Marketing technology and Branding – free book

Originally published at http://chiefmartec.com/2014/03/new-brand-marketing-technology/ A NEW BRAND OF MARKETING – free book by Scott Brinker A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline “The modern CMO and marketer can no longer be just a brand ambassador, they must also have a deep understanding of marketing technology. Scott BrinkerContinue reading “Marketing technology and Branding – free book”

Beyond HBR’s “truth about customer experience”

Harward Business Review just published a great article about Customer Experience and Journey. See here. The main point of the article is, that managing single touchpoint engagements doesn’t provide sufficient customer experience. My advice is: Don’t design just touchpoints – Design chain of events, proactive and reactive. Development and measurement is often done engagement byContinue reading “Beyond HBR’s “truth about customer experience””

From Marketing Automation to Service Automation

I’ve come to the conclusion that the name “marketing automation” for new breed technologies is simply too narrow. In the projects I have been working, it has been evident that the core challenges companies have lie in their business processes. As a customer, you expect to know what is going on and understand what theContinue reading “From Marketing Automation to Service Automation”

Managing Social reputation – Brand is a verb

BRAND IS A VERB AND SOCIAL BY NATURE Brands cannot be “created” one way – it’s the people’s perception of a company or product. Brand is no longer a noun; it has turned in to a verb. You could actually think brand as an agreement between a customer, customer’s peers (society) and company. Customers canContinue reading “Managing Social reputation – Brand is a verb”

Lost insights and corporate blind spots

This is a post about current state, corporate malpractices. Corporate standard is to use apr. 20% of the value their data assets provide.. well it could actually be even less. This post is about recognizing the needs for change and offer some ideas about how to get it done. These are just some learnings fromContinue reading “Lost insights and corporate blind spots”