Marketing

Why Every Start-up Needs Marketing

So, you want to tell me about your company or why every start-up needs marketing I recently reviewed several dozen start-up websites, some for competitions, others for advisory work, and a few as part of an initial introduction. In all cases, I was asked to give the companies feedback on their products, not their websites.…

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What is Thought Leadership?

What is thought leadership? Thought leadership content associates an organization or an individual with ideas. Thought leadership strives to establish credibility in a domain with the intent of making the organization or individual more attractive as a supplier, partner, or advisor. Many collaboration companies, for instance, develop thought leadership that looks at the future of…

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What is a Thought Leader?

What is a thought leader? A thought leader establishes a unique perspective on some aspect of the world. A thought leader shares their perspective, and they bring people along in their learning journey. Thought leaders don’t lock into a perspective and keep repeating the same ideas over and over. Thought leaders recognize local variances, the…

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How to Become a Thought Leader: 6 Essential Steps to Establish Credibility

Many visitors to Serious Insights ask How to become a thought leader. This post offers six fundamental steps every thought leader must traverse. Learn how to create a thought leadership strategy here. 1. Establish credibility Thought leaders offer a unique perspective. They own their voice. They write with authenticity and authority. The first step toward…

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Customer Service Perceptions Form In The Smallest of Moments: A Routine Maintenance Story

A customer service story. This morning I spent way too much time trying to get a $10 credit for car service I had performed last week. You might think, “ten dollars, let it go.” While $10 is a good lunch, it was more about the initial response than the $10. The $10 became the token…

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Thought Leadership’s Golden Rules [Infographic]

Thought Leadership’s Golden Rules Thought leadership isn’t just for individuals. In the Serious Insights guide “Thought Leaderhip’s Golden Rules,” you will learn how to use thought leadership to shape people’s perception of a company, its products and its services. Firms large and small want to be thought leaders. Thought leadership derives from strategic differentiation, a…

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What Can Marketers Learn from the Comic-Con Exclusives Strategy?

Inside Comic-Con Exclusives What Can Marketers Learn from the Comic-Con Exclusives Strategy? A lot if you want to increase the worthiness of your product by making it look scarce. Exclusives are a big deal at Comic-Cons (I covered the exclusives process in GeekWire last year. See Exclusive! The inside story of Comic-Con’s most coveted collectibles).…

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Deloitte and Duke University study misses key points about CMOs and technology mastery

CMOs and technology mastery CMOs and technology: CMOs need to master the technology that automates processes, provides analytical insights, and facilities collaboration among teams. I was reading the most recent CMO research data from The CMO Study published by Deloitte US and Duke University [the study can be found here]. The findings are very interesting,…

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Think Twice before Accepting a Google Gift: My Story of the The Google Chromecast Anniversary Gift That Never Gave

The saga of my Google Chromecast Anniversary Gift or Lessons Learned in Not Delivering Well on a Promise. Yesterday I read that Google was offering a free movie to celebrate with owners of Chromecast. So I went over to my Galaxy Tab S 8.4, connected to my Chromecast and went to offers. I had six offers…

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Angry Birds Layoffs: Poor strategic aim causes pigs to proliferate as Rovio’s growth slows

Angry Birds Layoffs Rovio announced layoffs today as reported in Wired Rovio Layoffs Prove Mobile Gaming Is an Industry of One-Hit Wonders (October 2, 2014,) and elsewhere. I don’t believe, however, that Rovio’s issues stem from the inherent nature of mobile gaming. If we look at their iconic games, we find “innovations” that distract from gameplay…

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What Marketers Need to Learn from Kim Kardashian West

Kim Kardashian has faced some rocky PR with a quickly failed marriage, a self-serving app, and a very public pregnancy shared with rapper, baby-daddy, and now new husband, Kanye West. Regardless of what she is facing, Kim remains a good case study in marketing. With the announcement of her yet-to-be published Rizzoli book of selfies titled, “Selfish,”…

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Celebrity Insights: Tyler Oakley’s Take on Personal Branding for the Rest Of Us

If you are young and spend your time on YouTube, or if you track the world of pop culture through Twitter, you probably know Tyler Oakley. If your YouTube experience is limited to talking dog videos, expand your horizons, and go find Tyler Oakley. Tyler has something to teach you about personal branding, and more…

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Why Everyone Should Have an E-mail Signature

E-mail signatures are the calling cards of the 21st Century. Although social media channels provide bios, sometimes links to websites, e-mail remains the primary means of business communication. Some systems are now capable of converting signatures into contacts, which is great, except when an e-mail you receive doesn’t include a signature. For solid business relationships,…

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Seven Things All Marketers Should Learn from Michael Bay’s CES Teleprompter Miscue

If you missed the story, and few in the tech industry did, Michael Bay experienced a technology and preparation glitch at Samsung’s CES 4K curved television announcement. It needn’t have gone the way it did. Here are seven simple rules that can help marketers avoid live celebrity spokesperson meltdowns. Those celebrity spokespeople would do well…

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Why Advertising Is Making The Internet and Mobility Less Fun and Eventually, Perhaps, Less Profitable

I’m not ashamed of telling people I like to play Rovio’s Angry Birds. I liked the game better before Rovio decided it was OK to advertise to me even in games that I paid for. Sure, they are advertising in-app purchases, plush toys and their own games, but they are still advertising and it still…

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Marketing in an Age of Uncertainty

This is the first in a series of whitepapers that will explore how to think like a scenario planning within the context of a particular market or role. This first paper explores marketing and provides the following recommendations: Lead Information Technology Master Data and Analysis Own Brand Management Foster Holistic Marketing Be the Voice of the…

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