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In London: a conference on “Email, social, and the art of storytelling”
Email and social marketing, John's events, Marketing and branding, Storytelling and marketing
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As 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 and the art of storytelling”. Accompanying me on stage were two Emailvision clients—Jessica Stephens, Group eMarketing Manager at Filofax, and Simon Hills, Direct Marketing Manager at u-Switch. Spending time with these two individuals made me realize, even more than before, that we are indeed entering a new era in marketing … Continue reading
2010: a year of great change in marketing, branding and communication
Email and social marketing, John's reflections, Marketing and branding, Storytelling and marketing
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As 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 or the chorus about change, and while I am not an expert observer of change or a “futurist” by any means, I nonetheless feel the urge to write about some of the things I am seeing and hearing—from the clients and the industry leaders I interview to prepare my consulting … Continue reading
In the age of social media, consumers have a true voice, and enormous power to influence brands
Social 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. Tell a good story, and it may be shared with millions. For marketing people, the major disadvantage of the rise of social media is loss of control. For companies and marketers, losing control can be quite scary. Marketing people like to “manage” brands. In today’s world, the traditional tools of … Continue reading
Branding in the age of email and social media
Sometimes, 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 take on the position that the pull of social media will gradually supplant the push of email?” So, I will save my planned entry, or series of entries, for next time, and respond a bit to Philip’s question today. Last week, I had an interesting conversation related to this subject … Continue reading
How branding has changed, and how it affects us all
In 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 that will set us apart from others. If one considers the concept of branding, and how it has changed with technology, we also note an interesting progression. For the sake of argument, I would say that the modern concept of branding is also characterized by a three-phase evolution. If we … Continue reading
