Posts Tagged ‘Strategy’

Marketing Case Study: How Logitech Wins a Moment of Truth [VIDEO]

The illustration you above comes from the folks at AgileMarketing.net and their post on Google’s ZMOT eBook. It cleanly highlights three different moments of truth in the customer experience for any brand. These moments occur at the time when a consumer has the most personal and intimant experiences with your product or service. In ZMOT, Google argues that, as a result of the socialization of the web and the explosion of mobile technology, there is a now a forth moment in the mental marketing model.  The Zero Moment of Truth or ‘ZMOT’ as Google has branded it, gives brands the opportunity to win or loose the favor of a customer at the time when shared online content that reflects the attitudes of their peers towards the product or service under exploration is consumed. Because of technology, the consumption of that peer information can now happen at any time, and at any location. Whether or not you believe the additional moment is a legit addition to the mental marketing model (I do indeed), trust me when I say this — winning each moment of truth is absolutely critical to the long term survival of your business. Failure to win may cause your customers to simply move on to the next brand competing for their attention. Marketing Case Study: How Logitech Wins a Moment of Truth nateriggsLike what you just read and want to get my posts delivered to your inbox? SUBSCRIBE HEREMore Posts Follow Me:

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How To Use Buffer to Manage Twitter for Business

A few times each year, I take a long and hard look at the tools I use to manage my presence and do some Spring cleaning. Part of my role at The Karcher Group is presence building online and brand evangelism, and that means dedicating a decent amount of time each day to both creating my own content as well as curating your awesome posts and tweets. For the last few weeks, I’ve been sucked into one of my personal reviews, and I want to share with you one of the tools I’ve opted to add to my personal social business tool kit, in part because it’s particularly helpful in using Twitter for business marketing. Why I Use Twitter for Business Marketing Perhaps I’m biased here, but keep in mind that I asked you to mark my words when I made the claim that eventually … Twitter will win. I’m looking forward to seeing Tom Webster present the findings of the Edison Research study at BlogWorld this June, as it seems to point to findings that suggest the same. I’ve always been able to derive a solid base of results from using Twitter for business marketing. It takes a significant investment of time and effort, but in the last few years sharing content and engaging with you nearly everyday has helped me to increase top-of-the-funnel opportunities such as: Discovering new tools, research resources and savvy peers that have helped forward my own business goals. Finding speaking opportunities at conferences like Content Marketing World, BlogWorld, Foodservice Social Media Universe and literally dozens of other national events. Building an audience and subscriber-base for my blog by distributing my posts on Twitter. I still remember how tough it was to build subscribers before Twitter so trust me when I say that all of your gracious mentions, Re-Tweets and [...]

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5 Social Media Measurement Tools for Building More Effective Marketing Channels

It’s debatable as to whether or not the Peter Drucker actually originated the statement: “If you can’t measure it, you can’t manage it.” But, no matter who’s responsible for the famous quote, one fact remains — it’s a true statement. If you read yesterday’s post on putting the cart before the horse in generating ROI from social media, you already are thinking about how your going to build more presence and gain the right audience across your social media networks to make them more effecting marketing channels for your business. That’s good too. I promise you that in time, making the effort will lead to better business results that actually make an impact on your business KPI’s. 5 Social Media Measurement Tools for Building More Effective Marketing Channels When talking about content marketing and social media, there are three different genres of metrics that apply to nearly all of your efforts. Publishing Metrics — how much content are you publishing and how frequently. Are you meeting or exceeding your own goals? Presence Metrics — how is your fan or follower base expanding? Is it growing at an effective pace and among the right audience? Business KPI’s — are your social media channels and activities producing results that will make your CEO give nice warm hugs? In order for social media networks to actually do something for your business and get those warm and fuzzy CEO hugs, you first have to build your social media outposts to be effective marketing channels. Trust me when say that doing that will take a concerted investment of time and effort from you and your team. You will need consistently create to tons of good quality content, and even task and train people in your business to be responsible for monitoring social media channels to respond to your brand’s fans and followers. Bu back to measurement — how [...]

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