When Aaron Davis took charge in November 2008 as executive VP and CMO, Global Marketing, Schneider Electric, he became the first CMO in the company's 170-year history. "My job was to come in and be a magnet for a central point where we set a strong vision to be a top 100 brand and a world-class marketing organization," said Davis, Davis and his team have worked diligently for the last three years to develop marketing communications as a core competence of Schneider Electric's operations, sharpen the company's marketing messages and broaden their impact.
In 2003 Facebook and Twitter didn't exist. Neither did smartphones or the notion of "social media." But in the last eight years, through the rise of social networks and new technologies, the marketing world has undergone massive change. So, what does the next decade hold in store for the advertising and marketing sectors? The question was tackled at a recent panel discussion titled, "Creativity 2020 Prepare Yourself for a Cooler, Smarter World."
The B2B world shares many traits with the B2C market. However, two of the crucial differences are number of customers (weighting) along with the industry expertise (domain knowledge) that B2B decision makers have. In most cases, B2B companies with similar revenues have a fraction of number of customers compared to their B2C counterparts. This small number of key customers often determines the fate of your business.
Don't underestimate the power of "retweets" in your marketing arsenal. Meg Goodman, senior VP of client services at UMarketing and VP of Membership of the BMA, said retweets have played a key role in the BMA's nascent efforts to grow the number of BMA's followers on its Twitter account. Goodman spoke with BMA Buzz about the organization's social media efforts and some of the other ways the BMA is seeking to enhance its membership.
The term "social intelligence" dates back to the 1920s to refer to an individual's ability to understand other people and to engage in adaptive interactions with them, according to a report released by marketing research company Gleanster. Sound familiar? The 80-year-definition takes on new meaning in a digital age, when social marketing and analytics are moving to the top of the B2B marketing agenda. The survey focuses on how B2B marketers can embed social intelligence throughout the marketing process.
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