The digital evolution has changed how organizations conduct business. There’s a lot of change happening: customers now have new ways of communicating using social media, forums and product reviews. They gather real-time information on products and services, and engage with brands in real-time, using mobile phones and more.
The rise of real-time messaging applications like Snapchat, Vine, Instagram and others signal a new era where customers increasingly expect personal experiences and instant real-time interactions. Instant shipping of products in ever shorter times provide instant gratification to buyers that live in the moment of today.
More access to information also means buyers increasingly research products, even for low involvement products like FMCG, fashion, computer software, multimedia products or home decoration. More and more of the buying process is happening online, where buyers today need to be served more and more by the content that marketers provide them.
The abundance of online content and channels is shifting the power from the seller to the buyer. Today buyers are more informed then ever, in which they don’t need salespeople anymore to help them buy. Or, salespeople get invited to conversations much later these days because of online content, in which they are confronted with very educated customers.
What is the impact of all of these changes on the role of salespeople within the buying process? Read more
A couple of weeks ago I published a blog post with a “way-too-long-title”.
But what the heck, I still decided to call it “How have IBM, Adobe, and Dell become a Social Business? And what can a smaller company learn from them?”.
Sometimes you just need to do what you think you need to do, even when it’s not in line with digital marketing best practices. Read more
How have IBM, Adobe, and Dell become a Social Business? And what can a smaller company learn from them?
What can small and medium business (SMB) learn from giants such as IBM, Adobe and Dell about becoming a social business?
At first sight learning from these giants seems a crazy idea. SMB’s are different by every means. They have less budget, less employees, and certainly have different problems.
But surprisingly, when looking at how these large companies have become social businesses, there is a lot smaller companies can learn…
For this blog post I have:
- studied the social business strategies of IBM, Adobe and Dell in detail,
- mapped out a the best practices from these companies
- formulated some best practices feasible for SMBs.
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
A couple of week ago I presented to around 60 B2B decision makers. The topic was basically about the biggest challenges of marketers today, and how they can solve these challenges.
When I posted a trimmed down version of my presentation on Slideshare, I got another happy surprise. It got voted “presentation of the day” on Slideshare. I think that’s pretty cool. And that my friends, as you can imagine, made me a little bit proud and totally made my day.
Here’s what I presented… Read more
As marketers, we have to “do” a lot. Just when we have social a bit under control, we need to do mobile. And just when we have our first “responsive” website ready, also this doesn’t seem to be enough. Nay, now it’s all context, big- data, gamification, customer experience and collaboration.
It’s not easy today for marketers. And it won’t become any easier. How should a company deal with these changes? And how do you create new opportunities? Read more
I was really impressed. On his business card it said “Chief Social Media Officer”. He worked for a rather big, international company.
He told me he was busy with an impressive social media project, and was full of “influencer marketing”, “sentiment analysis” and “advocate” marketing. They were active on Facebook, Twitter, LinkedIn and Pinterest.
Just until I asked him how many tweets per week he was getting from customers. Then it became quiet. “Euhh, one or two” he answered. “But we are only starting to be active” he added quietly.
When I checked their Twitter stream just now, their latest Twitter post dated of one month ago. LinkedIn hadn’t been updated the last year, and they had 18 followers on Pinterest.
Everything is difficult in the beginning, you think, and it takes a while to grow a following, right? They had been active for 5 years on Facebook.
And when I check what they publish on online, mainly promotions and news about their own company and products, then it doesn’t surprise me they only have a handful of followers. Read more
You have to do social. You have to do mobile. You have to do content. You have to do inbound. You have to do digital. You have to do blogging. You have to do thought leadership. You have to do SEO. You have to do Apps. You have to do customer experience. You have to do context. You have to do community. You have to do gamification.
You have to be home on time.
You have to do Buyer Personas. You have to do brand journalism. You have to do opt-in. You have to do authenticity. You have to do collaboration. You have to do 1-1. You have to do collaboration. You have to do analytics. You have to do big-data. You have to do automation. You have to do Social CRM. Read more