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 [...]
Working toward ENGAGEMENT in digital marketing After a 16-year career at L’Oreal — managing a brand worldwide (Redken), running a subsidiary (Canada) and as head of business development & digital marketing (ExCom Worldwide) — I was lucky enough to work with some of the best agencies and consultants in the world. Now that I am [...]
Despite access to so much research, not all data is collectable At Newark airport, about 10 minutes before boarding recently, I was asked to fill in a written questionnaire. The woman who recruited me was nice enough. The ideal respondent had to speak French. I fit the bill. Only, the questionnaire was 8 PAGES LONG! [...]
The challenges of an international social media campaign If brands may be having difficulty tackling the social media strategy in their home country, when it comes to taking the brand across borders, the task does not get any simpler for the marketing teams. I have seen little in the way of research that explicits the [...]
Too late to Twitter? I am frequently asked whether there is any real interest to be on Twitter? Why should I join? Sometimes, they ask whether it is too late to join, or whether Twitter is a fad? And, quite often, it is “ok, how do I join without wasting too much time?” Here are [...]
A podcast is content… yessir! Mitch Joel remains a man on the ball and one of the most revered voices in digital marketing across North America. In this early morning interview recorded on August 1st, 2011, with Mitch in Montreal, we discussed where we are in digital marketing, how can companies improve their digital strategy [...]
Which social network to choose? Everyday these days there is the birth of a new social network — not forgetting the birth of the new and powerful addition of Google+, launched a month ago and which now has 20 million users. It seems that entrepreneurs around the world, in different languages and sectors, are splicing [...]
Updating your Communication Style Ok, so a shareholder meeting must generally remain within the codes of tradition and press releases on serious matters must maintain a certain minimum decorum. However, not all corporate communications must follow the hyper professional and rational standard. For the more evolved companies and brands, it is my belief that one [...]
Whose line is it anyway? In business, communication has long been and continues to be equated to a one-way outward-bound message. Whether we’re talking Corporate Communications, P.R., marketing or even Human Resources, companies have used communication much like propaganda. Today, in the new web-enabled world, that mindset is having to change and it is a [...]
Is SEO being turned inside out? With the mainstreaming of social search (BING with Facebook, Google +1, Wajam…), it seems that the practice of search engine optimization (SEO) is going to have be thoroughly reviewed yet again. SEO has a habit of being defined by today’s rules, not tomorrow’s landscape. With social search, the top [...]
