Beyond Marketing
Follow
Find tag "marketing"
9.9K views | +0 today
Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
Your new post is loading...
Your new post is loading...
Scooped by Denis Failly
Scoop.it!

Explore the Marketing Evolution (Infographic)

Explore the Marketing Evolution (Infographic) | Beyond Marketing | Scoop.it

The marketing landscape has officially changed—and marketing teams must adapt or risk falling into oblivion. Since the Internet has more than doubled the number of marketing channels, traditional outbound marketing (newspapers, consumer magazines, radio, trade magazines, TV) is quickly going out of style. Inbound marketing, on the other hand, is on the rise. This includes marketing via such channels as mobile media, social media, social networks, and search engines. Inbound marketing accounted for 34 percent of all the leads generated in 2013, and it produced 54 percent more leads than outbound marketing. The rise of digital marketing also means access to more trackable data—price points, demographics, and traffic.

Denis Failly's insight:

Nothing more constant than Change

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Indispensable Marketer

The Indispensable Marketer | Beyond Marketing | Scoop.it

Let's talk about your career as a marketer. Let's talk about your power in an organization. Let's talk about your ability to make things happen in a very real and salary-building way.

Denis Failly's insight:

So are yo Typical or Indispensable ?

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Marketing Revolution or Evolution?

Marketing Revolution or Evolution? | Beyond Marketing | Scoop.it

I just read an article on LinkedIn Today from Brian Solis, Principal Analyst, Altimeter Group, and author of What’s the Future of Business. The article, The Future of Marketing is not about Marketing…It’s about YOU!, is about the state of marketing and communications in the past, present and future.

What really caught my attention is Brian’s observation that many are approaching their marketing efforts through the lens of traditional marketing practices of the past

Denis Failly's insight:

One of the problem is some marketers try to apply traditionnal vision and marketing practices to spaces (channels...) which are before all "Social" and relationnal...

it's like these game for children where you need to match some various shapes, and it occurs that children try to force a circle to make it fit in a square for example

 

 

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Dumbing Down of Marketing

I’m sure you’ve all noticed. LinkedIn is becoming overwhelmed with “discussions” about issues that were either settled decades ago (e.g, “Can Women Manage as Well as Men?” Really? This is what we need to spend our time discussing?). Or discussions that should embarrass a freshman marketing student (e.g., “How Can I Get Ideas for My Blog?”). Blogs and articles abound on the minutiae of techniques and mechanisms or ponder the very profound questions of whether this element or that of marketing should be elevated to C Suite status. (Do we need a Chief Social Media Officer? Do we need a Chief Marketing Technology Officer?)

There is a mania for grasping each new mechanism, tool, or customer outreach approach as if it represents the answers to all revenue prayers. And with each new, unthinking, rush to embrace each new area, to make it a marketing specialty, marketing actually gets further away from understanding the whole marketplace, the real world context in which customers make choices.

This is a disaster for business.

Denis Failly's insight:

"we are entering an age in which increasing numbers of marketers know more and more about less and less."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

5 Examples For How To Use Twitter To Drive Sales [Infographic]

5 Examples For How To Use Twitter To Drive Sales [Infographic] | Beyond Marketing | Scoop.it
Next time you decide to use social media to drive sales, consider Twitter. These five companies had huge successes with their targeted Twitter campaigns.
Denis Failly's insight:

Short Business Cases

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

In marketing the constant is change

In marketing the constant is change | Beyond Marketing | Scoop.it
Change? In marketing the constant is change. He who does not keep up become irrelevant. Here are some tips for managing the change constant.
Denis Failly's insight:

Do you know that most business leaders don’t read anything more than their local newspaper? Happily my scoop it, Beyond marketing is here to light them ;-) I'm kidding

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How Google Ruined Marketing

How Google Ruined Marketing | Beyond Marketing | Scoop.it

Marketing wasn’t supposed to be a zero-sum game.

Your competitor bought a TV commercial, you bought a TV commercial. They bought radio time, you bought radio time. Even if they bought every available second of radio time on one station, you could buy time on another, or go to a completely different medium.

