Journalism is in trouble. Except for when it comes to Content Marketing. In traditional media journalists must create more and more content in less and less time. To really go in depth is rare, but journalists working with Content Marketing often get the resources to do so. The traditional media companies are under pressure during their transition from print to online and mobile. So, will all journalists work in Content Marketing in the near future?
I den seneste udgave af Market Community var der divergerende holdninger til sociale medier som markedsføringskanal for virksomheder i B2B-branchen. Netop det emne har jeg – ikke overraskende – også en mening om.Read on →
The future of marketing will be driven by data. This was the rather surprising result of our interviews with the heads of marketing at Maersk Line, Carlsberg Danmark and Secunia. Having expected our interviewees to talk about marketing automation, analysis, business intelligence or social media, their strong focus on data astounded us. Find out which skills they believe that marketing professionals of the future need to have, and get three important take-aways that will help any marketing professional.Read on →
Even though social selling might sound like a simple philosophy, it can be a bumpy road to success. Some sales reps expect that marketing can ensure that social selling succeeds, which is a huge mistake. It is important to understand that the prerequisite for social selling is that you build your personal brand and enrich your network, connections and groups.
Nogle mener at marketing via sociale medier var spild af tid for de fleste B2B virksomheder, bl.a. grundet at aktiviteterne på de sociale medier er ressourcekrævende, at udbyttet ikke altid er nævneværdigt og at indsatsen derfor måske er bedre brugt på mere traditionelle marketingtiltag. Jeg mener dog at LinkedIn skiller sig ud. I hvert fald hvis man ser på mediets funktioner bredt til netværkspleje, branding og kommunikation.
Hvad er det så, der gør netop dette medie mere interessant end de mange andre sociale medier, der er kommet til siden?
Have you ever experienced that people have a hard time understanding what you actually do for a living? Well, as a PR Manager in the lifestyle industry, I experience that all the time. People often ask me, ‘’what are you actually doing besides sipping champagne and eating healthy mini wraps together with journalists, semi celebs and bloggers.’’ They don’t even wait for my answer. Like THAT – I’m labeled. But why?Read on →
Social media always seems to create a lot of buzz, what’s trending, what’s not; everyone seems to be involved.
But, if you are in B2B marketing, is there actually a positive ROI to be found from using social media? We often hear success stories – but how many of these are actually from the B2B side? Take a moment to consider this. My guess is that you will come up with… Zero! But, is that really so surprising? B2B marketers should not forget that they are not interacting for social reasons, but in the hope of securing new leads, and ultimately sales.
As companies have witnessed a change in their customers’ purchasing behaviour and a fragmentation of the media landscape, they are not only rethinking the way they interact with their customers, but also how they organise. In line with these changes, involvement in social media is becoming the norm. But how to master these new media?Read on →
It is a reality all brands and marketers must come to. Who has stronger influence on the awareness, consideration, purchase, and loyalty of your brand? You the marketer or others telling friends, family, and colleagues about the positives and negatives of your product or service? It is time to stop drinking your own Kool-Aid and recognize that the greatest power of brand conversion lies in the hands of the audience you target. The power comes from them advocating on your behalf.Read on →
Social media is a tumultuous playing field. While it’s been dominated fairly consistently by Facebook since the late 2000s, every year sees new emergent platforms that either fail in a blaze of glory, get gobbled up by one of the major players, or go on to see individual success on their own.Read on →