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The ultimate content marketing challenge

The ultimate content marketing challenge | H2H Marketing | Scoop.it
Content marketing offers tremendous advantages -- except if you're the second one to market. A tale of content marketing murder.
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The marketing from human to human
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Arriva anche in Italia SpotDining!

Arriva anche in Italia SpotDining! | H2H Marketing | Scoop.it
SpotDining la piattaforma d’incontro tra diner (non consumatori perchè loro costruiscono il business) e ristoranti per avere offerte speciali in tempo reale
Fabrizio Faraco's insight:

l'azienda americana apre un altro sito di test da noi in Italia. Partito in sordina da qualche giorno è possibile accedere a offerte speciali dei ristoranti affiliati nella zona prenestina, ovvero a Palestrina, Cave, Zagarolo, Colonna e dintorni. Ma in che cosa è speciale Spotdining rispetto ad altri servizi.

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Crisis? What to do? Let’s do inbound marketing!

Crisis? What to do? Let’s do inbound marketing! | H2H Marketing | Scoop.it

For a small company when strong winds of crisis blow the first thing that seems to be done is cutting down expenses. This engages a downward spiral that often leads the company to perish. The real answer? It’s the other way around: in a crisis (with often losses) the company must make any effort (i.e. invest) to increase the revenues. The point is to make more sales rather than to cut costs: if you are losing € 5,000 per week invest € 10,000 in order to lose less in two weeks! And continue to do so until you’re not losing anymore

Fabrizio Faraco's insight:

how can a small company that has no resources and little access to credit in this crisis pursue such a strategy?Simple, to leverage what you already have at home and start an inbound marketing plan! To do this the company only needs creativity and initiative to build content and disseminate them. Let’s start with some brief definitions.

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The Ultimate List of Content Marketing Tactics: More Than 35 Ideas - Martha Spelman

The Ultimate List of Content Marketing Tactics: More Than 35 Ideas - Martha Spelman | H2H Marketing | Scoop.it
The ultimate list of content marketing tactics: over 35 ways to tell your brand story and build business trust, credibility and "go-to expert" status.
Fabrizio Faraco's insight:

Distributing information about your business in a way that viewers will find valuable — helpful and relevant to their business — is the definition of content marketing. The goal is to create relationships by building trust in your company, boosting your credibility and enhancing your “go-to expert” status. There are numerous ways to distribute content: digitally, in print and in-person. The methods or media you choose will depend on your audience (what channels they access), your budget (the time and money resources available), and your inclination (it’s not an easy undertaking but, done well, can be extremely successful).

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Multi channel marketing options - Smart Insights Digital Marketing Advice

Multi channel marketing options - Smart Insights Digital Marketing Advice | H2H Marketing | Scoop.it
Which channels matter most today? An analysis of the effectiveness of 40+ marketing channels Several months ago, I created a simple spreadsheet of 40+ mark. Marketing topic(s):International marketing, Multichannel (Omnichannel) strategies. Advice by David Sealey.
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This blog post will cover an analysis of a new all channel spreadsheet available via my site to determine which are the best channels for functionality and value.

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Cos'è il Real Time Marketing? Parte seconda | Vincos Blog

Cos'è il Real Time Marketing? Parte seconda | Vincos Blog | H2H Marketing | Scoop.it
Nel post precedente ho introdotto il concetto di Real Time Marketing e individuato il primo scenario nel quale le aziende possono applicare nuove azioni di
Fabrizio Faraco's insight:

Il Real Time Marketing non si può improvvisare, ma richiede un approccio strategico, che comprende la definizione di procedure, la formazione di risorse e l’utilizzo di strumenti di Real Time Listening adatti a far emergere quelle informazioni che dovranno essere adeguatamente sfruttate.

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Web Ink Now: It’s not about how you sell. It’s about how I buy.

Web Ink Now: It’s not about how you sell. It’s about how I buy. | H2H Marketing | Scoop.it
Today buyers are in charge. The idea of mystery in the sales process is over. We research someone online before agreeing to a first date—is he a creep? We fire up LinkedIn an hour before an initial business meeting—does she...
Fabrizio Faraco's insight:

We check out restaurant reviews and browse menus before making a booking.

We’re in a new world. But you know that because you’re living the new world every day.

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Spotdining is coming to Italy, too!

Spotdining is coming to Italy, too! | H2H Marketing | Scoop.it

SpotDiningis the meeting platform between diners (let’s not call them consumers, since they build and share business) and restaurants for accessing special offers in real-time or simply booking, now in testing in the San Francisco area. SpotDining is starting a test here in Italy in the ancient Praeneste area, Palestrina, Cave, Zagarolo, Colonna and the surroundings.

Fabrizio Faraco's insight:

The key Spotdining innovation is in its business model. Spotdining is a platform. It not only ties restaurants and diners in a marketplace (as economists say), but allows diners to build the offering through indicating the restaurants they would like Spotdining affiliate. Spotdining is not a restaurant review site (and never it will be), since there are already excellent services, such as Yelp that are an asset for it. Spotdining then uses the strength of the crowd

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Disrupt or Be Disrupted: Welcome To The Disruption Revolution - Brian Solis

Disrupt or Be Disrupted: Welcome To The Disruption Revolution - Brian Solis | H2H Marketing | Scoop.it

The book takes a case study, thematic approach that moves beyond buzzwords and industry jargon [thank goodness] to highlight emerging trends and best practices that are contributing to the future of business, society and culture.

