In London: a conference on “Email, social, and the art of storytelling”
Read moreAs I have written previously, my current project with Emailvision is one that I am finding fascinating. As I work on applying my research and practice of storytelling to the world of branding, and to email marketing in particular, I am discovering new horizons. Last Thursday, at the Omniture Summit in London, I moderated a breakout session on “Email, social
2010: a year of great change in marketing, branding and communication
Read moreAs I write the above title line, I am thinking that it sounds a bit trite and overused. For many years, we have been hearing about change. “We live in a sea of change.” “Change is the new stability”. “Change is the only constant.” “Change is accelerating”. And so on… While I do not wish to add to the litany
In the age of social media, consumers have a true voice, and enormous power to influence brands
Read moreSocial media gives consumers enormous influence. For marketers, there are some obvious advantages and disadvantages. For anyone with a message, the big advantage of social media is reach. In the age of social media, stories can spread like wildfire. If your message resonates with an influential individual or group, if it is “cool”, then others will spread it for you.
Branding in the age of email and social media
Read moreSometimes, a comment or a question comes in to the blog, and it fits exactly with one’s intention of the moment. For example, I was already planning and composing an entry on the topic “branding in the age of email and social media”, when appeared a comment and a question from Philip Alford. Among other things, Philip asks, “What’s your
How branding has changed, and how it affects us all
Read moreIn the last entry, we looked at the evolution of email marketing, through three phases. In summary, one could call these the learning phase, the technology phase, and the relevance phase. In phase 3, where our messages must be increasingly relevant to cut through the electronic clutter of modern life, it is our ability to harness and spread interesting stories
Storytelling as a source of differentiation in email marketing
Read moreWhen I talk to Nick Heys, founder of Emailvision, about the past, present and future of email marketing, he comments that we have seen three phases since the beginning of his company. Phase 1, in the late 1990s, was the beginning of using the email channel for direct marketing. This early period was simply about understanding and learning to use