The “business pivot” is not a new dance craze doomed to live forever at wedding receptions. Pivoting refers to a quick (and often unexpected) shift in a planned business model when the current model doesn’t successfully gain traction among shareholders or consumers. The term is derived from a basketball move where players keep one footRead more
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According to the latest information shared by ComScore, consumer consumption of media content is fragmenting across digital platforms at an accelerating rate. For example, originally-scripted TV content can now be viewed on the Internet using a PC or Mac — and increasingly via mobile and portable devices; TV ads are being delivered online; and sportsRead more
In his book, The Halo Effect, author Phil Rosenzweig asserts that business strategists derive universal truths by synergizing a collection of facts, data, and scenarios, regardless of how related or unrelated they may be. In particular he targets those who establish business trends through their work in business books, magazines, and newspapers, arguing that theirRead more
Every company is a media company. Or it should be. That’s the cry of social and content marketers today. They point to the open and direct channel that businesses have to their consumers and the wider audience that did not exist, arguably, prior to 2004 when Chris Shipley popularized the term “social media” in hisRead more
Last week I argued that social media is creating bad customers. The post was designed to open people’s minds to the reality that social media channels create high degrees of risk for brands based on a number of factors. It detailed how social media enables poor customer behavior as easily as it enables good customerRead more
I posted a short rant last week on my growing frustration with marketers fixated on social media metrics such as size of community, depth of reach, frequency of connections and sentiment while failing or refusing to measure how they impact the profitability of the business. It generated a healthy debate within the comments, which, inRead more
Social Media marketers first measured the number of fans and followers they had on Facebook and Twitter and yelled: “Yeah! We’re driving results through our social media efforts. Look at me, I’m wonderful”. Then the CEO asked: “How much money did that make us?” Room goes silent. So marketers, learning from this looked to metricsRead more
A report released by Domo and CEO.com this week highlights the dichotomy of online engagement: the American population has increased their adoption of social chatter in their daily activity yet the concept is barely a blip on the radar of top executives who market to these people. Only 30% of the CEOs from America’s topRead more
Earlier this week I posted When Personal and Corporate Brands Collide, in which I outlined a case study of corporate egotism rearing its ugly head in the face of an employee’s personal brand and public recognition. The “personal brand” phenomenon is quickly becoming problematic for c-suite executives, marketing, PR and human resource departments alike. NeitherRead more
With the exponential growth of social platforms, the face of the customer is continuously changing. Today’s customer seeks to do business with more than a product or a service; they seek to do business with a brand that stands for something and more importantly, with the people behind the brand. This is a statement postedRead more