Harvard Business Review

JULY 1, 2014

Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value. The success of content marketing has radicalized the way companies communicate.

Content 8

Content Marketing Brand Public Relations 8

Harvard Business Review

OCTOBER 30, 2015

Until fairly recently, the options for marketers were relatively limited. Mass media — TV especially — offered the opportunity to reach millions, but only in the form of short ads sandwiched between lots of other stuff. Here are four places to start, based on the most common mistakes I see digital marketers make: 1.

Content 8

Content Marketing Metrics B2C 8

Harvard Business Review

JANUARY 19, 2018

B2C firms have been the leaders in customer analytics initiatives. E-commerce, mobile commerce, and social media platforms have enabled businesses to better sculpt marketing and customer support initiatives and customer services. B2B companies need to know, for example, how many companies exist in a given market space.

B2B 8

B2B B2C Software CRM 8

Harvard Business Review

MAY 9, 2012

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. On an internal basis, the rush to deploy social business tools matches the hype of the past decade in installing collaboration tools and assuming one's employees would easily adapt if only the right tool was deployed.

B2C 15

B2C Early Adopters B2B How To 15

Harvard Business Review

APRIL 10, 2013

Social media is clearly a disruptive force for business. Although many companies started with social media monitoring and customer service, it''s exciting now to see a growing number go beyond the reactive and harness Facebook, LinkedIn, and Twitter for sales and customer engagement and service. Whereas Web 1.0

B2C 8

B2C B2B Human Capital Media 8

Harvard Business Review

FEBRUARY 7, 2014

But with most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all. Advertising Branding Marketing' If you do not have an audio brand, the time is now to get started.

Brand 9

Brand Advertising B2C B2B 9

Harvard Business Review

OCTOBER 14, 2015

Marketers’ demand for consumers’ attention has grown dramatically in recent years with the proliferation of new brands and products (remember when there was only one variety of Oreo?). On the other hand, media multitaskers — for example, people who watch TV with a computer in their lap — tend to pay less attention.

Video 8

Video Advertising Audience Brand 8

Eric Jacobson

JANUARY 20, 2014

Author Belew defines " social selling " as the identification, targeting, and reaching out to prospective and existing customers through social media channels and social communities in an effort to engage them in conversations that result in a potentially mutually beneficial relationship.

B2C 77

B2C How To Media Survey 77

Eric Jacobson

DECEMBER 8, 2014

Author Belew defines " social selling " as the identification, targeting, and reaching out to prospective and existing customers through social media channels and social communities in an effort to engage them in conversations that result in a potentially mutually beneficial relationship.

Skills 64

Skills B2C How To eBook 64

Eric Jacobson

OCTOBER 29, 2015

Author Belew defines " social selling " as the identification, targeting, and reaching out to prospective and existing customers through social media channels and social communities in an effort to engage them in conversations that result in a potentially mutually beneficial relationship.

B2C 50

B2C Survey eBook Media 50