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Rescooped by Elsie Whitelock from Public Relations & Social Marketing Insight
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The 2014 Content Marketing Imperative | DZone

The 2014 Content Marketing Imperative | DZone | My Brand | Scoop.it

We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors.

 

And according to Harvard Business Review, “Solution Selling is Dead” because talking about our products and our solutions are no longer good enough. It may even hurt us in the buying process.

 

Why? Because our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first.

 

They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1....


Via Jeff Domansky
Elsie Whitelock's insight:

Change is in the air. Look at your site. Does it map to the new paradigm? This post will help.

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Jeff Domansky's curator insight, December 8, 2013 10:04 AM

Michael Brenner offers compelling evidence that content marketing is critical for business success. Note CEB's important research advice: “emotion beats promotion” by a factor of 2 to 1." Recommended reading. 9/ 10

Rescooped by Elsie Whitelock from Public Relations & Social Marketing Insight
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Why Citibank Eliminated Its Digital Marketing Department

Why Citibank Eliminated Its Digital Marketing Department | My Brand | Scoop.it

In a crowded conference hall filled with digital ad marketers, Citibank North American head of consumer marketing Vanessa Colella explained why it made perfect sense that one of her first orders of business was, in fact, "eliminating the digital marketing department." While having a group of digital specialists who "all come with incredible backgrounds, they speak in jargon, and wear blue jeans" could be comforting, Colella explained at Ad Age's Digital Conference, that it is often a crutch. Why? Because everyone in a company's marketing department needs to be fluent in digital strategy. "There's no path for you if you don't," she said. So Citibank trained everyone, from those who specialized in bus shelters to TV marketing, to be digitally savvy....


Via Jeff Domansky
Elsie Whitelock's insight:

Merely indicating that everyone will need to 'digitally social' enabled rather than a seperate group in the business.

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Jeff Domansky's curator insight, April 18, 2013 1:53 PM

Head of Citibank marketing says integrate Digital or fall behind.