tag:blogger.com,1999:blog-91192695026714565112024-02-06T20:24:34.135-08:00M A R K E T I N G - W O R K B O XThinking marketing for small businessesAnonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comBlogger22125tag:blogger.com,1999:blog-9119269502671456511.post-41557900700311663422019-02-10T06:23:00.001-08:002019-02-10T06:23:11.305-08:00Video - Terraforming Internet Marketing<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: inherit;">These days, video is the predominant form of content on the web. 63% of businesses, according to research, are putting serious effort to implement video marketing as part of their digital marketing strategies. E-commerce research indicates that 41% of consumers were likely to share an appealing videos with their friends. Most viewers will not spend more than 8 seconds on your page but you could increase that to 3 minutes with a video.</span><br />
<span style="font-family: inherit;">Videos can quickly trigger emotions around your products and services. Emotions drive conversations, conversations drive buying decisions. </span><span style="font-family: inherit;">Samsung's </span><a class="_1fYLo blog-link-hashtag-color _3cwdd _2N2cN" href="https://www.marketingworkbox.com/blog/search/.hash.voiceforever" style="border: 0px; box-sizing: inherit; font-family: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;" target="_self">#voiceforever</a><span style="font-family: inherit;"> campaign rang in as the top branded video across Facebook, YouTube and Instagram in 2018, garnering 98 million views.</span></div>
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<div class="XzvDs _208Ie _3_7DB blog-post-text-font blog-post-text-color _2p1aK _158eo _3_7DB" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); background-color: white; border: 0px; box-sizing: inherit; font-stretch: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline; white-space: pre-wrap;">
<span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="font-family: inherit;">Is video’s dominance built on a big lie?</span></span></div>
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<span style="font-family: inherit;">The scandal around Facebook's false video metrics hit us square in the face last year, so what is the future of social video marketing? </span></div>
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<span style="font-family: inherit;">Let us look at some facts that makes video marketing not so attractive.</span></div>
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<span style="font-family: inherit;">Video requires an intensive production process, widespread amplification strategy, and the time and commitment of talented creatives.</span></div>
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<span style="font-family: inherit;">According to TubeMogul, half of all videos get less than 500 views. One notable example is a beautifully developed video about the Ritz-Carlton Lodge in Georgia, which has received only 480 impressions since December. Similarly, Abercombie & Kent has uploaded 34 videos on its YouTube site in the last 12 months, with an average of 300 impressions.</span></div>
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<div class="XzvDs _208Ie _3_7DB blog-post-text-font blog-post-text-color _2p1aK _158eo _3_7DB" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); background-color: white; border: 0px; box-sizing: inherit; font-stretch: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline; white-space: pre-wrap;">
<span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="font-family: inherit;">So why would you actually invest your dollars in a video?</span></span></div>
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<span style="font-family: inherit;">Here’s the why (and how) :</span></div>
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<span style="font-family: inherit;"><span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Google :</span> Placing a YouTube video on your landing page can increase by up to 50% the chance of your website being on the first page of Google for a specific search. According to statistics, the number of video searches that include “How to” keyword has grown by 70 percent in a single year.</span></div>
<div class="XzvDs _208Ie _3_7DB blog-post-text-font blog-post-text-color _2p1aK _158eo _3_7DB" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); background-color: white; border: 0px; box-sizing: inherit; font-stretch: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline; white-space: pre-wrap;">
<span style="font-family: inherit;"><span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">User-driven content</span> : Poorly designed videos with great content outperform videos. User-generated content is a great way of interacting with your customers. One of the most well-known examples is GoPro Hero Action Camcorders. GoPro allow customers to post videos they recorded to YouTube which the company then uses to market their product.</span></div>
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<span style="font-family: inherit;"><span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Influencers </span>: All the people are different, however, there is one common denominator for all influencers – they love to be in the center of attention. Use their ego in order to promote your video simply by mentioning an influencer or discussing their ideas.</span></div>
<div class="XzvDs _208Ie _3_7DB blog-post-text-font blog-post-text-color _2p1aK _158eo _3_7DB" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); background-color: white; border: 0px; box-sizing: inherit; font-stretch: inherit; font-variant-east-asian: inherit; font-variant-numeric: inherit; line-height: 1.5; padding: 0px; vertical-align: baseline; white-space: pre-wrap;">
<span style="font-family: inherit;"><span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;">Email </span>: In fact, according to Optionmonster, Email Marketing is overwhelmingly preferred to social media when it comes to opt-in, permission-based content. In fact, just using the word “video” in your email subject line can increase your click rates by up to 300% according to HubSpot.</span></div>
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<span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); border: 0px; box-sizing: inherit; font-stretch: inherit; font-style: inherit; font-variant: inherit; font-weight: 700; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline;"><span style="font-family: inherit;">Social :</span></span></div>
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<span style="font-family: inherit;">The inclusion of Video Marketing in Instagram Stories is one of the bigger innovations in the Video Marketing space. When Netflix began as a mail-order video service, now, several years later, Netflix is a powerhouse of video content; and not just other people’s content either. </span></div>
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<span style="font-family: inherit;">As of May 2018, Twitch(Amazon’s live streaming video platform)reported having 2.2 million broadcasters and 15 millions daily active users, so there is huge potential for such platforms to blow up even more in the next couple of years.</span></div>
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<span style="font-family: inherit;">In a not too distant future user-based internet video content will surely surpass traditional advertising content. </span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-90610669097868636872018-03-04T22:44:00.001-08:002018-03-04T22:44:22.479-08:00Chief Growth Officer: The Last Jedi?<div dir="ltr" style="text-align: left;" trbidi="on">
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The C-Suite in an organization is the power center who share common duties, such as strategic planning, in addition to their functional responsibilities. They are no less than “The Jedi”, the main protagonists in the Star Wars universe who are depicted as an ancient monastic, academic, meritocratic and paramilitary organization whose origin dates back to c. 25,000 BBY.<br />
<i>So what has spawned the rise of a “Chief Growth Officer” as “The Last Jedi” to protect and lead the growth of an organization.</i><br />
<i><br /></i>
<b>C-M-O = A dangerous acronym</b><br />
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At the top of most organization's marketing heap, stands a Chief Marketing Officer or CMO. This is the person who maintains the whimsical vision and executable strategy for the company's marketing plan. Inherent within this title, however, is one of the largest lurking dangers of the business world: a glorified role without any purposeful impact on the bottom-line. Indeed there is no acronym so dangerous in the English language as C-M-O.<br />
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<b>Why CGO is the new CMO?</b><br />
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Sales’ is no longer about “trying to flog things” while marketing can’t sit in a silo, free from commercial objectives. It’s about trying to give them high quality advice and be there for them if there are any problems. So, the sales team is really a service team and then a marketing function more than anything else.<br />
“Easy growth” is now a thing of the past. “Companies no longer can rely on traditional methods of incremental expansion and innovation—be it a new category, market, acquisition or distribution channel.<br />
Marketers are simply not seen as growth drivers. Search firm Russell Reynolds, says CGOs aren’t just enhanced CMOs. They are growth-focused brand builders, trusted CEO advisers, and internal connectors who align conflicting agendas.<br />
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<b>FMCG companies are at the forefront:</b><br />
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According to Russell Reynolds, these are “first-generation” CGOs. FMCG companies began to appoint CGOs around five years ago. Consumer goods giants including Coca-Cola, Colgate-Palmolive, Coty and Mondelēz have all hired CGOs to “accelerate growth efforts” or to “bring focus and growth to our platforms”.Another example is Kraft Heinz, where marketing and sales is led by a president of global growth.<br />
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<b>CMO was expected to lead the growth:</b><br />
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Over the past decade, marketers have continued to position themselves as experts in advertising, brand positioning, millennials and the latest digital fads – instead of being growth drivers – and this has led to CMO positions disappear.<br />
While corporate leaders look to the CMO for growth opportunities, the marketing function certainly does not own all of the organization’s growth drivers. As many as five C-level executives are responsible for driving new revenues, according to a recent Accenture Strategy report. However, CEOs are most likely to hold their CMOs accountable for missed growth targets.<br />
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<b>The expectations from a CGO:</b><br />
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A CGO, thus, primarily infuses a "growth mind-set" in the organization.<br />
As Mondelez International CEO Irene Rosenfeld rightly states,"The creation of the Chief Growth Officer role ensures that growth remains at the forefront of our company strategy. It will bring the same focus and discipline to driving sustained, profitable growth that we have brought to improving our cost structure and expanding margins".<br />
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<b>Five questions to ponder upon for a CGO :</b><br />
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1.<span style="white-space: pre;"> </span>What’s the plan? The CGO needs to construct and have a firm grasp on the overarching strategic plan of the organization.<br />
2.<span style="white-space: pre;"> </span>Why the plan? A CGO needs to understand the essence of the plan – what it was based on – the insights, market trends, analytics and data at its core. They should be mindful of how to gather and incorporate client data, prospect data, competitive intel, and economic insights.<br />
3.<span style="white-space: pre;"> </span>How the plan? What is the method by which the CGO will execute the plan? What resources will be incorporated? How will marketing tools be incorporated? What cross-functional planning is required? How does Sales get involved?<br />
4.<span style="white-space: pre;"> </span>When the plan? What is the timing for the execution of the plan? How often will it be reassessed and updated?<br />
5.<span style="white-space: pre;"> </span>Outcomes of the plan: Will the CGO have a thorough understanding of the dynamic measurement of the plan, on an ongoing basis? Can they articulate the ROI in terms of measurable metrics that have a downstream impact on revenues?<br />
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This evolution and elevation of traditional corporate leadership roles to a CGO can give a blueprint for companies to align the senior executives to the urgent need to address sustainable business growth and improving future growth prospects in times of uncertainty.<br />
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-45686543831808077692017-12-29T20:47:00.003-08:002017-12-29T20:51:35.370-08:005 Ingredients to plate your 2018 Marketing Dish like a Pro<div dir="ltr" style="text-align: left;" trbidi="on">
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“<span style="color: #134f5c;"><b>Molecular Gastronomy </b></span>should not be considered a style of
cooking but a new scientific discipline” argues Professor Pete Barham, from the
University of Bristol, who has worked extensively with celebrity chef Heston
Blumenthal. Why?<o:p></o:p></div>
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Because it involves chemical sciences: agrochemicals are involved in the way
food is produced; chemical changes occur during harvesting, packaging and
transport to market, and subsequently during processing and cooking and finally,
an understanding of neurochemistry when the brain reacts to the presentation
and taste of the food.<o:p></o:p></div>
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“Taken to its extreme”, Barham argues, “It should be
possible to quantify just how delicious a particular dish will be to a
particular individual. Thus, in the future, it may be possible to serve
different variations of the same dish to your dinner party guests so that each
has their own uniquely enjoyable experience”.</div>
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<a href="https://blog.hubspot.com/marketing/marketing-personalization-examples" target="_blank"><b>Molecular personalization</b></a>? Isn't that we want to do in marketing- create a
unique customer experience.<o:p></o:p></div>
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With that thought let me list out a few in-season
ingredients which will help you whip up your marketing dish make it delectable
in 2018 !<o:p></o:p></div>
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<b>Mobile at the core :</b><o:p></o:p></div>
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There’s no doubt mobile has become core to the digital
marketing ecosystem – as a communications
channel, support and service mechanism, purchasing tool and more. But according
to<b> </b><a href="https://www.cmo.com.au/article/631150/predictions-8-digital-marketing-trends-2018/" target="_blank"><b>Forrester’s 2018 mobile predictions</b></a>, marketers need to put even more emphasis
on understanding how next-generation consumers are interacting with brands via
these devices in the New Year. Mobile strategy goes way beyond a responsive
website, even if it is designed mobile-first. The caveat of this is that the
screen size for these mobile devices are tiny compared to laptops or desktops.
It is much more difficult to convey all desired content into a website while
still maintaining readability and clarity for such small screen sizes. Having<b>
<a href="https://www.smashingmagazine.com/2012/07/elements-mobile-user-experience/" target="_blank">mobile UX</a></b> in mind, web designers and developers can collaborate and create
products that should potentially be very clear and easy to digest in terms of
their content, layout, and style<o:p></o:p></div>
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<b>AI at the fore :</b><o:p></o:p></div>
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“With AI at the forefront, marketers will be better able to
understand the likes and dislikes of a customer, determine what specific
branded content should be served to that consumer, and track all their
interactions through the customer's journey. <o:p></o:p></div>
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“AI will also be imperative to provide customers with a
seamless personalized digital experience in the future, for brands to get cut
through, and for marketing to help deliver ROI.” <o:p></o:p></div>
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Future-facing CMOs will adopt a <a href="https://www.cmo.com.au/article/631150/predictions-8-digital-marketing-trends-2018/" target="_blank"><b>challenger-centric approach</b></a>
in 2018, investing money where they see most value.<o:p></o:p></div>
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<b>Millenials drive your purpose:</b><o:p></o:p></div>
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You are going to need to have a very clear brand purpose at
the centre of everything to pull this off. Millennials, if they actually
existed as a segment, would demand a clear and transparent brand purpose or
they would simply not buy from you.<o:p></o:p></div>
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They don’t really care about ‘what’ the product is, they
just care about ‘why’ you made it. That makes the millennial segment incredibly
hard to market to; partly because they might go into the supermarket to buy
bananas and bag of flour but come out with a unicycle and a bottle of brandy,
but also because they demand a <b><a href="https://blogs.gartner.com/simon-yates/2017/12/15/not-another-trite-seasonal-blog-post-yes-but-with-a-dash-of-snark/" target="_blank">brand purpose</a>.</b> Who cares how your beer tastes?
