Our Thinking
Persona Grata
When you are doing a major presentation, writing a blog, or posting on Twitter, how do you know whether what you say is hitting the
Cyber Security
Protecting Your Digital Cargo
Every organization owns intellectual property: in fact, this recorded knowledge is often key evidence of expertise, capability, and fit. So if it is that valuable,
CRM/AMS
Big Data and Lead Scores
Often times, the greatest insights happen at the intersection of two areas, and this is certainly true of the intersection between marketing and business development. Typically, what lives here are leads.
Social Media
Tools of the Trade
If you are reading this and profess to have some expertise in Social Media, then you may be offended by my next comment: it soon won’t matter, and your “expertise” is fast becoming irrelevant. Your long term career is in jeopardy, and your short term prospects are also questionable.
Social Media
The New Social Journalism
In the 1930s, there were two primary news sources: radio and the newspaper. They sent their correspondents around the world to gather news. These journalists would see and hear, verify and corroborate, investigate, and then expertly and objectively file their reports. The reader (or listener) would know that an editor provided oversight, and the publication (or radio station) stood behind the report.
Copywriting
Social Relevance: Amplifying Your Message
No one cares about you – they care about how you can solve their problems. Write for your readers.
These two expressions epitomize the most important marketing (and social media) concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, well, noisy?
Strategy
How to Compete with Free
Are you involved in your professional association? Or do you run one – either as a director, staff, or volunteer?
If so, you’re probably concerned with one aspect of Social Media: How do you compete with free? (Or perhaps, you’re concerned with a more existential question: Does social media make associations irrelevant?)
Strategy
When Market Research is inadequate… or ill-advised
Yes, we do market research. In fact, each year we (108 ideaspace and Bramm Research) have done industry benchmarking and best practices research in the area of Social Media. So it might be surprising to read a post about when – and why – market research should not be done.
Our Thinking
Social Media Strategy: To Buy or To Rent?
What do houses, cars, and Social Media all have in common? For one thing, they all share a primary question: Buy or Rent. Buy a house, or look for a rental? Buy a car, or lease it? And should we rent our Social Media, or build our own?
Marketing Automation
Nurture-Marketing: No or “Not Yet”
Have you ever put in a proposal, or answered an enquiry about your products or services, and then waited patiently for their answer about the next step? While images of pulling petals off a daisy might come to mind (“He loves me, he loves me not”) the words that ultimate come back are either yes we want you, or no we don’t.
