Tag Archives: markethive

Why Surfers Make Great Entrepreneurs

fb thumbnailWhy Surfers Make Great Entrepreneurs

1.It’s all about the Hustle

Surfing isn’t as mellow and laid back as those picture-perfect images of Malibu sunsets make it look. Out in the water can be a real hustle. Very often you’ve got to paddle out into a line-up of established and hostile faces and stake your claim for a right to be there. Sound familiar?

2.Think outside the box

As with business, it’s very often the people who don’t follow the crowd that reap the rewards in surfing. Those people who are prepared to take a chance and go a long way out of their way to search for new ways to rip the ocean waves are the pioneers. Guaranteed they’re surfing innovations are rewarding them extreme new surfing experiences as well as netting great wealth in the process.

3.Surfing teaches you failure

Like nothing else. (Except maybe business!) When you first start out you’re gonna try, try and try and fail, fail and fail. Cold water will rush through your sinuses. Your arms will feel like someone’s tried to rip them from your body. People will shout at you telling you to get out of their way. And yet, you can see those guys, just beyond the breakers, gliding along the face of the waves like they were raised by a pod of dolphins. Don’t let the failure hurt you. Get back on your board, stick with it, and you’ll get there. Once again – sound familiar?

4.Live on a shoestring

Surfers know how to exist with very little. They can make $100 dollars last longer than most people would imagine possible. They don’t go on holidays, they go on expeditions, and they want to stay away for as long as they possibly can. Two months on a remote Indonesian island eating nothing but rice and bananas? If the waves are good it’s all worth it. Surfers make sacrifices for their passion, just like the most successful startups.

5.See the bigger picture

When you’re starting a business, it’s so easy to let it become your world. Tunnel vision kicks in and you can’t think of anything except the next list of potential clients you’ve got to email or what a blogger said about you on Twitter. Here’s where surfers have an advantage. A little time spent in the ocean reminds you that there’s a much bigger world out there; that you’re just a tiny part of it. That kind of perspective can be helpful when you’re stressing about how many Facebook likes you got this week.

I was born an entrepreneur, but surfing entered my life when I first saw the ocean at the age of three. I was thunder struck and fell in love with that big blue ocean. Every real surfer I know is an entrepreneur. Unable and unwilling to hold a job down longer than the next swell.

Kawabunga, Markethive is my newest surf board to ride the coming quadrillion dollar swell. Are you with me?

Well? Are you?

Thomas Prendergast
Big Kahuena and CEO of Markethive.

P.S. Outside bruddas!

Emerging Markets merge into record shattering success for seasoned entrepreneur

video imageNew Markets merge into record shattering success for seasoned entrepreneur

“With the advent of a real Market Network (Markethive) and a real emerging Customer Centric network marketing giant (Valentus) even I was surprised with the ease of building a new empire in this industry”. Explained Thomas Prendergast, Entrepreneur, Internet Innovator and CEO and founder of Markethive.

“I have been an advocate for ending the business practices of buying and selling leads. And calling for an end to spam email, spam faxes, telemarketing, ending popup ads, bill board ads, you know, the practice called outbound marketing”. He continued to explain. “It was heavily relied upon in the days before the Internet a long time ago and has suffered a long painful death since the Internet was released to the public in 1991, I know, I was there and have continued to ride this journey called the Internet.” Mr Prendergast emphasized.

10 years before the Internet Thomas Prendergast ran an Ad agency in the Silicon Valley and was very aware of tech and the emerging Internet. “Which is why I was on the Internet almost the moment it was available to the public in 1991” Mr. Prendergast revealed.

Within years of immersing himself into the Internet, he became aware of Network Marketing. He found it fascinating that anyone with some skill and determination could reasonably build a living income. This idea supported his empathetic support of struggling prodigies, up and coming entrepreneurs and anyone who had greater dreams than the typical job afforded them.

“Although I was aware of buying mailing lists for my ad agency in the 80s I was not aware of the pushing of buying names and phone numbers for MLMers to call on people supposedly interested in a business opportunity”, Thomas Prendergast said.  As he become more aware of the MLM industry, he also found that most leaders who had working spheres of influence, would tell those they recruited into these pyramid schemes (the majority of these people did not have large spheres of influence) to buy these leads and cold call them.

Mr. Prendergast continued, “My instincts told me this was a bad idea and a serious mistake. But these “leaders” promoted this technique because they had no real option, ability or intentions on helping these people that just enrolled into one of their pyramid schemes “that really was just another “Hopes and Dreams” pitch, and that is another story”.