Why did you make it? And what are you doing about orangutans in Borneo?<o:p></o:p></div>
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<b>Storify it through :</b><o:p></o:p></div>
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Can you imagine the power of a marketing department
exclusively staffed with storytellers? Who needs strategy when you can weave a
magical story? Does gross margin really matter when I can tell an impressive
tale to explain it all away? And who wants brand managers when fairytales are
an everyday aspect of operations?<o:p></o:p></div>
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<b>Gather the advocates:</b><o:p></o:p></div>
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The strategy of paying a celebrity to syndicate brand
content out to millions of followers has left many marketers disenchanted in
the last few years. Finding the right partner who can co-create content up to
brand standards can be equally difficult. Where brands should invest their time
is reengaging customers who already love to talk about their products,
developing new ways to build armies that feel less promotional or gamified and
more rewarding, focused on building a culture of gratitude within the brand’s
social community.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
And there you have it, the story to unfold in 2018. Using AI
to drive the millenials through a good story in their mobiles augmented by
trusted advocacy. Let us check back in 2019 of how all of these shaped up!<o:p></o:p></div>
<br />
<div class="MsoNormal">
<br /></div>
</div>
Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-40471935950605428552017-12-22T08:14:00.000-08:002017-12-22T08:23:32.393-08:00Do Butt Clicks Count? Why Marketing is a Bad Investment<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
If you cannot measure it, there is no point in doing it. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Or so goes the case for measuring the return of our
investment, whether in dollars or time, for any given marketing activity. It is
good actually. Technology has been an enabler for marketing to drill down to
the microscopic level of marketing. However, the focus on a granular level has
taken away the vision to the bigger picture. Why?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Because, we’re evolved!<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLtuVrGEgof2OfvkMt7tXv_xg5aUIUekIJD2Kb-y9XDZOpRkVThOLzTUKlWmsYFspemecohr2NxOM5QRNn2y7JpNvstTZdehaItt__Ol3O978nZ9dWBka9NIMmBcnh6RbqwYncIz8FgAM/s1600/KPI+s-page-001.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1600" data-original-width="1600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLtuVrGEgof2OfvkMt7tXv_xg5aUIUekIJD2Kb-y9XDZOpRkVThOLzTUKlWmsYFspemecohr2NxOM5QRNn2y7JpNvstTZdehaItt__Ol3O978nZ9dWBka9NIMmBcnh6RbqwYncIz8FgAM/s320/KPI+s-page-001.jpg" width="320" /></a></div>
<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
What’s the ROI of the flight delayed for a son to see a
dying mother?<o:p></o:p></div>
<div class="MsoNormal">
What’s the ROI of a smiling usher in the restaurant?<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
May seem a complicated question to ask. But, an employee
smiling at a customer doesn’t cost anything. The customer experience has so
many possible touch points today that it almost seems impossible to measure a
true financial ROI. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
ROI’s roots are in evaluating one-time capital projects.
“But is marketing a one-time capital project?” Clearly not! ROI is a useful
starting point for sizing up any investment. Remember that ROI is a historical
measure, meaning it calculates all the past returns. The point is that an
investment can do very well in the past and still falter in the future.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i>"When we work on making our devices accessible by the
blind," he said, "I don't consider the bloody ROI."Tim Cook</i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If marketing’s mandate is to maximize ROI, there is every
incentive to never do anything new at all. <o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Marketing is a science of uncertainty and an art of
probability :</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
ROI by itself says nothing about the likelihood that
expected returns and costs will appear as predicted. Neither does it say
anything about the risk of an investment. ROI simply shows how returns compare
to costs if the action or investment brings the expected results. Therefore, a
good marketing investment analysis should also measure the probabilities of
different ROI outcomes. It is important to consider both the ROI magnitude and
the risks that go with it.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>The Citizen Brand :<o:p></o:p></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Headline Findings in a recent 2017 study includes the
damning facts that people wouldn’t care if 74% of the brands they use just
disappeared and that 60% of the content created by the world’s leading 1,500
brands is “just clutter” that has little impact on their lives (or business
results). Instead of customers, propositions and activation, brands need to
embrace the new three P's of marketing: people, purpose and participation. This
is the future of marketing. This is the ‘Citizen Brand’.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b>Are we prepared for the world beyond ROI?</b><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The pursuit of a perfect ROI calculation will exhaust the
very resources that are supposed to deliver ROI.<o:p></o:p></div>
<div class="MsoNormal">
We have uncertainty all around the plate, probability is the
new ingredient and AI seems to be the sauce that will perfect the taste! The
development and testing of new attribution models that move away from last
touch and toward more comprehensive assessments, which includes multiple
futures, will be the way forward. These models will eventually impact how
marketers measure ROI and plan campaigns. New AI-powered algorithms will be
tested to determine entirely new ways to create meaningful experiences and then
define and measure the REAL ROI.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i> “Even though you are
on the right track, you’ll get run over if you just sit there”. Will Rogers. </i><o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
What are the multiple futures that could turn a marketing
plan upside down? </div>
<div class="MsoNormal">
Read more about this in my book <i><a href="https://goo.gl/mQYpiM"><span style="color: blue;"><b>“Do Butt Clicks Count? Why Marketing is a Bad Investment”</b></span></a></i> <o:p></o:p></div>
</div>
Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-37638366334849310792017-05-27T23:41:00.000-07:002017-05-27T23:42:47.939-07:00Five new changes to Google Analytics<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-GB">Digital
Analytics is becoming more and more core to a business’ strategy. Without a
good Digital Analytics team and implementation in place, a business cannot
measure its performance, set KPIs, test new functionality and spot
opportunities for new product development.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">Google
Analytics is the first port of call for most people – but there have been
several challenges while docking the ship here! <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">The most
common ones have been Data sampling – when looking at segmented data and longer
time frames, Google Analytics samples the data to ensure the speed of the
interface. This causes issues because the business want to see the raw numbers.
<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">Besides, Limited
dashboards – the dashboards can be effective if kept simple, but most of the
time you cannot do what you want to do. No customisation is possible and you
can only add 12 reports to the dashboard.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">The new GA
Dashboard tries to address these issues with a more modern UI and we are loving
it!<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB"><br /></span></div>
<div class="MsoNormal">
<b><span lang="EN-GB">Why these new changes?<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span lang="EN-GB">The improved
contextual abilities in the GA dashboard open the door for analytics to help
companies create knowledge capital — the intangible assets that accrue from
deeper insights and better decision-making. <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">For
Industries such as retail that are facing a data upheaval, managing of
knowledge capital is an essential strategic task, the only route through which
this is possible is data aggregation.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">Google
seems to have already thought this through and tries to retain all the features
users cherish while making the metrics — and the insights they yield — easier
to understand as ever more complex analytics are introduced.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB"><br /></span></div>
<div class="MsoNormal">
<b><span lang="EN-GB">What are these exactly?<o:p></o:p></span></b></div>
<div class="MsoNormal">
<b><span lang="EN-GB"><br /></span></b></div>
<div class="MsoNormal">
<b><span lang="EN-GB">User Customized Interface:<o:p></o:p></span></b></div>
<div class="MsoNormal">
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht4e5hLMx6K9hB3TJdMlMSDoQIrFAdS7X5XcOImulUfAZj94q8geiMMRia7s8WjrUet_qF9pJvvtxVEZHWhv_VE3-mRGZTyUUBuU8fCDRKzaJS2DxXpi8b73mjNwrl2o9WLtbC7Q2scwU/s1600/1.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="229" data-original-width="355" height="206" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht4e5hLMx6K9hB3TJdMlMSDoQIrFAdS7X5XcOImulUfAZj94q8geiMMRia7s8WjrUet_qF9pJvvtxVEZHWhv_VE3-mRGZTyUUBuU8fCDRKzaJS2DxXpi8b73mjNwrl2o9WLtbC7Q2scwU/s320/1.JPG" width="320" /></a></div>
<span lang="EN-GB">Users are greeted
by a curated set of report views called snippets. Each report snippet will be
preceded by a question that frames the data in the report, such as “When do
your visitors arrive?” or “Where do your visitors come from?”</span><span lang="EN-GB"> </span><span lang="EN-GB">Users can
hover their cursors to drill down for more detail on single data points or
drill into the relevant report using the links embedded in each snippet.<o:p></o:p></span><br />
<div class="MsoNormal">
<span lang="EN-GB">Google
introduced a redesigned mobile app that provided better at-a-glance insights
for users who wanted highlights without having to view the complete report via
laptop.The app is already a rockstar with a million downloads.<o:p></o:p></span></div>
<div class="MsoNormal">
<b><span lang="EN-GB">Graduate Hat:<o:p></o:p></span></b></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB22szTvcoN2j3LBj4dOCOZin9Zj19rJPkHuj6wV_YSaikJzGCaun7IX4v4v8P0hSedqnMIVAoWWOQNI1L0ZAURNVuoWha0yd2onaksntzHaRxckr7yj0siH-lHHzFR6PtLX1mYTdBKA8/s1600/Capture3.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwph98Ed5iWSp9cZ_JsY0U4A72lQ88vncxUe0hjt7F0Xz4EfHshE5M_MVIe4mbPxWICNt2DIgHnZ-N_KRArepjSPPrfxcxlrBYaEPx9vLBpz2e1U1Gr2Hgd-S2fJfEjcoOuH81DlNq_t4/s1600/Capture2.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="401" data-original-width="1053" height="121" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwph98Ed5iWSp9cZ_JsY0U4A72lQ88vncxUe0hjt7F0Xz4EfHshE5M_MVIe4mbPxWICNt2DIgHnZ-N_KRArepjSPPrfxcxlrBYaEPx9vLBpz2e1U1Gr2Hgd-S2fJfEjcoOuH81DlNq_t4/s320/Capture2.JPG" width="320" /></a><span lang="EN-GB">In most
sections of the new Google Analytics layout, you’ll see a little graduate’s
hat. You can use these to learn more about how to interpret the data you find
throughout Google Analytics<o:p></o:p></span></div>
<div class="MsoNormal">
<b><span lang="EN-GB">Navigation:<o:p></o:p></span></b></div>
<div class="MsoNormal">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB22szTvcoN2j3LBj4dOCOZin9Zj19rJPkHuj6wV_YSaikJzGCaun7IX4v4v8P0hSedqnMIVAoWWOQNI1L0ZAURNVuoWha0yd2onaksntzHaRxckr7yj0siH-lHHzFR6PtLX1mYTdBKA8/s1600/Capture3.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="534" data-original-width="234" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiB22szTvcoN2j3LBj4dOCOZin9Zj19rJPkHuj6wV_YSaikJzGCaun7IX4v4v8P0hSedqnMIVAoWWOQNI1L0ZAURNVuoWha0yd2onaksntzHaRxckr7yj0siH-lHHzFR6PtLX1mYTdBKA8/s320/Capture3.JPG" width="140" /></a><span lang="EN-GB"> Everything has moved to the left! Say goodbye
to the navigation at the top; Home, Reporting, Customisation and Admin have all
been relocated. Admin has been relocated to the bottom of the side navigation.<o:p></o:p></span></div>
<div class="MsoNormal">
Why?
