Tag Archives: Customer experience

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.  Where nearly 1500 blog posts are posted every minute.  Whereby over 200 million email message are sent every minute.  The amount of content exploding online is staggering.  Leaving the content dilemma facing many organizations – how to stand…

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Tony
Article by Tony Zambito

Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo reinvention.  Well before the impact of the next tidal wave of change hits with full force. Change can happen in just a few short years.  Causing shifts in organizational, consumer, and customer behaviors.  Digital disruption can affect both consumer and business markets simultaneously. For instance,…

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Tony
Article by Tony Zambito

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure…

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Tony
Article by Tony Zambito

Is B2B Content Engagement Heading In The Wrong Direction?

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. This study, as well as others, shows that more content creation does not always translate into more engagement.  The Track Maven study found that content engagement decreased by 17% in the same period.  Track Maven referred to this as the “content…

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Tony
Article by Tony Zambito