This became painfully clear when Thomas was witness to such a salesman, we will call him David, who had a talk show, had published many books, had a strong following, had joined a newly launched MLM deal, was conducting a teleconference call with all the people David had recently recruited into this new opportunity MLM. On that call, David told all the 1000s of listeners to go to his friend John and buy the leads they had allegedly pre interviewed at about $100 per 10 leads.

“This was mid-1990s. I bought 100 of them costing me $1000 and called them all (another article) and the results were 80% insults, 15% hang ups and the rest no answers. Not one was aware of any interview and the rejection level was as high as it gets. This was a process that would eliminate anyone new to the MLM process from continuing on in any business. Rejection is a process only boiler room telemarketers and well-seasoned sales people can withstand. It is death to the average Mom and Pop trying their hand at MLM”, Mr. Prendergast revealed.

Emerging Markets, Paradigm Shifts, Trends and all the other annoying clichés.

There are two firmly entrenched trends that have been born in the Internet, because of the technology, the reach of technology and the emersion of the masses into the technology, primarily due to the Social Networks, that Customer Centricity and Inbound Marketing emerged. Think of them as brother and sister.

Customer Centricity (Think Amazon):

Thomas Prendergast has been advocating Customer Centricity for the Network Marketing industry for over 10 years now. Mr. Prendergast explained, “Less than 1% of said industry understands it, the rest uninterested, and continue to promote the failed process of selling “Hopes and Dreams” of thinly veiled pyramid schemes with over priced products that rarely accomplish what they claim they do”.

However there have been a few that moved towards the “customer centric”, but not fully; with one in particular, abandoning the entire concept, only to find that decision is destroying the company as we speak, with commissions being cut consistently for the past 3 years, causing a drastic end to growth and a company in disarray. The other company built a customer option with infomercials, as a reward for their peak performers to acquire said such infomercial leads, which has dwindled due to current trends away from traditional Cable TV and Dish TV. Those 2 companies are Trivita and Beach Body.

Here is the summary of Thomas Prendergast’s Customer Centric proposal for this industry.

  1. First and foremost the company’s focus must be to “Serve the Needs of the Customer” not the distributors!
  2. Products that cost the distributors less than they sell them for on the open markets (like Ebay auctions, Amazon stores, Craig’s list)
  3. A virtual warehouse that supports the distributor allowing purchasing in bulk, at lower wholesale prices, keeping the inventory at the company, allowing for drop shipping.
  4. Offering co-op Advertising partnerships, to the distributors, allowing distributors to receive smaller shares of that traffic, that being customers and distributors from the results of mass marketing on the Internet. This has been done by a few other companies to great success. In other words, it works.
  5. Other mass marketing technology that now comes to full force are, 800 number platforms, self-replicated Amazon, Ebay, etc. accounts, shopping cart widgets for 3rd level distributors domains, and Social Marketing aps allowing purchase within Social Markets.

Summary:

With the accelerated market place awash in innovation and technology, technology that puts the human element right into the center of the equation, you can understand why you see the MLM industry sluggish and many companies dying on the vine and others falling flat on their faces with their much heralded launches. Entrepreneurs (distributors) that once upon a time, a flashy video, a charming pitch man, and a compelling comp plan, worked to explode the next greatest MLM launch. Not anymore!

Not today.

It is only a matter of time a young bold, innovative entrepreneur launches the first true customer centric MLM similar to the framework Mr. Prendergast has discussed here. And when they do, the world will quake, the swamps will empty and the first multi trillion MLM enterprise will rise to stand head to toe with the great innovations today like Facebook, Google, PayPal etc.

Inbound Marketing:

Inbound Marketing is the most effective marketing method for doing business online. Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight quickly.

This is exactly what Markethive is but more. Markethive is the first newly discovered Market Network

What Is A Market Network?

“Marketplaces” provide transactions among multiple buyers and multiple sellers — like eBay, Etsy, Uber and LendingClub.

“Networks” provide profiles that project a person’s identity, then, lets them communicate in a 360-degree pattern with other people in the network. Think Facebook, Twitter and LinkedIn.

What’s unique about market networks is that they:

  1. Combine the main elements of both networks and marketplaces
  2. Use SaaS workflow software to focus action around longer-term projects, not just a quick transaction
  3. Promote the service provider as a differentiated individual, helping to build long-term relationships

Mr. Prendergast enthusiastically continued, “The amazing timing of this entire process is the emerging of the first Market Network; “Markethive” and my friend “David Jordan’s” company Valentus the first real Customer Centric Company”.

