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Posts from the ‘Marketing Strategy’ Category

26
Apr

How to build Successful Personalized Marketing Experiences?

successful-personalized-marketing

 

As marketing becomes more and more advanced, personalized marketing is critical.

Personalization in marketing is real, needed and possible. It re-enforces your brand, and can mean the difference between being competitive or disappearing into oblivion.

But how do you that ?

 

In this blog post I want to discuss a methodology and a personalization model that helps you to:

  • segment your audience, beyond demographics and geographic
  • link your business objectives with 1-1 personalization campaigns
  • understand how personalization actually works

 

Let’s get started!

Read more »

30
Mar

How to Keep Up with Rapid Change in Marketing?

marketing_change_-_how_to_keep_up_with_change_in_marketing

 

Marketing is changing rapidly. Do you also have the feeling that marketing has changed more in the past 2 years than the past 50 years?

Marketing is changing faster, I agree. Even stronger, most marketers today feel overwhelmed with the speed of change happening in the job we are passionate about.

On top of that, marketers do not have a clear consensus on what areas to focus on in the future. And when they want to introduce new marketing innovations into the organization, they hit resistance to change, lack of budget and lack of skills.

In this blog post I want to cover the following:

  • The entire history of marketing and technology through time: how fast are things going?
  • Why you need to go faster when introducing change,
  • How you can speed up the introduction of these changes into your organization.

Okay, let’s get started… Read more »

27
Feb

Embracing the Fourth Digital Transformation

how to embrace - fourth digital transformation

 

We are now at the dawn of the Fourth Digital Transformation. The disruption brought by digital is impacting existing business models like never before. And it is not likely to stabilize any time soon. The next wave of digital transformation is just around the corner…

In this blog post I want to cover the following subjects:

  • the fading of classic interfaces and the rise of new customer touchpoints
  • the new-middle-man platforms, introducing new middle-man functions
  • how to build a platform strategy that embraces this change.

Read more »

12
Jan

Non-obvious Digital Trends for 2017


digital trends curating digital trends content marketing purposes

Predicting digital trends is something many bloggers turn to as we move from an eventful 2016 into the new year.

When this type of content hits my inbox, I’m interested, but also often disappointed. The digital trends usually are a repeat of the obvious trends like “mobile is still hot”, or declaring the year 2017 as the “year of virtual reality”. Or they hit me at the other side of the spectrum: the predictions are way too futuristic or advanced for any brand to adopt and monetize in a single year, or a couple of years from now.

Most trend predictions are useless, because they aren’t really objective. They are often self-serving, meaning the vast majority of them has some type of product or strategy to cash in on this hot trend.

Coincidentally, I recently discovered a book written by Rohit Bhargava, that has some strong foundations that build against the idea of these obvious trends.

It covers a methodology to uncover trends, which makes an interesting read. In this blog post I want to cover that methodology, and link that to modern marketing and content marketing strategy building. Read more »

30
Nov

How to Create and Execute a Content Hub Strategy?

how-to-create-and-run-a-content-hub

 

Online competition is intense. Soon, great content is only going to make it to page 3 of Google. Bigger competitors have more content and better content. And bigger budgets to promote that content.

To compete, you need to focus on a topic, and keep focussing on that topic to create a compounding effect. A content hub, along with a content hub strategy, helps you to focus on a topic, by publishing focused content on a central place.

This blog post covers some fundamental questions that need to be answered to build your content hub strategy:

  • What decisions you need to make before starting a content hub.
  • The concept of a content hub, and the different types of content hubs (branded and native),
  • a special case: e-commerce and content hubs.
  • and how to run a content hub operation.

Let’s get started! Read more »

31
Oct

CMO’s and CIO’s: Marketing needs Partnerships with IT

cmo-and-it-partnership-needed

In most organizations, digital marketing grew up in a silo, separate from the rest of the marketing department. That’s because initially digital touch-points like websites, email and online advertising were not seen as the heart of the business.

But today the world has changed.

Digital channels, content and technology are influencing people’s buying decisions in all markets, at every stage of the customer life-cycle.

In this blog post I want to share you my thinking on how IT and marketing should forge a partnership to keep up with the challenges of the modern organization, doing business in an evermore digitalizing world. Read more »

30
Sep

How to build a mobile (marketing) strategy? 3 Steps, 3 Templates

 

how_to_build_your_mobile_marketing_strategy

“Our website is not mobile yet.” Or “We do not have a mobile app yet, but we’re working on it.” Many think that a mobile marketing strategy is about having an app or a website that works well on a smartphone or tablet.

What fewer people see is that current and future mobile technology definitely has or will have a much greater impact. Mobile is having a drastic impact in the way consumers and businesses make decisions and make purchases.

Read more »

4
Sep

Digital Marketing Transformation – 3 Strategic Pillars of Change

digital_marketing_transformation_pillars_of_change

 

Marketing in the eyes of CMO’s is becoming increasingly complex. Embracing this complexity is not easy, as it requires changes in your organization, skill-set and technology. Embracing this change requires a digital marketing transformation.

But it’s a necessary change: the technology revolution and the increasing power of large dominant internet players are forcing modern CMO’s to rethink their strategy.

The action required required boils down to 3 strategic pillars of change:

  1. building a customer centric organization
  2. Introducing a broad new skillsets
  3. Investing in backbone marketing technology

 

Let’s take a deep dive in each of these strategic pillars of change…

Read more »

7
Aug

Why CMO’s are becoming CIO’s: Extreme Complexity

Why_CMO_s_are_becoming_CIO_s

As one frustrated CMO exclaimed at the Forrester CIO-CMO Summit in 2013, “I feel more like a CIO than a CMO! I have marketing automation, CRM, listening platforms. I’m up to my eyeballs in technology.”

Just 3 years later, this overwhelming feeling is still very much alive. In virtually any market or type of business, the speed in which technology is advancing, is adding extreme complexity to the  world of CMO’s.

Those that do not react will become obsolete. Read more »

29
Jun

The Future of Marketing is Extreme Complexity

future_of_marketing_extreme_omplexity

Are you in denial?

Marketing leaders in B2B and B2C are confronted with high customer expectations and a trend towards advanced technology that customers use during the buying process.

This is is turning marketing into an extremely complex discipline, providing challenges that need to be faced today. When is this complex future of marketing going to happen? Faster than you think…way faster…

Read more »