Mediaboss Marketing

Blake Cahill, head of digital and social marketing at Philips, is a speaker at the Changing Media Summit 2015. Photograph: Philips

Blake Cahill is the global head of digital and social marketing at Philips. He has more than 20 years experience in marketing, digital and business development, having worked for global organisations as well as smaller agencies and startups. He joined Philips in 2012.

In advance of his appearance at Changing Media Summit 2015, for which hell take part in a panel debate on the collision between digital media, privacy and consumer trust, we caught up with Blake to discuss the role of digital in marketing, over-reliance on data, and Philips international rebrand.

I worked in a variety of businesses, software companies, and ran a digital agency. I was a start-up guy for a while. I think its unusual in this space to find someone with the experience of agency life. At this level its not about understanding how Twitter works. Its getting a huge organisation to understand the value of Twitter.

I think thats actually an advantage. You have to constantly be resourceful and to drive an agile culture in a typically non-agile larger corporation. A start-up background helps, but so does the ability to know how to navigate a global organisation.

In terms of the attraction of a new role, Philips is a global brand. Its the 42nd most important brand in the Interbrand listings, and it ranks up there with Google and Apple. Its a really powerful brand. Were trying to drive a transformation, and I couldnt resist the opportunity to move to Amsterdam and help to lead the digital side of the transformation here.

There were many, many digital strategies.They just didnt connect into one unified plan, with all our groups and markets involved. The biggest thing thats been accomplished since I arrived is that the plan, the programme and the different teams have all been brought into a one team, one plan, one digital transformation outlook. The biggest change is going from a scattered strategy to a more ambitious, focused approach.

Digital means a lot of things to a lot of people. We look at it in three buckets: product, service and innovation; marketing and customer experience; and supply chain. Im concerned with the middle pillar. Digital is very horizontal, and my colleagues and I work right next to each other in utilising digital across the company.

For 123 years, Philips has been known for making things. As the world increasingly connects and digitises, were focusing more on local innovation. We bring a lot of digital innovation through marketing, combining brand stories and personal stories. The rebrand has been to assert that the brand is relevant locally. Digital is a huge role in helping the campaign come to life and reinforcing the brand and personal stories.

Its a global brand with a global tagline Innovation and you, but the content that brings that campaign to life in any area is highly localised, depending on the products, services and solutions for that market. We have a global theme for delivering a product, but the way a campaign is brought to life will be different in India compared to Africa. Each brings the tagline to life for its own market.

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Blake Cahill: The marketer needs to be digital. Its part of the DNA

The use of social media has gained ground in sales and marketing, IFE ADEDAPO writes on their application in other business concerns

The use of social media by corporate organisations for business activities is gradually gaining ground and experts note that this has been facilitated by the innovations in Smartphones and other technological devices.

Research also reveals that the predominant population on social media platforms is not just young people but older people are learning how to use them more, which means that lots of people are getting involved in the use of social media strategies.

Businesses are also beginning to include social media as part of their overall marketing budget or strategy, as opposed to when it was regarded as a substandard tool, that no one wanted to spend time or money on.

Experts have highlighted some tasks executed using this technology as a business tool and the benefits that can be derived from it.

Social platform offers cheaper services

The Chief Executive Officer, Mobile Rechargespot Limited, Mr. Michael Emmanuel, while speaking on the services he outsources using social platform established for such purposes, he is able to interact with experts from countries like Philippines, India, China and Europe.

According to him, professionals can execute tasks ranging from public relations to Information Technology solutions, web designing, content writing and customer service, using online platforms.

He adds that these professionals finished their task at faster and cheaper rates too.

Explaining how it works, he says, Once you put a full job description of what you want to do there, a lot of professionals will apply. You review jobs they have handled successfully, their credibility and other useful information that will help in making a decision on the person who can do the job.

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Expanding business with social media tools

SOURCE: topseos.com

January 22, 2015 03:00 ET

NAPLES, FL--(Marketwired - January 22, 2015) - topseos.com has named Netmark the best social media marketing service for January 2015. Netmark was selected due to their remarkable performance in the proprietary evaluation process. While there are thousands of firms competing to be the best, the rankings consist of only the 100 best companies offering a variety of online marketing solutions.