Thomas Prendergast summarizes it by saying, “Valentus is experiencing record growth and record time and by all indications is about to enter into “Momentum”. I credit all of this to the fact that Valentus has the foundational product that the markets support the retail priced organically where distributors buy the product well below the market retail”.

Thomas continued saying, “I know this all seems so complex, but in reality it is quite simple. Valentus’ explosive growth is because it is a real business based on Economics 101. Buy low sell High!”

Mr. Prendergast adds credit to the story saying, “With the fusion of these two huge trends found in Markethive and Valentus, I give credit to this phenomena as to my ease in exploding the growth of my little “distributorship” in Valentus, breaking records in the first month and the meteoric growth of this organization because Inbound Marketing (Markethive) has found Customer Centricity (Valentus) and the rest will be historic”.

If this article finds you the least bit excited, curious or at least amused, we invite you to find out yourself more about these two incredible trends and how they complement each other. Your curiosity will cost you nothing. Sign up for these two companies at the below addresses (If you have not already):

Markethive (sign up or let’s be friends):
http://markethive.com/stephenhodgkiss 

Valentus:
http://www.ValentusTour.com/testimonials

Entering a phone number will assure that I will call you to enjoy a 5-10 minute chat with you. I look forward to that, BTW.

 

Stephen Hodgkiss
Chief Engineer Markethive Inc.

New Markets merge into record shattering success for seasoned entrepreneur

video imageNew Markets merge into record shattering success for seasoned entrepreneur

When the advent of a real Market Network (Markethive) and a real emerging Customer Centric network marketing giant (Valentus) even I was surprised with the ease of building a new empire in this industry. Let me explain.

I have been an advocate for ending the business practices of buying and selling leads. And an end to spam email, spam faxes, telemarketing, ending popup ads, bill board ads, you know, the practice called outbound marketing. It was heavily relied upon in the days before the Internet a long time ago and has suffered a long painful death since the Internet was released to the public in 1991, I know, I was there and have continued to ride this journey called the Internet.

10 years before the Internet I ran an Ad agency in the Silicon Valley and was very aware of tech and the emerging Internet, which is why I was on the Internet almost the moment it was available to the public in 1991.

Within years of immersing myself into the Internet, I became aware of Network Marketing. I found it fascinating that anyone with some skill and determination could reasonably build a living income. This idea supported my empathetic support of struggling prodigies, up and coming entrepreneurs and anyone who had greater dreams than the typical job afforded them.

Although I was aware of buying mailing lists for my ad agency in the 80s I was not aware of the pushing of buying names and phone numbers for MLMers to call on people supposedly interested in a business opportunity. As I become more aware of the MLM industry, I also found that most leaders who had working spheres of influence, would tell those they recruited into these pyramid schemes (the majority of these people did not have large spheres of influence) to buy these leads and cold call them.

My instincts told me this was a bad idea and a serious mistake. But these “leaders” promoted this technique because they had no real option on helping these people that just enrolled into one of these pyramid schemes “that really was just another “Hopes and Dreams” pitch, and that is another story.

This became painfully clear when I was witness to such a salesman, who had a talk show, had published many books, had a strong following, had joined a newly launched MLM deal, was conducting a teleconference call with all the people he had recently recruited into this new opportunity MLM. On that call, he told all the 1000s of listeners to go to his friend and buy the leads they had allegedly pre interviewed at about $100 per 10 leads.

This was mid-1990s. I bought 100 of them at $1000 and called them all (another article) and the results were 80% insults, 15% hang ups and the rest no answers. Not one was aware of any interview and the rejection level was as high as it gets. This was a process that would eliminate anyone new to the MLM process from continuing on in any business. Rejection is a process only boiler room telemarketers and well-seasoned sales people can withstand. It is death to the average Mom and Pop trying their hand at MLM.

Emerging Markets, Paradigm Shifts, Trends and all the other annoying clichés.

There are two firmly entrenched trends that have been born in the Internet, because of the technology, the reach of technology and the emersion of the masses into the technology, primarily due to the Social Networks, that Customer Centricity and Inbound Marketing emerged. Think of them as brother and sister.

