Posts Tagged ‘digital’

Completely Rethinking Marketing Is Essential in Today’s Customer-Centric World

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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.

Embracing the Audience: 5 Tips on Customer-Based Marketing

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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.

How Marketers Can Thrive in an Era of Digital Darwinism

While in London promoting What’s the Future of Business (WTF): Changing the Way Businesses Create Experiences, I spent some time with the folks who produce The Digital Marketing Show.

In this short video, I share the rise of Generation C and how an era of connected consumerism created the perfect storm for digital Darwinism to accelerate. We also discuss how the future of marketing takes more than technology, it takes a philosophical shift to create meaningful and shareable experiences.

Report: Some Brands Go All In on Mobile; Others Suffer from Mobile Mediocrity

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Consumers aren’t just going digital, they’re also becoming increasingly mobile. To them, mobile isn’t the second screen, it’s the first screen. Brands however, struggle to keep up with them and as a result, mobile strategies are off target or underwhelming.

This finding among many others is the result of new research conducted by my colleague Jaimy Szymanski and me. I’m proud to announce that the report, The Inevitability of a Mobile-Only Customer Experience, is available today for immediate download.

Digital Transformation: A Year in Review

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When I published the first in a new series of reports exploring the state and future of Digital Transformation, it was almost the antithesis of a typical technology report.  It didn’t talk about tech trends for automated marketing. It mentioned zero platforms, software or apps for improving processes, manufacturing or customer or employee engagement. It also didn’t talk about the latest enterprise cloud services to improve marketing or CRM or process big data and the like. Instead, I, along with my Altimeter Group colleagues Jaimy Szymanski and Charlene Li, offered a behind the scenes glimpse to learn about the people who are bringing about change inside of companies and how technology serves an enabler for digital transformation.

1 Short But Important Prediction for Marketing in 2015

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It’s that time of year when experts share their predictions and others assemble them into long lists. Yay!

I’ve only managed to write one officially so far. And to be honest, it’s less of a prediction and more of something for a wish list, not just for the future of marketing, but all of business.

Pivot: The Emergence of Digital Compels Businesses to Transform

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Guest post by Mike Edelhart, co-producer and CEO of The Pivot Conference (@pivotcon)

Historic shifts in business fundamentals don’t occur smoothly; rather they happen in sudden, sharp shifts which open unexpected chasms companies must traverse or plunge.

Today, the deep change in human behavior brought about by the emergence of social media marks the latest such shift, perhaps the most dramatic since the Industrial Revolution. Gone are the traditional success factors of operational efficiency and price advantage being uprooted by the conversational, consumer-centric nature of the emerging business environment. Already, quick response, collaboration and flexibility are trumping traditional competitive advantages. And this shift seems to be accelerating into an ever-more-social future.

The 2014 State of Digital Transformation

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Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.

In our initial report, “Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences (DCX),” we learned that digital transformation was as much about technology as it was about people. It was a much more human story, one that shared insights, advice and cautionary tales from those on the front lines.

Yo. Srsly?

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App: Yo.

User: Yo

App: Yo

User: Yo, sup?

App: Yo

User: Yo, you for real?

App: Yo

User: Yo, I’m out.

A new app that lets you send “yo” to friends is real and its initial $1 million investment is also real.

Merriam-Webster defines the word “yo” as an interjection used to grab someone’s attention.

Yo certainly has done just that by grabbing everyone’s attention.

5 Predictions about Influence Marketing

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Brian Solis is among the first analysts to study and define digital influence. Over the years, he’s made his work freely available. Recently, European-based marketing software company Augure asked Brian to comment on the future of Influence Marketing. The article was just published and it also featured the thoughts of well-known marketing experts including…

- Kevin Dugan, Director of Content, Empower MediaMarketing
- Arik Hanson, principal, ACH Communications
- Roxane Papagiannopoulos, President at RMP Media Analysis
- Frank Strong, Communications Director at LexisNexis

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ABOUT ME

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.

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