Posts Tagged ‘business’
Part of an unpublished appendix for The End of Business as Usual…
Think of your favorite brand, and the first thing to come to mind is likely a logo, such as the Coca-Cola scripting, a tag-line, such as Nike’s “Just do it,” or a jingle – remember the Oscar Meyer Wiener song? These may be the aspects of a brand you remember, but they are no longer the most important aspects of branding today. Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.
A key objective for senior executives over the next several years is to use disruptive technology to get closer to customers, to improve relationships, and enhance experiences. It is a considerable move and the result will usher in a new era of adaptive and empathetic business models. However, this is a move that is easier said than done., especially when vision and execution are two sides of different coins. This is a critical path where businesses must not only commit to new technology and goals, but also invest in the methodologies, systems, processes, and people to bring about change from within before it can effectively engage outside.
I was recently asked to join a group of experts to contribute thoughts on trends driving the evolution of CRM over the next five years. I must say, that it’s a group of individuals whom I not only respect, but also am lucky enough to know in the real world.
- Ray Wang, Principal Analyst & CEO at Constellation Research
- Brent Leary, Owner at CRM Essentials
- Esteban Kolsky, Principal & Founder at ThinkJar LLC
- Denis Pombriant, CEO at Beagle Research Group, LLC
- Paul Greenberg, Owner at The 56 Group, LLC
Guest post by Scott Forshay, creator and editor of mobi.luxe. Following him on Twitter @mobiluxe
Establishing consumer relationships through mobile marketing, as with any successful, productive relationship, inherently requires a mutual exchange of value. Whether consumers are opting-in for brand communications via SMS or engaging with the brand in a single instance through scanning a QR code, the onus is on the brand to deliver value in return for customers’ valuable time and information. Without the perception that value has been exchanged for value, the relationship becomes essentially one-sided and unrequited attempts at interaction on the part of the consumer will spell the end of the relationship – perhaps permanently.
Part 16 in an ongoing series that serves as the prequel to my new book, The End of Business as Usual…
It’s a new year and a new set of predictions to set goals and expectations for 2012. I won’t bother you with the top 10 emerging social networks or apps to focus time and resources. Nor will I gaze in the crystal ball to reveal the five secrets to viral marketing and user/customer acquisition. Instead of adding my forecasts to the endless sea of debatable prophesies, I chose a more aspirational path.
In 2011, the digital landscape underwent a significant shift that will have profound effects on business in 2012.
The challenge is that hardly any business leaders noticed. That’s not their fault however.
Although the impact of technology on business and consumer behavior was widely reported, in-depth reports on what to do next or how this will affect their business specifically were scant at best.
Welcome to another New Year! While everyone else is busy thinking about or already breaking their New Year resolutions, it’s time for us to take a moment to rethink what it is we can really do better now and over the next 12 months.
I’m sure you heard it everywhere last year. Experts found the highest blog mountains and social network skyscrapers to Tweet in concert, “You need a Facebook brand page! Why are you not on Twitter yet? Have you checked-in on Foursquare? Hurry up and get set up on Google+. If you don’t get on social media, you’re going to go out of business!”
During Blogworld Expo in Los Angeles, I was given the opportunity to interview Jim Farley, Ford’s Group Vice President, Global Marketing, Sales and Service live on stage. The discussion was focused on a powerful theme, putting your brand in the hands of customers. Certainly for any business, large and small, the idea of empowering customers to shape and steer your brand can be perceived as both frightening and dangerous. But here, Farley brings a refreshing perspective on why businesses, including Ford, need to engage customers in a more human and genuine manner. He looks beyond marketing to bring executives, employees and customers together in building a stronger brand, more relevant products and services, and investing in meaningful relationships to ultimately create a remarkable business…a business that matters beyond its goods.
As I think about disruptive technology, it’s clear that as an industry, we often get stuck in conversations about products, services, and features. In social media for example, we are enamored with Twitter, Facebook, Foursquare, and the like. At the same time, we tend to confuse emerging with disruptive technologies and overly invest in rising stars such as Instagram, Quora and to some extent Google+ before we understand the impact they have on our world and the impact we can have within each network.
The new, new Twitter is upon us and while some of you already have access to it, others will have to wait up to three weeks. I’m not one to write about new features or products as they’re released. But I would like to take some time to review why this version of Twitter is important to you and your business.
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.