Because this is more convenient, mak</div>
ing it easier navigating to settings and
back to reports. No more waiting for Google Analytics to reload, the reports
are always waiting for you to the left of the page – meaning you don’t have to
go into the reports view!<br />
<div class="MsoNormal">
<b><span lang="EN-GB">Date Ranges:<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span lang="EN-GB">There’s
some customization involved, too — users with goals or e-commerce will see a
different home page than those without, for example. The various widgets (for
lack of a better term) on <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB">If you ever
find yourself working with the same data range on a regular basis, but when you
login to Google Analytics this date range has been set back to the default, you
will be glad to know that there is now an option to change this date range by
default.</span><span lang="EN-GB"> </span><span lang="EN-GB">The new home page will also offer date filters like “last 7 days” and
“last 30 days” — no need to dive into the various reports for those views.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-GB"><br /></span></div>
<div class="MsoNormal">
<b><span lang="EN-GB">The impact on businesses<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span lang="EN-GB">In this era
of digitized brand and business interactions, when insights can seem
disjointed, Google knows that data aggregation represents the vital first step
toward creating the kinds of Predictive, Descriptive and Prescriptive models
that will help devise a more holistic data science strategy.<o:p></o:p></span></div>
<br />
<div class="MsoNormal">
<span lang="EN-GB">Looking at
Google’s record-card ,we can confidently predict more prediction. Come what
may, only time will tell what we'll tell of time to come!</span></div>
</div>
Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-45697260606517178552017-02-16T17:45:00.001-08:002017-02-16T17:45:07.293-08:00<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin5PD-wDzt3K_klvuVGPB63k6CKywgIj7EKJBHO1HYeoXEf4i2PP8r9OcXQCq41jdHSqArMJC2-SrTFGR2W1MhD3UZ5hUsNi80DPjC0QcCI-pKWRZVWAUBviQ9xw_5iZoMreTzw8qNc3s/s1600/A+Miura+Bull+called+Marketing+ROI.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="font-family: inherit;"><img alt="How to Calculate Marketing RoI" border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin5PD-wDzt3K_klvuVGPB63k6CKywgIj7EKJBHO1HYeoXEf4i2PP8r9OcXQCq41jdHSqArMJC2-SrTFGR2W1MhD3UZ5hUsNi80DPjC0QcCI-pKWRZVWAUBviQ9xw_5iZoMreTzw8qNc3s/s640/A+Miura+Bull+called+Marketing+ROI.png" title="Marketing RoI" width="640" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: inherit; font-size: small;"><br /></span><div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">Anne,a mother of twin babies,purchased a stroller.She had
been researching at it for 9 months now, much before she actually required
it.Across online portals,reviews, friends and of course the television
commercials were always there.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">Let’s say the brand she bought has a presence across all of
these channels.Because of the variety of touchpoints, it makes it difficult to
measure exactly where the ad was first noticed that encouraged a conversion
across this cycle of 9 months.<i>Consumers may remember your brand, but may not be
able to recall where they saw your ads.</i><o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">The marketer for the brand will surely have a tough time
attributing this sale to one channel and then calculate the ROI for it.It goes
without saying,the road ahead is going to be more bumpy as more and more
marketing touchpoints are integrated into the daily life of a customer.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="line-height: 107%;"><span style="font-family: inherit;"><span style="font-size: small;">An Art that
has become larger than Science:<o:p></o:p></span></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;"><br /></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">In an ideal world,ROI = (Revenue growth – Marketing
budget)/Marketing budget<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">What about these factors then?<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<i><span style="font-family: inherit; font-size: small;">1.Customer
satisfaction impact<o:p></o:p></span></i></div>
<div class="MsoNormal" style="text-align: justify;">
<i><span style="font-family: inherit; font-size: small;">2.Multiple Influencers<o:p></o:p></span></i></div>
<div class="MsoNormal" style="text-align: justify;">
<i><span style="font-family: inherit; font-size: small;">3.External
macro-economic trends<o:p></o:p></span></i></div>
<div class="MsoNormal" style="text-align: justify;">
<i><span style="font-family: inherit; font-size: small;"><br /></span></i></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">Marketing will move beyond theories that are false and
theories that are not yet false.to measure it we would require tools to assess
the degree of likelihood of a theory.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;"><i>Marketing Ratience
will be the successor to Marketing Performance Management,</i>which
incorporates information theory and probability theory.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">In Anne’s case,the probability of various touchpoints in her
kind of persona would be crucial for attribution.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;">The problem
with ROI obsession:<o:p></o:p></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;"><br /></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">So what can be done to get a hold on this Miura bull called
ROI.We take a step back here and forget about the ROI of Marketing.And,think
about the cost of ignoring it.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">If, ROI translates into measuring the variables and outcomes
most applicable to the particular business,then this means we are ignoring the
very factors which measures the business profitability.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">The larger problem with ROI. It encourages us to play our
cards safe and hence underperform.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;">The Unicorn
of marketing,Content :<o:p></o:p></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;"><br /></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: inherit; font-size: small;">Content, the poster boy of marketing at the moment, seems to
fall under the Heisenberg uncertainty principle.It states no particle
simultaneously has both a precise position and a precise momentum. We can't
measure both, precisely because they don't both exist simultaneously.So true
for content.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
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<span style="font-family: inherit; font-size: small;">This principles brings on a few questions on content:<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;">• How does
this new white paper and complementary video add value to the X marketing
campaign, but also the value of the Y product release and Z customer forum?<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;">• What’s
the value of a newsletter subscribed member? How does that value increase over
time as the member matures and the amount of such data become larger and
richer?<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;">• How does
the value of each content asset fluctuate over time<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;">• How does
the publishing of media-related products increase the value of the brand over
time by establishing us as a differentiated brand?<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;"><br /></span></div>
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<span style="font-family: inherit; font-size: small;">Having said that, the power of content can not be denied.A
terrific example here is, ZAGG, an online retailer, knows its blog results in
sales.It earns a whopping 172% ROI and 10% of the company's site traffic.It is
the single most important driver of sales for it today.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;"><br /></span></div>
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<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;">KPI’s in a
constantly shifting world:<o:p></o:p></span></span></b></div>
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<b><span style="line-height: 107%;"><span style="font-family: inherit; font-size: small;"><br /></span></span></b></div>
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<span style="font-family: inherit; font-size: small;">Key performance indicators (KPIs) use quantifiable metrics to
determine performance over time. These metrics must be customized to your
business and goals. In the fast moving digital landscape, KPIs should be
selected based on three factors:</span></div>
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<span style="font-size: small;"><br /></span><span style="font-family: inherit; font-size: small;"></span></div>
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<span style="font-family: inherit; font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwJROFqgwJInRr75fTmNILU6sB7rcvnx9ySE2FMQ0i8Gev1dUi0FulOJTV7jjSrEQUi5llTk8LWM0NjRsGWGKpYfUoNBTUfIXE8oIBJg3l9ZJQ2TXLItGmZuPDorhZsfqs6d7nFgUHnHQ/s1600/KPIs.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="182" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwJROFqgwJInRr75fTmNILU6sB7rcvnx9ySE2FMQ0i8Gev1dUi0FulOJTV7jjSrEQUi5llTk8LWM0NjRsGWGKpYfUoNBTUfIXE8oIBJg3l9ZJQ2TXLItGmZuPDorhZsfqs6d7nFgUHnHQ/s320/KPIs.png" width="320" /></a></span></div>
<span style="font-family: inherit; font-size: small;"><o:p></o:p></span><br />
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<i><span style="font-family: inherit; font-size: small;">-How soon does it
matter – business urgency<o:p></o:p></span></i></div>
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<i><span style="font-family: inherit; font-size: small;">-How much does it
matter- business importance<o:p></o:p></span></i></div>
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<i><span style="font-family: inherit; font-size: small;">-How long does it
matter-business significance<o:p></o:p></span></i></div>
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<i><span style="font-family: inherit; font-size: small;"><br /></span></i></div>
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<span style="font-family: inherit; font-size: small;">One of the most important things about spending dollars to
get the attention, is to make sure that you are ready for the attention. <o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;"><br /></span></div>
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<span style="font-family: inherit; font-size: small;">XEROX’s “Get Optimistic”campaign with Forbes to connect with
30 top accounts .70% of targeted companies interacted with the microsite,
readership increased 300-400% over previous email campaigns, added 20,000 new
contacts, generated 1,000+ scheduled appointments, and get this: yielded $1.3
BILLION in pipeline revenue.<o:p></o:p></span></div>
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<span style="font-family: inherit; font-size: small;"><br /></span></div>
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<span style="font-family: inherit; font-size: small;">It's not about just having a website. It's whether or not
that website works well to sell. Remember,it was finally the web or in-store
experience that led Anne to purchase the stroller.And,this is where the holy
grail of UX lies.But that is a story for another time. Stay tuned!</span></div>
</td></tr>
</tbody></table>
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<o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-89166882438838346222017-01-17T18:00:00.001-08:002017-01-17T18:00:19.533-08:00Native Advertising - Past the trial-and-error Era<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgecSQMcEdys-D3bYahtGdLuSUMCVemqFAVAZVl8RubG1GeBQlZWIyjSRlB2wtqfJPdlMiYaA51Yr_1nC7_PFiWfw5v1NnQD7caTY950zyhHmscenF_XzmG3-xoU6yD0Y5XDVcRUrU8jj4/s1600/pexels-photo-296880.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Display Advertising" border="0" height="428" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgecSQMcEdys-D3bYahtGdLuSUMCVemqFAVAZVl8RubG1GeBQlZWIyjSRlB2wtqfJPdlMiYaA51Yr_1nC7_PFiWfw5v1NnQD7caTY950zyhHmscenF_XzmG3-xoU6yD0Y5XDVcRUrU8jj4/s640/pexels-photo-296880.jpeg" title="Display Advertising" width="640" /></a></div>
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"Native advertising," a term first cobbled up by Fred Wilson, the popular Venture Capitalist at the Online Media, Marketing, and Advertising Conference in 2011, is no doubt quite popular among 21st-century publishers and brand strategists even now.This leads many people to assume that native advertising is a modern-day creation. However, the history of native advertising dates back to as early as the late 19th century, when John Deere published his magazine "The Furrow", the legendary 118-year old publication. <o:p></o:p></div>
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I bet you have been seeing native ads all of this time but just did not recognize them as ads at all.So where exactly are they found now and what big is unfolding with them?<o:p></o:p></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;">The what and where of Native Ads<o:p></o:p></span></b></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;"><br /></span></b></div>
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The IAB (Interactive Advertising Bureau) definition of native advert seems to fall into six categories with six core questions to evaluate it but to put it simply out:<o:p></o:p></div>
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<i>A Directly Paid Opportunity.</i> Something very obvious and at the fundamentals of this type of advertising.It has to be paid for by somebody. <o:p></o:p></div>
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<i>Usually, Content Based.</i> The information is useful, interesting and highly targeted to the specific readership. So, it is not as blunt as a direct promotional piece.<o:p></o:p></div>
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<i>Delivered In-Stream.</i> To truly be a native ad, the user experience is not disrupted. The advertising is delivered in a way that the reader should be minimally bothered by it. <o:p></o:p></div>
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Ultimately, the goal of native advertising is to not disrupt the user experience…to offer information that is somewhat helpful and similar to the other information on the site so that the content is engaged with at a higher rate than, say, a banner ad (this is good for advertisers, and if the content is truly useful, good for consumers.<o:p></o:p></div>
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Among lot many other places and in lot many ways, you may come across them in:<o:p></o:p></div>
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-Paid search units in Google or Twitter<o:p></o:p></div>
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-Sponsored content in Linkedin or Forbes<o:p></o:p></div>
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-Video Advert you find in Youtube<o:p></o:p></div>
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-Branded content in publication like NY Times<o:p></o:p></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;">The answer to obtrusive display ads<o:p></o:p></span></b></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;"><br /></span></b></div>
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With user experience becoming the priority, native advertising seems to be the only answer to the ad-block phenomenon prevalent in news sites and among the under-35 ones.The limited real estate display on a mobile screen, the stream itself is the entire user experience So, your advertising option on mobile in the future may only be through the ingenious native advertising.<o:p></o:p></div>
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Borrow a little goodwill.Native advertising can leverage the credibility of a media brand, and then rub some-off it over to your own brand. The objective is to slowly build up your own reputation by being in the company of such. Century Link infographic in Forbes on the ramifications of IoT in the year of 2020 is much entertaining and shareable.<o:p></o:p></div>
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Social Media advertising is strikingly similar to a native advertisement as the sharing mechanism can be seamlessly integrated. Social companies like Facebook and Twitter have aggressively pursued native advertising dollars and have built their business models around them.<o:p></o:p></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;">Is it not another term for content marketing?<o:p></o:p></span></b></div>
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The question here is: <i>why should native advertising be any different from content marketing.</i>We all understand we need the best relevant content to accomplish the end objective.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggFGxTNB1Be5LlacsGcjsoPPNWok_3TkqvvVOgtEfimQkocLgXRw4fmZcZ87jxF6ech7Vd2cc55rNHG6CnMimLHi05xkkyISynsmUxcG8o1SynJJbASK1SYXRWd_jdi7gQXMPZNyb59KE/s1600/Why.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggFGxTNB1Be5LlacsGcjsoPPNWok_3TkqvvVOgtEfimQkocLgXRw4fmZcZ87jxF6ech7Vd2cc55rNHG6CnMimLHi05xkkyISynsmUxcG8o1SynJJbASK1SYXRWd_jdi7gQXMPZNyb59KE/s320/Why.png" width="213" /></a></div>
<o:p></o:p><br />
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However, on taking a step back, the main distinction appears to be the goal.While content marketers are aiming to build long term trust, consistently providing value for readers without asking for anything in return, while most often the goal the native advertising is to have the reader purchase a product or service before obtaining this valuable content.The tonality of the message and the benefits to the end-consumer is quite different.<o:p></o:p></div>
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The one constant is the future is a mixture of both to reach the masses and get your message known.<o:p></o:p></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;">The future is natively immersive <o:p></o:p></span></b></div>
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<b><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;"><br /></span></b></div>
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There are clear opportunities for greater transparency and efficacy through using data to improve the content and distribution.Brands will tend towards producing less content but hinge more on distribution.This is analogous to how social has been in the last few years<o:p></o:p></div>
