What do Rolls-Royce, Dove, Shell, and Schweppes all have in common? The answer: David Ogilvy, known throughout the copywriting and advertising industries as “The Father of Advertising.” For a quick snack-break-sized read, scan through these nine tips on copywriting, content writing, and general advertising, straight from the master: Our business is infested with idiots who... More »9 Things You Can Learn From David Ogilvy About Copywriting
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Throughout 2012, video marketing for B2B businesses undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond. Here are a few relevant findings from respected industry reports and trends to back up this claim: The 2012 B2B Demand Generation Benchmark Survey found that... More »How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide
Brand building is an integral aspect of personal and business development. It not only increases the voice and consumer awareness of a brand, but it also gives it an identity and worth. The advent of participatory and interactive platforms has given many businesses the chance to enhance brand awareness and equity. If you have been... More »5 Effective Brand Building Strategies to Attract Customers
Customer perceptions of products and services, or companies and brands, are measured using different scales and methodologies. Regardless of any ambiguity of definitions and sophistication of methodology, any scale you choose reflects a fundamental consideration: how does the product (service/brand/company) experience compare to customer expectations? The expectations are formed by a company’s marketing communications and... More »Customer Satisfaction Is A Relative Term
Today’s customers are inundated with marketing promotions involving contests, lucky draws, sweepstakes and a wide variety of other such schemes. I remember participating in a few of these as a child, especially during the release of the animated feature, The Jungle Book, and during the cricket world cup, in the 1980’s. The marketing paradigm was... More »Are You Feeling Lucky?
This post continues to explore the theme of Unlocking The Value of CRM. Previous installments can be found here and here. This installment focuses on Change: It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change. Charles Darwin (1809 – 1882) Most CRM initiatives... More »CRM – Build for Adoption
This is the second installment of the inquiry into the best practices for Strategic CRM initiatives. Here is link to the post published earlier which sets definitions and boundaries for the discussion. 3. Scope Management Considerations. Usually scope management is understood in a context of balancing the project’s budget, deadline and requirements. I would like... More »Unlocking the Value of CRM Enterprise Software – Part 2
Depending on your business structure and overall marketing objectives, you should prioritize different strategies for your Pinterest landing page. For brands that rely on email marketing, new email acquisition is always a top priority. In these cases, routing pins to a user acquisition landing page is an effective method for building a large, engaged user... More »Landing Page Optimization Part 3 of 3 – Optimizing Different Types of Landing Pages for Pinterest
CRM initiatives used to be rightly considered to be the most challenging Enterprise Software undertaking by many people in business, yet many companies dipped their proverbial ‘toes” into this dangerous “water”. The reason is, that when these initiatives do succeed, the return on investment is very fast and spectacular. During the last few years rates... More »Unlocking Value of the CRM Part 1
If you are regular reader of this blog you may remember that I set-up a business bank account with Barclays Bank and shared my experience: Barclays Bank: what are the customer experience folks up to? Barclays Bank: what are the customer experience folks up to? (part II) If you read those posts and come away... More »Customer Experience: How to Delight and Disappoint a Customer
Would you shop here if you didn’t work here? Sounds like a simple question, right? Would you shop here if you weren’t being paid by this company? Would you prefer a Mini Cooper, but work at Ford? Would you try Six Flags if you didn’t work at Disney World? Easy questions? Not really. It’s the... More »Would You Shop Here If You Didn’t Work Here? Four Steps to Employee Advocacy
Most company executives don’t think that their accounting department is in the Customer Experience business. True, very few members of financial management teams normally have a reason or opportunity to communicate directly with their company’s customers unless they have to chase accounts receivable problems. The new CFO of a start-up I was working for took... More »Customer Experience is Everybody’s Business – Connecting the Dots
I don’t know everything about content marketing – no one does. Sometimes we are tempted to think we do but when the truth comes home there is always a lot more to learn about content marketing’s role on the social web. The concept is constantly evolving and we content marketers will strive to perfect it... More »12 Common Misconceptions About Content Marketing
A few months ago, I asked a speaker, who represented herself as a ”marketing guru,” for an example of an excellent brand because she spoke about brand equity and brand reputation management. I could not relate these terms to actual processes involved. Without hesitation she answered, “Sony! It is one of the most valuable CE brands.”... More »The Essence of Brand and Customer Experience
Better…stronger…faster. No, it won’t turn them all into the Six Million Dollar Man but as the character Oscar Goldman said, “We have the technology. We have the capability to make him (or her!) better than he was before.” Inbound Marketing won’t give your sales team bionics but it may seem like it. We define Inbound... More »How Will Inbound Marketing Change the Way My Sales Team Works?