The ball and chain of short-term results The problem with marketing in general, and even more so in digital marketing, is that customer loyalty is far from ingrained in the executive’s mindset. And there is good reason for that: the focus is frequently on the wrong ball. The ball they focus on is tied to [...]
Best practice is all about the experience Is best practice sharing actually possible? Certainly, by the number of times you hear the term bandied about in business conferences, you would expect the concept to be well rehearsed and successful. However, it is just not possible to reproduce the singular Apple success story, any more than [...]
In search of the CEO Myndset In a world of economic crises, burgeoning competition, regulatory oversight and the revolution that is the Internet, I think it would be fair to say that the role of the CEO is under siege. The “strategic” allocation [read = reduction] of resources in search of that extra margin — [...]
Everyone’s talking about it! So, why not to jump into digital media marketing? As much as there is all this hype about businesses getting into social media, there are still a vast majority of companies that have not made the step – and that’s perfectly normal if you consider that a majority of [especially smaller] [...]
The digital marketing gold rush There is a certain inevitability to what is going on in the internet and digital marketing world. Companies have cottoned on and the rush to “do” social media is leading inexorably to higher pricing at Google and Facebook. The catch-22 is that brands are paying for ads to attract “fans” [...]
Why should you build an online presence? Because the risk of not having a strong and consistent identity is growing every day. The risks are multiple and concern pretty much everyone. Especially for the younger generations, but increasingly a reflex for all alike, people will google you before meeting you. This is true for recruitments, [...]
Gut & Data: Two sources of direction This post is inspired by a wonderful quote from Duncan Watts, of Yahoo Research, made on this McKinsey Quarterly podcast (May 2011): “Our enthusiasm for making predictions is matched only by our reluctance to be held accountable for them.” While difficult to do in a corporate environment, as [...]
It still takes time to save time… Below is the first of a “thread” on the five best productivity enhancing tools that I use on a regular basis. What I find is as important as the specific tool itself is the selection of the category for these tools. In each case, I will write up the [...]
Getting social must be a company-wide project As companies scramble to identify or hire community managers, I often wonder about the criteria that are being drawn up. There is still much confusion on the role of the community manager. More emphatically, though, I wonder to what extent that community manager has been empowered to create a [...]
Getting the mindset right first We all know resources are limited, so it is essential to know to prioritize. In this vein, one of the conundrums facing companies is to know whether they should focus first on their external social media marketing strategy (to get the business) or whether they should start internally, to implement [...]
