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Collector or Curator? Becoming a Social Connoisseur

It used to be that you were a wine or art collector to be considered a connoisseur. These curators of their personal taste and beauty would search for pieces that fit a collection they would be proud to show off to their friends. Picking what went into their collection wasn’t easy, because it had to fit a certain rule set to showcase the very best. The very act of curating was an art form unto itself. True discerning curators never just share their physical objects; They share the stories behind them, about why each object was hand picked and the personal connection they had with the object that makes each share come alive. Continue reading...

7 Ways to Generate Great Ideas

What makes the difference between a good idea and a great idea? Good ideas come along all the time and help people solve minor problems in work and daily life. Great ideas appear a little less frequently and require a little more work to execute. Great ideas aren't necessarily the result of highly-paid think tanks or drug-induced vision quests in the desert. Often they are unexpected moments of inspiration that help keep the napkin companies in business. Continue reading...

Create A Digital User Experience Your Audience Will Sing & Shout About!

Did you know that 90% of people keep their phone within arm’s reach at all times?

How do you capture the hearts and minds of customers who are bouncing between three or more devices and a PC? How do you capture their heart differently online than you would offline? How do you get them to stand up out of their chair and sing and shout about how much they love you and your brand? Continue reading...

Cross-Border Online Shopping: The Multi-Billion Dollar Oppourtunity

Paypal just released a new report for Nielsen that looks at today’s cross-border selling as a modern version of the old Spice Routes – bringing culture and commerce to all parts of the globe.

They analyzed activity in six major markets and found that there are 94 million consumers who regularly buy directly from an overseas vendor. They say those deals will add up to $105 billion US dollars.  They expect this number to rise to US$307 billion with 130 million cross-border online shoppers by 2018. Continue reading...

Four Ways to Create Exceptional Content for Customers

The Delta safety video is a great example of why good marketing spreads on the internet. It’s customer-focused content that entertains, tells a story, and provides an exceptional customer experience. Continue reading...

The New Marketing Mix : 4 Different Ps

The original Marketing Mix was introduced sixty five years ago. It was a framework for considering how to grow a business and gain market share. The mix consisted of four Ps, price, product, promotion, and place, a list of ingredients that every marketer must pay attention to in order to ensure that their product succeeded in the market.

Over the years extra Ps were added. Ries and Trout gave us positioning at a time when more and more products were being brought to market. Positioning started with the product, but it wasn’t what you did to the product that mattered. Positioning was all about what you did to the “mind of the prospect”. Advertisers looked for positions their clients could own or “holes in the marketplace”.

“The basic approach to positioning is not to create something new and different, but to manipulate what’s already up there in the mind.“ —Ries & Trout  Continue reading...