How to Recognize the Four Phases of Creative Disruption

The first phase associated with creative disruption is a faint ripple in the pool that signals a change in the business environment.

McKinsey and Company recently published “An incumbent’s guide to digital disruption.” In the guide, they suggest that all incumbent businesses are susceptible to digital disruption and the four phases that executives should be aware of and plan for so as not to go the way of the dodo bird. Siting examples for the music, newspaper, and travel industries, McKinsey charts the path of creative disruption. Below is my interpretation for small to mid-sized B-to-B firms, having lived through digital’s onslaught of the advertising business.

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Is your online/offline customer service process in sync?

Why the human factor is so important in the automated customer service process.

For all of the resources that companies are pouring into automating the customer’s journey, many are falling woefully behind in training their frontline personnel in the automated customer service process.

Automating back office customer service functions is nothing new. Companies are obsessed with efficiency, implementing automated customer service systems, and reducing head count as a way to increase efficiency and reduce cost.

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Business-to-business marketing and relationship building

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The longer the sales cycles, the more important the relationship becomes

Business-to-business marketing has always been about establishing a relationship with the prospect. One reason for this is most considered purchases involve multiple parties, resulting in extended sales cycle time. With the new technology of programmatic buying and selling of digital advertising inventory, ad technology companies would like for you to believe that a constant barrage of banner ads will substitute for a relationship built on trust. Continue reading

Why employees are the best source for inbound marketing content

Having a process and the right skill set to capture marketing content is half the battle.

Speak with almost any CEO of a small to mid-sized brand, and they will tell you that inbound marketing is an important communication component in creating and maintaining brand preference. However, ask them what resources or processes are in place dedicated to inbound marketing content, and the answer will tell you that this is usually more wishful thinking than reality. Continue reading

The Precarious State of Advertising & Marketing

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Creativity and experience matter more than ever.

Daily we are subjected to a constant barrage of marketing messages. From text messages for discounts from our favorite yogurt establishment, to emails from strangers, to online advertising featuring talking Geckos backed by Berkshire Hathaway’s unlimited media budget. It seems that there are neither limits nor boundaries that marketers will not exceed to try to get our attention. Continue reading

What’s your brand’s point-of-view?

Brand recognition for thought leadership takes stepping into the spot light.

Brand recognition for thought leadership takes stepping into the spot light.

Point-of-view marketing involves communicating your brand story through thoughts, deeds, and actions on how the industry should be served.  One avenue to achieve this is through social engagement marketing tactics. When your brand provides authoritative content, supported by experience or scientific facts, it is demonstrating thought leadership. Continue reading