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Something we’ve focused on from day one at our technology startup is content marketing. Granted, it’s become a bit of a buzzword subject over the past year or so. With everyone jumping on the bandwagon it can feel well, a little meaningless. Here’s why it’s not. When Content Marketing Works The thing about content marketing, …

Poor customer support costs businesses $1.6 trillion in lost opportunities, according to an Accenture estimate. While most articles on customer support focus on companies that serve consumers directly, customer churn affects companies that serve other businesses too. Business people are also consumers. They develop expectations about customer service based on their experience as consumers, and …

It’s easy to forget that we are part of something much bigger than ourselves. That for all the freedom we have to shape our businesses, that freedom exists within the confines not just of our immediate world, but within the limits of our Solar System, which orders everything we do. Does this sound too “far …

Social media usage has been rapidly increasing every year. It has become a substantial medium for a lot of people to express and vent their feelings, and this trend does not look to be changing any time soon. Within any organization, 9 out of 10 people are likely to have a personal social media account. …

Sailing The Seas Of Social Media

The days of ‘fire-and-forget’ marketing campaigns are numbered. It’s time to take control of your brand’s marketing success in the unpredictable, ever-changing ocean that is social media.

influencer-insights-susie-hamlin

It was my pleasure recently to spend some time talking with Susie Hamlin, Cisco’s Director of Global Strategy and Advocacy. As the leader of the team responsible for gathering global insights and ensuring the ‘one voice’ messaging of Cisco’s advertising, brand and digital efforts across the globe, it was a wonderful opportunity to pick her …

Loyal To A T

Customer Loyalty – Create It, Nurture It. There is the argument that almost all forms of loyalty programmes are really only good for generating synthetic type loyalty. While there is some truth in that, I believe the key rests in how you use each tool, rather than what the tool is designed for. So in …

Social Data As A Gift To Localised Marketing

Using social data to drive a global marketing strategy can be daunting. We discuss the most common difficulties for a global brand: scalability, relevance across business initiatives and measuring effectiveness.

Bare It All Merging Social Media With PR

Bare it all, figuratively. Your brand doesn’t need to be Miley Cyrus (unless you sell foam fingers) but you do need to think creatively about how you are getting noticed. Technology and access to media have increased the importance of transparency and engagement in branding. It is requiring an open and flexible approach. Cheeky openers …

Websites and branding are not the be all and end all of an online marketing strategy. It pays to be savvy if you want your website to be an effective marketing tool. While a swanky design is a great asset, it’s not going to draw traffic to your site. Form follows function and a website …

Going Beyond Borders and Boundaries

Observations “from the trenches” to help guide your efforts in global content and brand effectiveness – Paving The Way To Customer Experience On The Digital Globalization Front Line.

Connect First

You get a call from your boss’s boss just as you are boarding a plane.  There’s a big problem with a client, and he needs a five-page report from you immediately.  You say, “No problem. On it.”  You write a beautiful report, but you can’t send it. There’s no Wi-Fi on the airplane.  As you land, …

Innovation: It's More Than Just Invention

The other week I attended a new Networking event for SMEs. After the initial pleasantries were exchanged, as common courtesy dictates, I was asked what I do for a living. Upon hearing that I am an Innovation Consultant, the immediate response was ‘So you invent things?’ This common misconception, whilst frustrating, is not unsurprising. Innovation …

Trends In Consumer Loyalty

What is that secret ingredient that makes a shopper choose one loyalty program over another? How do you become the consumers’ choice in a market overcrowded with these incentives?

Influencer-Insights-Rashmi

In talking with Rashmi Schafers (VP of Content Services & Localization at SAP) it was abundantly clear she has a true passion for sharing her knowledge and expertise in the localization field. Rashmi allows us a window into her years of experience, managing international marketing and roll-out programs, that make her is a genuine thought …

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