B2B customers have become more independent buyers in the procurement process as a result of their increasing access to information, research and peer-recommendations. In fact, this modern buyer is something of an enigma to B2B vendors. Traditional lead generation efforts such as trade show and publication advertising, direct mail, email, etc. are decreasing in effectiveness. [...]
Tags:B2B·b2b marketing·Customer Experience·listening·return on relationship·ROR·social marketing
Big Data is a popular term today that references the huge volumes of business and consumer data being collected and stored by organizations, which cannot be effectively data mined due to the limitations of commonly used software tools that capture, manage, or process the data. While first diagnosed in the science, government, healthcare and military [...]
Tags:big data·CMO·consensus building·executives·innovation·marketing·relationships·strategy
Dear Publishers and business leaders, Your business is dying. You know it. Your readers know it. So what are you doing about it? The belief that the Internet was the death knell of print – and maybe even cable news – was a bit of an exaggeration although your revenue statements clearly show it’s had [...]
Tags:change·content·digital·face·media·new models·print·reality·subscriptions
Every evolution of Web technologies, applications and devices has seen businesses try to leverage the platforms to fatten their bottom line. While visionary early adopters are quick to see and jump on new trends, conservative businesses eventually – maybe reluctantly – join the fray. As devices and technologies continue to morph and evolve at a [...]
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Analysts love metrics. Specifically, metrics that can be easily selected, tracked and added, which when aggregated provide the raw data resources to create benchmarks and predict how the audience may behave in the future. To analysts – at first anyway – Social Media seemed God-sent because it allowed direct access to that audience and provided [...]
It’s quickly becoming the mantra of interactive strategists: lead or be led. You either lead your online community, or they will lead you. There’s no stopping the swell of communal opinion generation that has become the hallmark of our society’s online engagement. The most die-hard critics of social media are beginning to utter: If you [...]
OK, Marketers. Be honest. If I were to ask you what your first thoughts are when thinking of social media marketing, what would you say? If being honest, the majority of you are thinking of social networks, social media influence or maybe social media ROI: all popular themes among my colleagues today. If you’re extending [...]
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