Tagged: marketing strategy development

Are marketing executives orbiting the new “data galaxy” out of necessity, or curiosity?

Here is a post from my friend Seth Kahan, author of the upcoming book, Getting Innovation Right. Seth has a wealth of ideas on innovation and leading change. Here are some key considerations as you plan to grow your existing customer base in 2013.

Updating your Twitter feed a hundred times a day won’t get you a single new customer if you’re lacking a critical ingredient: a content marketing strategy. Here are the do’s and don’ts for managing your brand’s social content.

When we arrived in Venice last week, I could not locate a single car. Only gondolas and transport boats peppered the waterfront. The gondolas earn top billing and represent an ancient, longstanding form of innovation and transportation. Will today’s innovations, such as the iPad, endure over 500 years of popularity?

Lessons from the dark side of over-investing in marketing ROI efforts and ignoring the creative aspects of marketing.

Overfilling their inboxes, operating in a vacuum, or pushing potential clients "off a diving board" all make the list. What else should?

When I was 9 years old, I had a crush on our swim coach. He was tall, blond, tan, and wore Foster Grant aviator glasses. I was secretly smitten. I entrusted him with my life as I braved the deep end of the pool and learned crucial safety techniques.

One morning, Coach Tall Blond Guy coaxed us to jump from the high diving board. I climbed the steps precariously as my knees shook. As I stood on the edge of the board for what seemed hours, I froze. That's when Coach TBG made a fatal mistake.

He pushed me off the board.

From that moment on, I could not trust him. It took me just a split second to lose trust in Tall Blond Guy.

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“Here, have an oatmeal cookie.”

That is the disarming way in which my first interview with Stephen Covey began in 2004. In light of Dr. Covey’s passing this week, his lessons are more alive than they have ever been. I’m certain that my experiences with Stephen were consistent with many others….

Thank you, Tiffany Shlain. Your award-winning film, Connected, was an unexpected summer treat. It heightened my awareness of the need for marketing leaders to recognize their growing interdependency on others.

As I have mentioned in recent Fast Company posts, CMOs no longer "own" every aspect of marketing. They cannot operate in an isolated fashion. They must establish stakeholder relationships that support, activate, and measure interactions and brand experiences. Every initiative must either create communities, generate good leads, drive revenues, edify the brand, or perpetuate positive customer experiences.

Now, let's talk about this film for a moment, and how it relates to how CMOs lead. Connected made its global debut in 2011. Throughout her documentary, Shlain weaves her own personal, life-changing moments with examples of political and social leaders whose policies–often fueled by short-term thinking–caused long term and often irreparable damage.

The Holy Grail has inspired ancient Celtic folklore as well as many Hollywood adventure films. During last week's annual VOCUS User's Conference, I discovered that the modern-day Holy Grail for marketing communications — relevant, powerful content — also inspires marketing professionals during times of turmoil.

First, let me provide some Grail folklore for context. Some claim that St. Joseph of Arimathea used the Grail to collect Christ's blood and sweat while Joseph tended him on the Cross. According to Brittania, "After Christ's death, Joseph was apparently imprisoned in a rock tomb…Left to starve, he was sustained for several years by the power of the Grail which provided him with fresh food and drink every morning."

Over the past month, I have met privately with dozens of CMOs. Many of them are feeling like the tree that fell in the forest. They cannot determine if anyone can really hear them.

Their biggest frustration–particularly among high-growth and mid-sized organizations–is their inability to win the hearts and minds of the C-suite. Is it because they lack talent, communications skills, or chutzpah? Not at all. I believe their current perceived role is limiting them from reaching their true potential.

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