marketing 2.0

On the Eve of Marketing 2.0, the Dawn of Marketing 3.0?

I'm en route to the Marketing 2.0 conference in Paris, one of the most respected gatherings of marketing executives presenting and discussing the latest trends in their field. In a way, the story of the conference is the story of marketing itself. The somewhat yesteryear name indicates that a few years ago, when Marketing 2.0 premiered, it was conceived as a forum for pioneers who were early on embracing digital marketing and social media. Times have changed. What used to be at the fringes of the profession has moved into the mainstream, and both program and attendees of Marketing 2.0 reflect that. That's not a bad thing. Digital marketing IS marketing, social media IS media. You would think...… Read more

Twitter chats and sponsored hashtags--how to do it right

By Kristina Loring

With the Twittersphere reaching critical mass, lots of companies are establishing accounts to speak directly with customers, monitor their brand, and respond to questions and rumors. Most of them are using the microblogging service to become more transparent and as a trustworthy resource for their followers, while also exposing a more personable aspect of their brand.

Here are some examples, researched by Brilliant Ink, a communications agency specializing in strategic messaging and content development:

- Ford used Twitter to host conversations and answer criticisms during the recent federal loan hearings in DC: http://twitter.com/scottmonty. Scott … Read more

Next09: The seven rules of the chief meaning officer

Credit: next09

I just came back from the next09 conference in Hamburg, one of Europe's leading digital/creative/marketing forums that stands out in the conference circuit because of its unique German-international focus (bilingual program, 80 percent international attendees, many international speakers). This year's theme was "Share Economy," and the 1,300 attendees comprised of European VCs and angel investors, Web 2.0 entrepreneurs, media, creative agencies, and executives from German corporations (from BMW to Deutsche Bank to Deutsche Telekom).

In talking to many German attendees, my impression was that the German creative community shows no … Read more

Marketing software vs. marketing hardware

Here's a thought experiment: If you consider marketing as a function of information technology, and you consequently divide it into software and hardware, then you may draw an interesting analogy to what's currently happening in the wireless industry. Like the mobile industry, in particular handset phone makers, who experience a shift from hardware towards software, successful marketers ought to start focusing on what I call "marketing software."

Let me explain. Under marketing hardware I file the static, robust marketing framework long established in theory and practice: brand architecture, trademarks, direct mailing, loyalty programs, trade show booths, … Read more