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Visual play is in the fray.And this is precisely the reason why great native visual integrations will also have to be developed in 2017 for native ads to be more beautiful, more engaging and more dynamic. Most native ads currently stick out like a sore thumb with a marked box and promotional title.An apt example would be Microsoft’s Child of the 90’s video for Internet Explorer. It takes you back in time and only at the end when Microsoft offers to have you reconnect with the new Internet Explorer that you realize the real purpose of the ad.<o:p></o:p></div>
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Live video, 360-degree video, and virtual reality provide an incredible opportunity to give consumers an experience, and not just content to consume. They are becoming easier to produce and distribute.Those advertisers who take advantage of publishing partners' offers to do this will likely be able to create deeper and more personal relationships with their consumers and achieve an unprecedented level of transparency that those consumers really value.<o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-19153423125893462702017-01-08T20:36:00.002-08:002017-01-26T22:53:19.676-08:00Blockchain- A marketer’s dilemma too soon?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span >“Bitcoin will do to banks what Email did to the postal industry”said Rick Falkvinge, IT Entrepreneur and Founder, Swedish Pirate Party.While bitcoin has faced many a bumps on the road to be the money of the internet, the technology that propelled it has certainly found a lot of aficionados. That technology is Blockchain.<o:p></o:p></span></div>
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<span ><br /></span></div>
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<span ><span style="font-size: large;">Simply put, <i>Blockchain = Network to transfer value without intermediaries</i></span><o:p></o:p></span></div>
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<i><span ><br /></span></i></div>
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<span >A little hard to get? Imagine a validated letter without the postal stamp i.e. email. The post department never stamped it, but an email is still your valid proof with sent/received copies stored in a server.<o:p></o:p></span></div>
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<span ><br /></span></div>
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<b><span ; font-size: 12pt; line-height: 107%;">Blockchain unfolds in 2016:<o:p></o:p></span></b></div>
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<span >More than $ 1 billion is estimated to be spent to bring blockchain technology.It is being extensively experimented across industries starting from banks to supply chain.Eg, the NASDAQ & Chain partnership to transform private share trading has been a key milestone.<o:p></o:p></span></div>
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<span ><br /></span></div>
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<b><span ; font-size: 12pt; line-height: 107%;">The marketing link to the Blockchain:<o:p></o:p></span></b></div>
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<span >So why should a marketeer be worried about a technology called blockchain.The reasons are many.To start off it is a foundational technology like the TCP/IP. While it may take time to evolve, it will transform the very foundations of doing business.To understand the marketing angle, let us list the key features of blockchain.It is :<o:p></o:p></span></div>
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<i><span >-Auditable & Traceable<o:p></o:p></span></i></div>
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<i><span >-Counterfiet resilient<o:p></o:p></span></i></div>
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<i><span >-Irreversible<o:p></o:p></span></i></div>
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<i><span >-Auto-verified<o:p></o:p></span></i></div>
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<span >For a moment, now apply these to customer data analytics and real-time authenticated responses to changes in customer behaviour. This is the link between data-driven marketing and blockchain.<o:p></o:p></span></div>
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<span ><br /></span></div>
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<b><span ; font-size: 12pt; line-height: 107%;">Power to the consumers-<o:p></o:p></span></b></div>
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<span >Every large marketer and marketing service company would like a massive identity graph of all consumers, with the ability to leverage that information in all communications with their customers. But consumers (and regulators) aren’t likely to let such databases be created, let alone exploited, if they can stop it.<o:p></o:p></span></div>
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<span >Enter the Blockchain. Combining Blockchain technology with multikey encryption could give us a well-distributed, user-controlled identity graph that could monumentally empower consumer in the ad and marketing world -- from centralized media and marketing companies to end consumers which is a culmination of the trend we are already seeing.<o:p></o:p></span></div>
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<span >Marketers can expect to use intelligent technology in the coming years – not only in monetary value but reputations, social interactions, experiences and memories, relevancy to tastes and ambitions.<o:p></o:p></span></div>
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<span >For example,<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">in the FMCG world, the blockchain might see consumers buy their household products direct from P&G or Unilever rather than through a supermarket. Sidestepping the middle man would reduce the cost to consumers considerably.</span><o:p></o:p></span></div>
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<span >Supermarkets might react by providing new and innovative Artificial Intelligence services to customers. <o:p></o:p></span></div>
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<span >These services, utilising personal data from the blockchain, could include managing health goals with a service linked to health data collected from a smartwatch. In fact consumers will gravitate towards brands that provide most value to them and will quickly reject those that don’t satisfy their needs. <o:p></o:p></span></div>
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<span ><br /></span></div>
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<b><span ; font-size: 12pt; line-height: 107%;">Honest Marketing:<o:p></o:p></span></b></div>
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<span >At Shanghai Fashion Week in October, fashion label Babyghost worked with VeChain, a blockchain platform, to let customers “verify” a selection of handbags. Customers here could scan the tags using their phones to find a “story” of the product — where it’s from, who previously modeled it, and so on.<o:p></o:p></span></div>
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<span >The idea here is that blockchain can be used to advertise a product in a much more “authentic” way that doesn’t come off as marketing.<o:p></o:p></span></div>
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<span ><br /></span></div>
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<b><span ; font-size: 12pt; line-height: 107%;">Marketing in an IoT world:<o:p></o:p></span></b></div>
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<b><span ; font-size: 12pt; line-height: 107%;"><br /></span></b></div>
<span ><span style="background-color: #cccccc;"><br /></span>
</span><br />
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span >The near future will be cashless and wireless, with the internet of things. We would all be wearing chip-based devices to order everything.And to speak to these devices, intelligent laser precise inbound-marketing will be the accepted norm of the day.</span><span ><o:p></o:p></span></span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-43836147637421526312016-12-19T16:37:00.001-08:002017-01-27T00:56:07.009-08:00The Marketing Cyborgs are Coming<div dir="ltr" style="text-align: left;" trbidi="on">
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<strong><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; font-weight: normal;"><span ; font-family: inherit;"><i>“Will Robots inherit the earth? Yes, but they will be our children”</i>said Marvin Lee Minsky, an American Cognitive scientist. 2016 can now be safely declared as the year of the robot, in which the debate about robotics, automation, and AI finally emerged from academic/IT circles and into the public consciousness.<o:p></o:p></span></span></strong></div>
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<span ; font-family: inherit;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">The<span class="apple-converted-space"> </span></span><a href="http://www.forbes.com/international/" target="_self"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 1pt none; padding: 0in; text-decoration: none;">International</span></a><span class="apple-converted-space"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> </span></span><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">Organization of Standardization (ISO) sets a standard for what constitutes a robot. ISO defines an industrial robot as being an “automatically controlled, reprogrammable, multipurpose manipulator” that is “programmable in three or more axes.”</span></span><span ; font-family: inherit;">Robots are best applied in any fixed and repetitive task where the work involved is predictable and routine.</span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;"><br /></span></span></div>
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<span style="font-family: inherit;"><b><i><span style="background-attachment: initial; background-clip: initial; background-color: #cccccc; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> So, where does a robot fit into the day-to-day life of a marketer</span></i></b></span></div>
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<span style="font-family: inherit;"><b><i><span style="background-attachment: initial; background-clip: initial; background-color: #cccccc; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><br /></span></i></b></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">The Holy Grail of customer-centric marketing is to create truly personalized, eloquent and appropriate interactions that nurture long-term, value-generating relationships. More than the “narrow intelligence” of performing repetitive tasks, this is where AI will come into play.<o:p></o:p></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">The Los Angeles Times uses robots to report on earthquakes: the organization relies on an algorithm that pulls in data on magnitude, place and time from a US Geological Survey site. NPR has reported on the use of robot sportswriters producing coverage of games.<o:p></o:p></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">Robots are part of interactive displays at trade shows where they compete with more traditional marketing tools for attendees’ attention.<o:p></o:p></span></span></div>
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<b><i><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">Brand bolster by Robots</span></span></i></b></div>
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<b><i><span style="font-family: inherit;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-9NIR3orIkFrq1CmZ9XL6ZoUzTm2U8QMxZZ5pJMehyPnQ9DtNZZkmIAr8a6Ak2PVyBA2WqDfKIlCZ8QeBAP3_F9TI9mZBpEM4eieYNiFRL-1qhgKfb_EVTlSqGoV5SNAmjcxtitkjO-8/s1600/temp.jpeg" imageanchor="1" ; clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh-9NIR3orIkFrq1CmZ9XL6ZoUzTm2U8QMxZZ5pJMehyPnQ9DtNZZkmIAr8a6Ak2PVyBA2WqDfKIlCZ8QeBAP3_F9TI9mZBpEM4eieYNiFRL-1qhgKfb_EVTlSqGoV5SNAmjcxtitkjO-8/s320/temp.jpeg" width="320" /></a></span></i></b></div>
<span ;"><b><i><span style="font-family: inherit;"><o:p></o:p></span></i></b><br /></span>
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<b><i><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;"><br /></span></span></i></b></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">As important commercial and cultural entities, brands will play an important role in this robot evolution. Our everyday lives are already hard to imagine without brands. The brands we already trust in our homes and offices, or in our interpersonal relations and individual communication, are the ones we will trust when they start using robots to convey a message, provide utility or entertainment.<o:p></o:p></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">But let us ask ourselves:<span class="apple-converted-space"> </span><strong><span style="font-weight: normal;">where’s the dividing line between what</span></strong><span class="apple-converted-space"> </span><em>you</em><span class="apple-converted-space"> </span><strong><span style="font-weight: normal;">do, and what a machine could do for you?<o:p></o:p></span></strong></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span style="font-family: inherit;"><strong><span ; font-weight: normal;"><br /></span></strong></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">If your customers own wearables or smart-home devices, they’ve already handed the management of their fitness, diet, power usage, personal security, and more, to software They don’t even have to drive or park their own cars.<o:p></o:p></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">According to Oxford University robotics expert Dr Anders Sandberg, if you can describe your job, then your job can and<span class="apple-converted-space"> </span><em>will</em><span class="apple-converted-space"> </span>be automated. In the future, he claims, 47 per cent of all jobs will be replaced by software, with those that can most easily be described being the first to go.<o:p></o:p></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">Hilton Hotels is piloting a Watson-powered concierge, Connie – an Aldebaran humanoid robot – which guests can chat to and ask to recommend local attractions, restaurants, and more.<o:p></o:p></span></span></div>
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<span ; font-family: inherit;">Kit, the artificially intelligent marketing robot recently acquired by Shopify, is looking to be one of the first robots to successfully plan your eCommerce digital marketing strategy.<o:p></o:p></span></div>
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<span ; font-family: inherit;">Today, most artificial intelligence is referred to as "narrow intelligence," limited to discrete functions and programs on individual devices such as a mobile phone, car or PC. But as AI develops more broadly, it will reach the potential of human-level brain intelligence, that can reason, respond and react like a human being.<o:p></o:p></span></div>
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<b><i><span ; font-family: inherit;">An Empathetic Maria?<o:p></o:p></span></i></b></div>
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<span ; font-family: inherit;">“There can be no understanding between the hand and the brain unless the heart acts as mediator.” Said Maria, the female robot in the movie Metropolis. Robots, as they move towards the next level of developing empathy and emotion, will truly begin making their mark in marketing.</span><span style="background: white;"><o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-86445612878857133892016-12-06T17:16:00.002-08:002016-12-06T17:26:16.707-08:00It's All in the Experience!<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: inherit;">“Customer
comes first”</span><span style="font-family: inherit;"><span style="font-family: inherit;"> </span>is what the CEO of this retail
organization told me recently.Of course, that has been true since eons but I
believe now looking to their customer facing team for new notions, leadership
and competitive advantage.</span><br />
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<span style="font-family: inherit;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCT6tL23v0tjZFFbuzviBZ1p5PiAAX_liWa4MhJjY42HtIid_EiSFIM6Z9DY5Ey_9vCr17utePH2nhKN7OLdOpBqdfVDofCgIGKa_s1GYztDoy8DaRValmrIjqa87IvoGIGE3K73wFKTw/s1600/temp.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCT6tL23v0tjZFFbuzviBZ1p5PiAAX_liWa4MhJjY42HtIid_EiSFIM6Z9DY5Ey_9vCr17utePH2nhKN7OLdOpBqdfVDofCgIGKa_s1GYztDoy8DaRValmrIjqa87IvoGIGE3K73wFKTw/s400/temp.jpg" width="400" /></a></span></div>
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<span style="font-family: inherit;">Customer service is now seen as the heart of a business.
It’s that point where your team interacts with customers every day. It’s where the
customers touch points are across functions. Here, prospective customers ask
questions, people who are about to be customers clear up last minute hesitations,
and existing customers get support.<o:p></o:p></span></div>
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<span style="font-family: inherit;"><i><span style="font-size: large;"><br /></span></i></span>
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<i style="font-family: inherit;"><span style="font-size: large;">Customer Advocacy=Consistent Experience</span></i></div>
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<span style="font-family: inherit;">Create an amazing service experience that gets customers to
not only come back, but to also share that experience with their friends,
colleagues and family members. That is the best form of marketing there is.<o:p></o:p></span></div>
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<span style="font-family: inherit;">But beyond the actual customer experience, the interaction
and engagement that happens before the sale – which is part of marketing –
needs to be considered as part of the experience. Smart companies have figured
this out. It’s about engagement, interaction and relationship building… before
the customer ever decides to spend any money with you.<o:p></o:p></span></div>
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<span style="font-family: inherit;"><i><span style="font-size: large;">Marketing from the inside out </span></i><o:p></o:p></span></div>
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<span style="font-family: inherit;">that is, perfecting the customer experience for your
advocates to boast about — is the most effective marketing you will ever do.
