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My Quotes in Instapaper: Monday, Jul. 22

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Instapaper: Monday, Jul. 22

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Econsultancy CEO, Ashley Friedlein wrote an excellent post recently on the importance of having a 70:20:10 approach.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 703-704 | Added on Wednesday, 24 July 13 20:31:47
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But the foundation to any company?s success is to ensure that there is an attractive product/content for audiences to engage with in each of the three stages: See ? Think ? Do. And that comes before you think about marketing/sales/advertising/billboards/tv.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 122-124 | Added on Tuesday, 23 July 13 16:45:17
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If we work in sales, all we care about are sales touch points. If we happen to work in marketing, all we care about are marketing touch points. If we are in customer service, all we care about is trying to answer the phones quickly.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 121-122 | Added on Tuesday, 23 July 13 16:45:04
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The See ? Think ? Do Framework: Content Strategy
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 120-121 | Added on Tuesday, 23 July 13 16:44:47
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This simple yet insightful framework allows us to look at all our digital (and dare I say non-digital) efforts with this structure and: 1. Identify gaps in our content/engagement/channel strategy on the web, 2. Truly reflect on whether our marketing and advertising initiatives are broad enough and optimized enough for each customer consideration stage, and finally 3. Answer the question: Are we truly measuring the efficiency/outcome/value from each stage optimally, or are we judging a fish by its ability to climb a tree?
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 116-119 | Added on Tuesday, 23 July 13 16:44:13
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This simple yet insightful framework allows us to look at all our digital (and dare I say non-digital) efforts with this structure and: 1. Identify gaps in our content/engagement/channel strategy on the web, 2. Truly reflect on whether our marketing and advertising initiatives are broad enough and optimized enough for each customer consideration stage, and finally
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 116-118 | Added on Tuesday, 23 July 13 16:43:56
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In the Do consideration stage are ?all people who wear clothes who think they might need some, and are currently looking to buy them.? It?s a subset of the Think audience and perhaps the most desirable audience in the world. Everyone wants a piece of them. Or, all of them!
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 110-112 | Added on Tuesday, 23 July 13 16:42:32
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This is essentially a subset of the See audience delineated by even the slightest amount of intent (which we can infer from their behavior, as an example). We don?t know when they might need some clothes. But we know that they are thinking they need new clothes.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 108-110 | Added on Tuesday, 23 July 13 16:42:17
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In the Think consideration stage are ?all people who wear clothes who think they might need some.?
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 107-108 | Added on Tuesday, 23 July 13 16:42:05
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The See stage is exclusionary, though. For example, it won?t include anyone who does not wear clothes. Or anyone who does not wear shoes. Or anyone who works with microcontrollers.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 106-107 | Added on Tuesday, 23 July 13 16:41:50
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My definition of the audience in the See stage are ?all people who wear clothes.? Essentially, this is the largest possible way in which you can frame your potential audience.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 102-104 | Added on Tuesday, 23 July 13 16:41:27
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My definition of the audience in the See stage are ?all people who wear clothes.? Essentially, this is the largest possible way in which you can frame your potential audience. Largest.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 102-104 | Added on Tuesday, 23 July 13 16:41:16
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assume I?m working as part of a business that sells clothing.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 102-102 | Added on Tuesday, 23 July 13 16:41:07
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The foundational elements of the framework are the consideration stages and the audience in each stage. What consideration state might someone be in? What unifying view defines the audience in that stage?
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 100-102 | Added on Tuesday, 23 July 13 16:40:52
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My solution to these problems was to create a simple framework we can use to put our customers first, evaluate our marketing programs, and right-align our view of success (metrics).
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 99-100 | Added on Tuesday, 23 July 13 16:40:39
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The See ? Think ? Do Framework:
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 97-98 | Added on Tuesday, 23 July 13 16:40:22
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When I started to think about this latest framework, here?s what I was trying to solve for: * We talk the customer centricity game, but we rarely walk it. Just see the AIDA Wikipedia page linked above. * We don?t think about our marketing expansively enough. In addition to being worrisome, this also makes me mad because there is so much opportunity out there and we are squandering it. * We (oh how I hate this) apply irrational and ?narrow-view? measurement strategies toward understanding what is successful and what?s not. Since you are what you measure, if you mess this up, you mess up what?s good and what?s bad and what?s gloriously good.
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 90-95 | Added on Tuesday, 23 July 13 16:39:51
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Most of the frameworks we have also don?t optimally capture the complexity of digital marketing and measurement. For example, they don?t account for a smart company?s ability to form relationships at scale via mobile, social platforms with past, current, and, most importantly, future customers. Yes, they pay lip service, but what?s now possible is beyond their imagination (failing faster, solving for the long tail at scale rather than just the head, the shift from interruption to being a part of a customer?s life, every bit of your business existence solving for multiple outcomes, the incredible opportunity to truly power life with material data unimaginable just five years ago, and? so much more!).
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 79-84 | Added on Tuesday, 23 July 13 16:02:43
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What does the perfect digital strategy look like? Rather than starting by looking at agency models, I always find it more useful to look at the bigger picture of what brands are doing and what they need.  Try asking yourself ?if budget and restrictions/internal bottlenecks were no object, what would the perfect digital marketing strategy look like??. Presumably this is likely to include the integration of owned, earned and paid media: And then you can work backwards: What are the main goals you are looking to achieve? What marketing channels can help you to achieve your goals? How can the channels work/integrate together? What type of people do you need to get involved? What can you manage internally vs. using external expertise? Ultimately it?s taking a budget and spending it where it works best, with short, medium and long-term goals in mind.  It?s not about SEO, PR or content marketing, it?s simply being able to share your brand?s story to your target audience and converting them into customers. 
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 598-606 | Added on Wednesday, 24 July 13 15:32:51
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Perhaps you love clothes and you think you might need some at some point. Well, you can sign up to be notified of when reviews of something you are considering are posted (PS: how clever is that, and why does Amazon not do this?). Or perhaps you want connect with one of their ModStylists (you get love and advice, they get a bigger part of your wallet in the future!). Or perhaps you want to create a wishlist (boom! micro-conversion).
Instapaper: Monday, Jul. 22 - Instapaper - Your Highlight Location 137-140 | Added on Wednesday, 24 July 13 01:05:41
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