Is ‘Social Business’ Dead or Alive?

Management consultant Peter Drucker said: “There are only two things in a business that make money – innovation and marketing, everything else is cost.” Is business actually starting to believe this and what are the implications for social business? First, a definition: social business is strategically engaging customers/ employees/ vendors in dialogue in areas that […]

How Digital Customer Behavior Is Changing Brand Management

brand management

    To say that the brand management universe in 2016 is complicated… is a bit of a truism. The way people experience a brand today is far different from what has come before. Traditionally, brand experiences were the result of messages conveyed via broadcast mediums; audiences could only form relatively vague impressions of what those brands represented. […]

How Communities Are Changing Marketing (And Four Community-Building Lessons)

community building

In this article, you’ll learn… • Why companies are overlooking the power of communities • How communities will change marketing • Four key lessons in community-building Long ago (think 2002), people would think you were crazy when you talked about the powerful intersection of community and content. Online communities? Those died in the dot com […]

Content vs. Messaging How the Digital Customer Narrative Is Changing Marketing

content messaging

In this article, you’ll learn… • Three ideas about content that marketers need to embrace • Six lessons about customer-brand interactions • The difference between content and messaging Look beyond the hype of social media, and you’ll see that social networks and community dynamics have fundamentally changed many of the most intrinsically understood truths of […]

Content Marketing – From Brand Journalism to Tools for Diagnosis

content marketing

We think about content marketing as being the same as brand journalism. But for considered purchases and B2B, content marketing is more effective when it’s less about articles and more about tools. When we talk about marketing content we are mainly talking about articles, blog posts and other narrative-style content that has its roots in […]