engagement

Buy-in vs. commitment: is there a difference? And does it matter if there is?

As I was writing my most-recent post earlier this week, I started to type the word "buy-in" and paused for a moment because what I really meant was "commitment." Are the two terms one and the same?

Marketing is often confused with promotion, but it’s more than that. As Peter Drucker put it, “the aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” In truth, marketing is about insights more than anything else.

In a Harvard Business Review blog post titled The Content Marketing Revolution, the author writes:

Today I'm pleased to share the final installment of a three-part series co-authored with Peter Haid of E Source.

In Part 1, Peter wrote about revisiting your corporate engagement initiatives to identify areas of improvement and to ensure that you had buy-in across the board for any change initiatives that were required.

It's already May. Have you done any customer experience spring cleaning in your company?

Ah, spring... a time of new beginnings, a time for spring cleaning. What is spring cleaning, you ask? It is a much-celebrated occasion every spring during which we do a thorough cleaning of our households: out with the old, in with the new, in preparation for an exciting new year, summer, and more.

According to Altimeter, 42% of businesses in the US are prioritising Social Media Listening in 2013 – putting real focus on how they sift through and learn from the conversations in social media. But a recent study of US consumers found that 51% of them do not want brands to be listening to what they say online. As a greater emphasis is placed on social media listening and big data, the tensions with consumer privacy will also rise.

Here are the 10 categories and 100 point audit of your digital engagement effort, how will you fare ...

How effective are cascades – you know, those processes by which communication flow down through an organization from the CEO through senior leaders to middle managers to frontline employees?  Not very, was the answer in a piece in last month’s Harvard Business Review.