That promoted two good things:

Creativity in advertising. Creativity entertains consumers and forces brands to take a hard look at themselves every few months. This inspires a kind of corporate self-awareness that keeps the best consumer and business brands sharp.Great products. Products with high value get a huge advantage. The same properties that enable great marketing and advertising drive great products: Clear vision, quality, usefulness, and creativity (that keeps coming up, doesn’t it).

Of course, business has always been a zero-sum game, in a way: If you win a customer, that’s one less customer for your competitor. But the competition for actual share of voice plays out in a huge arena where ties are possible. Yours and your competitor’s marketing campaigns might be equally good, and you might win the same amount of business.

Alas, none of this is true any more. Google ruined marketing.

Back before Google, two companies spending the same dollars to market competitive products could win solid marketshare. Not any more.

Well, OK, Google didn’t exactly ruin marketing. It, and other search engines turned it into a nasty, zero-sum game. But saying ‘Google ruined marketing’ will get more people to read and link to this article, which is critical for my company’s SEO…

 

 

Denis Failly's insight:

4 key wounds inflicted upon marketing by Google and search-driven marketing culture:

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How to Revive a Soured Sales & Marketing Relationship

How to Revive a Soured Sales & Marketing Relationship | Beyond Marketing | Scoop.it
If the relationship between Sales and Marketing has turned sour, follow these tips to recombine their power.
Denis Failly's insight:

11 Ways to Turn Around a Soured SMarketing Relationship

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Future of Marketing [Slides] - From SAP

The Future of Marketing [Slides] - From SAP | Beyond Marketing | Scoop.it
SAP CMO Jonathan Becher presented to the CMO Club and explained the need for marketing leaders to run faster, smarter, simpler in the future of marketing.
Denis Failly's insight:

Businesses will need to find a way to manage existing and shared resources better.


Businesses will need to find a way to manage Big Data and find ways to use it to their advantage.


Business will need to run in real time to facilitate personalized engagement with customers.


more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

It’s Time to Stop Thinking Like Marketers

It’s Time to Stop Thinking Like Marketers | Beyond Marketing | Scoop.it

What is it going to take to realize there’s a better way to do things?

It strikes me as odd that we’ve taken the old style of mass marketing, which itself has been competing for attention and eyeballs for years, and simply moved it over to digital marketing – and then, to make matters worse, have transferred that to social media. If we weren’t satisfied with the results we were seeing in the primary model, what makes us think that repeating it elsewhere would solve our problems?

Marketers are constantly testing, assessing and doubting advertising on social networks, but rather than questioning the platforms, shouldn’t we be questioning the methods? We spend so much time trying to target the right audience through demographics, psychographics, behavioral targeting and other market research methods, and then we put our messages on the platforms that reflect these figures.

 

 

Denis Failly's insight:

“If you wish to persuade me, you must think my thoughts,
feel my feelings and speak my words.” – Cicero

 
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

What do you mean by marketing as a science?

What do you mean by marketing as a science? | Beyond Marketing | Scoop.it
I'm fascinated by this chart that was included in a recent report by Eloqua and BtoB Magazine, Defining the Modern Marketer: From Ideal to Real.
Denis Failly's insight:

Marketing use Sciences Tools but is not a Science to my mind.

Elsewhere Marketing has neither revisited its foundations nor the validity of its procedures and methods for "knowing".A marketing epistemology is lacking

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

For The Modern Marketer, Hearing (Market) Voices Is A Good Thing

For The Modern Marketer, Hearing (Market) Voices Is A Good Thing | Beyond Marketing | Scoop.it
CMOs make a strong case that marketing should represent the “voice of the customer” for their companies but, in my opinion, that doesn’t go far enough. We
Denis Failly's insight:

"Today, companies must also capture the strategies and viewpoints of everyone who is not a customer: prospects, business partners, competitors, economists, trendsetters, and anyone else who may influence their business or industry. Representing this aggregated voice of the market is one of five key responsibilitiesthat we as CMOs must embrace to be successful."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The three pillars of the marketing organization of the future

The three pillars of the marketing organization of the future | Beyond Marketing | Scoop.it

The marketing organization of the future will be very different from the current structure and culture. The classic model, in which a marketer entrusts a single advertising agency with all communications, seems outdated.

