Modern Marketing Revolution
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The future of storytelling: People want to befriend characters and influence their decisions

The future of storytelling: People want to befriend characters and influence their decisions | Modern Marketing Revolution | Scoop.it
Research group Latitude has been looking at the way that the Web and digital evolution has, and will, change the way people tell stories in the future, focusing specifically on how ... (Study: People Want To Friend Characters!

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Modern Marketing Revolution
How to get found online by your ideal prospects
Curated by Art Jones
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4 Reasons Why Raising Your Price Is a Brilliant Marketing Move

4 Reasons Why Raising Your Price Is a Brilliant Marketing Move | Modern Marketing Revolution | Scoop.it
Charging less than your competitors signals potential clients that you doubt the value of what you offer.
Art Jones's insight:

How do you establish prices for your products and/or services?

 

Do you know Dov Seidman? Dov is attorney, columnist and businessman. He is the founder, chairman and CEO of LRN.  A few years ago he wrote a wonderful and thought provoking book title HOW. In the book he says this: "How you do anything means everything".  How is a great read with tons of compelling and useful ideas, get a copy you won't regret it.

 

I mention Dov Seidman and his thesis on HOW because the article attached here discusses how to optimize your pricing model as a brand strategy. 

 

Remember HOW you do anything means everything!

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The Future of Social Selling & Why It Matters for Your Business

The Future of Social Selling & Why It Matters for Your Business | Modern Marketing Revolution | Scoop.it
Learn about the future of social selling, what’s potentially coming down the pike, why it matters, and how it’s going to affect your business. Read more.

Via Anita Windisman, massimo facchinetti
Art Jones's insight:

The Future of Social Selling is a  well written essay on social selling. the article is penned by the founder of a company selling a social selling platform. The article suggest Artificial intelligence is the added value layer his platform includes while most platforms are not yet AI enabled. 

 

I believe the future of sales support tools includes both Artificial Intelligence and Machine Learning. Now you may ask what's the difference (I know I did)?  I've included an article written by Bernard Marr, Forbes Magazine - December 2016 http://bit.ly/2vZHQCE which provides a easy to understand answer included below: 

 

Artificial Intelligence is the broader concept of machines being able to carry out tasks in a way that we would consider “smart”.

 

&

 

Machine Learning is a current application of AI based around the idea that we should really just be able to give machines access to data and let them learn for themselves.

 

There are several products emerging which include AI and have architected their platforms to enable AI to interrogate mountains of BIG DATA in order to forecast when your ideal prospect is prime to make a purchase and how they might navigate the buyer's journey. 

 

The future of sales is AI + Machine Learning = Predictive Modeling to illuminate the who, what, when, where and why a prospect will make a buying decisions.

 

Welcome to the brave new world of sales!

 

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Meet The Backscratchers: how a team of 'fixers' are challenging the traditional agency model

Meet The Backscratchers: how a team of 'fixers' are challenging the traditional agency model | Modern Marketing Revolution | Scoop.it
The freelancer boom - powered by the rise of the gig economy and platforms like Fivver and Upwork - isn’t showing any signs of slowing down.
Art Jones's insight:

The freelancer boom is driving the gig economy and there is no signs if it slowing down. Now agencies built to secure deep customer relationships and equally deep retainers are being challenged as brands large and small outsource to freelancers who deliver faster, for lower cost and often times with more innovative and creative ideas. 

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The Soul of Lean Startup is Not MVP - It is Customer Validation and Development

The Soul of Lean Startup is Not MVP - It is Customer Validation and Development | Modern Marketing Revolution | Scoop.it
Last week, attendees at the Gartner Tech Growth and Innovation Conference had the privilege to listen to a talk by Steve Blank, one of the founders of the Lean Startup Movement.   Steve gave an “old school” (simple charts, clear information) presentation that dove deep into innovation challenges and opportunities for both large and small …

Via Christian Bartosik
Art Jones's insight:

What skill do the best marketing people and  leaders share? A highly tuned sense of empathy (emotional intelligence). The best marketers and leaders are constantly striving to refine and tune their ability to know and understand what the people they serve want and need.

 

 

The lead process places emphasis on MVP and the pivot. This article challenges that way of thinking and suggest understanding the customer should be the premier endeavor within the Lean model.

 

So, the moral of the article is for marketers to slow down, tune in and do the work to understand your ideal buyers narrative. Know what they celebrate and agonize over. Know the narrative of your ideal buyer as well as they know themselves. Know your ideal buyer and you more clearly understand how to provide solutions that serve them and as such, you will require fewer iterations of MVP.

 

Become a better marketer by  being a better marketer with leadership skills.

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Amazon’s New Customer

Amazon’s New Customer | Modern Marketing Revolution | Scoop.it
The key to understanding Amazon’s purchase of Whole Foods is to understand that Amazon didn’t buy a retailer: the company bought a customer.
Art Jones's insight:

Amazon's Vision: "Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online."