Customer Centricity (Think Amazon):

I have been advocating Customer Centricity for the Network Marketing industry for over 10 years now. Less than 1% of said industry understands it, the rest uninterested, and continue to promote the failed process of selling “Hopes and Dreams” of thinly veiled pyramid schemes with over priced products that rarely accomplish what they claim they do.

However there have been a few that moved towards the “customer centric”, but not fully with one in particular, abandoning the entire concept, only to find that decision is destroying the company as we speak, with commissions being cut consistently for the past 3 years, causing a drastic end to growth and a company in disarray. The other company built a customer option with infomercials, as a reward for their peak performers to acquire said such infomercial leads, which has dwindled due to current trends away from traditional Cable TV and Dish TV. Those 2 companies are Trivita and Beach Body.

Here is the summary of my Customer Centric proposal for this industry.

  1. First and foremost the company’s focus must be to “Serve the Needs of the Customer” not the distributors!
  2. Products that cost the distributors less than they sell them for on the open markets (like Ebay auctions)
  3. A virtual warehouse that supports the distributor allowing purchasing in bulk, at lower wholesale prices, keeping the inventory at the company, allowing for drop shipping.
  4. Offering co-op Advertising partnerships, to the distributors, allowing distributors to receive smaller shares of that traffic, that being customers and distributors from the results of mass marketing on the Internet. This has been done by a few other companies to great success. In other words, it works.
  5. Other mass marketing technology that now comes to full force are, 800 number platforms, self-replicated Amazon, Ebay, etc. accounts, shopping cart widgets for 3rd level distributors domains, and Social Marketing aps allowing purchase within Social Markets.

Summary;

With the accelerated market place awash in innovation and technology, technology that puts the human element right into the center of the equation, you can understand why you see the MLM industry sluggish and many companies dying on the vine and others falling flat on their faces with their much heralded launches. Entrepreneurs (distributors) that once upon a time, a flashy video, a charming pitch man, and a compelling comp plan, worked to explode the next greatest MLM launch. Not anymore!

Not today.

It is only a matter of time a young bold, innovative entrepreneur launches the first true customer centric MLM similar to the framework I have discussed here. And when they do, the world will quake, the swamps will empty and the first multi trillion MLM enterprise will rise to stand head to toe with the great innovations today like Facebook, Google, PayPal etc.

Inbound Marketing:

Inbound Marketing is the most effective marketing method for doing business online. Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight quickly.

This is exactly what Markethive is but more. Markethive is the first newly discovered Market Network

What Is A Market Network?

“Marketplaces” provide transactions among multiple buyers and multiple sellers — like eBay, Etsy, Uber and LendingClub.

“Networks” provide profiles that project a person’s identity, then lets them communicate in a 360-degree pattern with other people in the network. Think Facebook, Twitter and LinkedIn.

What’s unique about market networks is that they:

  1. Combine the main elements of both networks and marketplaces
  2. Use SaaS workflow software to focus action around longer-term projects, not just a quick transaction
  3. Promote the service provider as a differentiated individual, helping to build long-term relationships

The amazing timing of this entire process is the emerging of the first Market Network; “Markethive” and my friend “David Jordan’s” company Valentus the first real Customer Centric company.

Valentus is experiencing record growth and record time and by all indications is about to enter into “Momentum”. I credit all of this to the fact that Valentus has the foundational product that the markets support the retail price organically where distributors buy the product well below the market retail.

I know this all seems so complex, but in reality it is quite simple. Valentus’ explosive growth is because it is a real business based on Economics 101. “Buy low sell High”!

With the fusion of these two huge trends found in Markethive and Valentus, I give credit to this phenomena as to my ease in exploding the growth of my little “distributorship” in Valentus, breaking records in the first month and the meteoric growth of this organization because Inbound Marketing (Markethive) has found Customer Centricity (Valentus) and the rest will be historic.

If this article finds you the least bit excited, curious or at least amused, I invite you to find out yourself more about these two incredible trends and how they complement each other. Your curiosity will cost you nothing. Sign up for these two companies at the below addresses:

Markethive:
http://markethive.com/marketing

Valentus:
http://www.ValentusTour.com/about

Entering a phone number will assure that I will call you to introduce myself and enjoy a 5-10 minute chat with you. I look forward to that, BTW.

 

Thomas Prendergast
CEO Markethive, Inc.

 

 

 

Market-Network: A New Type of Business Model

Market-Network: A New Type of Business Model

Social network. Marketplace. SaaS. These buzzwords are no longer synonyms of massive business opportunities.

The gold rush has already happened.

But a new business model has emerged.