Consumers will become more demanding in the future. Within a few short years, the technical possibilities will be within every consumer’s reach. This will heighten expectations toward companies and consumer tolerance for bad products and service will become all but non-existent. Also, the initiative to come into contact with a brand will reside entirely with the consumer since technology will make it increasingly easy for consumers to shield themselves from commercial messages. On social media, too, consumers only wish to be linked with a limited number of brands.

As a result, companies will have to invest heavily in three dimensions in the years to come:

Denis Failly's insight:

- Extreme customer-centricity
- Technology
- Selling without selling

 

Influence on Organization, Objectives, Thought and Action

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Marketing With Excel: 6 Ways it Can Make Your Life Easier

Marketing With Excel: 6 Ways it Can Make Your Life Easier | Beyond Marketing | Scoop.it
Learn how to use Excel to make your marketing a lot easier to manage and execute.
Denis Failly's insight:

Usefull...

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

What Physics Taught Me about Marketing

What Physics Taught Me about Marketing | Beyond Marketing | Scoop.it
Marketing may not always follow universal laws, but here's how it can (and should) be a rigorous, left brained discipline.
Denis Failly's insight:

Metaphorical thought inspired from Science is always fruitfull even in Marketing, I use it in my writings.

See  :

http://fr.slideshare.net/dfailly/7-metaphorical-variation-about-customer-conversion-funnel?from_search=1

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Why Marketing and Technology Go Hand In Hand

Why Marketing and Technology Go Hand In Hand | Beyond Marketing | Scoop.it

Some things are simply better together: peanut butter and chocolate, popcorn and movies, Carrie and Mr. Big, marketing and technology. You’re probably thinking, “Hold up, did she say just say marketing and technology!?” That’s right, everyone. Marketing and technology are not only better together, but I would venture to say they are essential to one another. You may not think of the marketing department as the most technologically savvy group within your professional services company, but I’m about to tell you why it should be.

Denis Failly's insight:

Read. Read. And read some more.

Be sure to always be reading. Read anything you can get your hands on that will teach you about marketing and technology: books, blogs, articles, news, podcasts, you name it. This will help you stay up to date on the latest tools and technology available in marketing. Be sure to evaluate each one from the standpoint of how they can help your company and your clients.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The 4 Most Important Drivers of Marketing Success

The 4 Most Important Drivers of Marketing Success | Beyond Marketing | Scoop.it
Marketing podcast with Jay Baer - author of Youtility. Integration and convergence are the two concepts I’ve been drilling on most for the past few years.
Denis Failly's insight:

"More is not the answer – better integration is. You don’t need more content, more followers, more engagement, more marketing – you need all of these things to work together more effectively to create a more useful experience for customers and prospects."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Traditional Marketing is Dead… Long Live the Customer

Traditional Marketing is Dead… Long Live the Customer | Beyond Marketing | Scoop.it

Cause of death was the empowered consumer:

Empowered to avoid advertisingEmpowered to find their own informationEmpowered to share their opinions.

THE EXPERIENCE IS NOW THE MARKETING

Denis Failly's insight:

Customers who come via referral are worth almost four times as much as a regular customer gained through traditional means.  Why four times the value? I call this the v4 or “vouch for” principle. The simple equation is: 

v4 = 2LTV + 2XR

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

You Are Not a Bot. Stop Marketing Like One.

You Are Not a Bot. Stop Marketing Like One. | Beyond Marketing | Scoop.it
Marketers face a groundswell of exponential technological advancement that promises to change everything from how we market to the type of value we bring to the table. We need to adapt, and adapt now, or watch bots take our jobs.
Denis Failly's insight:

We must be hybrid marketers with serious expertise on the technical side. But the data’s just the first step. We need to know what it means. And we need to know what to do about it. 

That’s where human value comes into play. 

In a world of machine-generated noise, marketers who can identify meaningful signals for executives and tell the story of why they’re actionable will have the keys to the kingdom.

It’s not about the new tools or the advanced analytics. It’s about honing the way you think to find insight where others can’t.

