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B2B
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
What Apple teaches us on social
By now, most corporate websites in B2B and B2C sport one or more social media icons on their homepage. Social media nowadays seem to be a ‘must have’, whether as reference to a corporate blog, facebook page or twitter webcare channel. Or are they? Apple shows how to build an … Continue reading
Psychology in B2B marketing
‘Magnetic marketing’ is both fact- and psyche-based. Instead of being based on the combination of hard facts on the one hand, and true insights into customer behavior on the other, marketing and marketing communications too often are based on assumptions. Leveraging psychology in marketing is the central topic of this … Continue reading
Social media most influential channel in B2B (GlobalWebIndex Research)
Social media play a pivotal role in B2B, even more so than in B2C. This is the key conclusion from the GlobalWebIndex Research involving interviews with 17,425 decision makers in 27 markets from July 2009 to June 2011 (this, by the way, makes one wonder why the results seem to … Continue reading
Light World Tour | new ‘best job in the world’ social competition launched
Over the past few months I’ve had the privilege of working as marketing programme manager with Philips Lighting on a new social initiative in B2B. Today June 1st, the time has come to reveal more details… For information as to how the Tour evolves, please follow @PhilipsLight and my blog … Continue reading