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Communications Management
Gartner hype cycle: what happened to social technologies?
In my previous post I reflected on the comparison between the 2009 and 2011 editions of Gartner’s hype cycle[1] for emerging technologies. I already noticed social technologies to largely have moved off the Gartner hype cycle altogether. This would imply their adoption has grown to at least 30% market penetration. Surprisingly indeed, when looking … Continue reading
The elusive customer in B2B
Definition The definition of elusive [e·lu·sive] according to Dictionary.com is twofold: 1) hard to express or define and 2) skillfully evasive: ‘a fish too elusive to catch.’ B2B Customers in business to business are increasingly elusive. They choose their own time, place and channel to orient, select and buy. Leveraging … Continue reading
Content Management in B2B: bridging company & customers
Especially in business-to-business content makes all the difference. I’m not asmuch referring to the glossy corporate brochure or the annual report. Coming from corporate communications. I do refer to content coming professionals, experts. People of flesh and blood. Who excel at and are willing to share their vision on eg … Continue reading
Vacancy: Chief Content Officer
Content is king. Right? Word-of-mouth is widely recognized as way more reliable than paid advertising. According to Seth Godin the future of marketing is in the content you create and distribute. “Be prepared”. In a flatter, increasingly horizontal world meaningful content and expertise prevail over paid media. Content ensures buzz, … Continue reading