Once you’ve done that, and the experience is so immaculate and hypnotic that
your customers become your most vocal and loyal brand ambassadors, you can then
go about doing external marketing to invite strangers into the experience.</span><o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-6354696506628102652016-11-29T18:39:00.004-08:002017-01-27T00:57:38.035-08:00Yes, Small Businesses do need a Brand.<div dir="ltr" style="text-align: left;" trbidi="on">
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<strong><span style="border: 1pt none windowtext; font-weight: normal; padding: 0in;"><span ; font-family: inherit;">Frank Mason Robinson, book keeper of John Pemberton( founder of Coca Cola) decided that Coca-Cola's logo should be written in the Spencerian script accountants used because it would differentiate it from its competitors. <i>It's resulted in a logo that has been untouched for more than 100 years to become imprinted in the minds of people around the world!</i><o:p></o:p></span></span></strong></div>
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<strong><span style="border: 1pt none windowtext; font-weight: normal; padding: 0in;"><span ; font-family: inherit;">Branding is one of those big words that marketers and multinationals see as core to business.The Coca Cola brand value today is 80 billion USD. But what if you’re not a giant company with a huge budget?<o:p></o:p></span></span></strong></div>
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<strong><span style="border: 1pt none windowtext; font-weight: normal; padding: 0in;"><span ; font-family: inherit;">In the world of small business, where every dime counts and every mistake makes an impact, does branding deserve a place as a line item in your budget?<o:p></o:p></span></span></strong></div>
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<strong><span style="border: 1pt none windowtext; font-weight: normal; padding: 0in;"><span ; font-family: inherit;"><br /></span></span></strong></div>
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<strong><span style="border: 1pt none windowtext; padding: 0in;"><span ; font-family: inherit;">The Brand métier</span></span></strong></div>
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<span ; font-family: inherit;">To understand more about this let us know why is a brand created. A brand is far more than a logo. It’s more than a color scheme, a clever punchline or a visually engrossing website to showcase a product or service. It can never be manufactured internally, no matter how creative the minds behind it.</span></div>
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<span ; font-family: inherit;"><span class="apple-converted-space"><b>What is it then?</b></span><b><o:p></o:p></b></span></div>
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<span ; font-family: inherit;"><span style="border: 1pt none windowtext; padding: 0in;">The definition below elegantly unravels the complex concept to five key elements:</span><o:p></o:p></span></div>
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<li class="MsoNormal" style="line-height: normal; mso-list: l3 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; vertical-align: baseline;"><span ; font-family: inherit;">A promise...a commitment from the company.<o:p></o:p></span></li>
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<span ; font-family: inherit;">The organization and its employees live up to the commitment that is at the heart of the company/customer relationship<o:p></o:p></span></div>
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<li class="MsoNormal" style="line-height: normal; mso-list: l3 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; vertical-align: baseline;"><span ; font-family: inherit;">A customer<o:p></o:p></span></li>
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<span ; font-family: inherit;">The company needs to understand the interests, demographic profile, characteristics, motivation of the customer. What makes them tick? Who are they?<o:p></o:p></span></div>
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<li class="MsoNormal" style="line-height: normal; mso-list: l3 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; vertical-align: baseline;"><span ; font-family: inherit;">A quality<o:p></o:p></span></li>
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<span ; font-family: inherit;">A value...be it an experience, physical good, or relationship<o:p></o:p></span></div>
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<li class="MsoNormal" style="line-height: normal; mso-list: l3 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; vertical-align: baseline;"><span ; font-family: inherit;">An image<o:p></o:p></span></li>
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<span ; font-family: inherit;">A set of mental associations that complement the interests and self-image of the customer<o:p></o:p></span></div>
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<li class="MsoNormal" style="line-height: normal; mso-list: l3 level1 lfo1; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; tab-stops: list .5in; vertical-align: baseline;"><span ; font-family: inherit;">A differentiation<o:p></o:p></span></li>
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<span ; font-family: inherit;">A clearly unique proposition that is effectively communicated to and understood by the customer<o:p></o:p></span></div>
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<span ; font-family: inherit;"><i>So it does not seem so difficult now!</i><o:p></o:p></span></div>
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<b><span ; font-family: inherit;">But how do you make a strategy out of it?<o:p></o:p></span></b></div>
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<span ; font-family: inherit;">Here a few simple ways without spending a lot of money.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span ; font-family: inherit;">1.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;"> </span><!--[endif]-->Make a list of your company’s guiding attributes<o:p></o:p></span></div>
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<span ; font-family: inherit;">These are the core values of your company, the kind of message or vibe you want your clients to feel towards you. Some examples would be organic or fair trade, trustworthiness, innovation, community involvement, etc.<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: normal; margin-left: 0in; margin-top: 7.5pt; text-indent: -0.25in;">
<!--[if !supportLists]--><span ; font-family: inherit;">3.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;"> </span><!--[endif]-->Create a strategy for your brand’s visual identity<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: normal; margin-bottom: 7.5pt;">
<span ; font-family: inherit;">This doesn’t have to mean you design a completely new logo and visual identity; however, in some cases <span style="text-decoration: none;">this may be necessary</span>. On a simpler note, it means reevaluating your visual identity by choosing only the styles that match your guiding attributes.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span ; font-family: inherit;">4.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;"> </span><!--[endif]-->Develop your tone of voice<o:p></o:p></span></div>
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<span ; font-family: inherit;">Something often overlooked when it comes to branding is the tone of voice, which you can think of as your brand’s personality. If your brand were a person, what kind of things would it say? Would it be funny and witty or more reserved and serious?<o:p></o:p></span></div>
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<!--[if !supportLists]--><span ; font-family: inherit;">6.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;"> </span><!--[endif]-->Echo this style through your online platforms<o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: normal; margin-bottom: 7.5pt;">
<span ; font-family: inherit;">If you have a website, now is the time to evaluate if it fits with your new brand message and visual style. If not, it might be time to <span style="text-decoration: none;">consider some improvements</span> – your website is, after all, your most important conversion tool!<o:p></o:p></span></div>
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<b><span ; font-family: inherit;">Brand is money!<o:p></o:p></span></b></div>
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<span ; font-family: inherit;"><span style="border: 1pt none windowtext; padding: 0in; text-decoration: none;">Brand equity</span><span class="apple-converted-space"> is a set of assets or liabilities in the form of brand visibility, brand associations and customer loyalty that add or subtract from value of a current or potential product or service driven by the brand.</span><o:p></o:p></span></div>
<div class="MsoNormal" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; line-height: normal; margin-bottom: 7.5pt;">
<span ; font-family: inherit;"><span class="apple-converted-space"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> </span></span><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">It takes longer to build a brand, but the brand built without money is that much stronger than the brand built with money. One is more hollow than the other. Or to put it positively, one is stronger than the other. Brands built bottom up are stronger than top-down built brands. So go for it. Don’t abandon the journey even before it has started.<o:p></o:p></span></span></div>
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<b ;">And why this effort towards building a brand?</b></div>
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<span ;">There will be less reliance on advertising for a long-term, enduring brand. Word-of-mouth is so effective right now. Look at the companies with the highest brand values on Interbrand. Google is near the top of that list and they spend next to nothing on advertising.</span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-77415362376404649032016-05-25T03:07:00.000-07:002016-05-25T03:08:08.271-07:00Push your Linkedin CPC and CPM rates up- A distinct guide.<div dir="ltr" style="text-align: left;" trbidi="on">
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<br /></div>
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<span style="line-height: 115%;"><span style="font-family: inherit;"> </span></span><span style="font-family: inherit; line-height: 115%;">A typical
scenario for 90% of Linkedin Sponsored Ads-they zoom with a CTR of +1% and
slowly fetter down to around 0.2% or lesser as the impressions grow.The challenge faced is to wait and see if it gets to the average rate or tweak and
optimize it.The dilemma faced is that the audience is the same but the appeal
has to be effective enough. Check out few of the optimization techniques that
will make a difference to your metrics.</span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;"><br /></span></span></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="line-height: 115%;">1.<span style="font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span></b><!--[endif]--><b><span style="line-height: 115%;">Segment the audience and call them out
clearly:<o:p></o:p></span></b></span></div>
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikgifPsnZRqQoFRwuHc4gXGmgGVLs6HcWMaMcPl5pcWnZd0Iua6pl5yMvqfvIRAQg_go3wWpniDRhcy6rNg0MKQ1Pz5kObS57ixG18x2i01B0vimj2R6Xb5imm3F-5oSmWfNHOciggXI0/s1600/audience.PNG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikgifPsnZRqQoFRwuHc4gXGmgGVLs6HcWMaMcPl5pcWnZd0Iua6pl5yMvqfvIRAQg_go3wWpniDRhcy6rNg0MKQ1Pz5kObS57ixG18x2i01B0vimj2R6Xb5imm3F-5oSmWfNHOciggXI0/s320/audience.PNG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Audience is the king!</td></tr>
</tbody></table>
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<span style="font-family: inherit;"><span style="line-height: 115%;">Carefully
look through the audience targeted. Is there a particular segment that is more
valuable.</span> <span style="line-height: 115%;">If you’re
targeting by job category, mention that category in the ad. If you’re targeting
by job title, use that job title in the ad.If you are not very clear how your
offering will appeal to them, then highlight features of your product or
service.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;"><br /></span></span></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="line-height: 115%;">2.<span style="font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span></b><!--[endif]--><b><span style="line-height: 115%;">Whiteboard the content strategy:<o:p></o:p></span></b></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;">Targeting can
only get you that far. The engagement with your right set of people happens
with the best content..For this, you need to have a dual view- the outside and
inside view. It is important to decide on the content that best represents your
company and is most relevant to your audience. Get into your audience persona
shoes and understand what they might want to see when they sign into your
network.<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhigkqT2FNZXQlClzNGNw267L1atPOtk3sNDGDB7hhiXuBnvAiAdvD77dqLzbBgAajzA-8nbMW2Fou-AxnSWDbfuXq-etwT5xqeG4OfuO1oBsjNRqI2cbSgdHi1jsf2R6e0LB6EyIjP1PY/s1600/whiteboard.PNG" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="214" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhigkqT2FNZXQlClzNGNw267L1atPOtk3sNDGDB7hhiXuBnvAiAdvD77dqLzbBgAajzA-8nbMW2Fou-AxnSWDbfuXq-etwT5xqeG4OfuO1oBsjNRqI2cbSgdHi1jsf2R6e0LB6EyIjP1PY/s320/whiteboard.PNG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Brainstorm and whiteboard content!</td></tr>
</tbody></table>
<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;"><br /></span></span></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="line-height: 115%;">3.<span style="font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span></b><!--[endif]--><b><span style="line-height: 115%;">Keep your ad copy/headline short and
compelling:<o:p></o:p></span></b></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;">Use the
waterfall method to zone in to the best compelling copy that can be the perfect
match to your image. A long copy is huge mistake as the viewer needs only a few
seconds to make his decision. Bright visuals and pictures further accentuate
the ad.<b><o:p></o:p></b></span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;"><br /></span></span></div>
<div class="MsoListParagraph" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: inherit;"><b><span style="line-height: 115%;">4.<span style="font-stretch: normal; font-weight: normal; line-height: normal;">
</span></span></b><!--[endif]--><b><span style="line-height: 115%;">Amplify visibility with multiple
channels<o:p></o:p></span></b></span></div>
<br />
<div class="MsoNormal">
<span style="line-height: 115%;"><span style="font-family: inherit;">Tailor your
messages according to the platform used and amplify to reach to a wider base. Now
that you have a narrowed down target with clear messaging ,it is time to reach out to a wider set that will help spread
the message far and across.Integrating the Sponsored Updates with Facebook and
Twitter also gives your company the opportunity to tailor messages that are
appropriate for members according to platform: a professional, more results-oriented
tone for LinkedIn, a personal appeal on Facebook and a concise, catchy message
better suited for Twitter.</span><span style="font-size: 9pt;"><o:p></o:p></span></span></div>
</div>
Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-81729008111150479652015-11-05T21:19:00.000-08:002017-01-27T01:00:56.123-08:00New Age Channel Marketing<div dir="ltr" style="text-align: left;" trbidi="on">
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<h4 style="text-align: left;">
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span ; font-size: small;"><span style="background-attachment: scroll; background-clip: initial; background-image: none; background-origin: initial; background-position: 0% 0%; background-repeat: repeat; background-size: initial; color: #333333; line-height: 115%;">20 years ago brochures and direct mail were the best channel for marketing- now biggest sources are TV and online marketing including Social media.</span> So,how much has it all changed and are these new channels effective enough? Do you need to discard the old completely.Some thoughts:</span></span></div>
<div class="MsoNormal">
<span ;"><br /></span></div>
<span ;"><br /></span>
<div style="text-align: left;">
</div>
<div style="text-align: left;">
</div>
<div class="MsoNormal">
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><span style="background-attachment: scroll; background-clip: initial; ; background-image: none; background-origin: initial; background-position: 0% 0%; background-repeat: repeat; background-size: initial; color: #333333; line-height: 115%;">It's always better to integrate multiple channels based on your brand's user base. For eg. If your product has a strong user based across both online and offline users, then it is best to integrate TRADITIONAL marketing strategies with New age media tools and social connect for bringing users under one brand roof to engage with the brand.<span class="apple-converted-space"> </span></span></span></span></div>
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<span ;"><br /></span></div>
<span ;"><br /></span>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><span style="background-attachment: scroll; background-clip: initial; ; background-image: none; background-origin: initial; background-position: 0% 0%; background-repeat: repeat; background-size: initial; color: #333333; line-height: 115%;">While digital channel is increasingly gaining importance across B2C and B2B, one needs a right balance of all marketing channels depending on the product or service and the target segment you are chasing. For ROI through digital channels including PPC online ads, webinars, content syndication, email campaigns - a strong nurture strategy is must for conversion of leads into business. If you are targeting CXO's of large corporations, you would still need to have traditional channels like industry conferences and custom hosted events to get instant face time with multiple prospects.</span></span></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><span style="background-attachment: scroll; background-clip: initial; ; background-image: none; background-origin: initial; background-position: 0% 0%; background-repeat: repeat; background-size: initial; color: #333333; line-height: 115%;">It all depends on the client, the tool and the target audience. When we can get extremely targeted, we're more successful. Search is a significant part of all client strategies, but we like to blend it with other tools for maximum impact.</span></span></span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-22586886585726461762015-08-12T00:13:00.000-07:002017-01-27T01:01:50.203-08:00The Writing of a good Case Study<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<span ; font-family: inherit;">Wikipedia says that <span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #252525;">a<span class="apple-converted-space"> </span></span>case study<span class="apple-converted-space"> (or<span class="apple-converted-space"> </span></span>case report), in<span class="apple-converted-space"> </span><a href="http://en.wikipedia.org/wiki/Social_sciences" title="Social sciences"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; text-decoration: none;">social sciences</span></a><span class="apple-converted-space"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> </span><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">and<span class="apple-converted-space"> </span></span></span><a href="http://en.wikipedia.org/wiki/Life_sciences" title="Life sciences"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; text-decoration: none;">life sciences</span></a><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">,<span style="color: #252525;"> is a descriptive, exploratory or explanatory analysis of a person, group or event.</span> In business, however, the main purpose of a c</span>ase study is to convince the reader that the particular organization or individual can solve business problems in methodic, predictable and transparent way.<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;">A case study should be crisp and to the point. It should outline the response provided in face of a crisis situation. A background of what led to this situation is also necessary. However,at the same time you should make the customer look good.You should never tread too far down path of his pains so that he looks like an idiot!<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;">As with any content you need to give it the face of a story to hook your readers. Add liveliness, define characters and integrate multiple sub stories within. A realistic situation will always have unwanted glitches or bottlenecks. These are as important as the solutions.<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;">Graphs, Infographics or pictorial representations all make the understanding easier. Using of bullet points is highly recommended. Leverage customers current marketing message if possible.<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;">Overall, break up the entire case study into a few subheadings as:<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<u><span ; font-family: inherit;"><b>Title:</b><o:p></o:p></span></u></div>
<div class="MsoNormal">
<span ; font-family: inherit;">Should have ten words or fewer including the name of the company<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<u><span ; font-family: inherit;"><b>Overview:</b><o:p></o:p></span></u></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"><span ; font-family: inherit;">It should mention what industry and nature of work the customer is into.What is his vision that led him to look for a solution.Was there somebody specific who led this initiative.</span></span></div>
<div class="MsoNormal">
<span ;"><br /></span></div>
<div class="MsoNormal">
<u><span ; font-family: inherit;"><b>Background:</b><o:p></o:p></span></u></div>
<div class="MsoNormal">
<span ; font-family: inherit;">Atleast three points of pain areas that the customer identified. What tactics did they try to solve these initially. And what was the big moment they decided to partner you. What are the top three things they love about your product or service.<o:p></o:p></span></div>
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<span ; font-family: inherit;"><br /></span></div>
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<u><span ; font-family: inherit;"><b>Implementation:</b><o:p></o:p></span></u></div>
<div class="MsoNormal">
<span ; font-family: inherit;">The process of implementation should be crisply mentioned and who from the customers team helped you out.<o:p></o:p></span></div>
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<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<u><span ; font-family: inherit;"><b>Results:</b><o:p></o:p></span></u></div>
<span ; font-family: inherit;">Then we come to the final part.What specific problems has been addressed by you that other customers can relate to.Did this particular customer have any direct big win/big as a result.</span><br />
<div class="MsoNormal">
<o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-68114309171916508952015-02-20T16:51:00.000-08:002016-12-06T16:53:02.333-08:00How do you get a Press Release to drive prospects?<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">A
press release, also known as a news release, is simply a written statement to
the media. It can announce a range of news items: scheduled events, personnel
promotions, awards, new products and services, sales accomplishments, etc. They
can also be used in generating a feature story. Reporters are more likely to
consider a story idea if they first receive a release. It is a fundamental tool
of PR work, one that anyone who’s willing to use the proper format can use.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">1.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--><b>Write the headline.</b><span class="apple-converted-space"> </span>It
should be brief, clear and to the point: an ultra-compact version of the press
release’s key point. News release headlines should have a “grabber” to attract
readers, i.e., journalists, just as a newspaper headline is meant to grab
readers. It may describe the latest achievement of an organization, a recent
newsworthy event, a new product or service. For example, “XYZ Co. enters
strategic partnership with ABC Co. in India & United States.” Headlines are
written in bold and are typically larger than the press release text.