These services are put through the topseos.com genuine evaluation process in order to decide which services offer the best overall solution. Services are selected based on their performance in a benchmarking and analysis of their core services. This process consists of the use of a set of evaluation areas, interacting with customer referrals, and performing various market and industry research projects.

To supplement the research the independent research team also connects with client references provided by the competing services. When connecting with customers the research team delves into the client's overall satisfaction. Feedback from customers is used to better understand the strengths and competitive advantages of the services being judged.

Netmark has been named the top social media marketing agency based on a rigorous analysis of their provided solutions. The independent research team has named them due to their continued performance and their history of successful internet marketing solutions. Those looking for a effective social media marketing solution to meet their specified needs should consider Netmark.

About Netmark

Netmark has achieved success during the evaluations due to their dedication towards excellence and their history of successful organic optimization services. They have been put through the topseos.com evaluation process providing an in-depth look at their internal processes and the results which they are able to achieve in both short-term and long-term for their clients. In addition, they continue to provide their contributions to the online marketing industry while working to expand their SEO endeavors.

About topseos.com

topseos.com is a producer of search engine marketing research. The main goal of topseos.com is to determine and proclaim those individuals or companies providing best search engine marketing solutions available. Social media marketing companies are put through a in-depth investigation to ensure the recommendations contain the absolute best companies the search engine marketing industry has to offer.

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topseos.com Acknowledges Netmark as the Top Social Media Marketing Company for the Month of January 2015

From social synergy to the impact of mobile search, digital marketing in 2015 is a new landscape of creative engagement, seamless integration and the customer journey. With our eyes on every algorithm launch and search trend, Milestone has designed innovative strategies for online visibility, content engagement, conversion, ROI tracking and the user experience. Inspire your hotel marketing strategy by looking at these driving forces in digital marketing 2015.

In this recorded webinar, Milestone's panel of experts share their list of top digital marketing trends and strategies for the hospitality industry and includes practical tips on the following topics:

2015 Hotel Digital Marketing Trends and Strategies Infographic (source: http://blog.milestoneinternet.com/roi-tracking/2015-top-digital-marketing-trends-infographic-recap/)

For more insights into the 2015 Top Digital Marketing Trends and Strategies For The Hospitality Industry, view our recorded webinar here.

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2015 Top Digital Marketing Trends for the Hospitality Industry [Infographic & Webinar Recap]

Ted London wants to shake up business-as-usual by convincing companies that the worlds poorest people represent a market ripe for the picking.

Weve moved past the question of whether businesses should serve the poor, says London, a professor at University of Michigan and one of the first to champion the potential at the so-called 'base of the economic pyramid.' They already do. The question is how can they serve them better. Thats where were trying to make an impact.

The base of the pyramid, or the BoP as economists call it, includes the 4 billion people who each have a per capita income of less than $3,000 a year. Although this population may not be in the market for a beach house or a Ferrari, its sheer size offers economic possibilities still relatively untouched by business.

Since the mid-1990s, social enterprises have attempted to pair profit and social impact, but traditional industry has had marginal success. The stereotypes that accompany the BoP, such as the lack of purchasing power parity in developing countries, have made it less enticing. So how can companies be convinced of the enormous opportunity that marketing to the BoP represents?

London, who heads the William Davidson Institute at the University of Michigan, helped launch the "BoP Roadmap" in October, including a set of guidelines for companies looking to invest in this portion of the market.

The guidelines cover a wide variety of issues, from creating global training networks to providing guidance on global impact assessments, each working to support BoP enterprises more effectively.

Global Envision caught up with London to get a closer look at what this tool means for the future of social enterprise.

Global Envision: In 2013, the University of Michigan hosted the first BoP Summit. How did this event influence creating the roadmap?

Ted London:The idea was to create a forum where we could talk openly about both our successes and challenges. What do we still need to figure out to get to where we need to be in the next five to 10 years?

If you go to an event and you hear someone talking about inclusive enterprise or pro-poor business, you generally only hear about how great things are going. And what we were seeing was enterprises starting to make the same mistakes that had been made years before. People werent really learning and there wasnt a sense of development.

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Marketing to the worlds poorest: How social impact and profit can go hand in hand