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Digital Influence Mapping Project



Digital Influence Mapping Project: How are we influenced and how do we influence in the post-digital age. This blog represents my POV and not my employers.



Last Build Date: Mon, 24 Oct 2016 07:03:00 -0400

 



Three Disruptive Exercises to Transform Businesses from Within

Mon, 24 Oct 2016 07:03:00 -0400

Established businesses struggle with maintaining organic innovation. They inevitably gravitate to the ‘operational’ side of their business looking to squeeze efficiency to meet important numbers. Innovation is messy and counter to those operational priorities. (see Roger Martin's The Design of...



Narrative Platforms are the Brand-building Tool for the Content Age

Sat, 10 Sep 2016 14:45:20 -0400

Marketers once created brand value propositions that claimed the benefits of a particular brand. Advertising was then created to telegraph that brand position in the hopes that repeated exposures would establish that brand position in people’s minds. But times have...



4 Things I Learned at the 2016 ANA Digital & Social Media Conference

Mon, 25 Jul 2016 07:00:00 -0400

The ANA held its annual ANA Digital & Social Media Conference in Colorado Springs, Colorado this past week. I continue to be impressed with the quality of the content and programming from this organization. The staff is smart and energetic....



Purpose-driven Brands Have More to Talk About

Wed, 08 Jun 2016 11:32:43 -0400

Some brands embrace a higher purpose than shareholder value or simply making good widgets. Unilever has their Sustainable Living Plan which among other things aims to “Help more than a billion people to improve their health and well-being.” Purpose does...



Three Essentials of an Impactful Brand Content Program

Mon, 25 Apr 2016 07:04:38 -0400

Tons of advice tell brand marketers how to hijack the skills of great content publishers on behalf of their product or service. “Make it share-worthy” by studying how Buzzfeed does it; tell authentic stories; choose pictures worth clicking on; and...



Content Drives More Than Just Marketing

Mon, 21 Mar 2016 12:02:27 -0400

We have a healthy debate inside our group about the intersection of content and marketing. Is the discipline of creating useful content or “content marketing” bigger and broader than “marketing?” Sam Slaughter of Contently (@samslaughter215) makes that case in a...



Agile Content Marketing Teams of the Future

Mon, 22 Feb 2016 06:50:01 -0500

Content marketing remains fairly new for many marketers. The (appropriately) loud voices in the marketplace like The Content Marketing Institute make it feel like the trend of using valuable content to engage customers to action or to progress along the...



Establishing a Strategy in an Always-on, Changing World

Sun, 03 Jan 2016 14:49:33 -0500

I have been re-reading A.G.Lafley and Roger Martin’s Playing to Win. Okay, I have been noodling through it via my Kindle Reader for some months now. I gobbled up the first chapters quickly convinced that I found my peeps. Then...



A Machine View and Humanist View of Native Advertising

Mon, 16 Nov 2015 07:14:00 -0500

Google recently announced support for programmatic native ad buying and delivery in mobile. It is a hard nut to crack as it will require coordination between the ad networks with sophisticated programmatic buying capabilities like Google’s DoubleClick and standardization across...



A Fresh Business Case for Content Marketing by Brands

Sun, 08 Nov 2015 12:13:50 -0500

Reading the marketing trades online, one would get the sense that every brand has gotten wise to the value of content marketing and is busy shifting budget dollars from ineffective display or interruptive advertising to juicy content. But attend a...