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04 Oct 2011
Issue # 49
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Yo!
This week is Durga Puja and Dussehra, and marketing companies have climbed the events bandwagon in promoting the pandals in Bangalore too. One of the older ones now sprawls over multiple marquees and thanks to the (apparently )abundant sponsorship by Tata Nano and others is well carpeted, lit and clean. Do you think sponsoring religious festivals works for the companies? And if yes, will we see sponsors underwriting weddings too?
After a "hiatus" I'm back to blogging and have put down my views on the rather controversial issue of "paid tweets". Thanks to @bijli, @twilightfairy, @nakulshenoy for joining the discussion and contributing to my thinking here.
I was very chuffed to be featured in a headline story in Economic Times on nextgen women entrepreneurs. It was great to see women on the masthead and thanks to Radhika and Sreekala of ET for putting Paul Writer in this list.
We're a focused newsletter targeting a very important - but niche - audience of serious marketers. So your interest is very important to us - if you like this newsletter please, pretty please, can you use the embedded social share buttons to Like us on Facebook or LinkedIn? Thanks muchly.
And lastly, if your email is set to chew up our images and you consistently get garbled text, do let us know -- if enough of you face this issue, we'll switch to text-only format.
Happy Reading!
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by Ben McAllister and Jon Freach
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The typical click on a website has far more consequences today than it did 10 years ago, when relatively little happened behind the scenes. Today, our online interactions share our location, browsing history, and other preferences with an entire ecosystem of third parties.
Many of us are unaware of the mechanics at work during these few-second intervals, and that lack of knowledge leads to a lack of control over the use (and potential misuse) of our personal data.
Today's technologies make our personal data public through the use of cookies, which send a packet of data about the information state of our computers back to a website that requests it.
Cookies made the modern-day shopping cart possible. Today, cookies come in three flavors: Tracking Cookies Relatively benign site data that a server can comprehend and decode to determine where it came from.
Click here to read more.
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9 Attributes of the Best Thought Leadership Content
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By Christopher Koch
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Thought Leadership can be defined as ideas that educate customers and prospects about important business and technology issues and help them solve those issues-without selling.
B2B marketers are all the more concerned about generating content because it is replacing salespeople in the earliest stages of the buying process. If buyers find your content you're a step ahead.
But what defines good thought leadership? Addressing a problem before customers realize that it's a problem or pieces that are bold and attack conventional wisdom? Read on for more.
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By Jessie Paul
| |  Last month the Economic Times did a story on paid tweeting. The fact that a person could make up to Rs 1 lakh a month by collecting money for endorsing products on Twitter was an eye-opener for many. And it seems achievable for the average Ram, Mani and Harish - one of those cited in the article, @dhempe has around 4500 followers.
This set off a huge debate among the twitterati - is it ok to buy tweets? Or get paid for them? Won't taking money destroy the tweeter's credibility?
Possibly among a certain group of people (mostly those who spend a lot of time thinking about marketing!), but there are enough fans who believe that he would have done some due diligence on the product and wouldn't recommend it unless it was good. And that's what advertisers pay for.
Perhaps paid tweets by the right person for the right brand would work the same magic? Click here to read more.
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The Holy Grail of Globalizing Editorial Planning
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By Crystal Berg
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Social networks and search engines have changed the behavior of Intel's business marketing audience of IT managers who are constantly searching for information and evaluating new technologies even when they are not purchasing them.
As marketers, we need to engage with them on topics they care about and that are relevant to Intel on a timely basis. This is where an editorial planning process comes into play.
Creating an editorial plan for one region is not difficult. But Intel has offices in more than 50 countries and customers in 120 countries, so anything we do at the corporate level needs to be scalable to its five major geographic regions. We not only need to find topics that can cross geographical and cultural boundaries, but we also need a process that can support the implementation of an editorial calendar.
Click hereto read more. |
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Economic Times: Nextgen Women Entrepreneurs Establishing Start-ups with Potential to Go Global
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By Radhika P Nair and Sreekala G, Economic Times
| |  In establishing high-risk, high-reward businesses in an expanding knowledge economy, these women are overturning the perceived notion of women as owners of small scale businesses alone. Networking forum The Indus Entrepreneurs (TiE), which will hand out awards to winners of the TiE Stree Shakti awards in Mumbai this week, found that 60% of women entrepreneurs in the highest socio economic category in the country (SEC A) were running such small enterprises.
Only a handful of women entrepreneurs, such as Biocon's Kiran Majumdar Shaw, have forged ahead to set up globally competitive businesses. However as a new generation of professionally qualified women turn to entrepreneurship, this tide could change say industry experts.
"I wanted to build up my personal brand, a very important factor for the CEO of a small start-up. My book, No Money Marketing, was part of the plan.", says Jessie Paul.
Click here to read the entire story.
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for B2B marketers
2500+ members | 50+ contributors | 250+ articles
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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