Category Archives: Digital engagement
Reputation management in the partnering landscape
We know that there are many factors that can affect corporate reputation. We also know [...]
Why thought leaders need to understand (and avoid) proximity bias
As we start to move more confidently through the world of remote and hybrid working, [...]
How has the marketing skills portfolio evolved?
What are the most crucial skills for marketers to develop? There are many possible answers [...]
The value of customer success in reputation build
Personal reputation is everything that is known about you: the value you have created, what [...]
How the Marketing Society is driving excellence
The UK-based Marketing Society was founded in 1959, and has grown since then to become [...]
How the ‘call for papers’ ritual performs like Swiss Army knives for event management
We have probably all seen Swiss Army knives: multi-purpose pocketknives with fold-out blades, scissors, nail [...]
Marie Kondo’s six rules for content managers
Few of us can be entirely unaware of Marie Kondo, and her KonMari method of [...]
May Day, but not as you know it
You may know of May 1st as International Workers’ Day or simply Workers’ Day. It [...]
Sharpening your listening skills through improv: practice suggestions
We have previously said that improv could have a place in business, and particularly to [...]
Ten noteworthy attributes of self-reliant buyers
A recent study by Televerde suggests that at least 80% of customers’ decision-making happens before [...]
Emotional intelligence in marketing: why empathy is crucial for marketers
For the first time in most of our living memories, we – as a human [...]
Energising internal communications with chatbots
We are probably all used to the idea of chatbots being beneficial for customer communications. [...]
Making the web more accessible
It is estimated that about one billion people in the world have a visual or [...]
Affiliate marketing in the audience experience continuum: the affiliate’s view
Affiliate marketing is a term for a partnership between the producer of a product or [...]
Affiliate marketing in the audience experience continuum: the merchant’s view
Affiliate marketing is a partnership arrangement involving merchants, affiliates, networks and customers. A merchant (the [...]
Boosting meeting engagement with Slido
Remote meetings highlighted the importance of attendee engagement to all of us. When you’re in [...]
Takeaways from “The Power of Talk: Who Gets Heard and Why”
Have you ever felt like you couldn’t get a word in when talking to someone [...]
Six takeaways for thought leaders from Neural Impact’s work
Neural Impact is a boutique consultancy based in British Columbia, Canada. It works only within [...]
Event management lessons from Sundance 2021
Sundance was one of the only film festivals last year to go as planned and [...]
What action you wish your audience to take?
Let me tell you a story. I recently came across two JustGiving pages, both set [...]
The importance of partner-led agile lead generation
Partner marketing is often expected to adopt storytelling strategies of the brand and/or product marketing [...]
Why marketers will need to dig deeper into emotional intelligence
You don’t very often see ‘emotional intelligence’ among the skills listed on a marketing job [...]
Are your stories sticky enough?
Do you know the story of how teddy bears got their name? You may not [...]
How thought leadership adds sparkle to the tough topic of non-performing loans
Qualco is a fintech company with 20 years’ experience in over 30 countries. It supports debt [...]
Digital marketing during a crisis: the role of advisors
Konavi is a ten-year-old digital marketing consultancy in Munich, working primarily with B2B clients. We [...]
Managing full-service marketing in a digital world: Octopus Agency
In a previous article, we talked to Jon Lonsdale, MD and founder of full-service advertising [...]
Transformation in print: Old Fashioned Business With New Ways
From a sales and marketing perspective the print industry has long been associated with traditional, [...]
How Spotify, Dropbox, and Trello boost subscription revenue
In 2019 the average American spent $640 on subscription services. Subscriptions come in so many [...]
ABM, sales planning and intelligence: will adversity catalyse transformation?
We’d intended to discuss Account-Based Sales & Marketing (ABM) with Brian Allsop, MD of Fusion [...]
Doing It By the Book – Building Brand for the Digital World
Valitor is an international payment solutions company, founded as Visa Iceland in 1983 and expanded [...]
The Full-Service Agency is Dead – Long Live the Full-Service Agency
Full-service agencies are advertising agencies that cover all aspects of advertising and promotion. Their death [...]
