Beyond Marketing
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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
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Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #4 PARTITION

Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #4 PARTITION | Beyond Marketing | Scoop.it
How do large companies pursue radical innovation? You know, the kind of new product that changes or creates a market.
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Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #2 POTENTIAL

Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #2 POTENTIAL | Beyond Marketing | Scoop.it
How do large companies pursue radical innovation? You know, the kind of new product that changes or creates a market. In my first blog I summarized the 6Ps, a template that I believe could help to increase the output of game-changing innovation.
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Innovation Excellence | Big Data – Not All Metrics Are Created Equal

Innovation Excellence | Big Data – Not All Metrics Are Created Equal | Beyond Marketing | Scoop.it
When it works, Big Data can be a beautiful thing – what organization wouldn’t want more actionable information with which to feed better data driven decisions in the quest for a competitive advantage?
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Et s’il était temps de passer au marketing liquide ?

Et s’il était temps de passer au marketing liquide ? | Beyond Marketing | Scoop.it

"...Internet et les réseaux sociaux nous obligent à repenser le marketing et la communication en donnant la primauté à la dimension temporelle (communication “365 jours par an”), et non plus à la dimension spatiale (communication “360 degrés”). Dans ce cadre, la liquidité des contenus de marque est essentielle : l’enjeu est de favoriser la diffusion de contenus liquides et reliés entre eux, en évitant la dispersion ou l’évaporation. C’est ce que démontre brillamment Coca-Cola dans la vidéo “Content 2020 – Move from creative excellence to content excellence”, publiée en 2011, et qui mérite d’être vue avec une grande attention."

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Social media monitoring : le mythe du tout automatique

Social media monitoring : le mythe du tout automatique | Beyond Marketing | Scoop.it

Si vous avez déjà tenté de mettre en place une veille – quelle qu’elle soit – sur le web social, vous avez très probablement été confronté(e) à des volumes d’information déconcertants tant ils sont importants.

Or face à la masse de données à prendre en compte puis à traiter, la tentation est souvent grande de vouloir gagner du temps (et de l’argent !) en confiant une très grande partie du travail à des machines : de la veille à l’analyse-même des données, les solutions sur le marché qui vendent du « tout automatique » font légion.

 

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The Tension Between Marketing and Sales Exposed! Silverpop's Ellen Valentine on Marketing Smarts [Podcast]

Ellen Valentine, product evangelist at Silverpop and my guest this week on Marketing Smarts, has an interesting perspective on the perennial tension between Marketing and Sales: Technology is to blame!

Well, to be fair, she didn't quite put it that way. Rather, she pointed out two developments that have changed the dynamic between Sales and Marketing and which cast some light on the source (and possible resolution) of the long-lamented conflict between these important corporate functions.

 

 

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Untangling the Confusion Between Social Media and Social Marketing | Social Media Today

"The world of social media is dense with jargon that defies consistent usage across the business. This sets the stage for confusion and mismanaged expectations especially when people bandy about the terms social media and social marketing as though they are interchangeable. They’re not and by understanding the difference you can begin to knit together the right mix of “media” to “marketing” in the social realm.

Let’s start at the most conceptual level and work our way down to the practical, real world application..."

 

 

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Time to Stop Pretending About Content Marketing.

Time to Stop Pretending About Content Marketing. | Beyond Marketing | Scoop.it

If you've been a bit distracted by the relentless pace of the change in online marketing, you may have missed all of the buzz about Content Marketing. With the power of self publishing on the Internet now in the hands of the many, claims about Content Marketing replacing advertising continue to increase in both volume and frequency.

 

 

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The Power of Platform | Sparksheet

The Power of Platform | Sparksheet | Beyond Marketing | Scoop.it
In their new book The Impact Equation, bestselling authors Chris Brogan and Julien Smith explain how brands and people can get heard above the noise. It all starts with building your own platform, according to this excerpt.
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Paid and organic search practices shouldn't be housed together, so stop trying to force it!

Paid and organic search practices shouldn't be housed together, so stop trying to force it! | Beyond Marketing | Scoop.it


For as long as I can remember, there’s been a constant push to consolidate paid and organic search practices. And at a high-level, the logic makes sense. Both paid and organic search have similar expectations:

Driving traffic and conversion from search engine results pagesEnsuring efficiencies are met across the keyword spectrum

However, I completely disagree with the notion that organic and paid search should be grouped together as a department. Now before I start explaining myself, let me just say that I can’t stress enough the importance of paid and organic search working together to maximize ROI. However, I could make the argument that all departments should be working together in this manner, so in an ideal world, there would be no silos of practice housing.

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How to Communicate Your Core Difference

How to Communicate Your Core Difference | Beyond Marketing | Scoop.it
Every effective marketing strategy lives and dies by the ability to capture and communicate the strategies core point of differentiation in a simple, yet compelling, manner.
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Smarter Online Marketing Requires Intelligence: Opportunity Research Basics

Smarter Online Marketing Requires Intelligence: Opportunity Research Basics | Beyond Marketing | Scoop.it

Long before an army goes into battle, intelligence organizations have been busy collecting and analyzing information about the opposing threat. The right information and insight could lead to a much more advantageous outcome. Inaccurate information or an absence of competitive research can lead to disaster.In the competitive world of content marketing and optimization, it’s essential for companies of all sizes and industries to understand their online marketplace in order to gain a business advantage.