 

This is a quick read shedding light on how Amazon is organized to be laser focused on providing the things we need and in the process Amazon will acquire more and more of our overall spend. 

 

This article showcasing the brilliant execution of the Amazon vision.

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Media Companies Are Getting Sick of Facebook

Media Companies Are Getting Sick of Facebook | Modern Marketing Revolution | Scoop.it
News outlets are complaining about Facebook’s terms for TV-quality videos meant to compete with YouTube.
Art Jones's insight:

Facebook is getting rotten tomatoes from many of the big media companies they seek to experiment new media models with.

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How Instagram's New Feature Is Changing Social Media

How Instagram's New Feature Is Changing Social Media | Modern Marketing Revolution | Scoop.it
Read and discover instagram news and photos from New York
Art Jones's insight:

here is a snapshot of how Instagram influencers earn while sharing peeks into the lifestyles of the rich & famous, where on instagram post can be worth $5,000 to $15,000.

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Art Jones (@artjones) • Instagram photos and videos

Art Jones (@artjones) • Instagram photos and videos | Modern Marketing Revolution | Scoop.it
487 Followers, 543 Following, 406 Posts - See Instagram photos and videos from Art Jones (@artjones)
Art Jones's insight:

I've participated on the Instagram platform for years yet my participation has been just enough to show I'm  occasionally active on the platform..

 

Next year 80% of all content shared via the internet will be visual, will you be ready?  Instagram has emerged as a compelling place for consuming and sharing visual content/stories.

 

This year I am preparing my visual content readiness by committing to do the work to create visual content that will help me  meet new interesting people, via Instagram.  Join me!

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The Future of Personalized Marketing

As technology grows and evolves, so does the way in which we do business. Customer analytics have forever changed how businesses relate to customers and th
Art Jones's insight:

In the 1990's the notion of "1 to 1 Marketing" was presented by Don Peppers & Martha Rogers in their seminal book "The 1 to 1 Future". Since the launch of that book marketers have worked hard to understand their ideal customers in order to personalize messaging content in order to produce that content in the appropriate context for the audiences they serve.

 

Today more than at any other time in history, marketers enjoy ready access to vast amounts of data about the buying motivations and habits their ideal customers. 

 

This short video produced by IBM where the idea of using big data to understand buyer personas in order to effectively navigate the buyer's journey. The big take away offered by IBM is the idea that the opportunity presented to all marketers is learning how to take mountains of big data and turning that data into useful information.

 

 

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Apple Heads The World's Most Valuable Brands Of 2017 At $170 Billion

Apple Heads The World's Most Valuable Brands Of 2017 At $170 Billion | Modern Marketing Revolution | Scoop.it
Tech brands dominate the world's most valuable brands with nine of the top 15. Apple takes the crown as the leading brand for the seventh straight year.
Art Jones's insight:

What is the ROI of all of the time, effort and money you commit to brand building? Want to measure the tangible value of brand building, look to Apple for answers.

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Referral marketing: The secret weapon that should be in your arsenal - TheNextWeb

Referral marketing: The secret weapon that should be in your arsenal - TheNextWeb | Modern Marketing Revolution | Scoop.it

"Referral marketing strategies are a comprehensive set of processes that encourage consumer advocacy with incentives to drive revenue growth. They’re also the only marketing channel that allows your brand to leverage word-of-mouth advocacy in a measurable way. 

  • Craft the program structure
  • Who are your best customers?
  • How can we target these customers and what’s the most compelling incentive we can offer?
  • What’s the goalpost to succeed?
  • Design the user experience
  • Discovery
  • Sharing"

Via marketingIO, massimo facchinetti
Art Jones's insight:

Excerpt:

"As a marketing channel, referral strategies sustain and promote meaningful customer experiences that are the backbone of marketing 2.0. This emphasis on happy customers is smart marketing: referral customers have a 16 percent higher lifetime value than non-referred customers, according to Wharton. Plus, they love your brand too."

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marketingIO's curator insight, May 18, 9:29 AM

Action: The MOST underutilized program available today. Budget for a test.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

Tom Pick's curator insight, May 19, 8:15 AM
Nice process for a powerful tactic.
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The One Technique You Need to Turn Boring Writing into Compelling Words

The One Technique You Need to Turn Boring Writing into Compelling Words | Modern Marketing Revolution | Scoop.it
The first step to persuasive, intriguing writing is to understand and master the Rhetorical Triangle, and here is how you can do that.
Art Jones's insight:

Producing great content in the proper context for the audience you wish to reach is central to the success of your brand.

 

This article points to how following the formula embodies within the Rhetorical Triangle is the surest way to consistently produce, thoughtful, insightful and compelling content.

