February 1, 2012
01 Feb 2012

Felix Velarde on eCRM

 

Felix Velarde is Founder and Managing Director of leading eCRM strategy company, Underwired, and he is also the Course Leader for eCRM at the Institute of Digital and Direct Marketing. We caught up with Felix recently after our January Brand Breakfast, at which he was a speaker. Here are the key points:

On eCRM

  • Customer engagement is centred on increased understanding of consumers in a way that allows better engagement with them through digital channels.
  • Such understanding of people goes beyond behaviour and demographics but the needs, attitudes and motivations of customers.
  • Know their motivations, and you know how to create power to build lasting relationships with them.


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0 Comments/0 Tweets/in Content Marketing, CRM (Customer Relationship Management)
January 18, 2012
18 Jan 2012

Coca Cola: Content Marketing is the Future

Coca-Cola is betting everything on content marketing, which is increasingly becoming a major factor in marketing strategies for companies. And even though it is gaining traction, many companies haven’t yet realized the power of content marketing for their own business. However, with a big name like Coca-Cola starting to shift their marketing strategy toward content, other slow adopters will likely follow.

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7 Comments/0 Tweets/in Advertising, Content Marketing, Conversational Marketing
January 10, 2012
10 Jan 2012

7 Reasons Why Your Marketing Should be Content-Based

“Content is king” is an often heard motto in marketing, especially when dealing with it online. In particular, content marketing is using content–usually articles or blog posts–to build your brand and image online, attracting potential customers or clients. While some may not see any point in content marketing, it should factor largely into any marketing campaign. Why should you care about content in marketing? Here’s why:

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2 Comments/0 Tweets/in Content Marketing, CRM (Customer Relationship Management), Real time Marketing
May 6, 2010
06 May 2010

The Value of Content

A printing press in Kabul, Afghanistan.

Image via Wikipedia

I recently posted about using Content As A Sales Tool and thought it would be good to follow up by outlining what we see as the greatest benefits in this approach.

We have used various types of content marketing, from automatic aggregations to print magazines. Each has a role and a relevant context. But whatever form you use, there are three key benefits that should guide and focus your planning. The intended outcomes should be defined using at least these three main goals, with tactics for how to achieve them, and a way of actually measuring the achievement!

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2 Comments/0 Tweets/in Content Marketing
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