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For Driving Engagement, B2B Marketers Put a Premium on Content – eMarketer

source: http://www.emarketer.com/Article/Driving-Engagement-B2B-Marketers-Put-Premium-on-Content/1009790

Segmented, personalized content and more of it are top content marketing strategies

Since the days of company newsletters sent via snail mail, business-to-business (B2B) marketers have used content marketing as a lead generation and customer relationship technique.

Digital makes content marketing easier—but not easy, according to a new eMarketer report, “B2B Content Marketing: Best Practices for 2013.” eMarketer defines content marketing as using content that is not, at its core, promotional material, but which is interesting or valuable for its own sake. B2B marketers should add one qualifying sentence: It is content geared to help businesspeople do their jobs better.

An August 2012 Content Marketing Institute (CMI) and MarketingProfs survey, sponsored by online video platform Brightcove, found that more than nine out of 10 B2B marketers in North America used content marketing. CMI is a consultancy that walks marketers through the process of content marketing.

And surveys of B2B marketers suggest content marketing is only getting more investment. For example, the CMI and MarketingProfs study also found that the majority of respondents had planned to increase content marketing spending for the last two years. Fifty-four percent of B2B marketers in North America said they planned to increase spending in 2012, with 60% reporting! the same in 2011.

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Thursday, August 22nd, 2013 news No Comments

JCPenney Broke A ‘Sacred Covenant,’ And Now It’s Paying For It

Source: http://www.businessinsider.com/jcpenney-ron-johnson-turnaround-trust-2012-10

jcp, jcpenny, jc penny, retail, stores, shopping, shop,

JCPenney and its CEO Ron Johnson are going through a period of total transformation, but the retailer has had plenty of critics. 

They understand that the metamorphosis is going to take time, but some disagree with the way Johnson is going about it.

Bruce Dybvad at brand consultancy Interbrand writes that JCPenney is the perfect example of what happens when a big-time retailer “fails to keep pace, listen, and respond.”‘

He commends JCPenney’s attempt to turn things around, but he’s worried about the amount of input consumers are getting regarding all the changes. Customers have been confused and unwilling to go along with the new image.

Dybvad writes:

Retailers pay a steep price when they break a sacred covenant; that is, the need for the experience to deliver on the expectations set by its brand communications. Leaders of tomorrow will be those who effectively manage transformational change with the participation of their customers and keep their promises.”

It’s a real problem that JCPenney has to deal with. Some customers actually feel betrayed. So far, JCPenney hasn’t been able to match the expectations that it set for itself.

One customer explained how she felt about her beloved store in an email that we published back in August:

“Think of the way most women have a best friend. For many of us, our favorite department stores and ! brands a re like best friends. We rely on them to offer what we need and provide support and interest in our lives. Large-scale drastic changes to stores and brands are akin to having a best friend become a completely different person and leave the friendship. This effect is compounded when a favorite retailer suddenly sends signals that you as a customer are no longer valued or wanted. Not only does it create discomfort, but it shatters trust and causes emotional pain.”

NOW SEE: Here’s What JCPenney Retail Employees REALLY Think Of CEO Ron Johnson > 

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Friday, October 5th, 2012 news No Comments

ClickZ articles by Augustine Fou, PhD

Dr. Augustine Fou is Group Chief Digital Officer of Omnicom’s Healthcare Consultancy Group. He has nearly 15 years of digital strategy consulting experience and is an expert in data mining, analytics, and consumer insights research, with specific knowledge in the consumer payments, packaged goods, food/beverage, retail/apparel, and healthcare sectors.

Dr. Fou has provided strategic counsel on the use and integration of online marketing to clients such as AT&T, IBM, Intel, ExxonMobil, MasterCard, Unilever, Pepsi, DrPepper, Frito Lay, Taco Bell. KFC. Atari, Conde Nast, Hachette Filipacchi, Victoria’s Secret, Liz Claiborne, and others. He has served as expert witness on online payments for the Federal Reserve Bank of New York, and advised government agencies such as the Norwegian Trade Counsel, the Gouvernement du Quebec, Invest in Sweden Agency, and the Canadian Consulate.

Dr. Fou is an Adjunct Professor at New York University in the Integrated Marketing Department of the School for Continuing and Professional Studies. He also writes a monthly column for ClickZ’s Experts Columns on Integrated Marketing and is a frequent speaker and panelist at online and advertising industry conferences.

He started his career with McKinsey & Company and recently served as SVP, Digital Lead at McCann/MRM Worldwide. Dr. Fou completed his PhD at MIT at the age of 23 in the Department of Materials Science and Chemical Engineering.

Recent articles by Augustine Fou

The 22 Immutable Laws of Marketing No Longer Apply, Part 3
Debunking the laws of singularity, unpredictability, success, failure, hype, acceleration, and resources. Last in a three part (3 comments) Apr 1, 2010

The 22 Immutable Laws of Marketing No Longer Apply, Part 2
Why the laws of duality, the opposite, and others no longer hold true. Second in a three-part (1 comments) Mar 4, 2010

The 22 Immutable Laws of Marketing No Longer Apply
The game has changed as the balance of power shifts away from advertisers to the very people they used to target. First in a three part (14 comments) Feb 4, 2010

10 Commandments of Modern Marketing
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Is Believing in Behavioral Targeting Like Believing in Santa?
Should we have grown out of our naïve belief in behavioral (25 comments) Dec 17, 2009

What’s Wrong With the Net Promoter Score
Three reasons why the Net Promoter score is a waste of (19 comments) Nov 19, 2009

How to Do Social Marketing in Heavily Regulated Industries
Financial services, pharmaceutical, and healthcare are ripe for social marketing. Here’s (11 comments) Oct 22, 2009

A New Definition of ‘Digital’
Defining ‘digital’ as the collection of habits and expectations of today’s consumers — and what that means to (7 comments) Sep 24, 2009

Metrics, Metrics Everywhere
Thanks to social networks and digital tools, metrics can provide relevant marketing research in real time and reveal new business (3 comments) Aug 27, 2009

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It may help fulfill demand. Understand the (18 comments) Jul 2, 2009

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Benchmarks to avoid and others to embrace. (5 comments) May 7, 2009

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If social marketing’s done right, the potential ROI could be infinite. Five tips to get you (51 comments) Apr 9, 2009

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Planning an awareness campaign in TV or other media? Advertisers can now correlate money spent on that campaign to a lift in sales — and estimate the return on (4 comments) Mar 12, 2009

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A look at two metrics that online marketers should pay attention to today. And they are not frequency and (4 comments) Feb 11, 2009

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Three tips for using “missing link” marketing to solve targeting’s Jan 15, 2009

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Consumers are savvy and informed; they won’t just take your word on a product. Experiencing the product is more important than (1 comments) Dec 18, 2008

Search Improves All Marketing Aspects
Search is much more than just an opportunity for marketers to push out another Nov 20, 2008

Social Commerce: In Friends We Trust
How to integrate social networks into your marketing (1 comments) Nov 6, 2008

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Sunday, April 4th, 2010 digital No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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