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Marketing 3.0: How Marketing Gurus Catch Up With Old Realities
Last year, Philip Kotler, Hermawan Kartajaya and Iwan Setiawan published their book “Marketing 3.0: From Products to Customers to the Human Spirit”. It is essentially about how customers should not be...
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The Three Wise Monkeys Principle: How to Sabotage Your Business
Sand sculpture three wise monkeys. Source: Wikipedia“See no evil, hear no evil, speak no evil”. We all know the three wise monkeys. Mizaru, who is covering his eyes in order to see no evil, Kikazaru,...
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I Hope Heaven Exists, Trey Pennington
In memoriam Trey PenningtonA tribute to Trey Pennington. It was an honor to have been inspired and touched by him.Dear Trey, I sent you a long mail end of June and replied to your many FB updates,...
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Word Of Mouth: Generosity and The Unexpected
Generosity is increasingly used as a word of mouth marketing tactic. Is there room in a business context for generosity that goes beyond the relational dimension and becomes the unexpected? Do you...
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The Power of Powerlessness: Let Go and Put the Customer First
Jan Van AkenI was recently asked to participate in the creation of a collaborative white paper, initiated by Selligent (for the record: a former customers). It’s a similar approach as the B2B Blogging...
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Altimeter Report: the Convergence of Paid, Owned and Earned Media
Co-author Rebecca LiebBy now, you probably know what paid, owned and earned media are. If you don’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the...
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The Challenges of a Real-Time World: Handling a Small Crisis
Yesterday evening – just before calling it a day – I received a mail from SlideShare, saying Altimeter Group Network uploaded some new content. If you follow someone on SlideShare, you know what kind...
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Context Marketing: Beyond Inbound and Content
Everything evolves and so does marketing. Today, things evolve faster. The pace of change in the ways we think about marketing goes hand in hand with the pace of technological innovations....
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On Twitter and real life: some love and some tips #socialsong
It’s that time of the year. Some of us are taking a deserved break, others continue working because they have to or don’t celebrate Christmas and some do something else. I’m working on a few trainings...
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The Digital Business Impact of Multifunction Device Consumer Adoption
Will 2013 be the year of smartphones and multifunction devices in general? Will it be the year of mobile? Of course it will. However, the past years were the years of mobile and multifunction devices...
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Open Letter to the CxO: Can You Survive the Age of Integration and...
Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. No matter how you look at it: no business can...
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Blinded by Channel-Centric Marketing: the Eye of the Beholder
When social media started to become ‘big’, a new species was born : the social media expert, also known as pundit, maven or guru. Many of them had a PR or blogging background and few had a (digital)...
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Social Media ROI: Check Before You Start
Jim Lenskold An army of social media thinkers has deemed it useful to redefine ROI, as in social media ROI. In 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as...
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Always Be Optimizing: Don’t Forget Your Digital Marketing Crew
‘Always be closing’ has been the most famous sales phrase for decades. ‘Always be optimizing & improving’ should be more than a mantra for customer-centric marketers, they should show it by...
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Marketers Need Return On Marketing Investment Now
Yesterday, I had a long and interesting conversation with the president of STIMA, Belgium’s largest association of marketing professionals. He told me the main issue that surfaces in his daily contacts...
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The Future of Social Media: Identifying the Drivers
Recently, I was asked to write a chapter in a book on digital marketing and business about what’s coming next in social: the future of social media, both from a business and consumer perspective. It...
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