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ThoughtShape of the Week: Adam Singer


by Jeff Molander
jeff-at-thoughtshapers.com

“As more businesses realize the truth, that every company is now a media company, the number of organizational entities contributing content to the web will continue to increase. 

Yet as the supply of content increases, the aggregate amount of attention available remains static, meaning the fight for attention is an aggressive, daily battle across the spectrum of niches… Fresh content only happens as a by-product of being agile.”

Adam Singer
TheFutureBuzz.com

August 22, 2009

Resources

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Jonathan Salem Baskin


by Jeff Molander
jeff-at-thoughtshapers.com


“‘To every action there is an equal and opposite reaction.’ So shouldn’t the reactions to your marketing have something to do with your business proposition? 

If the response you’re driving for is a chuckle, or just a pass-along to another consumer, no wonder the gurus don’t want you to measure it.  Given a nanosecond of time to interact with people, the best most of us can do is waste it?”

Jonathan Salem Baskin
(via AdAge)

March 11, 2009

Resources

Interactive Business



ThoughtShape of the Week: Kevin Hillstrom


by Jeff Molander
jeff-at-thoughtshapers.com

“... our industry (catalogers and direct marketers) hawks the standard ‘Multichannel Customers Are The Best Customers’ line. We encourage people to read the paper and consume information online. We homogenize the overall user experience by trying to make the look and feel of each medium appear the same—instead of capitalizing on the unique differences between channels, we try to force people into doing things the way we want for them to do things, causing both channels to fail.”

Kevin Hillstrom
President
MineThatData

December 22, 2008

Resources

Multi Channel Retailing

Interactive Business



Thoughtshape of the Week: Chris Kenton


by Jeff Molander
jeff-at-thoughtshapers.com

“... when we reach the point where we’re writing massive amounts of content that’s designed only for computers to read, we’ve reached a tipping point where marketing becomes a parody of itself. In the name of cutting through the clutter, we create more clutter. In the name of building customer relationships, we develop content that customers would never want to read. Instead of putting our resources and creativity into actually connecting with customers, we focus instead on trying to engineer some immaculately efficient engine to boil the ocean and spit out customers ready to buy our product with the least amount of input or effort…

I’ve discovered that about 70% of the splogs (content posted for no other purpose than to game search traffic) we’re filtering out are posted at Blogspot, a free blog service owned by Google. That’s right. Google. The company whose mission it is to help you cut through the noise and clutter on the Internet also happens to be one the biggest enablers of noise and clutter on the Internet…

We’re on a quest for clinical efficiency, but all the while we keep talking about customer intimacy. And then we wonder why consumers themselves are so drawn to social media, drawn inexplicably to connect with other consumers to share experiences that belie all the marketing bullshit their lives are flooded with every moment.”

Chris Kenton
SocialRep

December 02, 2008

Resources

Multi Channel Retailing

Interactive Business



ThoughtShape of the Week: Gerry Bavaro


by Jeff Molander
jeff-at-thoughtshapers.com


“We may be at an inflection point in the evolution of search, which finally breaks out of the ‘immediate ROI’ calculus toward a more holistic understanding of what’s really important. The challenge, of course, is a company’s operational ability to track, report, and analyze those numbers that span channels and departments.

The catalyst for true search/media integration and a breakdown of operational silos may actually be business-threatening times like these; breakdown, break-through as they say.”

Gerry Bavaro
EVP, DidIt.com
(via MediaPost)

November 11, 2008

Resources

Multi Channel Retailing

Interactive Business



ThoughtShape of the Week: Joe Pulizzi


by Jeff Molander
jeff-at-thoughtshapers.com


“Forget about ROI. Social media (when you get there) will be a cost of doing business...”

Joe Pulizzi
Z Squared Media LLC
Author, Get Content Get Customers

November 06, 2008

Resources

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



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