Branding using Real Customer Stories, Through Employee Peer-to-Peer Connectivity

employer brandingCurrent employer branding implementations are incomplete.

Employer branding is much more than a slogan send through traditional stories to future employees.

If you want to attract the right candidate, usually hard to get candidates, you’ll have to do more than setting up branded job sites with “feel good” content. Read more »

30
Apr

9 Key Change Management Essentials for Epic Content Marketing

change management essentials for content marketing

What change is needed in an organization to be successful with content marketing?

Answering todays marketing challenges is a daunting task for most of us.

Not only is marketing increasingly becoming a digital environment, marketing itself is changing. Buyers demand value on top of existing products and services. They want you to inspire them, educate them, and entertain them.

Embracing a content marketing culture is the first step towards becoming a social business. It is the first step to creating marketing that people actually want.

It requires great, or small changes, depending on your current corporate culture:

  • from outbound to inbound
  • from self-centric to meaningful
  • from classic to digital
  • from art to science

Here are some of the key change management essential ingredients you need to take into account when changing a company towards a content marketing culture:

  1. assess your marketing maturity
  2. corporate and leadership alignment
  3. embed openness and authenticity
  4. embrace new customer centric processes
  5. employee activation and skills transfer
  6. internal communication
  7. quick-wins planning
  8. content quality gate-keeping
  9. embedding the change

Read more »

16
Apr

What is the future of Native Advertising?

native advertisement future

RU into the latest “bling bling” Native Advertising thing? Should you?

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 »