Market-networks are hybrid animals: part social network, part marketplace, part SaaS. [1]

It’s a social network. Professionals use profile pages to showcase their work and demonstrate their credibility. They also connect with each other and build relationships.

It’s a marketplace. Professionals come online together to find other parties with whom they can do business.

It’s a SaaS tool. Professionals use the tools on the top of the marketplace to negotiate, do the job, or manage the paperwork.

Social networks are designed to connect people. Marketplaces are built to sell simple products and services at scale. SaaS tools are here to make your job easier.

Market-networks focus on more complex services; the types of services that are not easily scalable and require more human collaboration. [1]

So get your pick-axe and prepare yourself for the next gold rush.

Think about the number of opportunities in M&A, scientific research, construction, management consulting, marketing, media production…

[1] Thanks to James Currier for sharing his thoughts on this emerging business model.

[2] Here are a couple of examples:

AngelList is a market-network.

It’s a social network for startups and investors. It’s a marketplace where business angels can find startups to invest in and startups can post job openings. It’s a SaaS tool that helps business angels create syndicates and startups get introduced to business angels.

Contently is a market-network.

It’s a social network for freelance writers. It’s a marketplace where companies can find writers to create content—articles, eBooks, and other kinds of marketing collateral. It’s a SaaS tool that helps content marketers organize their editorial calendar, manage the writers’ work, and track the performance with analytics.

Article originated here:
https://boostcompanies.com/market-network/

Meet Writer Guerric

Guerric de Ternay is an entrepreneur
and digital & marketing strategist. A large
chunk of his work focuses on behavioral
science, customer experience, and digital
strategy. His passion?
Helping people and businesses level up.

 

 

When Markethive discovered herself

From Social Networks to Market Networks

 

Markethive is a full suite “Inbound Marketing” platform integrated with a full scale “social network” targeting the 800 million “Entrepreneur” global populations. Like Facebook meets Pardot. This new revolution of the next wave of progressions is known as Market Networks, compared to the last wave of Social Networks. Even MarketHive’s name reflects this new revolution. Experts predict the “Market Network” will dwarf the “Social Network” market.

1. Founder (Thomas Prendergast): 40 years’ experience in Ad Agency and Marketing professional. Educated and developed technology awareness from 1982 – 1992 in the Silicon Valley. Visionary, skilled programmer, innovation 1sts, Stanford and UCSD Super Computer Center foundations and over 20 years building marketing innovation on the Internet.
 

2. Pardot, a full scale Inbound Marketing Platform (very similar to Markethive's platform) sold for $95 million to complete the ExactTarget platform in preparation to be sold to Sales Force for 2.5 billion Using these metrics it is easy to assign a value to Markethive of a minimum of $100 million. see story: www.bizjournals.com/atlanta/blog/atlantech/2013/06/atlantas-pardot-helped-drive.html
 

3. The experts (like Nir Eyal) and many bloggers (like Guerric de Ternay) are recognizing the new emerging systems called Market Networks.

  1. Market-networks are hybrid animals: part social network, part marketplace, part SaaS.
  2. It’s a social network. Professionals use profile pages to showcase their work and demonstrate their credibility. They also connect with each other and build relationships.
  3. It’s a marketplace. Professionals come online together to find other parties with whom they can do business.
  4. It’s a SaaS (Software as a System) tool. Professionals use the tools on the top of the marketplace to negotiate, do the job, or manage the paperwork.

4. Hooked: Systems that improve with age are the sought after prizes as they retain growth and are considered monopolies, not commodities. Markethive possesses this trait on 4 serious levels.

  1. Leads (called children) from the profile pages advance organically and improve with time
  2. Blog subscribe organically builds subscribers (automatically publishing) to top social networks
  3. Profile page improves with organic advancement in workshops, blogging and groups
  4. Increased reputation builds via blogs and profile page growth

5. Markethive is the indisputable full platform Market Network and has the distinct advantage of ready to launch and be "First to Market".

6. At least three patentable products; Blog Subscribe, Blog Swipe and 1Click Subscribe Widget

7. Projected funds of minimum $1 million with 20% to polish the system in preparation to officially launch and the remaining 80% to drive the marketing and crowd funding to record breaking status.

 

Summary:
see story: https://techcrunch.com/2015/06/27/from-social-to-market-networks/

Social Networks Were The Last 10 Years. Market Networks Will Be The Next 10.