Conventional press release headlines are present-tense and exclude “a” and
“the” as well as forms of the verb “to be” in certain contexts.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">The
first word in the press release headline should be capitalized, as should all
proper nouns. Most headline words appear in lower-case letters, although adding
a stylized “small caps” style can create a more graphically news-attractive
look and feel. Do not capitalize every word. The simplest method to arrive at
the press release headline is to extract the most important keywords from your
press release. Now from these keywords, try to frame a logical and
attention-getting statement. Using keywords will give you better visibility in
search engines, and it will be simpler for journalists and readers to get the
idea of the press release content.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">2.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--><b>Write the press release
body copy</b>.<span class="apple-converted-space"> </span>The press
release should be written as you want it to appear in a news story.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">Start
with the date and city in which the press release is originated. The city may
be omitted if it will be confusing, for example if the release is written in
New York about events in the company’s Chicago division. The lead, or first
sentence, should grab the reader and say concisely what is happening. The next
1-2 sentences then expand upon the lead.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">The
press release body copy should be compact. Avoid using very long sentences and
paragraphs. Avoid repetition and over use of fancy language and jargon. A first
paragraph (two to three sentences) must actually sum up the press release and
the further content must elaborate it. In a fast-paced world, neither
journalists nor other readers would read the entire press release if the start
of the article didn’t generate interest.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">Deal
with actual facts - events, products, services, people, targets, goals, plans,
projects. Try to provide maximum use of concrete facts. A simple method for
writing an effective press release is to make a list of the following things:<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;"><i>3.<span style="font-stretch: normal; font-style: normal; font-variant-numeric: normal; line-height: normal;">
</span></i><!--[endif]--><b>Communicate the 5 Ws</b>:<span class="apple-converted-space"> </span>The who, what,
when, where, why, and how. Then consider the points below if pertinent. <i>What is the actual news?</i><i><o:p></o:p></i></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: -0.25in;">
<span style="font-family: inherit;"><i> <span class="apple-converted-space"> </span>Why is this news?</i><i><o:p></o:p></i></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: -0.25in;">
<span style="font-family: inherit;"><i> <span class="apple-converted-space"> </span>The people, products, items, dates and
other things related with the news.</i><i><o:p></o:p></i></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: -0.25in;">
<span style="font-family: inherit;"><i> <span class="apple-converted-space"> </span>The purpose behind the news.</i><i><o:p></o:p></i></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: -0.25in;">
<span style="font-family: inherit;"><i> <span class="apple-converted-space"> </span>Your company - the source of this
news.</i><i><o:p></o:p></i></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;"> <span class="apple-converted-space"> </span> <o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">Now
from the points gathered, try to construct paragraphs and assemble them
sequentially: The headline > the summary or introduction of the news >
event or achievements > product > people > again the concluding
summary > the company. The length of a press release should be no more than
three pages. If you are sending a hard copy, text should be double-spaced.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">The
more newsworthy you make the press release copy, the better the chances of it
being selected by a journalist or reporter. Find out what “newsworthy” means to
a given market and use it to hook the editor or reporter.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">4.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--> <b>Include information about the company.</b><span class="apple-converted-space"> </span>When a journalist picks up your press
release for a story, he/she would logically have to mention the company in the
news article. Journalists can then get the company information from this
section. This is also called the <b><i>“boiler plate.”</i></b><o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">The
title for this section should be - About XYZ_ COMPANY<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">After
the title, use a paragraph or two to describe your company with 5/6 lines each.
The text must describe your company, its core business and the business policy.
Many businesses already have professionally written brochures, presentations,
business plans, etc. - that introductory text can be put here.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">At the
end of this section, point to your website. The link should be the exact and a
complete URL without any embedding, so that if this page is printed, the link
will be printed as it is. For example: http://www.your_company_ website.com.
Companies which maintain a separate media page on their websites must point to
that URL here. A media page typically has contact information and press kits.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">5.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--> <b>Tie it together.</b><span class="apple-converted-space"> </span>Provide some extra information links
that support your press release.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">6.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--> <b>Add contact information.</b><span class="apple-converted-space"> </span>If your press release is really
newsworthy, journalists would surely like more information or would like to
interview key people associated with it.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">If you
are comfortable with the idea of letting your key people being directly contacted
by media, you can provide their contact details on the press release page
itself. For example, in case of some innovation, you can provide the contact
information of your engineering or research team for the media.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">Otherwise,
you must provide the details of your media/ PR department in the “Contact”
section. If you do not have a dedicated team for this function, you must
appoint somebody who will act as a link between the media and your people. The
contact details must be limited and specific only to the current press release.
The contact details must include:<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-The
company’s official name<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-Media
department’s official name and contact person<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-Office
address<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-Telephone
and fax numbers with proper country/city codes and extension numbers<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-Mobile
phone number (optional)<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-E-mail
addresses<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<span style="font-family: inherit;">-Website
address<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">7.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--> <b>Get approvals from all participants in the press
release.</b><span class="apple-converted-space"> </span>To enhance the
credibility of a press release, quotes from vendors, partners, customers or
analysts are typically included in a press release. Be sure to get written
approval from all press release participants prior to publicizing the press
release. This is especially true of customers who may react very negatively if
their approvals are not given for the announcement.<o:p></o:p></span></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left;">
<br /></div>
<div style="margin: 0in 0in 0.0001pt; text-align: left; text-indent: 0in;">
<!--[if !supportLists]--><span style="font-family: inherit;">8.<span style="font-stretch: normal; font-variant-numeric: normal; line-height: normal;">
</span><!--[endif]--> <b>Signal the end of the press release</b><span class="apple-converted-space"> </span>with three # symbols, centered
directly underneath the last line of the release. This is a journalistic
standard.<o:p></o:p></span></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="text-align: left;">
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-19418127928651372662014-11-07T21:59:00.001-08:002017-01-27T01:03:30.120-08:00Buyer Persona<div dir="ltr" style="text-align: left;" trbidi="on">
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<span ; font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: small;">How is a Buyer Persona created?</span></h2>
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<span ;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; font-size: 10pt;">Personas are fictional representations of ideal customers based upon real data of demographics and online behavior, along with educated speculation about their personal histories, motivations and concerns.</span><span style="font-size: 10.0pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></span></div>
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<span ; font-size: 10pt; line-height: 115%;">The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)</span></div>
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<span ; font-size: 10pt; line-height: 115%;">Here is a template of Buyer Persona of a CIO: </span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: x-small; line-height: 20.7999992370605px;"><span ;"> </span> </span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: x-small; line-height: 20.7999992370605px;"> </span></div>
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<b><span style="color: white; font-family: "verdana" , "sans-serif"; font-size: 9.0pt;"> </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<b><span style="color: white; font-family: "verdana" , "sans-serif"; font-size: 8.0pt;">Enterprise </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;"> Key Titles </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">Chief Information Officer</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">SVP of IT, VP of IT (highest level IT executive in a company /division)</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">CTO (some common interests with CIO)</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">SVP of Technology</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;"> SVP Business Technology</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><span style="font-size: 8pt;">VP of Technology</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><span style="font-size: 8pt;">IT Director (as highest IT role)</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;">Role of Buyer </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-size: 8pt;">The most senior decision maker for the IT organization; final approver for majority of IT expenditures. </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-size: 8pt;">Control 65% of company’s IT spend (CIO Magazine’s “State of the CIO 2014”). </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;">Challenges </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Create business value </span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Provide agility and drive innovation with IT </span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Reduce IT costs and improve business efficiency </span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Deliver “IT as a Service” - position internal IT as preferred service provider; rapid delivery of IT as a consumable, optimized service </span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Attract, retain and develop IT talent</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">Maintaining/ transforming legacy apps</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 9.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><span style="font-size: 9pt;"> </span><span style="font-size: 8pt;">Reduce costs focus; greater % report to CFO </span><span style="font-family: "arial" , "sans-serif"; font-size: 9.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">Trend to move faster to cloud/outsource IT staff</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;">Buying Center </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-size: 8pt;">Corporate (44% of CIOs report to the CEO) and Finance (18% report to the CFO) per CIO Magazine’s “State of the CIO 2014 “report </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-family: "wingdings"; font-size: 9pt;">ü</span><span style="font-family: "verdana" , sans-serif; font-size: 9pt;"> </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-family: "wingdings"; font-size: 9pt;">ü</span><span style="font-family: "verdana" , sans-serif; font-size: 9pt;"> </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;">Daily Responsibilities </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<td style="background: #CEDCEE; border-bottom: solid white 1.0pt; border-left: none; border-right: solid white 1.0pt; border-top: none; height: 32.3pt; mso-border-left-alt: solid white 1.0pt; mso-border-top-alt: solid white 1.0pt; padding: 2.7pt .1in 2.7pt .1in; width: 3.25in;" valign="top" width="312"><div class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 49.7pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; mso-list: l3 level1 lfo3; tab-stops: list .5in; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Drive innovation - identify opportunities for competitive differentiation and develop a culture of innovation within IT and the business</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
<div class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 49.7pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; mso-list: l3 level1 lfo3; tab-stops: list .5in; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Align IT initiatives with business goals; cultivate partnerships between IT and business</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
<div class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 49.7pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; mso-list: l3 level1 lfo3; tab-stops: list .5in; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Improve IT operations/control costs; manage system/architecture decisions, manage crises</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
<div class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 49.7pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; mso-list: l3 level1 lfo3; tab-stops: list .5in; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Technology Coherence – make sure new technologies, applications, and other assets fit. Understand with business architectures and infrastructures</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Business Continuity – establish predictable, high service levels and always-on IT services </span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
<div class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; margin-bottom: 0in; margin-left: 49.7pt; margin-right: 0in; margin-top: 0in; mso-add-space: auto; mso-list: l3 level1 lfo3; tab-stops: list .5in; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal; line-height: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt; line-height: 115%;">Provide and validate technology vision and direction to the IT organization, business stakeholders, end-users, customers, partners and vendors</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt; line-height: 115%;"><o:p></o:p></span></div>
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<span style="font-family: "wingdings"; font-size: 9pt;">ü</span><span style="font-family: "verdana" , sans-serif; font-size: 9pt;"> </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-family: "wingdings"; font-size: 9pt;">ü</span><span style="font-family: "verdana" , sans-serif; font-size: 9pt;"> </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;">Content Preference </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-family: "verdana" , sans-serif; font-size: 8pt;"> </span><span style="font-size: 8pt;">Business Publications (e.g., WSJ, Economist, Forbes); Peer Research, (CIO/CXO assoc and events); Executive Summary Reports; increasing exposure to multi-media/social networking </span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">Social media use by staff</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;">•<span style="font-family: "times new roman"; font-size: 7pt; font-stretch: normal;"> </span></span><!--[endif]--><span style="font-size: 8pt;">More likely to use social media</span><span style="font-family: "arial" , "sans-serif"; font-size: 8.0pt;"><o:p></o:p></span></div>
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<b><span style="font-family: "verdana" , sans-serif; font-size: 8pt;">Watering Holes </span></b><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-size: 8pt;">Industry Groups; Analyst Summits; Partner/Vendor/3<sup><span style="mso-text-raise: 2.5pt; position: relative; top: -2.5pt;">rd</span></sup> party CIO events </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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<span style="font-family: "wingdings"; font-size: 9pt;">ü</span><span style="font-family: "verdana" , sans-serif; font-size: 9pt;"> </span><span style="font-family: "arial" , "sans-serif"; font-size: 18.0pt;"><o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-31976607688648718592014-07-31T04:06:00.004-07:002017-01-27T01:04:32.682-08:00Ten Pointers to Write and Market your Blog<div dir="ltr" style="text-align: left;" trbidi="on">
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<span ; font-family: "calibri" , sans-serif;">The word blog comes out of the words- web log. But that alone doesn’t really <strong><span style="font-family: "calibri" , "sans-serif"; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">define blog </span></strong>at all. In a layman’s language, a blog is a website with content that is written frequently and added in a chronological order.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHlBysjd5rudUbKp2jqoGggw-OrnZcqDzLXZa-2q4124awuUWd7AfMntYNAa7F289s7XvqjiTtjYVkA2PxaspFKluHC7rjAH1S-0WYK1a4MdvKAuJVVEvKuLEEWmj-tlVyzD159a0meiA/s1600/blog.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span ;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHlBysjd5rudUbKp2jqoGggw-OrnZcqDzLXZa-2q4124awuUWd7AfMntYNAa7F289s7XvqjiTtjYVkA2PxaspFKluHC7rjAH1S-0WYK1a4MdvKAuJVVEvKuLEEWmj-tlVyzD159a0meiA/s1600/blog.jpg" width="320" /></span></a></div>
<span ;"><o:p></o:p><br /></span>
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<b><span ; font-family: "calibri" , sans-serif;">Idea is the pillar:<o:p></o:p></span></b></div>
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<span ;"><span style="font-family: "calibri" , sans-serif;">The most important part of blog writing is the idea.The content and writing style supplements the idea which is like a formula.It should captivate and intrigue the readers.</span><span style="font-family: "calibri" , sans-serif;">Unfortunately, lot of bloggers take keywords as a base of writing content.Keywords might generate traffic but can never make it popular.<o:p></o:p></span></span></div>
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<b><span ; font-family: "calibri" , sans-serif;">Be honest and loud:<o:p></o:p></span></b></div>
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<span ; font-family: "calibri" , sans-serif;">Speak out with your heart.Don’t be afraid of a little controversy.A blog which is honest and of a strong opinion makes the strongest impact.<o:p></o:p></span></div>
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<b><span ; font-family: "calibri" , sans-serif;">Goldilocks Title:<o:p></o:p></span></b></div>
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<span ; font-family: "calibri" , sans-serif;">Keep your title short and simple.The Goldilocks rule can be applied to a perfect T here.Keep your title to no more than120 characters so that it is easily tweetable.<o:p></o:p></span></div>
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<b><span ; font-family: "calibri" , sans-serif;">The perfect time :<o:p></o:p></span></b></div>
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<span ; font-family: "calibri" , sans-serif;">The right thing at the right time to the right people.The timing of post is quite important to reach out to as many readers.Ideally you should post on weekdays when there is maximum visibility.<o:p></o:p></span></div>
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<b><span ; font-family: "calibri" , sans-serif;">Capture senses with visuals:<o:p></o:p></span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7cpKyucn5v5wLmmoQQ90Vc84OjHGNDrGYV5j6jde-l5X4F6PUEpHiMT5Plqgz0V7OSLyC1EOC77J0iruzTet4NiY_4j__uyrbVtVl4VS6z8_5yQ8r2OqDFw3Io985FjbdS5r8slV35dA/s1600/Show-up-and-be-human-for-Lee.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span ;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7cpKyucn5v5wLmmoQQ90Vc84OjHGNDrGYV5j6jde-l5X4F6PUEpHiMT5Plqgz0V7OSLyC1EOC77J0iruzTet4NiY_4j__uyrbVtVl4VS6z8_5yQ8r2OqDFw3Io985FjbdS5r8slV35dA/s1600/Show-up-and-be-human-for-Lee.jpg" width="200" /></span></a><span ; font-family: "calibri" , sans-serif;">Make your blog visually interesting.Psychologist Albert Mehrabian demonstrated that 93% of communication is non-verbal.Visual storytelling is poised to be a breakout marketing trend in 2014.If “content is king” then visual is the emperor.<o:p></o:p></span></div>
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<b><span ; font-family: "calibri" , sans-serif;">Make a brand of you:<o:p></o:p></span></b></div>
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<span ;"><span style="font-family: "calibri" , sans-serif;">Last but which should come first, is to brand yourself.</span><span style="font-family: "calibri" , sans-serif;"> What do you want people to know about you? Create your story by sharing how you can help others & identify what problems you solve for them first.<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> Share the real you, be vulnerable, honest and don’t try too hard to project perfection</span></span><span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></span></div>
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<span style="font-family: "calibri" , sans-serif;"><span ;"><br /></span></span></div>
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<span ;"><span style="font-family: "calibri" , sans-serif;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;">Image Credits: (</span></span><span style="color: black;"><a href="http://wellfedfamily.net/" style="font-family: Calibri, sans-serif; line-height: 18.7pt;">http://wellfedfamily.net/</a>,<a href="http://www.welbanks.com/" style="font-family: Calibri, sans-serif; line-height: 18.7pt;">http://www.welbanks.com/</a>)</span></span></div>
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<span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></div>
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<span style="font-family: "calibri" , sans-serif;"><o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-90918109710801539602014-06-16T03:25:00.002-07:002017-01-27T01:05:32.588-08:00Are you struggling to write meaningful content<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
<span ;"><span style="font-family: "georgia" , "times new roman" , serif;"><br /></span>
<span style="font-family: "georgia" , "times new roman" , serif;"><br /></span>
<span style="font-family: "georgia" , "times new roman" , serif;">Diogenes,
a Greek philosopher, said “He has the most who is most content with the least”.