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How Our Digital Storytelling Methods Are Psychologically Affecting Our Audiences

How Our Digital Storytelling Methods Are Psychologically Affecting Our Audiences | Modern Marketing Revolution | Scoop.it
Find out how the state of our digital storytelling is changing us psychologically, and what we can do about it.
Art Jones's insight:

What are marketers to do when people in the markets they serve have the attention span of a goldfish?

 

We live in a microwave society where people expect everything to happen quickly. This fast fast fast everything paradigm means people today, have cultivated the attention span of a goldfish, about 9 seconds. 

 

Scientific research tells us our attention has become fractured by our predilection to multitask that our attention span continues it's downward spiral. This article discusses research that suggests attention will continue to shrink or worse, our ability to engage in critical thinking will diminish too.

 

Excerpt:

"Researchers at the University of Helsinki conducted a study that revealed a link between media multitasking and distractibility (among other problems with attention) in youth ages 13 to 24. The study found that those who reported more of a tendency to engage with multiple media types simultaneously had problems with attention-related tasks in the lab, such as filtering out distractions. Using brain-imaging data, the researchers were able to see that media multitasking is so difficult because it creates competition for neural resources in tasks that involve overlapping parts of the brain, such as going between reading and listening."

 

 

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4 Steps to Plan Your Visual Strategy

4 Steps to Plan Your Visual Strategy | Modern Marketing Revolution | Scoop.it
Your brain can process visuals 60,000x faster than text - is it time to rethink your visual strategy?
Art Jones's insight:

The term Vanity Metrics is an idea that has been around since the launch of the first new media marketing campaigns on Facebook. Vanity metrics are: Stats that look good on paper, but don’t really tell you anything of value.

 

This article provides a process for building your visual marketing strategy. Why visual marketing? because humans process visuals 60,000 times faster than text and in a world where people have the attention span of a goldfish (9 seconds) capturing attention quickly means everything.

 

So what do vanity metrics have to do with visual marketing? Well all too often founders fall in love with the look and feel for a visual marketing campaign because it completely satisfies their sensibilities.  When founders build and launch campaigns because they satisfy them they fall into the trap of satisfying their ego needs and not the aesthetic needs of the people in the markets they serve. 

 

When we as marketers do anything designed to satisfy ourselves, our internal teams, without first and foremost seeking to understand what will engage and attract the eyeballs of our ideal buyer, we will underwhelm our investment of time and money in visual brand strategies, and marketing campaigns.

 

Always be intensely focused on delivering value to the people in the markets you serve!

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Understanding the Buying Journey with Trust, Transparency and Relevancy

Understanding the Buying Journey with Trust, Transparency and Relevancy | Modern Marketing Revolution | Scoop.it
What is influencing today’s consumers’ online shopping behavior? Where is he or she in their buying cycle? How long does it take them to make a purchasing decision? What factors are they evaluati…

Via massimo facchinetti
Art Jones's insight:

When we attempt to market to everyone we are not able to produce content in the proper context for anyone. Doing the work to know the narrative of your ideal buyer as well as they know themselves makes you a better marketer & sales person.

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HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat

HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat | Modern Marketing Revolution | Scoop.it
Inbound marketing and sales company HubSpot has acquired Kemvi, a fledgling startup that uses artificial intelligence (AI) and machine learning to automatically extract information from websites, press releases, blog posts, and SEC filings in order to serve sales reps key insights into prospects. Terms of the deal were not disclosed.

Indeed, the company’s DeepGraph engine targets B2B companies with learning algorithms that can extract meaningful information and insights from any piece of digital text and then merge that with data and knowledge from companies’ own internal sales and marketing teams to forecast buyers’ behavior.

Via marketingIO, massimo facchinetti
Art Jones's insight:

The team at Hubspot (Inbound Marketing/Sales Support Automation Platform) will begin integrating Artificial Intelligence into its offerings. The goal is to make mining data about your ideal prospect profiles from sources generally available via the web, faster and easier to acquire.

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marketingIO's curator insight, July 26, 9:46 AM

Powerful, and will play a significant role in ABM.

 

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

Anuj Saxena's curator insight, July 27, 11:17 AM
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The 6 Marketing Channels You Should Be Personalizing

The 6 Marketing Channels You Should Be Personalizing | Modern Marketing Revolution | Scoop.it
It isn’t enough to master your marketing communications through one channel if your current or prospective customers engage with you in many different channels. And for most companies, it is pretty…

Via Nicholas Bodell, massimo facchinetti
Art Jones's insight:

There is always some new, exciting new media application that promises phenomenal return on effort. It is hard to ignore all of the new and sparkly technology that arrives at the doorstep of the modern marketer every day.

 

Once you have read this article, ignore these foundational principles at the peril of underwhelming your marketing efforts. 

