Guest post by Fred Studer (@fredstuder), Chief Marketing Officer at NetSuite
As my friend Brian Solis says, “This is a time to question everything.”
Let’s start with marketing, because it’s overdue for a revolution.
Today’s customers are in the driver’s seat – it’s a buyer’s market and the buyers are better informed than ever. Prior to making a purchase today, customers research and compare products assiduously while tapping into both the opinions of people they know directly and reviews from online communities they trust. In fact, by the time a customer engages with an organization, they may well already be 70 percent of the way along a traditional sales cycle.
After I presented at the Digital Media Summit in Toronto, Sylvia Ng, VP of Growth and Analytics at ScribbleLive, asked for an interview to discuss challenges and opportunities ahead for digital marketers. Following is her summary of our conversation. I wanted to share it with you here…
In the midst of endless blogs, podcasts, tweets, instagrams, and snapchats, how does a brand or business get noticed? Creating a truly effective marketing campaign is about understanding your brand, and more importantly, your audience. Sylvia turned the conversation into five actionable tips that will help you improve your marketing strategy.
The biggest challenge is not in the understanding or expertise associated with new technology. We can learn that. The biggest problem is our inability to recognize that the experience we have today is not the experience we need going forward.
A notable separation exists between the expertise people have or are learning and the jobs companies need to hire for in an increasingly digital economy. This means that current employees possess expertise to perform jobs that are losing prominence in business while new jobs openings (or the need to create them) are becoming increasingly difficult to fill.
GetVOIP published a list of the “35 Best Blogs” to help entrepreneurs pursue their dreams. Brian Solis was ranked number 1.
During the annual Pivot Conference in New York, Brian Solis hosted a hilarious and inspiring conversation with the one-and-only Al Roker.
The weather isn’t half of it. Nine time emmy winner Albert Lincoln “Al” Roker, Jr heads a multi-media production company dedicated to producing original, award winning, factual-based TV programs. In addition, Roker creative media (RCM) creates branded entertainment, commercials, EPK’s, PSA’s, digital storytelling, corporate and training videos, online-only content, and fully integrated video and social media campaign creation and activation.
Guest post by Andrew Jones (@andrewjns), analyst at Altimeter Group covering Social Media and Customer Experience
Modern marketing is about more than just informing prospects and customers about products, but building relationships with them. The contextual insight available in social media offers an opportunity to better know and engage audiences with compelling, personalized content and experiences across channels. The following is a condensed excerpt from a forthcoming report.
After almost two-and-half years, it is with great pleasure that I officially unveil the fourth edition of The Conversation Prism. Viewed and downloaded millions of times over, The Conversation Prism in its various stages has captures snapshot of important moments in the history and evolution of Social Media.
Conversations about the environment and sustainability are important. But, there may be a prevailing sense that those doing the talking might inadvertently create an “us versus them” conversation. Instead, there is an opportunity to consider everyday lifestyle center point to then examine how the choices we make impact society from a personal point of view. Lifestyle is also something that’s aspirational and as such, requires an ecosystem to inform and empower our everyday decisions without reproach.
The importance of establishing your brand in the era of Digital Darwinism cannot be overstated. Digital Darwinism occurs when technology and society evolve faster than one’s ability to adapt. Every brand is vulnerable, but no business is too big to fail or too small to succeed.
Part of an ongoing series dedicated to small businesses
As you read this, the business landscape is shifting right under your company’s foundation. How customers make decisions, how they discover, communicate, and share, how they influence and are influenced, is evolving considerably. In fact, customer behavior is not only changing, it’s fragmenting and opening the door to new touch points. Your business will now have to compete for the customers you know and additionally, a new breed of customers that you need to know. And, to earn their attention and ultimately their loyalty, you will need to better understand the top technology trends and how they’re impacting customer behavior.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.