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Strategy

  • Inbound Web Contact Strategies

    Inbound Web Contact Strategies

    Have you ever gone to a website, and for whatever reason, felt the need to actually contact the organization? You may have a product or service question, or you may have a technical issue that needs resolution. Or perhaps a billing error that needs to be fixed. Unfortunately, many organizations [More]

  • Insight: Omni-channel experience

    Insight: Omni-channel experience

    How often do you research a product online, and then purchase it at the store?  Or, check out the product at the store, and then use the internet to make the purchase?  If so, you're not alone. These newer consumer behaviors are both the new reality for retailers - and [More]

  • Generating ROI: The other 95%

    Generating ROI: The other 95%

    How do you determine the ROI on your marketing and sales investments? The standard formula is simple: divide the return, less investment, by the investment. A marketing campaign costs $1000, and reaches out to 1000 prospects. Five per cent of these respond, generating $1000 profit, for an ROI of zero: [More]

  • Social Media Dieting

    Social Media Dieting

    Do you have a well-defined morning routine, that includes Social Media?  Tweet, Post, Check Status, Share, and Comment.  Then see who has looked at your LinkedIn profile.  Later, repeat - sometimes several times. There is nothing wrong with connection.  In fact, Social Media is built precisely on this foundation. Unfortunately, [More]

  • What’s your 365?

    What’s your 365?

    January 11, 2006 holds a special significance.  Over a decade before that date I had put the Toronto Star online, as well as completed substantive work with the Globe and Mail and several major book publishers.  I was at the vanguard of online publishing (blogging wasn't invented then), yet I [More]

  • Baseline Capability and Campaigns

    Baseline Capability and Campaigns

    Have you ever been in a situation where despite your best efforts, you cannot make headway?  Or where you feel like a fish swimming upstream?  This inertia - resistance to the new - is a key reason why implementing change is so difficult.  It's also why selling new products to [More]

  • Social Infrastructure

    Social Infrastructure

    Look around, and you are surrounded by advertisements: which ones catch your eye?  Likely, the ones that are the loudest.  Unfortunately, the race to the loudest is making it hard for anything to get through. One of the key reasons for corporate interest in digital is that it is a [More]

  • Black Friday

    Black Friday

    If you are an American, you know precisely all about Black Friday: it is when herds of people get up early, head to the stores (usually online these days).  It occurs the shopping day on the Friday following Thanksgiving.  If you live outside of the United States, you probably have [More]

  • Just In Time

    Just In Time

    What can the world of manufacturing teach us about Social Media, Marketing, and Stakeholder Engagement?  On the face of it, not much, but look more closely, and there are two concepts that are surprisingly relevant: Continuous Improvement, and Just-in-Time. Continuous Improvement:  In the manufacturing world, continuous improvement is all about [More]

  • Social Media Tick Box

    Social Media Tick Box

    "We've got that covered" is a very satisfying thing to say when you are asked what your organization is doing to engage stakeholders online. Sadly, our research, covering 400 different organizations across the country, shows this isn't true: very few actually are "covered". The next year's research on the same [More]

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