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Posts by David Loomis

How to balance humanity with digital communications

In a recent client meeting, a cross-functional group from a large B2B company discussed their favorite parts of the corporate culture. Almost all of the examples involved in-person events with real live human interaction. Imagine that! We heard about birthday celebrations, new product parties, family cook-outs and community involvement days. Nevertheless, the conversation eventually turned to technology. We covered how to leverage in-office video screens, take advantage of a new human resources information system (HRIS) and which employee communications apps to use. Can these seemingly opposite approaches (digital and human) co-exist? We believe they can – and must – co-exist for optimal internal and external communications.

As new technologies take off, the…

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How Starbucks, DuPont and GE are expanding the possibilities of digital marketing

Marketing? There’s an app for that. And it might be more advanced than you think. We know big brands – B2C and B2B – are employing mobile technology to enhance sales and after-sales processes. But these companies also are stepping up their efforts to integrate apps with new technologies that help customers become more efficient no matter where they are. Here are few recent examples:

1. Starbucks Voice Ordering

Starbucks is betting big on the growth of “conversational commerce.” They’re working to optimize voice ordering capability by integrating with Amazon’s Alexa skills system and with Ford’s Sync3 system. Why wait to order in a store when you can order in your home or car? And why bother using your fingers on your phone when you can simply speak up? Taking…

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The 5 essential levels of B2B influencer marketing

News Flash!  Influencer marketing isn’t just for B2C brands.  But B2B influencer marketing is more involved than you might think.  While Gucci can easily send a free handbag to a popular fashion blogger, it’s hard to send samples of chemical compounds, high-end fittings or fabric roofs.  Yet, all B2B companies have influencers and a number of new tools at their disposal to reach them.  The trick is identifying who they are and engaging them properly.

Influencer Marketing

There are lots of definitions, but I like this one from Lee Odden:  “Influencer marketing is the practice of engaging and collaborating with internal and industry experts that have active networks to help achieve measurable business goals.”  Influencers have been around forever, right?  A potter…

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Digital intelligence: 6 reasons you need it more than ever

It’s hard to imagine any marketing initiative that doesn’t have digital woven into the very fabric of the effort. We’re working daily to optimize our websites, email, social and media channels. We don’t lack options – just the opposite. Sometimes we’re overwhelmed with the choices, as well as with software salespeople promising breakthrough transformation. The tools and the tactics are so prevalent they’ve become table stakes. 

So, what can differentiate companies and brands now? Strategy. Linking communications strategy to overall business strategy. Aligning tactics to the targets. Now that everything’s digital, smarter application of its power separates mastery from mediocrity. Here are six reasons you need digital intelligence more than ever:

  1. Your competition…
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The 5 Hottest Trends in SEO for 2016

2015 was a big year for SEO as Google announced new rules and implemented top-secret algorithms.  2016 will prove to be just as dramatic as the pressure mounts for sites to be more agile, safe and credible.  Dix & Eaton’s Senior Advisor and SEO specialist, Linda Nawrocki, offered us her perspective on what’s hot… and what’s not – and this list of the top trends for 2016.

1) Mobile Madness

Last year, the total number of Google searches on mobile devices surpassed those on desktops.  Not long after, Google announced mobile as a search priority, and that it would penalize the ranking of websites that weren’t optimized for mobile devices. This announcement caused a flurry of new websites to appear with responsive design and the now-ubiquitous scrolling screens.  This…

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