Why Human Translators Have a Future

Around fifteen years ago I sold my last batch of share in my translation company. I sincerely believed that machine translation was around the corner and my company had limited earnings potential. While I was right on some ways I was wrong in others. The standard documents, business correspondence, and software manuals dried up forContinue reading “Why Human Translators Have a Future”

Purple Carrots

I am writing a book about food marketing. effects of colonialism on Asian languages and one on marketing in the food industry which allows me to do a lot of research not just into products but also recipes, traditions and the history of food.

You can find the results for now on Instagram. http://www.Instagram.com/worldfoodunique.

Word-of-Mouth Marketing: The Land that Strategy Forgot

Word of mouth is by any measure the best form of marketing. Recommendations from friends, colleagues, and even strangers lend credibility and are far more cost-effective than tedious advertising. This is increasingly true as younger generations or ‘digital natives’ are becoming increasingly impervious to advertising. In a digital world, word of mouth takes on aContinue reading “Word-of-Mouth Marketing: The Land that Strategy Forgot”

6 Fairy Tales About Digital Marketing

Thousands upon thousands of digital marketing agencies and talented individuals around the world are offering advice on digital marketing. Some offer genuine insight about the latest strategies, others are merely repeating stuff they found on the net. Some get paid by companies to promote specific products instead of offering real solutions for your problems. AlmostContinue reading “6 Fairy Tales About Digital Marketing”

The Appocalyse: No Bright Future for Apps

Remember a few years ago, when every marketer told you that you needed to augment your brand with new touch points and that you couldn’t possibly do without your own app? The vision was that every store, every dentist and delivery service would have its own app. While for some use cases such as publicContinue reading “The Appocalyse: No Bright Future for Apps”

Beating Amazon & Co: Hands-on Marketing Tips for Brands

In the digital age of ubiquitous information, machine learning, and big data dominance, reaching the customer is tough. With online shopping, customers have access to an unlimited number of brands and products, their attention spans are shorter and split between multiple devices, and they are constantly researching, comparing and exploring different options before making theirContinue reading “Beating Amazon & Co: Hands-on Marketing Tips for Brands”

What Chatbots Can Currently Do For Your Business

Chatbots are being hyped as the next big thing in marketing. They should, marketers insist, be an integral part not just of customer service, but of your entire content marketing strategy. In fact, far beyond marketing, they have use cases in every department of your business, every customer touchpoint, and even B2B interfaces of yourContinue reading “What Chatbots Can Currently Do For Your Business”

The Right Role for Marketing

Marketers – especially those working in agencies for a variety of clients – tend to have a firm grasp of the terminology of marketing, the lingo, the concepts, and therefore claim to understand what exactly marketing is. But from a corporate perspective, the answer is far from clear. What is marketing? Marketing can be done large-scaleContinue reading “The Right Role for Marketing”

The Importance of Customer Feedback and What to Do With It

Getting feedback is the right thing to do, everybody can agree on that. At every workshop I have ever conducted, 100% of participants agreed that customer feedback is essential. In reality, though, very few companies solicit feedback, and even fewer actually use it. The feedback you don’t listen to isn’t feedback, it’s a wasted opportunity.Continue reading “The Importance of Customer Feedback and What to Do With It”

How to Influence the Customer Journey

Branding and marketing experts are increasingly talking about the “customer journey” – a fancy word encompassing everything from product discovery to actual purchase action. But what exactly is this “journey” and how, as product or service providers, can we influence it? Think about it that way: the last time you purchased something other than aContinue reading “How to Influence the Customer Journey”

The Intersection of Personal and Corporate Brand

The Internet and social media, in particular, have turned the world into a global marketplace for attention. People, products, companies, political parties, NGOs and governments all need to present a “digital image”. How to be noticed and perceived positively in the digital space is a tedious and often painful exercise in self-promotion. It can alsoContinue reading “The Intersection of Personal and Corporate Brand”

Why is Marketing Automation so Painful?

Disruptive innovation has been a buzzword ever since Clayton Christensen coined it way back in the mid-1990s. The latest disrupter was none other than Oracle and their customer management applications business sector, then by Salesforce. And currently, Salesforce faces the risk of being disrupted by another industry honcho, HubSpot. Interestingly, HubSpot is now on theContinue reading “Why is Marketing Automation so Painful?”

There Is No Such Thing As “Going Viral”

Social media marketing has a holy grail, and it is called “going viral”. Unfortunately, “virality” is largely a myth. Nothing ever really goes “viral” by itself. Every now and then we come across content that “went viral”. It seems like millions of people discovered it, liked it, shared it, and we don’t know exactly how. It bestowsContinue reading “There Is No Such Thing As “Going Viral””

It is Time for B2B Enterprises to Embrace Global Influencers

We’ve all heard of influencers in the consumer brand space, real estate, restaurant or travel industry. Increasingly, however, B2B brands, e.g. in the industrial space, are relying on influencers too. For many traditional manufacturing companies, it is not easy to understand and manage this transition. Read also: The 7 Deadly Sins of Influencer Marketing Why useContinue reading “It is Time for B2B Enterprises to Embrace Global Influencers”

The Secret Sauce: Working Effectively With B2B Influencers

As traditional advertising loses is glamor and agencies convince their clients that influencers are the way forward, companies face countless pitfalls in their attempt to target audiences in meaningful ways. Influencers are a fickle bunch. You can never really know how valuable they are until you pay them; their reputation relies on word-of-mouth recommendations ratherContinue reading “The Secret Sauce: Working Effectively With B2B Influencers”