How truly this has come of age in these times. The one with the most original
content in the least words will have the most advantage. </span></span><br />
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEsxdmnCbs9s0G9iims_qpMcUDyJhnMtC-cZeR5B8cEyAJhfs7agOCn4yuWWS2g-2RDEqfEzKy22AqQrYmTMBiAB9EFZrzsbAUCThXOtIhshRRbn39pi_2qmrmIbBU-am5j6dc2S547_E/s1600/Content-Blackboard.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span ; font-family: "georgia" , "times new roman" , serif;"><img border="0" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjEsxdmnCbs9s0G9iims_qpMcUDyJhnMtC-cZeR5B8cEyAJhfs7agOCn4yuWWS2g-2RDEqfEzKy22AqQrYmTMBiAB9EFZrzsbAUCThXOtIhshRRbn39pi_2qmrmIbBU-am5j6dc2S547_E/s1600/Content-Blackboard.jpg" width="200" /></span></a><span ; font-family: "georgia" , "times new roman" , serif;">Content
marketing plan has been ranked consistently as one of the top three priorities
of marketers for several wars. So how do you differentiate your two cents from
the sea of content flooding the minds of your customers? Here is my take on few
things you cannot ignore while creating content.</span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<span ; font-family: "georgia" , "times new roman" , serif; font-size: small;">Research what readers want </span></h3>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;">Research
about what questions people are asking. Place yourselves in the shoes of your
readers and find out what answers they require. Create a persona of the reader
and jump over to his side of the fence. There are several sites as Yahoo
Answers which can give you a fair idea. Make a list of these and make sure you
cover these when you pen your content. Listen socially!</span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<h3 class="MsoNormal" style="text-align: left;">
<span ; font-family: "georgia" , "times new roman" , serif; font-size: small;">Find out trends </span></h3>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;">Find
out history trends of particular terms or keywords. With the help of google and
other sites get an idea of how the subject has been treated over a period of
time.This will help you to understand if your ideas are relevant at today’s
times.</span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<h3 class="MsoNormal" style="text-align: left;">
<span ; font-family: "georgia" , "times new roman" , serif; font-size: small;">Distribute and format content </span></h3>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;">Do
not cramp all of your ideas at one place. Distribute them evenly over the
entire write up. At the same time, keep the formatting clear with headings and
sub headings .Only one out of five readers go beyond your title.So work on it. Make
it easy for everyone to find quickly if the subject is relevant to them. Avoid
THDR(Too Hard Didn’t Read).It is an important part of content strategy.</span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<h3 class="MsoNormal" style="text-align: left;">
<span ; font-family: "georgia" , "times new roman" , serif; font-size: small;">A story with pictures </span></h3>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;">Now
that you have made it clear and simple, put in some pictures and weave a story
around it. It will be engrossing and pleasing to the eyes of the reader. Not to
mention, images tell a thousand words as well as help in your SEO! Plan your
content in advance.</span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<h3 class="MsoNormal" style="text-align: left;">
<span ; font-family: "georgia" , "times new roman" , serif; font-size: small;">Think original </span></h3>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;">Original
is originality which means ideas should be original. This is something which
should be on top of your mind to make your content top class. Nothing ever
beats original. Do not agree? Just try once.The foundations of content
marketing is laid on this.</span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<h3 class="MsoNormal" style="text-align: left;">
<span ; font-family: "georgia" , "times new roman" , serif; font-size: small;">Apply Pareto's principle </span></h3>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;">Pareto’s
principle or 80/20 rule now applies to almost everything in life. So what does
it mean for content. We can safely decipher that 20% of our content will be
viewed 80% of the time.<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial;"> Find out those critical
inputs (the "critical few") that you should pay a lot of attention
to, and many unimportant inputs (the "trivial many") that you can
ignore.</span></span></div>
<h3 class="MsoNormal" style="text-align: left;">
<span style="font-family: "times" , "times new roman" , serif;"><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="background-attachment: initial; background-clip: initial; background-color: #cccccc; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; font-family: "georgia" , "times new roman" , serif; font-size: small;"> </span></span></span></h3>
<h3 class="MsoNormal" style="text-align: left;">
<span style="font-family: "times" , "times new roman" , serif;"><span style="mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><span style="background-attachment: initial; background-clip: initial; background-color: #cccccc; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; font-family: "georgia" , "times new roman" , serif; font-size: small;">Suggest not direct </span></span></span></h3>
<div class="MsoNormal">
<span style="font-family: "times" , "times new roman" , serif;"><span ; font-family: "georgia" , "times new roman" , serif;">Make
your audience apply your thoughts. Never direct them to do things. Application
will make them understand and they will find your content compelling. It will
make more sense to your audience if you can justify why they need to read and
apply those.</span></span></div>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "times" , "times new roman" , serif;"><span ; font-family: "georgia" , "times new roman" , serif;">Content
creation is an art and science as well. So next time you set out to write some
content, keep the above things in mind and let me know the results! Happy Writing!</span></span></div>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
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<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: "georgia" , "times new roman" , serif;"><br /></span></div>
<div class="MsoNormal">
<br /></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-66850667930672211742014-06-09T02:16:00.000-07:002017-01-27T01:08:28.710-08:00How to handle the evolved email marketing?<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;">What is it about email marketing that it is still ranks in top three lead generation tactics even after the advent of social media. This got me to read more about what has changed in this marketing channel and what new tactics people are using to avoid being in spam.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b ;">How and where to start?</b></span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEib1v-Z-OebEQU4g8nDQhcskAlqcjqYVVZiE3k_5G7ZRNv9PPQN2-pVjxy6gmr56Tg9VlUHJE6dk4t1C9CQUu9AnfQHOK-aSEXasrcFpMxAfGyS-QrO8fEvr46LUicL0gZixRhEDwNP5E8/s1600/Email-as-Media-Channel-for-Proactive-Business-Development.jpg" imageanchor="1" ; clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="151" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEib1v-Z-OebEQU4g8nDQhcskAlqcjqYVVZiE3k_5G7ZRNv9PPQN2-pVjxy6gmr56Tg9VlUHJE6dk4t1C9CQUu9AnfQHOK-aSEXasrcFpMxAfGyS-QrO8fEvr46LUicL0gZixRhEDwNP5E8/s1600/Email-as-Media-Channel-for-Proactive-Business-Development.jpg" width="200" /></a></b></span></div>
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; line-height: 115%;">The first and foremost view that I got is segmentation, putting across the right message at right time. You should be paying attention to where the contact is in the purchasing cycle so that you send the right message at the right time to the right audience</span>. There should be one clear call to action, this is important as customer attention span is shrinking. The subject line is your “foot in the door”. It should be engrossing. Each subject line should be the superhero that stands out from the crowd, the pre-header should be its trusty sidekick and your email should be a story that your viewers will want to sit through.<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b>What to put inside?</b><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; line-height: 115%;">Now, coming to content part, Create emails using inverted pyramid style, with most important info up top</span>. Only send quality information (imagine you are receiving this).<span class="apple-converted-space"> </span>Incorporate strong visuals into your email.Add real scarcity to emails (live countdown timers, days left for an offer...). It boosts CTR as well as open rates on the long run. Getting response is more about what's in it for them more than what's in it for you - let your audience's "WIIFM?" lead your offers, content, segmentation – everything<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b>When and how much to send?</b><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><br /></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; line-height: 115%;">Don't send too much, too fast. Warm up your IP's and establish a pattern, before you start blasting.</span>Focus on growing your list all of the time as newer subscribers are more engaged adding to healthier open rates and ROI. Send 1 salesy email, for every 3-4 informative emails that build trust with your subscribers. When an audience opens an email, be sure to have a series of 2-3 more emails close behind related to the same subject/topic of discussion - Engage the Engaged!<o:p></o:p></span><br />
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b ;">Do not forget the mobile readers!</b></span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuSyRrNObclXJR358KMq-0hvkIx4rsYDtUqe5RA7wH81PtAvBD9-xWPHtQ1rO303Nw7k6vlllC7Sih7GjNMOI2Z9WVb6-jjXIJYb958E9lota_c5y3u6nJ_AqxV5_nGtDYzSq4SwroKVs/s1600/email_marketing.png" imageanchor="1" ; clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="96" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiuSyRrNObclXJR358KMq-0hvkIx4rsYDtUqe5RA7wH81PtAvBD9-xWPHtQ1rO303Nw7k6vlllC7Sih7GjNMOI2Z9WVb6-jjXIJYb958E9lota_c5y3u6nJ_AqxV5_nGtDYzSq4SwroKVs/s1600/email_marketing.png" width="200" /></a></b></span></div>
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b ;"><br /></b></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; line-height: 115%;">Remember your mobile readers, check your links are easily clicked on desktops and mobile users alike.</span> Don't miss out on A B testing. Add hidden teaser text to the very top of your code. This text will display as the first 2-3 lines for mobile users but won't be seen by desktop users.<o:p></o:p></span></div>
<div class="MsoNormal">
<span ; font-family: inherit;"><br /></span></div>
<div class="MsoNormal">
<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #333333; font-family: inherit; line-height: 115%;"><b>Be creative at each step</b><o:p></o:p></span></div>
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<span ;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><span ; color: #333333; line-height: 115%;">If you're out of ideas for your next newsletter, take a break to think about it. Try something simple but meaningful for your email list. Example: Build a newsletter with a link to a quiz about your audience interests, built on a special landing page on your website. Another could be making a video on Screenr, and same process. Be creative!</span>Stop thinking of it as "marketing"; it's a conversation and treat it as such.</span><o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-87847765475570753002014-04-23T23:16:00.000-07:002015-09-23T23:15:43.196-07:00A crisp guide to help you choose the right cloud provider :<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="border: 0px; color: #2c3e50; line-height: 24px; margin-bottom: 1em; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="font-family: inherit;">Cloud computing is an inevitability that you can no longer ignore. Most studies suggest that businesses without a proper recovery plan shut down within 12 months of a flood or fire. With roughly 30,000 service providers in storage and backup, how do you go about choosing the one that serves you perfectly. Few areas of concern could be security concerns ,expensive bandwith, uptime history or unwanted features.</span></div>
<div style="text-align: right;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjorlyHeKcmnBAIppc4LM_COt6HzDtxXlTNIs7U6ZSoeGHnrS3I-MgmoFJT0_V6lRnU5g7ekzsI760o87wqffPen7GSg0qe4i3l-ZL5lpPbhiBpkgEXwsfLwL8X1P8uIC0VTw4obkeiDR8/s1600/Cloud-Computing-cap.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: inherit;"><img alt="Cloud Computing,Cloud storage, data storage" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjorlyHeKcmnBAIppc4LM_COt6HzDtxXlTNIs7U6ZSoeGHnrS3I-MgmoFJT0_V6lRnU5g7ekzsI760o87wqffPen7GSg0qe4i3l-ZL5lpPbhiBpkgEXwsfLwL8X1P8uIC0VTw4obkeiDR8/s1600/Cloud-Computing-cap.jpg" height="200" title="" width="200" /></span></a></div>
<div style="border: 0px; color: #2c3e50; line-height: 24px; margin-bottom: 1em; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Security:</strong>First and foremost, security of your data should be the topmost priority.The Secure Socket Layer(SSL) and Transport Secure Layer(TSL) is the standard and most widely deployed security protocol when transferring data. Going forward, more encryption protocols are required to protect your digital assets in the cloud.Your provider should offer a minimum 128-bit encryption but the ideal is always a 256-bit encryption.</span></div>
<div style="border: 0px; color: #2c3e50; line-height: 24px; margin-bottom: 1em; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="font-family: inherit;">Once you are satisfied with the level of security, you need to probe further into their services and features including :</span></div>
<div style="border: 0px; color: #2c3e50; line-height: 24px; margin-bottom: 1em; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">
<span style="font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Regulatory Compliance:</strong> It can cover many things from Government regulations-Sarbanes-Oxley and EU Data Protection Act to industry regulations such as PCI-DSS and HIPAA. You need to make sure that your provider submits all audits and follows all regulations. It is all the more important with the 43A amendment to the IT Security Act 2000.</span></div>
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<span style="font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Physical and Digital Security:</strong> Does your provider have a good access management strategy and data center orchestration for their data center. Is the data stored protected by a comprehensive endpoint security solution or network based hardware and software security.With 17 percent of Internet servers vulnerable to the recent Heartbleed bug , this aspect is a must to look into.</span></div>
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<span style="font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Recovery Capabilities: </strong>A natural disaster or a simple accident can threaten your data.You need to make sure that your provider has “Hot Sites” and “Warm Sites” with defined Service Level Agreements by the hour. Do they run Disaster recovery tests regularly. The Huffington Post-Hurricane Sandy case study is a case in point.</span></div>
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<span style="font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Integrated Service Provider:</strong> An Integration Data Protection Plan includes anti-virus expertise,data cleaning and hardware lifecycle management. A stand-alone backup service provider would not be able to offer this.Do they offer value such as pricing options for different data types.</span></div>