 

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How To Use Instagram To Build Your Brand

How To Use Instagram To Build Your Brand | Modern Marketing Revolution | Scoop.it
As people and companies launch their brands on Instagram, many are struggling with getting their following established. Learn how to use it effectively and establish a consistent and engaged following.
Art Jones's insight:

Instagram is like most social platforms, it requires you to follow a few basic rules of conversation which are true on or offline.

 

  • Don't use the platform like a megaphone, no shouting
  • Take the time to engage

 

Perhaps the best advice in this article is to remind us, Rome wasn't built in a day, nor will you build a vibrant community overnight either.

 

#StickWithIt

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Advertising Superstar David Droga Knows How To Get In Your Head

Advertising Superstar David Droga Knows How To Get In Your Head | Modern Marketing Revolution | Scoop.it
“We work in an industry where people invent technology to avoid what we create,” says the Droga5 founder. Can he find a way forward for the ad business?
Art Jones's insight:

Traditional advertising agencies are challenged everyday to find ways to adapt and adjust to a business climate driven by new media. However, there is one advertising agency who has become the poster child for innovation and campaigns the consistently go viral, that agency is Droga5.

 

Excerpt:

“We’ve always been a nontraditional, integrated advertising agency that will do more than just TV ads. But our focus now is bringing design thinking into the development process to inform the experience: What is the product, what is the web presence, what innovation should they be creating, what is the business case around those innovations?”

 

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How City Winery Is Reinventing Entertainment for Adults

City Winery founder Michael Dorf shows off the first of his many City Winery venues.
Art Jones's insight:

Business Creativity & Innovation

 

City Winery offers concerts, food, private label wines and  make your own private label wines. City Winery's vision was to offer a unique and innovative entertainment dining offering. Launched in 2008 they will have 8 total locations before the end of 2018.

 

 

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Facebook Remains the Dominant Social Platform [Infographic]

Facebook Remains the Dominant Social Platform [Infographic] | Modern Marketing Revolution | Scoop.it
While new platforms generate buzz, Facebook continues to dominate the social landscape - which is important to note for marketers and publishers alike.
Art Jones's insight:

Facebook is the dominant social platform and continues to surge with growth.

 

Excerpt:

"76% of American Facebook users log onto The Social Network daily, compared to less than half of Twitter’s user base. Crucially for advertisers, almost everyone who uses other social networks can also be reached on Facebook, where over 90% of Twitter, LinkedIn and Instagram users have an active profile."

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The #1 Overlooked Strategy for Business Growth

Everyone's on the lookout for strategies to quickly grow their business. Most overlook this one.
Art Jones's insight:

The following quote summarizes the idea shared within this article: "Your network equals your net worth."  Read this article to discover the fastest ways to grow a quality network.

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Introducing Series, a new type of story on Medium

As any avid reader knows, the best stories capture your full attention and leave you wanting more. 

Art Jones's insight:

Jean-Baptiste Alphonse Karr wrote in Les Guêpes, January 1849 this epigram, "plus ça change, plus c'est la même chose"—"the more it changes, the more it's the same thing", usually translated as "the more things change, the more they stay the same." 

 

Humans have always been wired for story. Whatever the medium to communicate stories faster and easier we have rushed to employ those mediums.

 

Snapchat, Instagram, Facebook & Medium stories may seem new and all the rage today, however remember this, humans have always enjoyed story. Humans are been wired for story.

 

Plus ça change, plus c'est la même chose .

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The Art of Standing Out #jtripplive

Multistreaming with https://restream.io/
Art Jones's insight:

I enjoyed my conversation with host Jonathan Tripp of the Jonathan Tripp Live show.

 

Here is a summary of topics we talk about:

  • Human Centered Design
  • Brand Strategy
  • Brand Storytelling
  • New Media Marketing
  • Modern Sales Models

 

Pull up a chair, grab a cup of your favorite brew and listen in for a while.

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To Understand Big Data, Try Thinking Like a Psychologist

To Understand Big Data, Try Thinking Like a Psychologist | Modern Marketing Revolution | Scoop.it
Rich data tells us plenty about what our customers do, but next to nothing about why they are doing it.
Art Jones's insight:

The author of this article is a Phd in Psychology and writes this article for the industry journal Psychology Today. Her credentials are important because she is writing to help us understand how to optimize the interpretation and usage of Big Data.

 

Working with data is central to the work modern marketers do. Growth hacking is born from our ready access to deep wells of big data.

 

However, the author suggest when we simply follow the data we ignore the the human the data seeks to represent.  Data is sterile, we humans can be quirky, often influenced by the systems we interact within, the systems of place and people surrounding us.

 

Here is a short excerpt from the author that set's the tone for the position she establishes in her article" Think of psychological models like a shovel: Beneath every layer of data there are the human problems of emotion, irrationality, cognitive bias and emotional cues."

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