Many marketers are contemplating adding some form of new media to their marketing toolkit this year. How will this fit into their business? How to get started? How to get past the internal legal hurdles?
All excellent questions. But when marketers are asked to define ROI for their blog, it’s the one question that really […]
As a buzz marketer, how do you choose among the array of lead generation options – PR, word of mouth, interactive marketing, speaking at conferences, publishing thought leadership, conducting seminars, direct mail, and so on? And how do you know which mix will generate the most qualified leads?
A new benchmark report on What’s Working […]
Ok, I couldn’t help myself when I saw this statement, in print no less, for not adopting Web 2.0 tactics – so I just had to point this one out:
“This group has been burned by being on the leading edge of technology,” said a leading managed care provider. “Four years haven’t erased the memory […]
Last summer a former colleague referred me to an article, “Marketing is a Conversation” written by David Maister and Lois Kelly. A few months later I found myself speaking at an event along with Lois, and I got to better understand her position on Buzz Marketing and how she views Web 2.0.
Her view is […]
In the past companies have looked outside their organizations to find other companies to partner with for innovation. But acquisitions, alliances, joint ventures and selective outsourcing are simply too rigid and not scalable enough, to drive growth and innovation at a level that will make companies truly competitive in today’s marketplace.
Smart companies are opening […]
In 1937 Ronald Coase published a paper titled The Nature of the Firm, which explains why many large companies exist:
Firms will tend to expand until the cost of organizing an extra transaction within the firm becomes equal to the costs of carrying out the same transaction in the open market.
The Internet has caused […]
Timing is everything in life, and I can’t help but think that Malcolm Gladwell was ahead of his time in 2000 when he published The Tipping Point. If you haven’t read this one, I highly recommend it.
In the book, Gladwell describes some excellent offline examples of how markets “tip” once influencers get a hold […]