Lead generation is a marketing term. It refers to how any sort of marketing activities generates new business ‘leads’ – which is followed by a client interest and action. Currently, there is a widespread assumption lead generation is the bridge between marketing spend and actual purchase, which in my opinion is not the case. I think we can only say there is a wonky correlation between a good marketing campaign and an increase in purchase activities. Read more
Hope you are not running your Twitter like Turkish Airlines…
Major #FAIL. Image after the jump. Read more
The Belgian Railway company tweets!
24 October 2013 was a big day for the Belgian railway company, the NMBS/SNCB. Its first official tweet was sent by their CEO Marc Descheemaecker at 6am, and that launched the company’s foray into the social media world. Read more
中国企业投资西方国家必须采取西方的数码营销策略：比利时案例
2010年，中国的吉利汽车(Geely)从美国公司福特(Ford)手中收购了瑞典汽车品牌沃尔沃(Volvo)，轰动了欧美国家。一家中国企业竟然有如此雄厚的资金。这意味着， 中国开始从生产经济走向投资经济。 Read more
The Internet Never Sleeps: Case Studies of how Airlines Use Social Media and How This reflects on their Brand Image and Degree of Dedication to Customer Care
Earlier this month, I wrote about how Finnair and the Helsinki Airport made very good use of social media to gather information about their clients and on how to enhance an air traveller’s experience the moment he steps into one airport until he leaves another. Read more
A prime example of social media marketing: Quality Hunters
The travel industry has always been one of the most innovative users of social media marketing. Today, I would like to highlight one of the star examples of its use: the Quality Hunters
For the third year round, Quality Hunters is a community conversation exercise jointly organised by Finnair and the Helsinki Airport. It has a website (which houses a blog www.qualityhunters.com), a Facebook page, a Pinterest page and a Twitter account. “So what?”, you ask. Well, it is not the channels they use, but the way they use it and what they use it for. Read more
The Harry-Potterization of Photos: What It Means for Social Media Marketeers
When the moving portraits in the Harry Potter movies appeared, people instantly said this would be the future of photos. No more stagnant, one-dimensional pictures that do not portray the character of the person captured. And now, the time has arrived!
How do you use Twitter? The Case of BPost (Belgium), Swiss Post, Deutsche Post (Germany) and La Poste (France)
BPost (Belgium)
My doorbell rang this morning, I picked up the parlophone. It was the postwoman: “Harold Tor? Come pick up your parcel I will only wait a moment”.
Still half-asleep and half-naked, I quickly put on some trousers and a T-shirt and rushed downstairs. Postwoman Samia stood there, with my letter. I said Hello, and this young woman barely out of school shot me an arrogant look: “Passport?!” Read more
Social media marketing: outsource or inhouse?
There is no straightforward answer to this question. There are advantages and disadvantages to both.
It depends on your sector, your target audience, what you want to achieve and what impact you want to make in terms of your brand image.
But let us weigh the two options: Read more
5 reasons why you should NOT use social media marketing
I am often bemused by these enumerated mantras churned out by marketing gurus. To what extent people exactly believe such mantras is a mystery to me, but it is certain that with the rise of social media, advertising and marketing directors and managers have been cooking up new theories and methodologies, invented words and ideas to mystify the things that they do so as to raise the status of their work.
As cynical as I may sound, I am actually one of them. But unlike them, I seriously advise you NOT to engage in social media should you identify with any one of the reasons below: Read more