Catching the attention of buyers is done differently today. In the digital world we live in today, classic interruption marketing is less and less effective.
Applying traditional marketing tactics in the online world doesn’t work.
In your case as a marketing professional, you are constantly looking for insight, trends, best practices and how-to-do stuff. You are blind for advertising, you use Google as your best friend, follow RSS feeds of major marketing blogs, and subscribe to newsletters. Right?
What catches your attention? As digital marketers we are constantly flooded with whitepapers, ebooks, ultimate guides and webinars.
Not all of them are of the same quality.
But sometimes you encounter brilliant, well researched, and extensive ebooks.
In this blog post I want to share some of the best ebooks I have found in 2014. Each and every piece is really useful, practical, visual, and something you want to save on your PC.
With the holiday period coming up, you might have some time to read some of them ;-).
* image by Mary(n_n)West, on Flickr.
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.
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
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
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
Last week I attended a marketing event which makes a descent attempt to provide insight into marketing trends of tomorrow.
Although many of these trends are relevant, sometimes they remain a bit fuzzy of what to do with these trends as a marketer…
What do you make of these as a marketer?
- Contact lenses with projections (similar, but more advanced than Google Glass)
- Lapka, your personal environment monitor
- Camera’s reading emotion
- Toilets seats with built in smartphone connectivity
- Nike visualizing a runners heat map in Manhattan Central park, providing data to advertisers
As usual, some of this stuff is hype, other stuff is over the top, other stuff is real.
But, if you ask me, these are the trends you DO must take VERY, VERY seriously in 2013: Read more