Hybrid events and content ecosystems – how experience agencies are adapting
George P Johnson (GPJ) is one of the oldest brand experience agencies, founded in 1914. [...]
Should collaborative marketing be in your toolkit?
Collaborative marketing represents the concept of working together with other similar companies or associations to [...]
Seven takeaways from Discover Martech 2020
This year’s Discover Martech event took place in April as an entirely virtual (and free) [...]
How The Times weaves editorial strategies into social channels
In Conversation: Claudia Stebbings Head of Marketing, New Business Division, The Times and The Sunday [...]
Five ways the Customer Data Platform Institute supports marketing professional development
The Customer Data Platform (CDP) Institute is a vendor-neutral organisation that aims to help marketers [...]
What ‘red teams’ can teach the agile community
‘War games’ are military exercises that are used to test or improve tactics and strategy [...]
The changing faces of content management
Content management is the systems and processes used to collect, curate, publish, and update marketing [...]
Why community marketing should be on your ‘to do’ list
Businesses that understand their ecosystem—and particularly the dynamics of competition within it—are far more likely [...]
How to organise a tweetchat
A tweetchat is a live Twitter event with questions focused around a particular topic. They [...]
Augmented reality in the experiential marketing mix
Experiential marketing is all about creating experiences involving brands and consumers. These experiences are now [...]
The second coming of podcasting
The growth of podcasting started gently. There was no huge hype, no rushing to jump [...]
Ten things B2B marketers should know about experiential marketing
Experiential marketing is creating experiences involving brands and consumers, and it is rapidly moving into [...]
How is social media reshaping corporate reputation?
We can now communicate far faster, with far more people, than has ever been possible [...]
A question of value: should events and conferences be free or pay-to-attend?
When you are organising a major external event or conference, one big question to consider [...]
5 questions you need to answer before you can start organising an event
So you’ve been asked to organise an event for your organisation? Before you can do [...]
Federate your team – 7 ways to make sure your event management is properly resourced
No one person could ever manage to organise a full-scale event on their own. Event [...]
Eight must-haves in an effective content brief
As content marketing becomes more ubiquitous, a few challenges are emerging. Perhaps the most compelling [...]
Six tactics to optimise signage at your event
Signage is often overlooked in event organisation and management, but it can be an important [...]
7 reasons invitation-only audience acquisition could be a better option for your next event
Attendance by invitation-only events sound very exclusive. However, when the event is expected to deliver [...]
8 factors to consider when recruiting speakers for your event
What matters in event planning and management? Perhaps the most important part of any [...]
Getting media relations right for your events
It is a simple fact that you cannot adequately publicise a major event without press [...]
The maturity journey: How influencer marketing is becoming more thoughtful
Influencer marketing was—like so many other ideas in the past—billed as the next big thing [...]
Understanding event sponsorship dynamics
Getting sponsors to help finance your event is common practice. It is, however, not necessarily [...]
Is content intelligence just another buzz-phrase, or does it have real bite?
Move over content marketing, here comes content intelligence. Some marketers are calling it the hottest [...]
To run or to pass? Speed, trust and agility in a digitally-driven world
One of the phrases often heard in management meetings is ‘run with the ball’. Sometimes [...]
Closing the divide: from follower to leader in content globalisation
Content marketing is now mainstream. Everyone is doing it, and everyone understands its importance. A [...]
Singapore: becoming the world’s first Smart Nation
Smart cities are ten-a-penny now, with large numbers of the world’s major cities engaged in [...]
The rise and rise of sustainability reporting
It can sometimes seem as if we live in a throwaway world. We all want [...]
What do marketing analysts do?
With the steady march of digital marketing, a number of new marketing roles have emerged. [...]
The CMO as an orchestra conductor
Orchestral conductors seldom play an instrument in the orchestra that they are conducting. There are [...]
The impact of culture and language on social media efforts
One of the most frequent questions we are asked by students in countries where English [...]
Can hackathons be part of the social marketer’s toolkit?
Hackathons are a way to bring together groups to work intensively on a software project [...]
Community marketing is one of many untapped B2B gems
Community marketing is simply engaging customers (and prospects) in conversation, to find out what they [...]
