"Lots of people—hundreds of millions and perhaps even billions of them—now expect and in fact demand more personalized and authentic levels of connectedness and engagement. They demand a highly responsive, real-time experience with access to information whenever and wherever it's convenient for them."
Richard L. Robinson's insight:
Bottom Line: Know everything you can about your customer, and do everything you can for your customer.
Big data and digital media are making that idea more practicable (and essential) than ever.
"Downstream activities... are increasingly the reason customers choose one brand over another and provide the basis for customer loyalty. They also now account for a large share of companies’ costs. To put it simply, the center of gravity for most companies has tilted downstream."
Richard L. Robinson's insight:
Sourcing, production, logistics, and most other upstream activities that formerly provided long-term competitive advantage are no longer sustainable differentiators. The speed of technological developments and availability of information makes it very easy for competing companies to copy or improve upon each others' processes, making advantages born at the point of production ephemeral and less valuable.
Differentation, then, must occur not at the point of production but at the point of purchase. In today's markets, a recognizable brand is far more valuable than any factory, process, or patent. Downstream differentiation is both sustainable and accumulative, meaning that the longer a brand's marketing remains at the forefront of a consumer's mind the more valuable it becomes. (Old habits die hard.)
Therefore, companies must shift from a focus on upstream improvements (i.e. How can I make this cheaper? How can we do this faster?) to downstream relationship building (i.e. How can we make this more accessible to consumers? How can we alleviate our buyers' concerns?). Doing so will provide a sustainable competitive advantage that will grow over time.
Marketing professionals and their nonmarketing counterparts, particularly those who come from a finance background, might as well be denizens of different planets. But they can communicate. Here's how.
For most of us, finalizing budget plans is not necessarily the most fun activity we have on our to-do list, but it is a corporate mandate we must perform in order to get the funds we need to drive even better results next year. Whether you're just getting started with a plan, or are putting on the final touches, check out these five areas to consider for next year's budget cycle.
Marketing is moving from analog to digital and many well established companies have not woken up to this and are still persisting with what was the “tried and true” but is now becoming the expensive and ineffective.
"Your customers now run the show—about when they shop, how they shop, and what messages or content they choose to engage with. They want to rub elbows with brands but on their terms, not yours. They expect a more individualized experience from brands than ever."
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.