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Posts from November 2011

November 25, 2011

Getting your customers' mobile numbers can be easy

SMS marketing is growing and it's easy to see why.


It's low-cost (only a few cents per SMS if you're buying bulk) and it's easy to analyse the return on the investment.

What's more attractive is that most people read text messages when they arrive (around a 95% read rate), making SMS marketing difficult to ignore – especially when so few businesses are marketing to mobiles.

It's personal

SMS marketing is still fairly new, and for most people giving up their mobile number seems more personal and less “throwaway” than an email address.

Its-personalBut that's where it is effective as a marketing channel. Customers are protective of their phones, and when they invite you in and allow you to send them messages, they are less likely to ignore your message than they do with email marketing.

Using SMS marketing to drive business

Continue reading "Getting your customers' mobile numbers can be easy" »

November 22, 2011

IBM Global CMO Study

Get the IBM Global CMO Study Executive Summary (719KB)



Go inside the minds of over 1,700 CMOs.

Today’s customers can shop around the globe, find out more than ever before about the organizations they’re dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. The expectations of consumers, citizens and business customers are soaring. And they can make or break brands overnight.

After face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, we know CMOs are feeling stretched, but we also heard great excitement about the future of marketing. These conversations and our in-depth analysis of study findings underscore the need to respond to three new realities:

  • The empowered customer is now in control of the business relationship
  • Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides
  • The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.

Get the IBM Global CMO Study Executive Summary (719KB)


November 21, 2011

Learn how to tell your story by watching television

By Barb Sawyers I've been writing stories for so long that it's becoming like driving a car. I don’t think about it.

Learn to write stories from television

No, I’m not a master storyteller grown rich on block-bluster movies and novels. I’m a practical writer who has spent years telling true tales of employees who rode to the rescue in natural disasters, impossible deadlines and other crises or how one business solved another’s problem. But ever since neuroscientists and marketing kings confirmed how stories open minds to new products and perspectives, everyone wants to know my secrets. Let me confess that I’ve learned more about storytelling from watching television than by reading great literature. That’s because television works with such simple and tested formulas. Here are the four main ingredients in the storytelling formula I learned from watching Law and Order and similar shows:

Continue reading "Learn how to tell your story by watching television" »

November 13, 2011

Developing the Creative Craft XVI


The term Brainstorming has become a commonly used word in the English language as a generic term for creative thinking. The basis of brainstorming is a generating ideas in a group situation based on the principle of suspending judgment - a principle which scientific research has proved to be highly productive in individual effort as well as group effort. The generation phase is separate from the judgment phase of thinking.

In Michael Morgan's book Creative Workforce Innovation he gives the following guidelines:

Brainstorming is a process that works best with a group of people when you follow the following four rules.

  1. Have a well-defined and clearly stated problem
  2. Have someone assigned to write down all the ideas as they occur 
  3. Have the right number of people in the group 
  4. Have someone in charge to help enforce the following guidelines:

            - Suspend judgment
            - Every idea is accepted and recorded
            - Encourage people to build on the ideas of others
            - Encourage way-out and odd ideas

Continue reading "Developing the Creative Craft XVI" »

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