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Top Sales and Marketing Terms of 2015 – Part 1

Ever heard the term storyscaping? How about snackable content? Conversation marketing. Brand storytelling. Snaps. Promoted chats. Owned media. Content studio. Omnichannel. Native advertising. Programmatic Marketing. Culture of Content. Data-Driven Publishing. Growth hacking. Newsjacking. Big data. Millennials. Local. Responsive web design. Adaptive web design. QR Codes. Beacons. Click fraud. Customer-centric. Engagement. H2H. Deep Linking. Nueromorphics. Media agnostic. Immersive design. Advertainment (not related to Advertorial, a much older but still useful marketing term referring to an article (instead of an ad) that is written to inform but with a slant/bias). Phablet. Twinternship. Remarketing. Freemium. mCommerce. If it feels like you’re reading Chinese — in English – you’re not alone.

These are just some (not all) of the latest sales and marketing terms making the rounds this year. The typical business owner, manager or professional is probably not familiar with most (if any) of these terms. Even some marketers might not be familiar with all of the strategies and ideas behind this terminology. But anyone running a business must stay current because, in today’s business world, the fast eat the slow. These terms reflect the ever-evolving face of sales and marketing today, and he who understands the opportunities best is best able to maintain an edge over the competition. So here’s a quick ‘cheat sheet’ to bring you up-to-date fast. Continue reading

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Marketing and Selling to Specific Generations – Part 6

The demographers, business analysts, writers and sociologists are still toying with what to call the newest generation that is emerging after the Millennials. There are a few names being tossed around — Generation Z, plurals, Generation Wii and iGeneration. iGen seems to be leading the pack. The exact cutoff date between Millennials and iGens varies from 1997 to 2000. But, basically all infants, toddlers, adolescents and teenagers today are all iGens. Of course, some are concerned that this little “i” label does not describe properly the qualities and characteristics of this newest generation. First, what is the “i” supposed to mean? Is it Internet? Interactive? International? “i” as in I or me, implying a certain preoccupation with self? There really is no consensus yet among pundits.

Of course, this makes sense since iGens have yet to come of age and are still being molded and shaped by the social, economic and political events unfolding now and in the decades to come. How can one define what is still being molded? Yes, this newest generation is certainly an Internet-savvy, technology-driven generation. It is also a social-media connected generation that is experiencing human interaction in an entirely different way than any generation before it. They are redefining what it means to be ‘connected’. As for what else their label may come to mean is still to be defined. Here is what is known so far about this youngest generation.
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Marketing and Selling to Specific Generations – Part 5

In the crowded landscape of generations, Millennials – initially dubbed Generation Y — may be the most popular, examined and adored of any generational group in a long while. Millennials, the first group to live from birth-to-death in the technology age, are one of the largest and most noteworthy cohorts. Born roughly between 1981 to 2000, it’s estimated that there were approximately 80 million Millennials in the U.S. in 2012. That number is expected to continue growing due to immigration of large numbers of younger people into the country.

Although scrutinized ad nauseam by analysts, demographers and sociologists alike, few agree on what qualities and quirks Millennials have in common. In fact, very diverse opinions reign on what defines a Millennial and what attributes the generation shares. Perhaps that is because it is still early in the process. After all, Millennials currently range in age from 16 to 35 years old. The younger members of that generation are just now coming of age and being shaped by the economic, social, political and technological developments of the 21st century. So what do businesses need to understand to be able to create a Millennial-friendly sales experience and customer service approach? And what should businesses consider as they hire and manage employees from this generation? Continue reading

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The Power of Promises in Business – Part 1

Every day, businesses make promises to its internal and external customers. Throughout the relationship life cycle, from entry level clerks to the top brass, employees at every level of every company make promises to customers regarding work to be done, deadlines to be met, or issues to be resolved. Some of those promises are explicit. “I give you my word….” “Count on it.” “Rest assured, it will be there on time.” Other promises are implied. Implied promises can be just as powerful as expressed ones. Everyone recognizes a commitment has been made when a business advertises that it has “the fastest turnaround times in the industry,” or a salesperson says “I’ll send you that proposal by the close of business today.” There are countless implied promises that a business makes in its marketing materials, sales pitch and customer service.

