Is corporate marketing more art or science?
In this age of downloads, uploads, white papers, green papers, IM and an addiction to leads, marketing mostly marches to the beat of scientific metrics. But I would argue that marketing in the 21st century is not a science. Nor is it an art.
It is a conversation among and between your company's customers and prospects. You'd better be part of it. You'd also better be deploying technology to make those conversations happen.
Who promulgated this "conversation" theory? Surely the folks at Facebook, LinkedIn, Google or MySpace, right? Wrong! It was four guys-Rick Levine, Christopher Locke, Doc Searls and David Weinberger-who in 2000 published The Cluetrain Manifesto: The End of Business as Usual.
The book takes readers through 95 ways they can engage with their customers and prospects, largely through the Internet. It places the onus on the CIO for making those conversations happen successfully-by using powerful technology that a firm deploys to reach out to the customers in the ether.
But sadly, the overwhelming majority of CIOs are not part of those customer conversations. When we asked CIOs, "With whom do you meet regularly?" only 9 percent said, "Customers."
Twenty-eight years ago, a McGraw-Hill magazine published an article advising marketers on how to get people to do what they want them to do. The bias was in favor of corporate marketing departments controlling the conversation-and economic activity-with customers. Now, the customer is in control. And while many companies continue to rely on metrics to determine marketing success, such as the number of times their white paper was downloaded, determining the content of subsequent conversations about such material is the surest path.
Marketing in the 21st century is now all about how customers get companies to do what they want them to do. Powerful social networking tools allow you to find out how you can work better for your customers. Hop over to Amazon.com and buy a copy of The Cluetrain Manifesto. It remains the seminal book written on the power of social networking. Even more important, get out and see more customers!
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Adobe launches hosted services, adds Flash to Acrobat 03 June, 2008 09:02:44
Adobe to launch Web site offering users free hosted services for document creation, sharing and storageAdobe this week is set to unveil the next version of its Adobe Acrobat software, which adds support for the company's Flash multimedia technology. The company also plans to launch a new Web site offering users free hosted services for document creation, sharing and storage.
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- White PaperWhat you don’t know can destroy your business. It’s hard to imagine modern business without the internet but in the last few years it has become fraught with danger. Read on to discover how internet security can give your business a competitive advantage.
- White PaperView this webcast and discover the drivers for changing network design practices, why many organisations are changing their approach to network architecture and how enterprises should be moving forward with open architecture multi-vendor network solutions. Register now and learn how your business can maximize the business value of the enterprise network.
- White PaperJoin industry expert Martin Tuip to discover best practice strategy for the archival and removal of .PST files using email archiving. Learn how to ensure long-term email records are there when needed, and reduce the risk to your business and clients.
Discover how SOA can create smarter outcomes for your business.
Attend and learn:
- How SOA is helping leading companies to become more agile
- Where you should be applying SOA processes in your company
- The top SOA implementation mistakes to avoid
Click here for more information.
