Change Management with Clarity

In many change programs, the context and purpose of the change is not clearly communicated to those involved and affected. The lack of clarity leads to uncertainty, lack of confidence, miscommunication and poor execution. This result can derail the change initiative from the beginning. To avoid this, a clear summary document is very important. It … Continue reading Change Management with Clarity

Commander’s Intent and Strategy

Every Army invests enormous energy in its planing process, but there is one drawback: the plan often turns out to be useless.  Colonel Tom Kolditz, the Head of the behavioral sciences at West Pint says: "No plan survives contact with the enemy". In the 1980s The US Army adopted its planing process, inventing a concept … Continue reading Commander’s Intent and Strategy

Left vs. Right Brain Marketer

Marketo have created a great infographic about the differences between the left and right brain marketers. The theorist say the right side of your brain is responsible for creativity, while the left side handles the details and implementation. The left side is analytical while the right side is artistic. In order to define the differences between … Continue reading Left vs. Right Brain Marketer

Online Marketing With Good Content Strategy

In his book "The new rules of marketing and PR", David Meerman Scott  indicates how to set a good targeted content strategy. The use of social media is giving the organisations different channels to communicate with customers, but as David says "Content is valuable if someone reads it" and "you are what you publish". Some … Continue reading Online Marketing With Good Content Strategy

Twitter As Content Marketing Tactic

Twitter is also referred to as a "micro-blogging" service, meaning you can post short updates limited to 140 characters or fewer. Why just 140? originally, this character limitation was implemented to make Twitter compatible with mobile phones and text messaging. How business can use Twitter:  Develop and promote your brand Interact with your customer base … Continue reading Twitter As Content Marketing Tactic

Content Marketing: Inbound vs. Outbound

Inbound marketing has become a two-way dialogue, much of which is facilitated by using social media. Consumers no longer rely on billboards, TV spots, mass media (known as outbound marketing) to learn about new products and services. I believe implementing a content marketing strategy is key (based on business goals and buyer personas), inbound marketing … Continue reading Content Marketing: Inbound vs. Outbound

Planning your Digital Communications

Before starting a digital communications plan, you have to set the business and audience objectives. Every single tactic must be coherent with the strategy, in that form the business goal will be achieved. Start with goals: You need to do is align/balance marketing and PR objectives with the business and audience objectives. Segmentation and create personas: … Continue reading Planning your Digital Communications

Tips to grow a fan base

Digital marketing and communication are being more effective today thanks to Social Networks like Facebook, Twitter, YouTube and so on. But what really helps is the understanding of your audience, what they are looking for and how you can solve their problems at a profit. Everyone knows that when you are selling a product or … Continue reading Tips to grow a fan base

Story telling and spreading ideas

Seth Godin on his book All marketers are liars, explains there are 4 reasons why your new release failed (pretty obvious): No one noticed it People noticed it but decided they didn't want to try it People tried it but decided not to keep using it People liked it but didn't tell their friends Why anyone noticed it? … Continue reading Story telling and spreading ideas

Ideas to Get Noticed on Facebook

On April at the f8 conference, facebook engineers Ruchi Sanghvi and Ari Steinberg gave the first walk through of facebook News Feed, the landing page that users see when they first log on to facebook, or how they call it EdgeRank. The facebook pages for online companies, online shop's, games factories is a powerful marketing tool. When people … Continue reading Ideas to Get Noticed on Facebook