Global analyst Gartner issues various annual hype cycles, including the famous one in Emerging Technologies. Whilst most reviews and blogs focus on the one ‘picture’ of this year’s hype cycle (sometimes without any reference to the year, eg Jeff Bullas’ weblog), I thought it’d be more interesting to draw a comparison between the 2009 hype […]
Definition The definition of elusive [e·lu·sive] according to Dictionary.com is twofold: 1) hard to express or define and 2) skillfully evasive: ‘a fish too elusive to catch.’
Especially in business-to-business content makes all the difference. I’m not asmuch referring to the glossy corporate brochure or the annual report. Coming from corporate communications. I do refer to content coming professionals, experts. People of flesh and blood. Who excel at and are willing to share their vision on eg managed services in IT (the […]
Content is king. Right? Word-of-mouth is widely recognized as way more reliable than paid advertising. According to Seth Godin the future of marketing is in the content you create and distribute. “Be prepared”. In a flatter, increasingly horizontal world meaningful content and expertise prevail over paid media. Content ensures buzz, recommendation, word of mouth. And […]
The Zero Moment of Truth or ZMOT (“zee-mot”) refers to the online research a prospect undertakes when considering a new purchase. The ZMOT kicks in after one has seen an advertisement for a product a service, yet before the actual purchase is made.