Unilever Is Working On A Cross-Media Measurement Model To Help Gauge Campaign Effectiveness (ADWEEK)

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Knowde Take: A  multi-channel approach is critical to engaging today’s customers so it’s no surprise that Unilever is working on building a cross-media measurement model to better gauge their campaigns’ overall performance. Efficient, smart and waaay past the capabilities of most companies who collect (then sit on) big data.   (more…)

Content Marketing (Marketo)

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Knowde Take:

Still struggling with the notion of freely providing rich online content?  Concerned that you’ll lose more than you gain by sharing your IP?  This article not only walks you through the basics (strategy, content types, social media promotion types and platforms), but with a few comments and key statistics, it also helps you understand why content marketing is vital to the success of your marketing strategy.

What is Content Marketing?

The marketplace we live and work in today is radically different from the one in which many of us started. Salespeople and store employees used to be the experts, and brands and businesses used to spend advertising dollars to find prospects who needed their services.

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Why SEO Is Actually All About Content Marketing (Neil Patel)

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Knowde Take:

We love this article because there are no short-cuts when it comes to SEO.  Unique, rich and helpful content scores high.  Gaming the system results in short-term gains that are likely to relegate you to the 20th page of Google results.  Instead, focus on meeting your customers needs by providing them with the information they need and want.

There’s a bit of confusion over SEO and content marketing. The confusion comes over how SEO and content marketing fit together. Do they fit together? Are they at odds with each other? If so, is it possible to force them together?

In a previous post, I explained why SEO and content marketing are like PB&J. They go together. They just fit. They work well together.
Now, I want to share exactly why that is — why SEO is actually all about content marketing, and vice versa.

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Digital Marketing And Measurement Model (Occam’s Razor)

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Knowde Take:

Avinash Kaushik’s blog, Occam’s Razor, is a fantastic resource for people getting started with their digital initiatives.  This article provides a simple 5-step process to help beginners structure their campaigns and measure success.

There is one difference between winners and losers when it comes to web analytics. Winners, well before they think data or tool, have a well structured Digital Marketing & Measurement Model. Losers don’t.

This article guides you in understanding the value of the Digital Marketing & Measurement Model (notice the repeated emphasis on Marketing, not just Measurement), and how to create one for yourself. At the end you’ll also find some additional examples to inspire you.

Let’s go…

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Digital Transformation In The Chemicals Industry (Digitalist)
Scientists conducting test in laboratory --- Image by © Monty Rakusen/cultura/Corbis

Digital Transformation In The Chemicals Industry (Digitalist)

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Knowde Take:

Nice concise summary of the various challenges facing the modern chemical industry and some of the technologies that can be used to drive value in the face of those headwinds.

The chemicals industry is more than a single industry. It is a group of industries that produce a wide range of products across many unique segments. Base chemicals, paints, beauty products, fragrances, and food flavorings all face pressure due to rapid changes in digital technology, consumer demand, and global competition.

In the past, large producers dominated the market. These large producers valued operational efficiency over flexibility and adaptability. Today, the market is challenged by niche players that strongly focus on consumer demand. These players have prompted incumbents to differentiate themselves by producing smaller batches for individual customer needs and selling services, experiences, and outcomes, while being early adopters of digital technology at the business core.

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The Chemical Industry Is Innovating (PwC)

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Knowde Take:

We’re excited to see that chemical producers are looking to adopt a long-time trademark of successful B2C companies: Innovating to optimize customer experience.  We agree it is critical to maintaining a competitive edge in the highly fragmented and increasingly commoditized chemical industry.

In our work with chemical companies, we see the critical impact of innovation close up every day. Why is innovation so important? It helps chemical companies address their customers’ challenges.

Chemicals innovation is helping the industry’s customers get more productive and more sustainable. Ultimately, it’s having a profound impact on the daily life of consumers. Nearly every good manufactured—96%—is touched in some way by chemistry.

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Chemicals Industry Getting Ready For Next-Generation B2B (Accenture)

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Knowde Take:

This article from 2015 nicely summarizes the reasons why it is imperative for the chemical industry to provide an e-commerce experience that meets the needs of today’s buyers who are shaped by their experiences as consumers.  We’d love to know what customers think about the progress made over the last few years…

In the chemicals industry, electronic business-to-business (B2B) interactions between buyers and sellers typically rely on tools and techniques that have been in place for years.

Those tried-and-true approaches work, and they have brought greater efficiency and speed to transactions between companies and their business customers.

However, things are changing. Soon, the industry’s current approach to B2B—which traditionally focuses on sales transactions— may not be enough. Evolving technology and business practices and the changing expectations of chemical-company customers are quickly raising the bar for the industry’s B2B practices.

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Digital In Chemicals: From Technology To Impact (McKinsey)

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Knowde Take:

We love the way this article includes the impact of digital technologies on the markets served by the chemical industry.  Remaining relevant means continually evolving to meet the needs of your evolving customer base.

What are the major opportunities from digital in chemicals, and what must leaders do to capture them?

There is a lot of excitement about the potential of digital1 in chemicals, just as there is about digital across society in general. We believe that digital will have a significant impact on many areas of the chemical industry, with the potential to change value chains, lead to higher productivity and more innovation, and create new channels to market. Given all the excitement about digital, it is essential to separate the substance from the hype and carefully evaluate what this will mean for the industry.

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The New Normal: Online Transparency

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Despite the lack of US federal regulation, personal care powerhouse, Unilever, has voluntarily disclosed the fragrance ingredients included in all individual products sold in the U.S. and Europe.  The information was posted online starting in 2017, including explanations of the ingredient types in “What’s in Our Products” sections on Unilever websites.

Why undertake a costly, time-consuming and not legally necessary project of this nature?

As a savvy and socially-aware producer of consumer goods, Unilever has recognized that today’s consumers hold suppliers to a different and arguably higher, standard.  They are digital natives that expect total information transparency and demand social responsibility.  They won’t buy products from companies they don’t trust and they have $200B in buying power!  As Forbes writer, Kira Karapetian, so succinctly put it, “The Path To Millennial Spend Is Paved With Transparency”.

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