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Posts tagged “marketing communications”

Accelerate your digital communications by putting your audience first

I’d like to begin a conversation with you. A conversation about change. About letting go of the past. About how we as communications professionals can communicate better with our collective audiences. About looking to the future.

You may be asking why I want to have this conversation. I believe in possibilities and finding new ways to work and communicate. I believe in developing new ideas and putting them into action. Trying. Testing. Failing. Learning. Growing!

I believe we can’t continue to work and communicate as we have for the last 20-30 years. Consumer and customer communication behaviors have changed in profound ways, but business communications have struggled to keep up with the trends.

Let’s go back in time for a moment and consider some of these…

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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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Cleveland’s RNC communications home run and 6 lessons learned

An ABC News story aired on July 17, the day before the Republican National Convention in Cleveland. The headline read:  “Cleveland on the Rise: A Look Back on the City’s Comeback Before RNC.”

The story was one of dozens that national and international media produced in July that chronicled Cleveland’s ongoing narrative of a city on the rise. Collectively, the coverage reached millions of people around the world.

This coverage didn’t just happen because Cleveland hosted the RNC. In fact, Philadelphia hosted the Democratic National Convention a week later, yet earned only about a third of the coverage that Cleveland did. 

Making It Happen

Journalists were armed with data, storylines, expert contacts and other materials as a result of communitywide communications…

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B2B or not B2B: Should your B2B brand consider influencer marketing?

If you’re a marketer or communicator at a B2B organization, chances are you’ve heard the phrase “influencer marketing” but may not have investigated it – or even considered it – for your business. In its simplest form, influencer marketing is about using a small group of people with a wide and established network to spread your story for you. Many consumer brands have embraced this concept, but B2B companies have been slow to adopt.

In an era of continuous partial attention, should your B2B brand consider influencer marketing as part of its marketing mix? I’m not here to make that decision for you (though if you’d like to start a conversation, I’m always happy to chat). But I would offer these three considerations as you contemplate whether influencer marketing is…

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