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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 15, 2015

Marketing In A Digital World

I kicked off this month with a post about the future of marketing. Thought I was done with that topic until I found this Forbes article about the shift from digital marketing to marketing in a digital world.

The opinions here are a mix of service providers and front-line CMOs. Why do we care what they think? What they focus on now sets buyer expectations for us later. Move past the jargon. And, yes, some predictions negate others. Pay attention to these findings:

  • Content may be king, but context is queen. Too many of us pump out the same content without stepping back and asking, “based on this medium, do I need to tweak this message?”. Many times, the answer is “yes”. Now is the time to step back and make sure we demonstrate our difference with every post.

 

Related: Uncover your brilliance: how to write so that people take notice

 

  • Branding from the inside out. Word on the street trumps advertising now more than ever. So employees are now brand ambassadors (whether they like it or not). This trend creates great opportunities for marketing consultants and OD consultants alike. Prediction: culture is now part of the brand, making a strong business case between happy employees and the bottom line stronger than ever.
  • Third-party brand promotion rules. This just in from the “old is new” department: client success stories are back. The delivery is different from the good old days via video and all. Case studies are now the starting point, not the deliverables.

 

Thought leaders can use these insights to decide what changes need to be made next year. Great fodder for any strategic retreats during the holidays.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.