 
Fabrizio Faraco's insight:

Sometime toward the end of last year, I spent some time with David Passiak (@Passiak), author of Red Bull to Buddha: Innovation and the Search for Wisdom. At the time, he was leading an ambitious project to connect over 20 innovators in the tech startup world and share their perspectives in one, free, book…Disruption Revolution: Innovation, entrepreneurship and the new rules of leadership.

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LinkedIn: come aumentare le visite sfruttando le nuove funzionalità

LinkedIn: come aumentare le visite sfruttando le nuove funzionalità | H2H Marketing | Scoop.it

Tutti quelli che hanno aperto un account su LinkedIn vogliono principalmente una cosa: visite sul proprio profilo da parte di aziende e professionisti nel nel settore in cui si opera e in cui si vuole lavorare.


Via Stefano Principato, Antonio Ficai
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Stefano Principato's curator insight, February 26, 11:20 PM
Chi ha visitato il profilo LinkedIn?
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Content Marketing: Getting More From Your Budget - Heidi Cohen

Content Marketing: Getting More From Your Budget - Heidi Cohen | H2H Marketing | Scoop.it
Want to get more from your content marketing budget? You can. Follow these 15 tips to reduce content marketing costs. Example included.
Fabrizio Faraco's insight:

Minimize your content marketing expense in the following 2 ways:


1. Eliminate duplicate information and communications efforts across your company

2. Make  existing information more effective by re-imagining it as quality content.

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5 Easy Steps To EPIC Content Marketing - Curatti

5 Easy Steps To EPIC Content Marketing - Curatti | H2H Marketing | Scoop.it
Content marketing is a noisy world now. You must create EPIC content marketing to win. Here are 5 EASY Steps to begin your EPIC content journey.
Fabrizio Faraco's insight:

If you are creating content marketing these days, you need EPIC content marketing to win

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How to Use Instagram in a Genius Way

How to Use Instagram in a Genius Way | H2H Marketing | Scoop.it
How do you use Instagram in a genius way? By borrowing a page from the Toronto Silent Film Festival, which promotes the silent film experience to a brand new audience of potential fans in an innovative way to spread its message and grow its audience.
Fabrizio Faraco's insight:

But artful content, too. Instagram allows you to create visual stories with an artfulness and elegance and a special kind of gravitas that’s at the heart of good content. (Art and content are another favorite mashup of mine!) Instagram is one of those platforms (there are others, like Vine and Wordeo) that puts magic wands into the hands of us Muggles. It gives any one of us the tools necessary to create great stuff—even if you aren’t much of a photographer.

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Co-create the future. How Cocoon Projects builds and antifragile future » Fabrizio Faraco

Co-create the future. How Cocoon Projects builds and antifragile future » Fabrizio Faraco | H2H Marketing | Scoop.it

Cocoon Projects is  a consulting firm in Rome devoted to innovation. Not only the company supports clients’ innovation, but it’s innovative in several aspects. The most obvious is its governance system, which is open.

Fabrizio Faraco's insight:

A liquid and agile organization like Cocoon Projects builds its objectives for the next 6 months with a co-creation process, where all people of organizations participate. A fantastic two days where, ignited by the participants, through moments of actions and ideations, innovative conceptions converged in a plan. 

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Technology Isn’t The Only Answer to Digital Disruption

Technology Isn’t The Only Answer to Digital Disruption | H2H Marketing | Scoop.it
What’s the difference between disruptive tech and that of emergent or innovative technology?
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Disruptive tech does just that. It disrupts markets and introduces new direction and/or changes behavior. And thus, we enter an era of “Digital Darwinism,” a time when society and technology evolve, challenging how businesses adapt (or don’t).

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Report: Why and How Businesses are Investing in Digital Transformation and the New Customer Experience - Brian Solis

Report: Why and How Businesses are Investing in Digital Transformation and the New Customer Experience - Brian Solis | H2H Marketing | Scoop.it

We’re under attack! Social, mobile, real-time, cloud, big data…it’s coming at us all at once! Rather than miss out, many brands are jumping from trend to trend as a way of staying relevant in an increasingly digital market.

Fabrizio Faraco's insight:

There’s a difference though between marketing AT people in new channels and learning about their behavior, values, and expectations to optimize their digital experiences and introduce mutually-beneficial outcomes.

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Social Media Marketing Strategy #SMMW14 Style - 5 Essential Tips

Social Media Marketing Strategy #SMMW14 Style - 5 Essential Tips | H2H Marketing | Scoop.it
The eternal debate in marketing: Strategy before tactics vs. Tactics to develop strategy. So many companies have become comfortable reacting to industry
Fabrizio Faraco's insight:

So many companies have become comfortable reacting to industry trends and competitors with tactics, that they end up with wasted effort, poor performance and plenty of frustration. This is especially true in the world of social media marketing as companies roll out social media tactics only to be left wondering in 6 months what the ROI is.