It is fairly well-accepted wisdom that each promise made ultimately affects the success or failure of the business. Indeed, it is commonly understood that while nothing builds customer confidence and loyalty more reliably than a history of well-kept promises, it is equally held as truth that nothing undermines a business’ brand or bottom line more than a string of broken promises. That imparts a great deal of power to promises… promises kept and promises broken. But is that really true? Do broken promises impact business? Is just one broken promise enough to lose a customer or does a business have to repeatedly break promises in order to impact loyalty? And do broken promises impact all businesses and industries the same way and to the same extent? Just what impact do broken promises have on sales, repeat business, and customer loyalty? Research sheds some light on this commonly accepted yet little understood occurrence.
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The Most Underestimated, Undervalued and Needed Skill in Business – Part 2

Imagine this. An employee has to write a proposal for a prospective client. The proposal is not something that can be copied from something else online or taken from another sample. Now imagine that the proposal goes out to the prospective client, filled with spelling, grammar and punctuation mistakes. In the proposal, the company’s values and services are unclear. How would that employee’s manager feel if he got wind of that document? Embarrassed? Humiliated? How would that proposal affect the company’s ability to land that client? How would that proposal impact that employee’s upward mobility?

Good writing skills are imperative for any professional’s toolbox. In business, there are letters, memos, reports, presentations, company publications, emails, advertisements speeches, press releases, proposals, five-year plans, and so much more which must be written. Each document needs to be clear, concise, grammatically correct, and fluid. Each written piece should engage the attention of the intended audience, fulfill the intended purpose – whether it is to persuade, inform or engage — and conclude effectively. An employee’s writing skills represents the company or organization for which he or she works. If the writing is not professional and clear, it reflects poorly on the company. But good writing also serves other business purposes as well.
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The Most Underestimated, Undervalued and Needed Skill in Business – Part 1

What skill is the least venerated, most underrated and yet most essential skill in business today? Is it the ability to speak clearly and connect with people? No, although it is a vital skill and most people think the best leaders are those who can deliver a rousing, engaging speech. Is it excellent resource management? No, even though managers who can get the most productivity out of their team generally get the best bonuses. Is it the ability to crunch numbers and data in order to maximize profitability? No, but the number-crunchers definitely have the most power and control within most organizations. Is it the ability to persuade and sell? No, even though salespeople are treated like royalty at most companies. Actually, the skill that is probably the most valuable for managers, leaders and business people at all levels in all industries is the ability to write well.

As a writer, it may sound a bit boastful to say that good writing is the most underestimated, undervalued, and sorely needed skills in business today. Personal experience aside, while the ability to write well may seem like a mundane skill (after all it is not taught as its own subject in grade school or at most colleges), it is one of the most crucial skills any exec, manager or leader can bring to the table, regardless of industry or occupation. From engineers to educators and from real estate brokers to investment bankers, practically anyone in business today needs to be able to write well…. to deliver written information in a crisp, clear and concise manner. Says who?…. Well, just about everyone.
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When a Company’s Brand Sends Mixed Signals – Part 2

In many ways, the brand is the Achilles heel of the corporate world. As companies shift more and more to being all about brand meaning and brand image, the more vulnerable they are to attacks on image. That is why it is increasingly critical for companies to protect every aspect of their brand, and work hard to avoid having any mixed messages about the company’s purpose and position. That includes guiding – as much as is possible or practical – what the company’s own people say about the company. This is a challenge for even the most successful businesses.

In fact, last week, LinkedIn’s CMO Network — the #1 Group for Chief Marketing Officers — posted this question for discussion by some of the top marketing minds in the world: “We are so sensitive about the language in our marketing campaigns and websites. How do we ensure our employees use the right words and tone while talking to customers?” There is an understanding at the highest levels of leadership that all brand cues must align in order to avoid mixed messages. Marketing cannot be saying one thing while sales is saying something else altogether. Materials cannot tout one image while leadership makes decisions that communicate the total opposite. While there are strategies (such as a clear Social Media Policy, scripted telemarketing dialogue, templated sales letters and emails, training sessions and a sales manual) that can help ensure sales efforts align with the company’s position, protecting a company’s brand goes far beyond that. Whether it’s a company’s marketing strategies, business tactics, or its approach to customer service, a business brand should obey the three Cs: be clear, cohesive and consistent.
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When a Company’s Brand Sends Mixed Signals – Part 1