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<span style="font-family: inherit;">There would be a lot of other but critical things to consider, your comments on same are welcome!</span></div>
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</script>Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-91300161144577290422014-04-23T23:02:00.001-07:002017-01-27T01:09:25.684-08:00Social Media New Trends 2014<div dir="ltr" style="text-align: left;" trbidi="on">
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<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><span ; color: #444444; font-family: inherit;">Here are a few trends I expect this year. Your comments feedback are most welcome!</span></strong></div>
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<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><span ; color: #444444; font-family: inherit;">1. Social TV Integration</span></strong></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDq2NTm_OXiceYgJB0owZk3OxFBbq3QQmIqdZJahnYizwBNatVfTWynbY6wOyYxn1oJpTAS6clJht_J4ec1jNeY9rUghj05Fc9ifGcIv8ftjh2Q4vZOw2Ns-BvwrS94W5yMy4C08sshHs/s1600/socialtrends2014.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span ; font-family: inherit;"><img alt="Social Trends, Twitter latest trends,facebook trends,facebook 2014" border="0" height="186" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDq2NTm_OXiceYgJB0owZk3OxFBbq3QQmIqdZJahnYizwBNatVfTWynbY6wOyYxn1oJpTAS6clJht_J4ec1jNeY9rUghj05Fc9ifGcIv8ftjh2Q4vZOw2Ns-BvwrS94W5yMy4C08sshHs/s1600/socialtrends2014.jpg" title="Social Media 2014" width="320" /></span></a><span ; font-family: inherit;"><span style="color: #2c3e50; font-style: inherit; font-weight: inherit; line-height: 24px;">Many shows have already begun to integrate </span><strong style="border: 0px; color: #2c3e50; font-style: inherit; line-height: 24px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><a data-mce-href="http://en.wikipedia.org/wiki/Social_tv" href="http://en.wikipedia.org/wiki/Social_tv" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">social TV</a></strong><span style="color: #2c3e50; font-style: inherit; font-weight: inherit; line-height: 24px;">, either through polling or integrating social elements within the show. See my example of how both the UFC and WWE are integrating </span><strong style="border: 0px; color: #2c3e50; font-style: inherit; line-height: 24px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong><span style="color: #2c3e50; font-style: inherit; font-weight: inherit; line-height: 24px;"> into their programming. </span><strong style="border: 0px; color: #2c3e50; font-style: inherit; line-height: 24px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Social media </strong><span style="color: #2c3e50; font-style: inherit; font-weight: inherit; line-height: 24px;">played</span><span style="color: #2c3e50; font-style: inherit; font-weight: inherit; line-height: 24px;"> a pivotal role in the last presidential election, and it will likely be more integrated into political broadcasts.</span></span></div>
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<span ; font-family: inherit;">As each news channel fights hard to keep their viewers engaged, networks like CNN and Fox have made significant strides to engage their audience, although some would argue that this <a href="http://en.wikipedia.org/wiki/Social_media_marketing"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong> integration</a> has come at the expense of hard-hitting journalism and analysis.</span></div>
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<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><span ; font-family: inherit;">2.Gaming</span></strong></div>
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<span ; font-family: inherit;"><span style="font-style: inherit; font-weight: inherit;">Sure, sure this was the next big trend in 2008, 2009, 2010, 2011 ... but 2014 may be the year. Zynga paved the road for simple games and more people are investing and experimenting. </span><a data-mce-href="http://en.wikipedia.org/wiki/Social_gaming" href="http://en.wikipedia.org/wiki/Social_gaming" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">Social gaming</a><span style="font-style: inherit; font-weight: inherit;"> will go beyond Badges and start influencing people's behavior in t</span><span style="font-style: inherit; font-weight: inherit;">he real world. For example, photo scavenger hunts tied to a gaming platform on </span><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong><span style="font-style: inherit; font-weight: inherit;"> may be linked to a social deal site to offer you a discou</span><span style="font-style: inherit; font-weight: inherit;">nt at a bar</span></span></div>
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<span ; font-family: inherit;">The next Angry Birds (game) will be social. The key is creating a semi-mindless but satisfying game playable while people wait, vegetate or commute.</span></div>
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<span ; font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">3.Social media affecting search results</strong><br style="word-wrap: break-word;" /><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><br style="word-wrap: break-word;" /></strong></span></div>
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<span ; font-family: inherit;">Search engines like Google are continuously perfecting their algorithms, and they'd be out of their minds to ignore the shift toward <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><a data-mce-href="http://en.wikipedia.org/wiki/Social_media" href="http://en.wikipedia.org/wiki/Social_media" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">social media</a></strong> relevance. Google recently made some tweaks to their search algorithm that now returns more timely and recently published content in search results.</span></div>
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<span ; font-family: inherit;">For websites and company's that have <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">blogs</strong> updated frequently, the integration of <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong><span style="font-style: inherit; font-weight: inherit;"> into search engine results is important. Moreover, search results are getting a lot more personal and customized to individual preferences, especially now with the integration ofGoolge+ into </span><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong><span style="font-style: inherit; font-weight: inherit;">.</span></span></div>
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<span ; font-family: inherit;">Pages that have previously been shared by your network on <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong>, <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Twitter</strong> or Google+ rank higher in your own search results. However, For somebody else's search results for the same keyword may look comparably different because their network of friends shares different content.</span></div>
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<span ; font-family: inherit;">Expect to see your search results move even more toward social relevance in 2014.</span></div>
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<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><span ; font-family: inherit;">4.Local Differences</span></strong></div>
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<span ; font-family: inherit;">One interesting trend in <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong> comes as a gap in <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong>'s global domination comes in the shape of China. The site is officially banned in China but local sites are massive within the market.</span></div>
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<span ; font-family: inherit;">An eMarketer report lists <a data-mce-href="http://en.wikipedia.org/wiki/Qzone" href="http://en.wikipedia.org/wiki/Qzone" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">TencentQZone</a> at the front of the pack in China, while TencentWeibo, SinaWeibo, and Renren also have significant market shares. With the Internet itself not expected to reach a majority of China's vast population until 2015, Qzone may even be able to overhaul <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong>'s active user figures without having to expand very much outside Chinese borders.</span></div>
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<span ; font-family: inherit;">Elsewhere, Russia is dominated by Vkontakte and Odnoklassniki, sites that are also quickly expanding into other Eastern European countries as<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"> social media </strong>sharing sites.</span></div>
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<span ; font-family: inherit;">Japan, South Korea, Vietnam, and Poland were the other countries listed by comScore as the territories where <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook </strong>doesn’t command the greatest market share but even in its own backyard, <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong> shouldn't rest on its laurels.</span></div>
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<span ; font-family: inherit;">Overall in <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong> sharing space <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Twitter's</strong> U.S. growth is predicted to be four times greater than <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong>'s over the next couple of years. We've yet to really see howGoogle+ will fare and niche sites like the business-oriented LinkedIn continue to grow within their own remits. Plus, Pinterest is growing fast.</span></div>
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<span ; font-family: inherit;">Right now <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong> is sitting pretty. <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Social media</strong> trends can change with alarming rapidity however and, as the spectacular decline of MySpace demonstrated, none of the major players can afford to take anything for granted.</span></div>
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Anonymoushttp://www.blogger.com/profile/04986445270131260889noreply@blogger.comtag:blogger.com,1999:blog-9119269502671456511.post-54161301269905929482014-04-23T22:52:00.001-07:002017-01-27T01:16:34.677-08:00What is Social Media today?<div dir="ltr" style="text-align: left;" trbidi="on">
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<span ; font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Social media</strong> can be best understood as a group of new kind of online media with characterestics such as participation,openess,conversation and connectedness.It provides content for users and allows users to contribute in creation and development of content also<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">.</strong></span></div>
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<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><span ; font-family: inherit;">What is Social Media</span></strong></div>
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<span ; font-family: inherit; font-style: inherit; font-weight: inherit;">Social Media includes web-based and mobile technologies used to turn communication into interactive dialogue between organizations, communities, and individuals.</span></div>
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<span ; font-family: inherit;">Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><a data-mce-href="http://en.wikipedia.org/wiki/Web_2.0" href="http://en.wikipedia.org/wiki/Web_2.0" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">Web 2.0</a></strong>, and that allow the creation and exchange of user-generated content. Social media is ubiquitously accessible, and enabled by scalable communication techniques.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqMjpcXCYulBXtmvQ6Ll-0Y61QO0xkul2nED_KKsWxhzxUMB3VjsAa5FsWObivm3ntfMZdNNx9KBs3C-49hREJTLjeZbIjx33zj7qvakHoAFgCwLiiCzIyo3N6HNYzUA8bRfORlNR9uoY/s1600/share.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span ; font-family: inherit;"><img border="0" height="257" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqMjpcXCYulBXtmvQ6Ll-0Y61QO0xkul2nED_KKsWxhzxUMB3VjsAa5FsWObivm3ntfMZdNNx9KBs3C-49hREJTLjeZbIjx33zj7qvakHoAFgCwLiiCzIyo3N6HNYzUA8bRfORlNR9uoY/s1600/share.jpg" width="320" /></span></a></div>
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<span ; font-family: inherit;">According to Kaplan and Haenlein there are six different types of <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><a data-mce-href="http://en.wikipedia.org/wiki/Social_media" href="http://en.wikipedia.org/wiki/Social_media" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">social media</a></strong>: collaborative projects (e.g., Wikipedia), and micro<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">blogs</strong> (e.g., Twitter), content communities (e.g., YouTube), social networking sites (e.g., <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Facebook</strong>), virtual game worlds (e.g., World of Warcraft), and virtual social worlds (e.g. Second Life). Technologies include: <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">blogs</strong>, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP, to name a few. Many of these <strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong> services can be integrated via social network aggregation platforms.</span></div>
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<span ; font-family: inherit;"><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">Honeycomb Framework </strong><span style="font-style: inherit; font-weight: inherit;">The honeycomb framework defines how </span><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong><span style="font-style: inherit; font-weight: inherit;"> services focus on some or all of seven functional building blocks (identity, conversations, sharing, presence, relationships, reputation, and groups). These building blocks help understand the engagement needs of the </span><strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;">social media</strong><span style="font-style: inherit; font-weight: inherit;"> audience. For instance, LinkedIn users care mostly about identity, reputation and relationships, whereas YouTube’s primary building blocks are sharing, conversations, groups and reputation.</span></span></div>
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<strong style="border: 0px; font-style: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;"><span ; font-family: inherit;">Social Media Examples:</span></strong></div>
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<span ; font-family: inherit;">·Social Bookmarking(Del.icio.us,Blinklist,Simpy) Interact by tagging websites and searching</span></div>
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<span ; font-family: inherit; font-style: inherit; font-weight: inherit;"> through websites bookmarked by other people.</span></div>
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<span ; font-family: inherit;"> ·<a data-mce-href="http://en.wikipedia.org/wiki/Social_news" href="http://en.wikipedia.org/wiki/Social_news" style="border: 0px; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline; word-wrap: break-word;" target="_blank">Social News</a>(Digg, Propeller, Reddit) Interact by voting for articles and commenting on them.</span></div>
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<span ; font-family: inherit;">·Social Networking(Facebook, Hi5, Last.FM) Interact by adding friends, commenting on profiles, joining groups and having discussions.</span></div>
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<span ; font-family: inherit;">·Social Photo and Video Sharing. (YouTube, Flickr) Interact by sharing photos or videos and commenting on user submissions.</span></div>
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