A common refrain during the last two years has been “we need to stay in touch with our (fill in the blank).” This is often immediately followed by another frequent euphemism, “let’s repurpose content.” Tactically, those two directives manifest themselves into reusing press releases, community relations stories, and public affairs content; modifying them; and turning [...]
When I was asked (by email I might point out) to write this post in response to a recent report that web-based email use was “declining” (http://goo.gl/abj8S), I joked that I wasn’t sure how to respond given the death of email. As well, I couldn’t quite figure out a brief 140 character response that detailed [...]
Today’s WSJ examines one of the core foundations of word-of-mouth (WOM) marketing (article here: goo.gl/uz6iG) – identify and engage those people who exert the most influence on other consumers to carry your marketing message. The reporter paints an interesting – and at times, unflattering – picture of some existing influencer scoring models and how people [...]