- Blog & Podcast
Podcast – The Marketing Companion
Episode 35: The Mobile Commerce Revolution
We are on the brink of an unprecedented customer-driven mobile commerce revolution. The revolution goes beyond IT, beyond marketing, to include sociology, psychology and deep consumer research. Listen in with hosts Mark Schaefer and Tom Webster as they explore amazing, emerging trends in mobile.
The difference between mobile technology and mobility * Creating an app today is more about sociology and psychology than IT * How to adjust organizationally to the commerce revolution? * Why you should not be wedded to technology * What does a mobile commerce team look like today? * Why many large companies are failing at mobile commerce * And more…
Episode 34: Ello and the Economics of Social Networks
A new social network, Ello, has created a lot of buzz over their ad-free model. Marketing Companion hosts Mark Schaefer and Tom Webster examine the ups and downs of Ello and discuss how brands, advertising and content work together in the online marketing eco-system.
Social media and the advertising “bargain” * Ello and the implications for brands * The economics of privacy — Why don’t Americans care? * The biggest problem facing Ello — it’s not what you think! * Dynamics of Ello may force better content * Economic models that are under-utilized on the web * Opt-in advertising for brands — the future or a privacy nightmare? * And more…
Episode 33: Authenticity and the Human Brand
Can you scale a “human presence” for your company? What are the limits of authenticity for a personal brand? A corporate brand? Is there a difference? In this fun and fast-paced episode Mark Schaefer and Tom Webster explore the world of authenticity and branding.
How important is establishing your personal social media “character?” * The difference between transparency and authenticity * The burden, privilege, and complexities of representing your brand online * The tightrope between personal and professional revelations on the web * Drawing the line — over-sharing and personal authenticity in service of the business * And more…
Episode 32: What are the Boundaries of Inbound Marketing?
Inbound marketing is a concept that certainly should be reaching some level of maturity by now.
In this episode, Mark and Tom dissect this issue, starting with the fact that inbound marketing might mean different things to different companies based on industry structure and size. They try to hold this trend up to a strong light and take a look at the possible boundaries of inbound marketing.
Does content marketing work in a highly-competitive space? * Is content marketing as efficient as we think? * Should the goal of inbound be leads, relationships, or both? Is that possible? * Is there an eventual diminishing return to content marketing and how do we anticipate that? * And more…
Episode 31: Coming Clean on Facebook Reach
Is there any greater source of emotional debate and misinformation on the web today than Facebook reach? AgoraPulse was kind enough to provide the raw data for over 8,000 companies’ Facebook reach for Mark and Tom to dissect in this episode.
How has Facebook reach changed over the last 12 months? * Could you guide a Facebook strategy based on a number that indicates potential engagement level? * What’s the recipe for higher organic reach? * a new social media app called “Get A Room!”