Content, Strategy, Marketing & Business | A consultant’s view » Christine Thompson
Yesterday I blogged about an emerging challenge facing small businesses — adapting their web content so it’s more usable and accessible for people who use smartphones or tablets to go online. It’s amazing what you can learn in a day by simply focusing your attention on a business issue. From Jakob Nielsen, the usability guru, I’ve […]
Revised on January 16, 2012
People buying holiday gifts from the Apple Store can be confident those gifts will reflect Steve Jobs’ unique approach. But what about next year? What impact will Steve’s legacy have on future products and services?
Revised on November 29, 2011
When it comes to technology marketing and messaging strategies, clarity often seems to be deprecated — in execution, if not in intent. Instead, knowingly or not, many marketers pursue its mirror opposite: obfuscation, particularly in complex product categories such as enterprise software. (See definitions below.) Positioning — The Intent to Clarify Ever since Al Ries and […]
Image via Wikipedia Apple is the master at crafting the buyer experience: whipping consumers into a frenzy of anticipation and then, delighting the new owner with all that happens starting with the out-of-box experience. The recent iPad 2 launch appears to be following the usual Apple playbook: months of product speculation in the techno-geek […]
I love brands that place an enduring value on customer delight, especially when they aim to do so across all touch points, and invest accordingly. The contrast between brands that aim for customer delight versus those that are, at best, transactional can be really stark. Two contrasting customer care experiences illustrate my point (B2C examples). Here’s how a business strategist assesses these differing approaches.
Revised on March 27, 2011
Content strategy and content marketing challenges have sparked some great online conversations. Although the emergence of digital media has put “content” in the crosshairs, it’s the proliferation and diversity of new digital devices that are forcing marketers to rethink how to communicate with customers, partners and influencers with the best mix of digital channels, media […]
Revised on March 27, 2011
Like other Mac users eagerly awaiting 4G LTE service in the US, I was angry to learn that Verizon’s initial 4G modems will support Windows only. There’s no official word when the service will be extended to Mac and iPad users… Initial Reactions from a Long-time Mac User How could that be possible, I fumed: Mac and […]
Revised on January 13, 2011
LinkedIn aspires to be for businesses what FaceBook is for consumers: the go-to social media connector for B2B marketing. Until recently LinkedIn’s primary benefit for organizations was employee recruitment. Now LinkedIn has launched a beta level service that lets companies promote their products and services, and show customer recommendations for each product or service. This […]
As a girl, I shivered one night in the basement where our TV had been banished, and thrilled to the Beatles’ American debut. Not all my shivers were from the cold of that unheated room… I’d fallen in love. A landmark event in 20th century music, the 1964 Ed Sullivan Show ignited the outbreak of Beatlemania […]
While updating Informing Arts’ website I was reminded, the hard way, of the need to keep digital brand assets current. We stumbled on issues relating to trademark renewals and obsolete digital file formats. Even strategic marketers like me can overlook details like how current are your brand assets — can you still make changes with […]
