Blog

Along with the term Big Data, Social Business has become one of the terms du jour when it comes to how organizations work. Several agencies and organizations have come up with their definitions of what a social business is. As we begin to be able to measure the degree to which employees collaborate in helpful waysRead more

I’m a marketer. In marketing, our mission, if you like, is to instill desire. You may see a product you like, but don’t necessarily need. Marketing’s job is to instill enough desire around that product to make you need, or want, it. While there are several facets to marketing – including the afore-mentioned desire, asRead more

There’s a popular saying that marketers have ruined social media. As a marketer, I agree and disagree. Yes, crappy marketing by brands, or crappy marketers in general, ruin social media. Yet that’s been true of any crappy marketing, and it’s not restricted to social media. Let’s face it, crappy anything ruins something. A crappy experience with aRead more

When it comes to measuring the return on investment (ROI) of influence marketing, social media offers some key advantages over traditional marketing and advertising. Prior to social media’s rise as an essential business solution, marketing campaigns were primarily through print, media including TV and radio, and direct mail. The use of flyers, posters, billboards andRead more

When I was a teen, back in the 80’s – yes, I’m old – there was this bakery just off my local high street. It was a family-owned bakery, and had a mix of fancies, pastries, bread and sweets (candy in North America). While the goods being sold were a great mix, and kept theRead more

When it comes to defining how your business is perceived, customer experience plays a crucial role. Not only does it determine how loyal your existing customers are, but it also determines the brand perception of your business for new customers and/or clients. A perfect example of this was when my wife and I moved intoRead more

How important is the customer experience in the modern marketing climate? More than 80% of companies currently compete based largely or entirely on the basis of customer experience (CX). As well, according to one study, customer experience leaders outperform the market. In other words, what you sell or what you charge for it isn’t asRead more

When Content4Demand and ON 24 published the results of their Demand Gen Report earlier this year, it shared some valuable insights into where influence marketing is headed. From a “nice to have” consumer platform that saw a spike in interest around 10 years ago, to the valuable (and increasingly used) business-to-business (B2B) one that itRead more

There are three key reasons why people buy products, services, and ideas: they need it, they think they need it, and they were told it’s a need. In all these, influence marketing can play an important role.  A purchase driven by an actual need is rational, functional and intentional. Rational because there’s a reason toRead more

It’s no secret that influence marketing is growing in popularity. This year, 65 percent of marketers increased their influence marketing budgets, and 18 percent of those companies will spend in excess of $100,000 on influencers. While some cynical consumers might roll their eyes at the concept of influence marketing, it’s hard to argue with theRead more