Posted in Innovative Ideas, Marketing Programs, tagged brand community, dialogue, digital, innovation, marketing, Marketing 1.0, Marketing 2.0, marketing channels, marketing co-creation, marketing dashboard, Marketing Infrastructure, marketing technology, new media, personalization, Sandy Carter, service-oriented architecture, social media, social networking, technology, user-generated media on January 26, 2009 | 8 Comments »
In this Q and A with Propelling Brands, IBM executive Sandy Carter talks about her new book, The New Language of Marketing 2.O: How to Use ANGELS to Energize Your Market, which delivers a ‘tool box’ for marketers — presenting a normative framework, together with numerous case examples from companies in a variety of B2B and B2C industries, to help marketers think through integrating social media into their existing marketing programs.
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Posted in Brand Strategy, Innovative Ideas, New Product/Service Development (NPSD), tagged Aric Rindfleisch, brand community, brands, co-creation, dialogue, marketing, marketing co-creation, Matthew O’Hern, personalization, user-generated media on January 8, 2009 | 10 Comments »
Adam Needles presents a Q&A with Professor Aric Rindfleisch, who has recently authored a groundbreaking paper, titled “Customer Co-creation: A Typology and Research Agenda,” which we are fortunate to be able to share on this blog.
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Posted in Company Profiles, Innovative Ideas, Marketing Programs, tagged Alison Moore, brand community, brand monitoring, brands, cross-channel, CSS, dialogue, Idris Mootee, integrated marketing communication, JT Buser, Kyle Flaherty, marketing, marketing channels, marketing execution management, Marketing Infrastructure, marketing metrics, marketing technology, mobile marketing, MySQL, PHP, ROI, Sandy Carter, social media, technology, text analytics, Tim Hurley, Tom O'Guinn on January 2, 2009 | 11 Comments »
The business environment for ‘traditional’ agencies is changing … radically … and overnight. What is causing this ‘plague’ of Biblical proportions throughout the agency world, and how can agencies overcome this situation by preparing for the next-generation of client expectations? Adam Needles discusses the key pillars for a next-generation agency, as well as some of the barriers they will face in part one of this two-part series.
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Posted in Brand Strategy, Innovative Companies, Innovative Ideas, Marketing Programs, tagged brands, marketing, social media, marketing technology, brand community, text analytics, marketing channels, marketing metrics, digital, new media, ROI, social networking, organic marketing, Marketing Infrastructure, personalization, Patricia Seybold, CRM, integrated marketing communication, marketing execution management, Valeria Maltoni, Jon Iwata, Paul Dunay, Joseph Plummer, Alex Iskold, Steve Rubel, co-creation, marketing co-creation, C K Prahalad, Venkat ramaswamy, G. Richard Shell, semantic analysis, social graphs, social graph, Clint Boulton on December 11, 2008 | 17 Comments »
The future evolution of marketing personalization and the shift towards co-creation will not happen overnight; however, it is un-arguably happening. Normative frameworks, customer needs and technology are converging to make this possible. Marketing Personalization 3.0, through co-creation, offers the ability to improve customer-brand engagement, increase marketing ROI and fundamentally upgrade the profitability of many businesses. Adam Needles helps marketers remain aware of this evolution, look for opportunities to integrate co-creation into their marketing and be prepared to embrace technologies, such as semantic analysis and social graphs, that will help them better connect with their customers efficiently and effectively.
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Posted in Innovative Ideas, Marketing Programs, tagged brands, marketing, technology, dialogue, social media, marketing technology, brand community, marketing channels, new media, WSJ, social networking, organic marketing, personalization, integrated marketing communication, Tom Hayes, Michael S. Malone, Valeria Maltoni, Beth Harte, Chris Brogan, Marketing 3.0 on December 3, 2008 | 4 Comments »
What do Tom Hayes and Michael S. Malone mean by Marketing 3.0? Hayes and Malone argue that marketing participation on the modern Web and in social media platforms requires a new marketing mindset. “A very different set of tools, concepts and practices is needed. Call it Marketing 3.o.” Adam Needles examines this premise and relates it to key evolution in brands and marketing.
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Posted in Brand Strategy, Innovative Ideas, Marketing Programs, tagged Alexa, Barry Judge, brand advocates, brand community, brand equity, brands, David Armano, dialogue, digital, interactivity, Jupiter Research, Justine Foo, marketing, Marketing Infrastructure, marketing sustainability, marketing technology, new media, Peter Kim, ROI, social media, social networking, sustainability, technology, user-generated content, user-generated media on November 19, 2008 | 11 Comments »
How do we build a sustainable Internet marketing presence? Adam Needles looks at the core challenge of Internet marketing. Are we investing in campaigns that are little more than one-way ads/brochures online with diminishing returns, or are we investing in a long-term marketing presence that will establish a foundation for growth, that will really stir the passion of our customers and that will, as a consequence, be self perpetuating over a longer period of time? This is an issue that impacts not only the strength and life of our brands but also the ROI from our marketing investments.
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Posted in Innovative Companies, Innovative Ideas, Marketing Programs, tagged Barbara Goodstein, brand community, brands, Bruce Temkin, CRM, cross-channel, digital, innovation, integrated marketing communication, marketing, marketing channels, marketing execution management, marketing technology, marketng infrastructure, mobile marketing, Patricia Seybold, Paul Zipkin, personalization, Rob Dalgety, Seth Godin, social media, social networking on November 6, 2008 | 10 Comments »
The whole point of marketing is to build a relationship between a customer and a brand through which both the customer and the company behind that brand derive benefit. It is a direct, one-on-one and mutual commercial exchange; for the customer, the brand is experienced at a very personal level. Yet so much of marketing practice and technology infrastructure seems to focus on de-personalizing and scaling marketing communication to as large of an un-segmented population as possible. Adam Needles examines how marketers can make both scale and personalization co-exist as hallmarks of every marketing program?
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Posted in Brand Strategy, Innovative Ideas, Marketing Programs, tagged Arbitron, brand community, BrandWeek, John Rotheray, marketing channels, mobile marketing, new media, Nielsen, ROI, social media, social networking, technology, Tom O'Guinn on October 23, 2008 | 16 Comments »
Adam Needles opens a dialogue about marketing to increasingly ‘mobile’ brand communities. He focuses on four points as a starting place for marketers: (1) understanding brand communities; (2) placing brand communities at the center of our marketing strategies; (3) recognizing the challenges and opportunities inherent to mobile marketing; and (4) asking the right questions as we evolve our marketing programs to better target our mobile brand communities.
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Comments on a blog posting by Tony Hung on Conversation Agent on Twitter as a tool for brand monitoring and brand communication.
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Is there a way to ’sample’ multiple channels in a fashion that gives an accurate and proportional cross-section of real challenges, opportunities and context for your brand? And can these samples be meaningful projections of your brand’s meaning and reputation in the marketplace? Adam Needles talks about best practices for balancing your ‘brand picture’ – both online and off – in this essay.
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Posted in About This Blog, Blog Contributors, tagged Adam Needles, brand community, Brand Republic, brands, BrandWeek, Christine Needles, dialogue, innovation, marketing, marketing technology, service-oriented architecture, social media, software as a service, technology on September 23, 2008 | 4 Comments »
What is the focus, differentiation, contributors and agenda for the Propelling Brands blog? Adam Needles provides an overview.
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