It’s not about the what any more. It’s about the why."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Agile Marketing Series: The Complementary Opposite Nature of Marketing and Innovation

“Business has only two functions—marketing and innovation.” I have heard this quotation attributed to Peter Drucker, a.k.a. “the father of business
Denis Failly's insight:

Innovation and Marketing a complementary combination to be really Agile

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Why Marketing Needs to FieldSource More Ideas From Sales

Why Marketing Needs to FieldSource More Ideas From Sales | Beyond Marketing | Scoop.it

For an industry that has embraced so many “lean” and “agile” principles when it comes to software development, it’s always surprised and frustrated me that many B2B software and SaaS businesses remain oblivious to the opportunity to eliminate a bunch of wasted, value-sapping effort in their sales and marketing process.

I think you probably have a sense of what I mean. Marketing creating sales tools that your sales people find ineffective or inappropriate. Sales generating their own content to fill the perceived gaps in what marketing has created. The dangers of wasting or duplicating effort are obvious. And that’s without taking into account the scope for customer confusion caused by conflicting messages.

 

 

Denis Failly's insight:

The everlasting problem of alignement between Marketing and Sales

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Does marketing science mean you can predict the future ?

Does marketing science mean you can predict the future ? | Beyond Marketing | Scoop.it

I were a marketer psychologist — that is, a therapist to marketing teams, for which I’m sure there’s a market — I could imagine making a fine living by asking open-ended questions, such as “What does marketing sciencemean to you?”, and holding up a mirror to people’s responses.

I hear you say data-driven. What’s your earliest memory of working with data?

“Marketing as a science” strikes me as a bit of a Rorschach test for marketers these days. The answers seem to vary tremendously, offering glimpses into an organization’s worldview and culture in our digitized and data-ified world. (To play fair, last month I wrote up my interpretation of that nomenclature inkblot by describing 4 principles of good marketing science.)

So I’ve been eagerly consuming content, wherever I can find it, that champions science in marketing, to appreciate the different perspectives people bring to that concept. The latest piece I’ve read is a new IBM report, Marketing science: From descriptive to prescriptive.

Denis Failly's insight:

Manipulate some data is not sufficient to assert that Marketing is a Sciences. We could discuss the non existence of a Epistemology for example

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Don’t overlook these 4 marketing fundamentals

While this focus on technology can be helpful to marketers, the danger is that it causes marketers to become technologists instead of, well, marketers and overlook the fundamentals of marketing.

To help get back to the building blocks of marketing, I turned to Bob Kemper, Senior Director of Sciences, MECLABS, to help you understand how some of the fundamental teachings you read about on the MarketingExperiments blog were initially developed.

 

 

Denis Failly's insight:

C=4m+3v+2(i-f)-2a

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Can Digital Marketing & Conventional Marketing Co-Exist?

Can Digital Marketing & Conventional Marketing Co-Exist? | Beyond Marketing | Scoop.it

In fact, they MUST co-exist. The plain truth is this: You’d have a very difficult time pulling them apart.

The line between digital and conventional is already very blurry. To wit:

Is a TV commercial delivered over a cable or satellite conventional marketing? Is the same commercial delivered over an Internet stream digital marketing?Is a piece of marketing collateral that is printed conventional marketing? Is the same piece of content posted on a web site digital marketing?Is a chat with someone in an online forum digital marketing? Does continuing that conversation face-to-face mean that chat is actually conventional marketing?Is an e-mail invitation to a trade show booth digital marketing? Is staffing that booth conventional marketing?Is speaking live conventional marketing? Is the video recording of that presentation on a web site digital marketing?

Denis Failly's insight:

Don't think marketin in silos but like a hybrid field

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Branding Strategy Insider | Superior Marketers And Their Brain

Branding Strategy Insider | Superior Marketers And Their Brain | Beyond Marketing | Scoop.it
The best marketers use both sides of their brain in building brands and possess these skills.
Denis Failly's insight:

A highly skilled marketer should possess each of these skill sets:

Psychology – understanding human motivations in a deep way, knowing what makes people “tick”Selling – intuitively knowing what words, phrases and approaches connect with customers and cause them to want to buy what you are sellingCommunication – outstanding and persuasive written and oral communication skillsInterpersonal skills – good listening skills, personal charisma, being likable, connecting with others easilyAnalytical skills – understanding budgets, financial statements, marketing research design, data analysis and statisticsBroad cultural knowledge – knowing what your customers are exposed to and what is informing their fears and desiresBroad exposure and experience across multiple disciplines – to stimulate creative connections between seemingly unrelated things
more...
No comment yet.