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Cos'è il Real Time Marketing? | Vincos Blog

Cos'è il Real Time Marketing? | Vincos Blog | H2H Marketing | Scoop.it
Da tempo ormai viviamo immersi in un ambiente mediale che ci offre stimoli in ogni istante. Questa sensazione di essere parte di un flusso informativo è
Fabrizio Faraco's insight:

Il Real Time Marketing è un’approccio al mercato che fa leva sulla capacità aziendale di rispondere velocemente ad eventi e stimoli esterni

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A History and Future of Collaborative Storytelling - Scott Walker

A History and Future of Collaborative Storytelling - Scott Walker | H2H Marketing | Scoop.it
An un-scientific, non-comprehensive, and not-at-all objective overview of the rise of collaborative storytelling.
Fabrizio Faraco's insight:

how we (more or less) got here, and where we may (kinda sorta) be heading. No particular axe to grind or agenda to sell, just my observations after watching this space for a few years.

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The Irresistible Power of Storytelling as a Strategic Business Tool

The Irresistible Power of Storytelling as a Strategic Business Tool | H2H Marketing | Scoop.it
It might seem old-fashioned. But that's what makes it so effective.
Fabrizio Faraco's insight:

They found that, regardless of the content of the ad, the structure of that content predicted its success. “People are attracted to stories,” Quesenberry tells me, “because we’re social creatures and we relate to other people.”

It’s no surprise. We humans have been communicating through stories for upwards of 20,000 years, back when our flat screens were cave walls.

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Understand How Buyers Buy: Marketing With the 'Buying Center' Concept [Infographic]

Understand How Buyers Buy: Marketing With the 'Buying Center' Concept [Infographic] | H2H Marketing | Scoop.it
Marketing Strategy - Market segmentation and customer insights are only part of what you need to enter the competitive market. You need to take your marketing to the next level.
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Developing buyer persona to grab customers' desires and to be customers centric and customers driven
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15 "Superpowers" Only Inbound Marketers Have (and How to Acquire Them)

15 "Superpowers" Only Inbound Marketers Have (and How to Acquire Them) | H2H Marketing | Scoop.it
Effective inbound marketers are those individuals with a vast skill-set. Here at 15 "super-powers" that only inbound marketers have.
Fabrizio Faraco's insight:

They do it using a certain set of skills, many of which can look like superpowers.

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How To Innovate in Your Marketing: Ask a Teenager

How To Innovate in Your Marketing: Ask a Teenager | H2H Marketing | Scoop.it
If you’re a company looking to use social media and content in innovative ways, ask a teenager.
Fabrizio Faraco's insight:

And not because you want to market to teens (although you might), but because teenage behavior online draws a kind of road map to where marketing is going.

Here’s what I mean: My 17-year-old daughter bought a prom dress online this week. Before it even shipped from the warehouse, she had already posted a photo of it in a private Facebook group that the girls in her school set up weeks ago expressly to showcase what dress they were wearing to the prom, which is in May.

The girls are essentially staking their dress claim and (at the same time) soliciting validation for their choices with likes and comments of their peers.

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All marketing is storytelling

All marketing is storytelling | H2H Marketing | Scoop.it

The brands that get it right today aren’t the brands that use new media to tell the brand story but use new media to help their Fans tell their story.

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And it’s a strange anomaly of our digital age that one of the most successful toys to date is nothing more than a plastic brick.

Well to say Lego is “nothing more” is to say Coke or Red Bull is just a sugary soda.

We don’t drink the soda, we drink the can.

Fans use Lego to tell their story.

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6 Steps to Compiling an Integrated Online Marketing Strategy

6 Steps to Compiling an Integrated Online Marketing Strategy | H2H Marketing | Scoop.it
In the face of resource constraints, simply put, no one has time to do it all. We all face the dilemma of how to prioritize our online marketing activities in a world that constantly demands more, and this post aims to help you develop a consistent and integrated framework to navigate an increasingly complex ecosystem.
Fabrizio Faraco's insight:

These are the challenges that, as marketers, we are all facing. Coming from an agency background, I can completely relate to the feeling that the right approach is to do more (offer more marketing channels/provide more specializations). Having worked on a variety of clients stemming from diverse backgrounds, whether it be huge enterprises, VC-backed start-ups that have to provide monthly reports to their board, or working within a heavily regulated industry, it doesn't seem like anyone is looking for more options. Too often this results in scope creep, extended timelines, and going massively over-budget. In actuality, most of us are looking for a simplified approach and a means of appropriately prioritizing the right activities in an industry that wants to pull everyone in too many directions.

 
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A Guide to Quality Social Media Sharing: What, When and How to Share

A Guide to Quality Social Media Sharing: What, When and How to Share | H2H Marketing | Scoop.it
The what, when and how of amazing social media sharing.
Fabrizio Faraco's insight:

That means the biggest challenge of great sharing is to make sure your stuff is better than all that other stuff. Want to know if it is? Ask yourself these four simple questions.

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