Alain Thys

Introducing the #ChangeMarketing Lab

If you read this blog on a regular basis, you are probably receptive to the idea that marketing needs to “reboot” itself. Whether driven by the initiative of a visionary and focused CMO, or the – not so gentle - intervention of the executive board, the profession needs to challenge some of its most deeply rooted orthodoxies. The alternative is simply too costly.

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10 Thoughts for Your 2011 Marketing Budget

The coming marketing decade will be about common sense.  Most of the tools we need to develop relevant, engaging and reputable brands exist.  It’s just a matter of using them.  So rather than tell you about the next new thing to use, I encourage you to double-check whether your 2011 marketing plan takes into account the following items.

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Six Areas Where B2B Marketers Should Up Their Game

In many B2B companies, marketing is still regarded as a secondary, non-essential part of the business.  Whether this opinion is justified, depends on the situation.  But these days, it is an expensive opinion to hold.

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Why Marketing Needs to Change: A CEO’s Perspective

In the coming months C-suites from around the world will be presented with the marketing budget proposals for 2011.  Once again, many will approve them without real conviction.

After all, when it comes to marketing, many financially focused CEOs find themselves in a quandary.  On the one hand they know that the people who work in the marketing department are smart, creative, well-intentioned and hard-working.  On the other, they have difficulty figuring out what these people do all day.  Whether their beautiful initiatives actually make a difference.

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@Futurelab Goes Flipboard (beta)

If you’re a Flipboard user like me, you probably appreciate the ability of this remarkable iPad application to turn Twitter and Facebook feeds into a quite readable magazine. But you may also have wondered how you can tweak it to become even more relevant. 

After all, subscribing to a list of Tweeters with an interest in vintage clothing, does get you updates on that rare outfit by Chanel, yet also about the fact that a Tweeter’s dog has done doodoo on the carpet.

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#ChangeMarketing: Shift Perspectives #2 Is Out

Changing  the face of marketing is something that takes vision and persistence.  With the publication of Shift Perspectives #2, Bogdan Meica & Stefan Moghina are proving once again to have both.

This time focusing on the topic of innovation, our two Romanian friends have brought together the likes of Seth Godin, Mitch Joel, Gerald Nanninga and many of the people you find on this blog in one publication that is sure to make you think.

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Is Human Media the Next Frontier? A Chinese Case Study

By now, we all know that we live in a world in which word-of-mouth rules.  The recommendation of a friend or family member outweighs anything a brand may have to say for itself.  

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Welcome to Neil Perkin

While everyone is probably happy that the volcanic ashes have subsided, at Futurelab we want to keep throwing new ideas in the air. That is why today we are once again proud to announce a new contributor to our blog.

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Welcome to Denise Lee Yohn

It's been a while since we've been introducing new contributors here at the
Futurelab blog, yet now spring is almost in the air, we will proudly start
changing our ways again.
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A Little Less Conversation, a Little More Action

 

If there is one event I would have hoped to attend this year, it is the Marketing 2.0 Conference which is taking place in Paris later this month.  Put together by Nils Andres of the Brand Science Institute, it features a lineup of remarkable individuals to talk about the future evolution of marketing as we know it.  Alas, travels take me elsewhere, so I will have to rely on blogs, Twitter and whatever shows up on Slideshare afterwards.

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