Marketing 2.0 in plain language
Using online content to build relationships…
Want to harvest emails? Then don’t ask for people’s email address. Not just yet. Instead, try giving them some great free content first.
It’s pretty amazing to see how much valuable stuff one can obtain via the World Wide Web. I’m talking not only about valuable content you can find on websites, blogs and forums, but also downloadable documents such white papers, e-books, case studies, trend reports and market research to name but a few.
Comparing apples and pears…
Recently a press release was put out by e-Dialog, a leading provider of email marketing solutions, which stated: “E-mail trumps other direct marketing channels for driving sales conversions”.
Unfortunately some media outlets especially in The Netherlands all gave it their own spin, leading to misleading headlines such as ‘Consumers are more sensitive to email marketing than to social media marketing’.
OK. Now I’m angry. Let’s look at the facts here:
Great primer for the new rules of marketing and PR…
In nearly all the organisations I visit, I hear people actively debating a more effective use of online communication as a means to reach business objectives.
One of the biggest challenges here is to convert the collective ‘mass communication’ headset to a headset that embraces the new communication rules of the web.
If you want to get your organisation on the same page quickly, we recommend buying a few copies of this book by David Meerman Scott.
1 + 1 = 11
The last few posts, especially the ones on Dell made me realise that engaging in online communications on the social web is not something you do on a late Friday afternoon. It takes effort and commitment.
Steve Seager, my colleague at we do communications, recently wrote a post called ‘The Power Of Scale’ that touches on this topic. Check out his analogy between a painting of Isaac Israel and messaging in online business.
Creating buy-in through education…
Last month Ad Week reported on the departure of Dell’s Social Media Chief Bob Pearson. He left the company to take a position with the Blog Council, an industry group focused on social media.
In the article he says: “The biggest challenge is what I call the antibodies. Every organization has them, and the larger ones have more. These are the people still trying to do things like they’ve done the last 10 or 20 years. They tend not to say no but not to say yes. They have lots of ways to stop progress with a smile.”
Hi! I’ve been a B2C/B2B marketer for nearly 20 years: founder & consultant at Storywise, brand director at Commodore, marketing director at MonteVerdi.TV and head of marketing & promotion at EMI Music. Today, I’m a proud husband, father of two & content marketing specialist at ROBIN – the intelligent customer service assistant.Copyright © 2024 · Fashionista Child Theme on Genesis Framework · WordPress · Log in
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