 

 

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Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #3 PROTOTYPES

Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #3 PROTOTYPES | Beyond Marketing | Scoop.it
How do large companies pursue radical innovation? You know, the kind of new product that changes or creates a market. In my first blog I summarized the 6Ps, a template that I believe could help to increase the output of game-changing innovation.
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Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #1 PERSPECTIVE

Innovation Excellence | The New 6Ps of Radical Innovation for Large Companies – #1 PERSPECTIVE | Beyond Marketing | Scoop.it
How do large companies pursue radical innovation? You know, the kind of new product that changes or creates a market. In my last blog I summarized the 6Ps, a template that I believe could help to increase the output of game-changing innovation.
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Infographie : Gamification : une opportunité pour les annonceurs

Infographie : Gamification : une opportunité pour les annonceurs | Beyond Marketing | Scoop.it

L'audience des jeux vidéos à explosé au cours des dix dernières années de même que le temps passé à jouer. Cette croissance va de pair avec l'explosion d'un nouveau modèle économique, le free-to-play, où la gratuité des jeux est rendue possible grâce aux publicités ciblées.

 

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Médias Sociaux et stratégie de branding dans un contexte B2B: Plus utiles qu’ils n’y paraissent ! | imarklab

Médias Sociaux et stratégie de branding dans un contexte B2B: Plus utiles qu’ils n’y paraissent ! | imarklab | Beyond Marketing | Scoop.it

Au cours des 15 dernières années, les multiples avancées technologiques ont chamboulé les méthodes de gestion des campagnes marketing. L’apogée du Web 2.0 a créé de nouvelles manières pour les entreprises de communiquer, de collaborer et de partager du contenu avec leurs clients et consommateurs.
Naturellement, les gestionnaires ont très vite compris le pouvoir des outils sociaux pour promouvoir l’image de leurs marques en construisant des communautés sur les différentes plateformes à leur disposition. En effet, la plupart des entreprises B2C affirment que le fait de posséder une marque forte s’avère être un atout fondamental dans leurs stratégies marketing.
En revanche, on observe que les entreprises œuvrant sur les marchés B2B ont plutôt tendance à délaisser le branding et perçoivent les médias sociaux comme inadaptés à leur contexte d’affaires… A tort, ou à raison ?

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A New Approach to B2B Social Media Influence

 How do you measure your Business Social Media Influence ? Twitter followers, engagement levels or retweets?

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Sociophysique : Comment J-F. Copé a gagné l’UMP grâce aux «contrariants»

Une explication par la sociophysique

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La course au buzz, une fausse bonne idée ?

La course au buzz, une fausse bonne idée ? | Beyond Marketing | Scoop.it

Dans le cadre de mon article hebdomadaire sur les médias sociaux, je souhaiterais vous parler d'un phénomène pas nouveau, mais dont l'utilisation est croissante par les Community Managers : la course à l'engagement primaireL'engagement primaire se définit par la recherche de like/comments de la part des fans de la part du Community Manager, sans pour autant récolter des informations utiles au développement de l'entreprise.

Dans ce cadre, c'est le principe même de la conversation qui est remis en cause. Est-il constructif de procéder à de telles pratiques ? La course au buzz doit-elle prendre le pas sur la collecte d'informations pertinentes ?

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Placement Matters: Where Are You on the Search Results Page?

Placement Matters: Where Are You on the Search Results Page? | Beyond Marketing | Scoop.it
A new research report suggests that how a brand appears on a search results page impacts how customers think about the brand. So, what does that mean for marketers?
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3 Common Content Marketing Mistakes (and How to Fix Them)

3 Common Content Marketing Mistakes (and How to Fix Them) | Beyond Marketing | Scoop.it
Is your content turning off your viewers? How is content helping your business? Here are 3 common content marketing mistakes, and how you can do to fix them.
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5 ways to generate word of mouth about a boring product or business

5 ways to generate word of mouth about a boring product or business | Beyond Marketing | Scoop.it

When was the last time you expressed outward enthusiasm about your new car insurance or shared your passion about the new blender you purchased? Chances are if you bounced into work and blurted your decision to join a razor-of-the-month club, your colleagues would raise their eyebrows and try not to feel embarrassed for you.

In a sea of boring products, what’s a marketing manager to do to? What does it take to spark conversations and word-of-mouth buzz around the most humdrum product?

Here are five examples of companies whose products are rather mainstream but thanks to a little creativity and spin, consumers can’t stop talking about them.

 

 

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They changed the rules of online marketing without even notifying us

They changed the rules of online marketing without even notifying us | Beyond Marketing | Scoop.it

"... I think there are three big things happening in online marketing and selling that everyone should understand, three manjor changes to the rules..."

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