C to B Marketing

June 24, 2010

Consumer to Business - the new marketing communications modelPondering the thought this morning, I thought it a clever way to describe concepts marketers are struggling with today: consumer empowerment / consumers are in control, the need to listen to the voice of the customer, positioning in a world where consumers do much of the work for you, etc. It delivers the sense that the marketer is not the pinnacle of power they might think themselves to be. Or, maybe once were.

Yeah, yeah, the market has changed. Those changes have impacted the activity of marketers, at least successful ones, and have forever changed the relationship of businesses and their customers. Some call it social media marketing, I think it’s more aptly described as the new reality for brands and their marketers.

Is this the new marketing communications paradigm? The visual of “B2C” being flipped to a mirror vision, as the image to the left, creates a great visual for me… a guiding principle or light to the next generation of marketing.

Love to hear your thoughts!

Mark

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“Clobberation” – words the English language should have

March 15, 2009
[klobuhrey-shuhn]

 

–noun
1.the act or process of physically harming team members during a web project.
2. found in nature – response between sales and marketing teams during an annual planning process.
2.a painful product resulting from collaboration: A dictionary is a collaboration of many minds, a web project is a clobberation of many web developers.

 

 

 


“Insinnuendo” – words the English language should have

December 20, 2008

[in-sin-yoo-en-doh]

–noun, plural -dos, -does.

  1. An indirect, covert or artful suggestion or hinting, as of something implied involving the slanderous art or power of stealing into the affections and pleasing; ingratiation:intimation about a person or thing, esp. of a disparaging or a derogatory nature.
  2. Archaic. a slow winding, worming, or pleasing in.
  3. Obsolete. an ingratiating act or speech given to one of the opposite sex.
  4. Law:
  • (in an action for slander or libel) the explanation and elucidation of the words alleged to be defamatory, in particular if the stealing of affections was perceived as less than pleasing by the party of the first.
  • A poor parenthetic explanation or specification in a pleading.

Behavioral decay

March 18, 2008

(be-hav-ior-al  de-cay) A new term that describes the rate at which a behaviorally targeted experience becomes irrelevant to the recipient. This rate is affected by the perceived value of the targeted experience, the perceived value of the desired outcome, and the degree of consideration involved with the activity.

When developing a targeting campaign, consider the lifespan you should attach to any given experience. Delivering a targeted experience beyond the user determined expectation for that message is not a positive to the recipient, and very well may be a negative.


Personalization versus Targeting

March 10, 2008

website personalization, dynamic targeting

I’ve read articles and blog replies where others try to distinguish between the terms personalization and targeting, referring to personalization as one-to-one and targeting as one-to-many. As a person who has actually created terms and pioneered strategy in this marketplace, I see the two as more or less synonymous with far fewer distinguishing dimensions than others see.

While trying to create a communications strategy for Kefta’s multi-channel personalization solutions, we determined early on that we wanted to distance ourselves from the failed software based personalization solutions of the late ’90s. They were an expensive, IT driven failure. The key failure was that they were too “heavy” a solution to ever get off of the ground. From a marketing strategy perspective, they were a failure because they relied upon users to self express differences before they could start targeting content, and they simply served a different message, as if that was supposed to be better than the original message.

Targeting became a term that was descriptive yet avoided a reference to the prior perceived failures of what was called personalization in the late ’90s. Using this learning as a guidepost, we landed on “dynamic targeting”. Prior to our use of this term, little was used with reference to targeting and no one in the online marketing space had ever used the combined term “dynamic targeting”.

Today, few people use the term personalization as a description of a type of technology. It’s more frequently used as describing a type of experience, leveraging the term personal. Beyond that, personalization has been a dead term and trying to describe it beyond it’s prior history is futile.

Love to hear your thoughts –

 Mark


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