Canada turns 147 years old today. Besides celebrating a great country most of its citizens in the professional world have something else weighing on their minds: Canada’s Anti-SPAM Legislation (CASL) is in effect today with the intent to shrink every citizen’s digital inbox, specifically, to protect Canadians from “spam”. This means, any email communication with commercial intent must be formally consensual or there is potential for hefty fines galore.
As a marketer, I’m intimately familiar with the term “permission marketing”. Since its popularization by marketing icon Seth Godin’s book “Permission Marketing: Turning Strangers Into Friends and Friends Into Customers”, its principle of “anticipated, personal and relevant” has defined the best practices for e-marketing communications for many years. Godin’s revolutionary idea was that mass-marketing yields little results. Valuable customer relationships could only be developed if they were built on a foundation of trust. Trust is earned through permission and attention that is garnered through quality products, services, and engagement. I whole-heartedly agree.
Looking back, it has been a tremendous year for The IT Media Group – our most successful ever. We know that we couldn’t have done it without you, and we thank you for your amazing support!
Here are 10 of the year’s highlights for ITMG:
- We started off 2013 with a bang, receiving one of 12 awards given globally by LinkedIn for Best Company Pages of 2012, joining the likes of The Walt Disney Company, CNBC, Hubspot and Adobe
CIOs are among the busiest executives and the most difficult to reach if you're not already in their circle of interest. It's not that they don't want to deal with vendors, it's just that there are so many vendors clamouring for their attention that it's just noise.
Relationship marketing - done right - helps you break into the circle. This short video explains how.
A few months ago, MarketingProfs featured my three time-tested tips for creating compelling content. This month, I had another opportunity to share insights with the readers of MarketingProfs. I decided to provide five practical tips about how marketing and sales could best work with one and another. The love/hate relationship between marketing and sales is an issue that persists in almost all organizations I’ve worked for. Over the years and through trial and error, I’ve mastered a few strategies that can turn this “complicated” relationship into one that is mutually beneficial.
These tips resonated with my marketing peers. Hundreds of readers took to major social media channels to share the article.
I had lunch the other day with a friend that I hadn’t seen in a couple years. She looked tired and stressed. She has worked as a research director at a brand-name research firm for the past five years. “Times have changed. Clients don’t buy research the way they used to anymore,” she said, lamenting the company’s ever-shrinking forecast for market research and speaking engagements. One thing that frustrates her is their outdated go-to-market approach. A significant percentage of analysts and executives at her firm don’t have a social media account, nor do they believe that leveraging content and social media marketing would have an impact on their business. As a result, they are losing ground to their competitors and are faced with shrinking revenue.
I have a pet peeve. People who don’t do what they promise really get me worked up. To me, the very essence of credibility is simply delivering on your promises every time. I live by this principle. Credibility and reputation follow me everywhere I go.
I teach my daughter the same principle. It is hard to influence a 13-year old who already thinks she knows everything. At this age, they tend to have a selective memory. For things that least interest her she often makes promises that she conveniently forgets. It’s important to learn responsibility and accountability early because these traits will pay off later in life.
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