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CIO Live Podcast #79: Brent D Taylor, author of The Outsider's Edge: The Making of Self-Made Billionaires Part II 05 October, 2007 06:00:00
For his new book, The Outsider's Edge: The Making of Self-Made Billionaires, social researcher Brent D Taylor spent four years of intensive research investigating the psychological make-up and backgrounds of some of the world's richest men and women, including IT luminaries Bill Gates, Larry Ellison and Steve Jobs. Taylor discovered that, despite working in different industries and coming from different upbringings, they all have one thing in common -- they are all outsiders. - +
CIO Live Podcast #78: Brent D Taylor, author of The Outsider's Edge: The Making of Self-Made Billionaires 28 September, 2007 17:34:25
For his new book, The Outsider's Edge: The Making of Self-Made Billionaires, social researcher Brent D Taylor spent four years of intensive research investigating the psychological make-up and backgrounds of some of the world's richest men and women, including IT luminaries Bill Gates, Larry Ellison and Steve Jobs. Taylor discovered that, despite working in different industries and coming from different upbringings, they all have one thing in common -- they are all outsiders. - +
CIO Live Podcast #77: Panasonic Speeds Up Trans-Pacific File Transfers, Part III 21 September, 2007 07:00:00
Part three in our three-part special report from CIO's sister publication Network World in the US, as Paul Desmond reports from the Network World IT Roadmap Conference in Santa Clara, California. With development teams in the US and Japan, Panasonic needed a more efficient way to move very large files between the two locations. Iben Rodriguez, IT consultant for Panasonic Research and Development, explains how a storage-area network and virtual server technology helped speed up WAN performance. - +
CIO Live Podcast #76: Panasonic Speeds Up Trans-Pacific File Transfers, Part II 14 September, 2007 07:00:00
Part two in our three-part special report from CIO's sister publication Network World in the US, as Paul Desmond reports from the Network World IT Roadmap Conference in Santa Clara, California. With development teams in the US and Japan, Panasonic needed a more efficient way to move very large files between the two locations. Iben Rodriguez, IT consultant for Panasonic Research and Development, explains how a storage-area network and virtual server technology helped speed up WAN performance. - +
CIO Live Podcast #75: Panasonic Speeds Up Trans-Pacific File Transfers, Part I 07 September, 2007 07:00:05
Part one in our three-part special report from CIO's sister publication Network World in the US, as Paul Desmond reports from the Network World IT Roadmap Conference in Santa Clara, California. With development teams in the US and Japan, Panasonic needed a more efficient way to move very large files between the two locations. Iben Rodriguez, IT consultant for Panasonic Research and Development, explains how a storage-area network and virtual server technology helped speed up WAN performance.
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Chris Hoff on Virtualization and Cloud Computing 20 November, 2008 10:55:00
Chris Hoff, chief security architect for the systems and technology division at Unisys and an advisor on the Skybox Security customer advisory board, is one of the biggest critics of virtualization security out there. Not because it isn't important - but rather because it is vital and needs to mature rapidly. - +
Cybersecurity is focus of new start-up incubator 20 November, 2008 07:19:00
Texas uni announces the Institute for Cyber Security.The University of Texas at San Antonio Tuesday announced a technology incubator aimed at fostering IT security-based start-ups within the state. - +
Dilip Sarangan on Physical Security M&A 20 November, 2008 11:18:00
Dilip Sarangan tracks physical security companies for Frost & Sullivan. He expects the industry's "need to have" products to weather the economic storm well, with the big players (now including IBM and Cisco) looking for value-priced acquisitions. - +
International Challenges in PCI Security 20 November, 2008 09:15:00
In a country that's seen many regulatory compliance challenges this decade, the headaches of PCI security tend to be analyzed from a largely American perspective. - +
PCI council sharpens oversight of security auditors 19 November, 2008 10:53:00
Quality assurance plan targets security assessors and scanning vendorsThe PCI Security Standards Council Monday unveiled a plan to sharpen oversight of the hundreds of security-service providers now authorized to evaluate merchant networks under the organization's Payment Card Industry data standards.
Vignette Announces 2008 Excellence Awards 21 November, 2008 10:50:00
PGP and Ponemon Institute Unveil Inaugural Australian Data Breach Study 2008 20 November, 2008 17:34:00
Symantec Cloud Services Transform Data Centre Operations Through Proactive Management 20 November, 2008 12:06:00
Verizon Business Offers Tips to Building a Successful Unified Communications and Collaboration Plan 20 November, 2008 12:04:00
AARNet Brings 4K Digital Cinema to Australia: First 4K HD Video Signal delivered into Australia by AARNet 20 November, 2008 12:02:00
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Dude! You Say I Need an Application-Layer Firewall?!
Proxy firewall technologies have proven time and again to be more secure than “stateful” firewalls. They will also prove to be more secure than “deep inspection” firewalls. High-performance proxy firewalls are available today which are easily capable of handling gigabit-level traffic. Discover more by reading on.
Buying Guides
Buying Guides
