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THE VALUE OF MARKETING

What’s the value of a click? A retweet? A user review? All clearly are important, but to obsess over an isolated marketing tactic is to lose sight of the bigger picture.

At Caperion, we believe there are two central roles of marketing in the digital era: customer understanding and revenue enhancement. That’s it. A customer who “likes” you but doesn’t buy from you has no value unless you learn from that customer and do something with that intelligence.

SHORT ATTENTION SPAN THEATER

They call it multiscreen. People sit in front of their TV while checking emails on their tablets and applying an amusing filter and caption to a Snapchat photo. How is a marketer supposed to capture the attention of an audience distracted by multiple devices all begging for attention? The imperfect answer lies in finding the right combination of owned, earned, paid and shared media. Read more here.

SOCIAL MEDIA FOR SALES TEAMS

Print is dead. Twitter is for millenials. Facebook is for moms. LinkedIn is for the unemployed. Quite often we hear these hyperboles around how content is consumed. None of it is true. Here’s why your sales team should have a social strategy.

GRAB THE ATTENTION OF THE RIGHT AUDIENCE

Conventional wisdom suggests that CEOs and CFOs aren’t on social media, don’t have time to follow industry news online, and are otherwise immune to your digital communications efforts. But that’s changing, particularly among younger executives. Read more here.