Every company, no matter its size or purpose, has a brand. Regardless of whether the owners and leadership know what the brand is or what it stands for, the company brand exists. In theory, a company’s brand speaks about its purpose, voice and values. The brand reflects what the company does and does not do and how it wants to be viewed by the world. In practice, it also reflects what others – customers, potential customers, vendors, investors, and the general public — think about it. A brand reflects how the company is actually perceived by the world.

So a company’s brand is not just its logo or iconography, such as Nike’s swoosh or Apple’s bitten apple. Nor is a brand just it colors or fonts. That’s all just window dressing. A company’s brand is comprised of a multitude of elements that feed into the total picture or image (or in some cases the façade). Values. Voice. Personality. Corporate integrity. Product quality. Service delivery. Look/style. Marketing. Customer engagement. Approachability. A company’s brand is a reflection of all of this… combined. The better a company manages all of the elements that comprise its brand, the more likely it is to thrive long-term. To succeed, a company should be genuine in what it stands for and authentic and on point in everything it says and does. All of the messages should align.

But sometimes the messages don’t align. What happens if a company’s brand – this myriad of messages – sends mixed signals? What happens when there is a ‘disconnect’ between a company’s values and the quality of its products, or between its marketing messages and the actual service it delivers, or between its public voice and its online engagement? What happens to a brand where there are mixed messages muddying the brand’s image?
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Redeeming Reputation in the Digital Realm – Part 2

A company’s reputation is its most important asset. A person’s individual reputation is his or her most important possession. Yet, most people and companies are entirely unaware of their online reputation. While ignorance may be bliss in some things, it is incredibly risky to be ignorant of one’s online reputation. Attention all business owners, managers and professionals: what you don’t know about what others think of you can hurt you! That is why there are now professionals – reputation management experts — who make a living helping people and companies monitor, protect, and (if necessary) redeem their online reputation.

It is important to be aware of and stay on top of one’s personal reputation. Likewise, entrepreneurs and business execs should know what their company’s digital reputation is. According to top reputation management experts, the key to protecting a reputation or brand is to be aware and proactive. There are a number of things that can be done to protect a good reputation and/or redeem a damaged reputation, whether it is of a company or individual. Here are some sound reputation management tips. Continue reading

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Redeeming Reputation in the Digital Realm – Part 1

Some 2,300 years ago, Publilius Syrus (a writer of Latin) penned that “A good reputation is more valuable than money.” About 2,000 years later, Ben Franklin said “It takes many good deeds to build a good reputation, and only one bad one to lose it.” Recently, billionaire and investment guru Warren Buffet said essentially the same thing… “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” For thousands of years, wise people have understood the importance of reputation. Reputation is a fundamental instrument of social order, based upon distributed, spontaneous social control. A person’s reputation reflects the overriding opinion held by others about him, and a company’s reputation reflects the opinion held by most about the business or its products and services. Once tarnished by bad behavior, a damaged reputation can have a profound impact on success and career.

It used to be that a person with a bad reputation would need to change professions, relocate or use an alias to overcome the stigma. In time, however, he could count on memories fading and offenses being forgotten. Today, thanks to social media and the World Wide Web, it is much harder to bury, outrun or outlive a bad reputation. Online news articles. Blogs. Public records. Video recordings. Digital photographs. Personal misdeeds and corporate wrongdoings are thoroughly documented — and available for anyone to see online 24/7 — forever. Frowned-on behaviors live on in search engines in perpetuity, especially in the U.S. When deserved, most people agree that a wrongdoer deserves the challenges that result from a bad reputation. But what happens when a genuinely respectable person’s reputation is tarnished by association, mistake or through no fault of his own? What happens if a business’ reputation or brand is tainted unjustly or unfairly? Is it possible to redeem a tarnished reputation that has been dragged through the digital mud? How does one redeem a reputation on the World Wide Web? Continue reading

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