Employee Advocacy: The Key to Digital Marketing Success

One of the most overlooked tools in creating engagement and distributing your digital marketing content surely is employee advocacy. Yet even the marketing teams of very large corporations don’t make use of it. Have you ever wondered how a blog post by a 60’000 employee organization ends up having only 80 views? How is that even possible?Continue reading “Employee Advocacy: The Key to Digital Marketing Success”

Digital Transformation: How to Create an Intelligent Company

Companies are besieged by information and bedazzled by IT solutions. With the rapid advancements in information technology, high-speed Internet, mobile technology and artificial intelligence, we now have access to huge amounts of data about customers, their demographics, and their online behavior across all touch points. The advantage of access to so much information is notContinue reading “Digital Transformation: How to Create an Intelligent Company”

Opportunities Created by AI Outweigh Imminent Threats

Artificial Intelligence is in the headlines. You can’t escape it. Some fear its job-destroying impact, others its threat to human self-worth. The immediate future of AI is a lot more complicated — and promising. People are confused. AI is either considered to be a giant leap towards modernization or a catalyst for massive unemployment. ForContinue reading “Opportunities Created by AI Outweigh Imminent Threats”

5 Ways Towards a Data-Driven Business Culture

The pressure on organizations to make accurate and timely business decisions has turned data into an important strategic asset. The key challenges are to determine which data to use, whether the data is valuable, and how to derive actionable value from it.  In today’s dynamic marketplace, businesses’ ability to use data to identify challenges, spotContinue reading “5 Ways Towards a Data-Driven Business Culture”

Marketing for Boring Industries

We would all like to work for exciting companies. The latest VR headset, a luxury car, that awesome new food brand. Truth be told, most us work for companies that are neither sexy nor exciting. What do you do with boring industries in the age of digital media, visual platforms, and content marketing? Here areContinue reading “Marketing for Boring Industries”

7 Crucial Things to do Before Buying Digital Ads

There is so much abuse, fraud, and deception in the digital ad industry, I sometimes think we are living in the Wild West. It is a lawless and confusing country indeed. There are thousands of startups and even established marketing companies out there who intentionally mislead and misinform clients in order to profit from badlyContinue reading “7 Crucial Things to do Before Buying Digital Ads”

There is Money in that Content!

As marketers, we have proven that content marketing works, that it is often cheaper than advertising, that it makes your enterprise look better, and, well, that it is the only choice anyway. At the same time, we are having a hell of a hard time convincing clients that it really drives revenue. Businesses must lookContinue reading “There is Money in that Content!”

Use Content Marketing to Strengthen Your Brand from Within

Content marketing, the holy grail of the digital age, isn’t just a tool to market your company’s products and services. It is also a great way to strengthen your brand from the inside, retain employees, and improve sales.  There is a reason large corporations and organizations have in-house magazines, and believe it or not, the reason is notContinue reading “Use Content Marketing to Strengthen Your Brand from Within”

So What is Content Marketing Anyway?

Because the term has been abused, misunderstood, and the marketing executed so poorly by big and small companies alike, content marketing is said to be in trouble. So what is it anyway, and how should you go about it? Content marketing is not really a special thing. It is common sense for any enterprise orContinue reading “So What is Content Marketing Anyway?”

Branding is Overrated! Why not all Companies Need to be Brands

This may sound like blasphemy in an age where every organization, person, and product seems to be chasing after the right branding. If you have ever studied for an EMBA anywhere in the world you will be in agony now. What’s more, you may think this is a weird title for a blog on theContinue reading “Branding is Overrated! Why not all Companies Need to be Brands”

How to Become a Smarter Marketer

Most marketers, even those with academic credentials, are too busy implementing corporate marketing strategies and working with the products they need to sell. We write copy, we blog, we post, we distribute, and we learn how to use the latest marketing automation tools. We waste endless hours on pointless meetings with clients who want usContinue reading “How to Become a Smarter Marketer”

The 4 Key Success Factors of Content Marketing

Maybe you just got started with content marketing in the past year, maybe you are planning to do so in the near future. Perhaps you are even an experienced content marketer? Whatever the case, there are people out there who came before you, and they have gained some insights over the years. We went aroundContinue reading “The 4 Key Success Factors of Content Marketing”

Inbound Marketing Explained

Traditional marketing is dead, and the future is all about “Inbound”. Come again? For years now “inbound marketing” has been a buzzword around the world. Yet surprisingly, a lot of businesses still don’t understand what it is, why it is better for companies and customers alike, why it is the natural way of marketing, and how toContinue reading “Inbound Marketing Explained”

AI and the Future of Marketing

Yes, yes, artificial intelligence is threatening millions of jobs, everyone will be replaced by robots, machines will do every job better and faster, yadda yadda yadda. We know all that. We’ve been going on and on about it for years. But so far, it ain’t happening. Not on the ground. Not with the companies thatContinue reading “AI and the Future of Marketing”

The 7 Deadly Sins of Digital Marketing

Oh boy, this is going to be a bit of a rant. But it’s necessary. Again and again, I meet marketers who commit one or more of these deadly sins of digital marketing. So let’s get right to the point. 1) Advertising before laying the foundations Every single company out there seems to be hiring a PPC managerContinue reading “The 7 Deadly Sins of Digital Marketing”