Watch an online ad, navigate around a brand’s website or consume some social content on the likes of Facebook or Linkedin and you will notice one similarity – none of the content is connected. You… Continue readingWhy is content not connected?
Why do you need to do anything differently with the way you contact your customers? (Your Contact Strategy.) Because change is inevitable and your customers have already changed. When things change and new information comes… Continue readingHouston we have contact…
Customer segmentation is in danger of describing but not understanding your customer… Who are these socio-demographic twins? If they are both in the same segment, what would the potential results be: If we used the… Continue readingPosing questions around the danger of describing but not understanding
There is considerable amounts of noise and “trending” around customer journey mapping at the moment. While it is good to see that this now includes more about what content is required to guide customers through… Continue readingWhat insight do you need to map a customer’s journey
What is “customer timing”? In the article on mapping the buyer journey, we discussed what the buying decision-making process is. As marketers, we can use this structure to get a better understanding of our customers.… Continue readingBuilding an audience to leverage customer timing
Is centralised content planning possible? Simple answer: yes. For many organisations, though, the gap between the production of content (i.e. within lots of separate teams) and planning content centrally may appear too enormous a challenge.… Continue readingCentralised content planning
The world of customer-centricity can be split into three camps. Firstly there are those that have embraced the need to transform themselves into a customer-centric business. Then secondly there are those who realise that being… Continue readingWhat do I need to do differently to be customer-centric?
This is how to commercialise your content strategy and deliver marketing attribution to sale Marketing attribution to sale is an elusive “nirvana” that many CMO’s are seeking to achieve, but it is a challenging knot… Continue readingContent Challenges: Marketing attribution to sale
Why Buyer Journey Planning? The critical thing to understand is what the business needs to see, balanced against what you want the business to understand to support your content marketing activities and investment. And it… Continue readingKnow How: Buyer Journey Planning is the first step to commercialising content marketing
Integrating disparate customer communications silos is a major headache for CMOs, as highlighted by a recent survey of 50 CMOs by Marketing Magazine. The article says: “Creating a truly integrated customer experience requires joined-up thinking… Continue readingThe problem with silos