By now, you've heard about the popularity of Influencer Marketing. It's so popular that many organizations are including influencer marketing initiatives into their marketing strategies. Linqia, in its The Value of Influencer Content 2017 report, cites that 86% of marketers use influencer marketing to add more power to their content marketing engines. The ROI is [...]
I've been reading posts about how Customer Experience is the new Marketing. Is it? The Difference Between Customer Experience and Marketing The definition of Marketing, per Merriam-Webster, is: "the process or technique of promoting, selling, and distributing a product or service" Dr. Philip Kotler defines Marketing as “the science and art of exploring, creating, and [...]
Did you know that by 2020, customer experience will overtake price and product as the key brand differentiator, and Bain & Company says it’s 6 to 7 times more costly to acquire a new customer than it is to retain one? So, if it’s really 6 to 7 times costlier to acquire a new customer [...]
I consider myself a student of life. I always want to be in learning-mode so that I can improve and can continuously add value to those I help: clients, potential clients, and colleagues, to name a few. As Carol Dweck notes, in her amazing book, Mindset, that’s the growth mindset—changing, growing, and stretching oneself through [...]
A positioning statement in its basic form answers who you are, what you do and why people should care about you. A well-worded positioning statement is the theme to all of your content, what ties your content together and is the “logline” of your brand story. And, of course, it must include your value proposition. [...]
Simplicity is not simple. That statement comes off as being trite. But, it's true. One definition states simplicity is "clarity of expression". Apple Head of Design, Jonathan Ive, speaks of simplicity as not lack of clutter but rather bringing order and clarity to something. Looking deeper, simplicity for Buddhists focuses on only the essentials and [...]
Let's face it. You are a brand. What you communicate is your brand essence (your values, what you are all about). You can spin it to something else, but it always comes back to your brand essence. Brand is not about product. Its about values. Your values come across through your products. [youtube=http://www.youtube.com/watch?v=qjxacrSCYRE&w=420&h=315] Apple lives [...]
Ouya, a gaming console that runs on Android, scored a major win with their Kickstarter campaign. So how can you be effective on Kickstarter and achieve success? 1. To copy Stephen Covey, "begin with the end in mind" or in this case, begin with the audience, or the potential customer, in mind. Who is your audience? [...]
It takes a website visitor about 3 seconds to determine if you add value. Try this 3-second home page test. Go to any website's home page. In 3 seconds, can you answer the following questions - do you know who the company is (who), do you know what the company does (what) and does the [...]