thefunnel

Seems like Yes is always the answer, and for pure play on-line companies it’s the obviously true, but is this really the case for B-2-B technology companies? After all, companies don’t exist to have a Web presence, and if the Web is only used as a marketing or sales tool to communicate value (even if it includes e-commerce) then by definition it falls into the category tactical marketing. The various decisions in the Web space or outbound marketing space may strategic in nature, and the Web is probably the best productivity enhancement tool ever, but to the overall business it’s still only a tactic to achieve the revenue, customer service and satisfaction targets, and a tactic is always considered a cost rather than a value builder. So, is there a point for a B-2-B technology business when the Web moves from being tactical and strategic?

Internet / Web governance – Who’s in command?

One of the topics frequently debated in marketing (but probably in other functions as well) is that of the role of the Internet to a business, and how the Web and decisions related to the Web should be prioritized and governed, in addition to what the most effective organizational structures are to fully utilize the Web.

Read more….. Internet Web Governance

A few nuggets (with my own twist) from an article (Arruda) about personal branding in the Social Media era, that I thought were valuable, but also apply well to company branding and the basics of marketing.
- Don’t be a fake. Strong brands are about authenticity (value proposition)
- Wishy-washy. Don’t try to be everything to all people (segmentation and targeting)
- Think before you act. Have a plan before you engage with social media (planning is everything, plans are nothing)
- Talk, and more talk. If you have nothing better to do than just re-tweeting everything, just stop
- Quality is better than quantity. Better to have a few right followers / participants / visitors than lots of the wrong ones
- Don’t switch tools all the time. It’s not about the tool. It’s all about the content (the latest hype)
- Don’t forget traditional marketing vehicles (you customers might spend most of their time off line)
- There’s a temptation to do everything cheaply with low quality to save some money, after all the Social Web is all about CGC, but what perception will this portray on your products and company. Don’t confuse amateurs with professionals
- Talk about what you can do for your customers rather than what you do (we, we, versus them)
- Don’t measure anything. Everything can be measured (outcome based marketing)