Q and A … IBM’s Sandy Carter on ‘Marketing 2.0’

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.

Read Full Post »

Q and A … Aric Rindfleisch on ‘Customer Co-creation’

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.

Read Full Post »

Next Generation of Marketing Services Agencies 1 of 2: Pillars and Barriers

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.

Read Full Post »

Marketing Personalization 3.0 – ‘Co-creation’

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.

Read Full Post »

Who’s Propelling Ideas … Hayes/Malone on Marketing 3.0

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.

Read Full Post »

Building a Sustainable Internet Marketing Presence

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.

Read Full Post »

Marketing Personalization 2.0

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?

Read Full Post »

Changing How You Think About Marketing to Your ‘Mobile’ Brand Community

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.

Read Full Post »

Who’s Propelling Ideas … Tony Hung on ‘The Role of Twitter in Brand Management’

Comments on a blog posting by Tony Hung on Conversation Agent on Twitter as a tool for brand monitoring and brand communication.

Read Full Post »

Getting a Complete Picture of Your Brand – BOTH Online and Offline

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.

Read Full Post »

‘Propelling Ideas’ … About Brands, Marketing, Innovation and Technology

What is the focus, differentiation, contributors and agenda for the Propelling Brands blog? Adam Needles provides an overview.

Read Full Post »