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Smart Companies Go Beyond Social Listening

Recently Sprinklr asked me how companies today are in trouble if they’re not keeping up with social disruption. Which led me to consider:  What makes a company smart when it comes to being social?

Answer:  Smart companies recognize three things…

Customers’ social expectations continue to rise. More and more consumers and B2B buyers are contacting brands through social media. Brands that fail to meet social expectations risk alienating a large portion of customers.

Offering social support to your customers brings valuable insight – and can help or hurt your brand depending on how you do it. Our customers give and get help from each other on social platforms. If you listen in and listen carefully, it’s a tremendous source of insight to provide a better experience and a better product.

The changing role of marketing means you can’t afford to ignore social selling. Recent ITSMA research shows 85 percent of B2B buyers use social media during the purchase process. Smart marketers begin discussions with buyers on their own terms and in the social environments where buyers seek information.

For more on this topic, please see my article in Sprinklr’s new Social@Scale Journal, available for download here.

Please share your thoughts in the comments section or via Twitter @KarMWalker

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Indoor WiFi Location and Beacons: Better Together

wifibeaconIn just two years, indoor location technology has taken off and attracted a lot of buzz across industries, from retailers to healthcare. But it’s no longer a conversation about just Wi-Fi – the introduction of beacon devices, including iBeacon, has added a new dimension to location technology for IT and their line of business counterparts to grapple with on how to leverage it to better reach their customer base.

Some customers have been asking about beacon technology and how it fits in with Wi-Fi, so let’s start from the beginning:

How do beacons work?

Beacons are sensors that send out Bluetooth low energy (BLE) tracking tags.  These sensors can be placed around a venue, such as a store, and a mobile device can pick up the BLE signal and determine that it is in close proximity. When a mobile app is built off of this technology, it can be used in interesting ways to interact with the end user, such as notifying a customer of a promotion for an item they are close to.

I’m having trouble differentiating Wi-Fi and beacons. What do I need to know? Read More »

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Cisco GMCC Team – My Gratitude

I would like to personally thank the entire Global Marketing and Corporate Communications team at Cisco for the amazing work they do!

Because of their tenacity, creativity and dedication to elevating Cisco’s brand throughout 2013, I accepted the Marketer of the Year award for Brand Building on behalf of our team at last week’s Marketers that Matter awards ceremony in San Francisco.

This talented team continues to inspire me, but also our employees, our customers and our partners on a global scale. They have set the bar high for building a brand in an age of the empowered and connected customer, truly bringing the Internet of Everything to life.

Congratulations all around and my GRATITUDE! I am so fortunate to work with such a talented team.

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Check out the video below that was part of the winning nomination!

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Explosive Growth in Mobility and Location-based Marketing

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It’s exciting to watch the explosive growth of mobile and hyper local based services. Mobile location based services and marketing is rapidly becoming BIG business, with an estimated $4.5B of mobile advertising being location based (rising to over $10B by 2017).

Let’s look at some of the fundamental factors, drivers and numbers behind this growth to put it into context. Read More »

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Mobile Marketing & Location Context @ ClickZ New York 2014

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Digital Marketing Executives, trade press and specialist companies gathered in New York this week for the latest ClickZ Live NYCevent.

Location, location, location…!!!

A very clear trend visible here is how location had become a key part of the digital marketing language.

It was part of the Keynote addresses.

  • Facebook’s former Director of Marketing is advocating it.
  • Google are presenting on it and delivering workshops on it.
  • Various booths talk about its importance.
  • Numerous speakers mention it in their presentation.
  • And Cisco are evangelizing how indoor location using WiFi and CMX can really enhance location capabilities and hugely driven additional revenue streams and enable new business models. Read More »

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