The central goal of online marketing isn’t awareness, it’s engagement. And the five key tools to produce engagement are affinity, personality, community, co-creation, and advocacy. Engagement at the broadest level is getting the customer involved with your company, with your products and often, with your people. You want your customers to get to know your organization, its values and services. When customers like what they see and experience, the relationship deepens and it leads to affinity. Thus what was once a distant relationship becomes personal. Another way to same thing perhaps is to say that “Personality replaces traditional brand marketing”
Tag Archives | High-Tech Case Studies
For each era, there are new rules. In the web world today, marketing online has new rules. Marketing is no longer about awareness online, but about creating an experience for the consumer or customer.
I propose the new marketing goal with online marketing is about engagement. Personal engagement. Connection from user to company. Customers like what you help them do. Your offerings are appealing and designed around and with them. Customers are delighted because they can exchange usages with one another and therefore find more ways to use your gadget. Joy of engagement brings them back again and again.
Competition in the tech industry is a fundamental. Without it, we would never have seen the innovations and incredibly cool stuff that have informed, transformed, and improved our daily lives. Think about search and how much we use it to find anything, anytime. Or email tools that allow us to be connected and exchange ideas. More
This is one getting seats for: Reported here, but summarized with this starting point: Amazon, in its bid to become the underlying utility of the new web world, today confirmed what had been rumored earlier: a payment service that will compete with PayPal and to some extent, the nascent Google Checkout services. Just to be More
Is Marketing considered a a Corporate Performance Contributor? From conversations I’m having around the Valley, I’ve come to realize that marketing and its relevancy to the C-Suite is (in cleaned up language) not-so-good. Marketing is no longer considered contributing to the corporate performance of a company; not in any strategic kind of way. It hurts More
Blackberry’s been running a great campaign. It started with a banner ad. The banner asked you to share with Blackberry “why you loved it”. From there, you could read other stories of why people loved their blackberry. There are lots and lots of stories. And you can learn more about your Blackberry in the process. More