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Creating Singular Customer Value

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Ariella
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Supply Network Guru
Re: On shooting your own wedding & other DIY attempts
Ariella   8/3/2012 4:28:42 PM
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Quite so. I'm also in contact with a videographer who had the sense to outsource when the videotaping for her family affairs. 

Ford Kanzler
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Blogger
On shooting your own wedding & other DIY attempts
Ford Kanzler   8/3/2012 3:59:41 PM
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He may have been a photography pro and he may have intended on taking a camera to his wedding but it sounds like he didn't really never intend on getting married.

Suggest that doing brain surgery on yourself may come under the same heading. One of those occasions when skiled, experienced, professional help is worth the investment.

Ariella
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Supply Network Guru
Re: Content driving customer engagement - Great but not at all new
Ariella   8/3/2012 3:39:03 PM
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@Ford I couldn't agree with you more! I'm so tired of hearing about it as if it's a new discovery. It's only a new discovery to certain people who seem oblivious to the fact that brands used content marketing way before the internet even came into existence. It's only that the web makes it easier for content to travel via sharing on social media. Rather than clip newspapers, people can hit the like, tweet, +, or whatever share button appears above or below the piece. 

Now as for your line on NOT photographing your own wedding, that reminds me of a photographer (one among a few I know of) who did content marketing by writing about photography in local newspapers. He included that he intended to carry a camera to his own wedding. As far as I know, he never did get married.

Ford Kanzler
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Blogger
Content driving customer engagement - Great but not at all new
Ford Kanzler   8/3/2012 3:24:19 PM
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That more marketers are discovering that creating informative content helps grow business and customer engagement is wonderful but not new. I object to alledged new media pundits or digerati who think they're discovering a new form of promotion and giving it a new name like "Content Marketing." Sorry, do a little research. Gaining target audience or community attention by producing valuable content has been going on well before many of these "digital marketeres" were born. For more on this go to: http://www.marketingprofs.com/articles/2010/3900/content-marketing-has-been-a-successful-pr-strategy-for-decades

Today's online reality is, if you've got a web site, you're in the publishing business. The good news is that publishing and producing informative content written, audio or video, is easier and less costly than ever. Kind of like desktop publishing was in the mid-80's. Similarly, marketeres have a lot to learn about how to effectively apply all these new, affordable tools. There's lots of junk content being rapidly produced just as there was (and still is) with desktop publishing. Quite often its well worth it hiring pros who can do it right the first time. A lot like NOT photographing your own wedding.

Ariella
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Supply Network Guru
Re: Singular differentiation
Ariella   8/3/2012 2:47:09 PM
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Open Forum featured an explanation of differentiation in the fitness industry. And, as if you haven't heard about content marketing already, the founder of the company explains that content is key: "Almost all of our traffic is driven from social networks because we're writing specifically for certain communities-thinking from the very beginning of our editorial process about how to make our content relevant, shareable and awesome." 

Ford Kanzler
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Blogger
Singular differentiation
Ford Kanzler   8/2/2012 12:07:15 PM
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Ariella - Amazing how few marketers get this simple truth. instead they throw a dozen or more things at customers to remember, often just mimicing industry buzzwords.

What tech brands have you found that clearly and simply express their competitive differentiation? Some good examples are out there along with the many that fail.

Ariella
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Supply Network Guru
differentiating
Ariella   8/2/2012 11:27:24 AM
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You're absolutely right. If you can't differentiate yourself, then you don't give the customer a reason to choose you.



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