How mature are your account based marketing practices?
Account-based marketing is, broadly speaking, marketing that is focused and targeted towards each lead or [...]
The art of influencer marketing
Press, analysts and now influencers? As digital platforms make it easier than ever for information [...]
Lead nurturing should embrace changing digital experiences
Lead nurturing is the process of bringing a lead from the initial point of interest [...]
Is lead management keeping up with digital possibilities?
Lead management in B2B includes both generating sales leads, and following them up and closing [...]
So you plan to live-tweet an event
Live tweeting is a key part of generating a buzz about an event, and crucial [...]
Impulse drive: humanity in the B2B buying cycle
As consumers, we understand impulse buying; it happens as a result of an emotional connection [...]
Make every meeting count
A CIA manual published in 1944, and rediscovered recently, sets out simple ways to sabotage [...]
High performance transformation with Scrum
The Scrum process is more commonly known as a software development approach that is designed to [...]
B2B marketers need to up their mobile game
Mobile is one of the biggest trends in digital marketing. B2B marketing teams have been slow [...]
Why sales operations continue to rise in significance
What marketers need to understand about sales operations Sales operations has been around a while—since [...]
What established brands can learn from growth hacking
Growth hacking may just be the latest thing in marketing. As the name suggests, [...]
Digital marketing: The analytics job ahead
I’m a big fan of events. The gathering of people with common interests. The suspension [...]
Specific is best: How buyer personas are maturing
A while back, we wrote about the art of creating buyer personas, and also about [...]
Social at work trends to watch
There is no question that social networking has changed the way that we communicate with [...]
Apple and IBM on the ageing population
We often hear about the challenges of an aging population. The talk is more usually [...]
Ten Lessons from KLM’s social presence
Dutch airline KLM is widely recognised as a world leader in social media use, and [...]
Moving on from the four Ps: Marketing in the digital age
Connected customers have caused a seismic shift in the marketing world in recent years. And [...]
The Content Marketing Institute
Where should you go for information when you want to know more about content marketing? [...]
Making buyer personas work
We have discussed how to create buyer personas, and why you should do so. The [...]
The art of creating buyer personas
How well do you know your customer? Not the person who last bought your product, [...]
Infusing your go-to-market strategy with social media
When you’re thinking about your marketing strategy, you need to consider who you’re selling to, [...]
The digital hunter-gatherer
People often comment on how much the world has changed in the last ten, or [...]
Competitive intelligence from social media
We looked a little while ago at using Twitter to gain intelligence about your competition. [...]
The importance of agility in the public sector
Mario Devargas, former CIO for a police force and a large council, talked at the [...]
Experience is the new brand
Mercedes-Benz has abandoned the idea of achieving customer satisfaction. That doesn’t mean that the company [...]
Why every project needs a ‘wash-up’
As individuals, we’re quite good at learning from experience. In fact, many of us trade [...]
In conversation: Scality’s Jerome Lecat on software defined storage at petabyte scale
Major customer deployments, continued Enterprise and OpenStack product investment and management team expansion are among [...]
In conversation: Egenera’s John Humphreys on creating communities to generate value
Egenera, provider of management solutions that bring together applications and workloads across platforms, has just [...]
How to write for readers who are mobile
When you’re creating content, is there any difference between standard websites and mobile? The answer [...]
Social selling and the lesson from cakes
There are many myths about B2B and social media. But what is the key to [...]
Rules of Engagement
In the age of social media-dominated communication and general information overload, developing client engagement based [...]
In conversation: Robin Daniels on amplifying thought leadership through customer and developer voices
Last wek Box announced that GE’s 300,000 employees across 170 countries will be coming onboard [...]
In conversation: Joanne Nelson on why Logicalis integrated thought leadership
Two years ago, we looked at how Logicalis was aligning for global growth. Since then, [...]
Creating good online presentation experiences
From being a tool used by only a very few, webinars have moved centre stage [...]
In conversation: CloudSigma’s CEO on thought leadership to mitigate risk
CloudSigma is one of the leading providers of Infrastructure as a Service (IaaS), based in [...]
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