According to Social Media Today, more than 78% of Chief Marketing Officers believe that custom content is the future of marketing. And, last week’s Consumer Electronics Show (CES 2014) provided the perfect venue for companies to launch or hone their branded journalism-based Newsroom content marketing strategies.
Over the past 18 months, Lionbridge has seen a growing number of our clients embrace this new strategy of ‘always-on’ storytelling in an effort to emotionally engage customers across multiple channels, devices, and geographies. It’s an exciting evolution that reminds me of agile software development and its always-on, real-time cycles, yet more personal in nature as companies seek to establish emotional connections at the individual consumer level. Continue reading »
Given the rapid shift of a Broadcast to Digital marketing operations model, it’s no surprise that marketing departments struggle with the day-to-day execution of their digital marketing and lead generation programs.
In the old Broadcast operations model, Agencies were responsible for everything: creative, ad timing, execution, and analytics – with no direct interaction with customers. Life was so easy then!
Enter the Digital Age, where companies are now responsible for all of these tasks formerly borne by the Agencies. The knee-jerk reaction for a lot of companies was to invest in enterprise software, in hopes that it would replace a lot of the work that the Agencies formerly performed. Unfortunately, the reality is that there is a big gap between marketing objectives and software functionality. Most companies have limited resources to maintain software while managing the day-to-day details of campaigns without knowing if their software investments have paid off. Continue reading »
As leading global companies seek to optimize their customer engagement via the web and mobile, they are faced with decisions on how to address global markets of various sizes and strategic importance.
Should a top market representing more than 60 percent of revenue have the same attention, depth of content and process strategy as that of an emerging market representing less than 10 percent of revenue? What about growth markets in between? How do brands allocate budget and decide on processes and tool sets for digital content across these markets? Continue reading »
Global Marketing Operations And Car Shopping – The Chaos
I recently bought a new car – a decision that excited me, and drained me. To help with this major purchase, I consulted a number of resources, including Consumer Reports, carfacts.com, various online product reviews and comparisons, friends, family, and eventually, the car dealership.
My decision-making process hardly resembled the nice, neat, linear process historically taught in MBA programs: Awareness, Familiarity, Consideration, and eventually Purchase.
Rather, my decision-making resembled a cyclone! I was online at all hours of the day and night, consulting different web sites, soliciting advice from Hubby, friends and family via Facebook, chatting online with auto consultants, playing coy with the auto salesperson and manager, taking different cars for test drives, getting fed up with the entire process, and then starting again, conducting new research in no particular order. Continue reading »