Engage Your Audience / videos
Consumer online actions say a lot about what consumers feel about a brand. Here’s a little of what we’ve discovered about online consumer brand engagement
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Invite, Engage, Serve
Case Study
Invite, Engage, Serve
Theresa Inglesias-Solomon, Vice President, Multicultural and Latino for Best Buy, explains that Best Buy's strategy for engaging the Latino community is reflected in its focus on integrating all the stores into their local communities. Local sales staff are empowered to ...
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Latino Consumers
Interview
Latino Consumers
Theresa Inglesias-Solomon explains how "techno-stress" impacts customers purchasing electronics, and talks about how language and income barriers can compound the problem for Latinos. She also discusses how cultural differences in seasonal gift-giving should inform the timing of marketing communications.
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American Express Open
Interview
American Express Open
Eduardo Conrado, SVP & CMO of Enterprise Mobility at Motorola, explains that social strategy in B2B should be driven through smaller affinity groups, not large Facebook groups.
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Value of Video
Interview
Value of Video
Jeff Lavers, VP General Manager at 3M, describes the value of video for developing and maintaining customer relationships. Technical services can use video in real time to resolve problems. Video can be an economical way to engage small customers.
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Digital B2B
Interview
Digital B2B
Ellis Booker, Editor in Chief for B2B Magazine, explains that the possibilities presented by digital communication are fueling changes in B2B marketing. However, not all B2B marketers are taking full advantage of their listening capabilities.
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Digital Acquisition Strategy
Interview
Digital Acquisition Strategy
Deb Oler, VP US Brand for WW Grainger, talks about using digital to find communities of technicians whose interests align with the B2B marketing interests of a company. These present opportunities for building awareness, engaging in discussions, inviting trials, and ...
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Social & GPS
Interview
Social & GPS
Mark Harland, Regional Marketing Manager for General Motors, describes the future of social media as closely linked to GPS technology. Marketing is becoming more temporally customized and location-specific. A rapid evolution is underway.
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Listening Post
Interview
Listening Post
Dan Marks, CMO of First Tennessee Bank, describes leveraging the voice of the customer through the online "listening post" feature, where customers can talk about their experiences.
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Deliver & Optimize
Interview
Deliver & Optimize
Nick Bell, Director of Campaign Marketing at Adobe Systems, explains that delivering and optimizing content is the key to B2B marketing.
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Compelling Content
Interview
Compelling Content
Joe Pulizzi, Founder of Junta 42 & The Content Marketing Institute, describes how social media has changed the relationship with customers. Without compelling information and content, a brand cannot be meaningful to customers. All brands have to focus on providing ...
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Intersect Marketing
Interview
Intersect Marketing
Edward Graves, President and Founder of Avalon Consulting Group, wants to create intersections between his customer base and his client base at a granular level. Marketers must understand the patterns of the customer's day in order to productively engage them. ...
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Innovation: IBM
Case Study
Innovation: IBM
Satprit Duggal, CEO at EMM Group, describes the innovative IBM "Smarter Planet" B2B campaign and talks about the importance of creating excellent content that people will want to pass along. IBM has innovated in creating whole business ecosystems, and this ...