First we had communication networks, like telephones and email. Then we had social networks, like Facebook and LinkedIn. Now we have market networks, like HoneyBook, AngelList, Houzz, DotLoop and Joist.

You can imagine a market network for every industry where professionals are not interchangeable: law, travel, real estate, media production, architecture, investment banking, personal finance, construction, management consulting and more. Each market network will have different attributes that make it work in each vertical, but the principles will remain the same.

Over time, nearly all independent professionals and their clients will conduct business through the market network of their industry. We’re just seeing the beginning of it now.

Market networks will have a massive positive impact on how millions of people work and live, and how hundreds of millions of people buy better services.

“Markethive has the ability to be an incubator (hive) to produce more strategic “Market Networks” as well”. 

 

Thomas Prendergast
Founder and CEO Markethive, Inc.

 

P.S.
The "Market Network" Illustrated
(Do you see Markethive?)

P.S.S.

Definition of Hive (Curious aint it?)

hive (hīv)

1. A place swarming with activity.

2. To work with many others in a close network.
3. a network showing signs of great industry
4. a teeming crowd; a network

The Reach aka Blog Casting

Markethive the Social Network for Entrepreneurs Marketing AutomationUnderstanding the Markethive blog and cloud

Markethive Backlinking and Social Networking using Automated Marketing

Markethive did not invent the blog, but we certainly have made it exponentially more powerful.  We certainly have added fun, understanding, reach, groups, daily workshops, understanding and power to the process.

Markethive has successfully combined all the technical and tactical aspects and requirements into one system, but have also overcome the obstacles to make blogging a group process, combined with motivated mentors to help the newbie easily immerse and embrace the process.

We did not invent Word Press, but we have significantly taken Word Press serious and made it exponentially better. This blog’s focus is to help you understand the paradigm dynamic shift Markethive has brought to marketing, blogging and the individual within the hive.

The following video attempts to reveal and illustrate how the whole social blogging platform in Markethive changes the entire Internet field of engagement.

 

 

Understanding SEO

You can approach the challenge alone, hire a firm and/or a virtual assistance and take the Internet on. This ego centered approach works for many who have the grit and stamina and educated skills of journalism and polished writing (a note here: As the Internet has evolved, the polished blogger vs the blogger that lacks the polish but has the passion, wins in today’s culture).

Approaching the blogosphere as a crew, a group, a gang or a family wins today.  Because fresh, new, consistent and current content win and win you combine a social network into a blogging platform, the results are impressive.

Understanding  SEO isn’t easy, and Google doesn’t help things much by changing the algorithms and policies on a regular basis. Seems like every time we get a handle on things, the rules change, and we’re all left wondering what we’re doing wrong and what we might still possibly be doing right.

The whole SEO quotient changes when the social network variable is integrated. This is why SEO at Markethive changes the playing field.

So a social network integrated blogging solution is at hand, and, there’s one thing you may have been doing correctly already from the start: That being blogging. You probably have a million reasons to blog, not the least of which include building trust among your buyers, positioning yourself as an expert, and simply sharing news with your company’s followers. Then, of course, there are those activities that help to boost your SEO rankings. These can only help you if you know how to use them, so make note of these 9 reasons blogging can boost your SEO.

Enter the Markethive Social Network Engine combined with the Inbound Marketing Engine. Kind of reminds of the Hot Rods of the 60s like Eddie Hill’s double dragon (see image):

Except with Markethive, the combining the two huge engines of the Internet, Social Networking and Inbound Marketing has an exponential nature to it, not just a geometrical quotient.

This innovative integration of these two power houses has a powerful effect on all that ios Internet Marketing as I illustrate, please read on.

 

Backlinking

The following is the conventional wisdom perspective to today’s linking approach.

Some of the techniques used for SEO when blogging raise eyebrows, and back linking is no exception. Many will tell you link schemes will get you a slap on the wrist from Google, and they’d be right. Does that mean you can’t build relationships with other companies and blogs by including links and asking for some in return? Not at all.

You can still benefit greatly from being linked and linking to others, but there are some things to keep in mind. First, if you’ve paid for your link, be sure they use the nofollow designation. Otherwise, you’ll be penalized. Next, work with reputable, quality sites that fit your blog’s niche. When links to your blog appear on sites that have nothing to do with your company, you’ll get another ding from Google. Finally, use the same basic rules for any blogs you link to on your site.

Good quality links from popular, well-respected sites can definitely help your SEO rankings, but only if you do it right.

Now, with that said, the amazing change that occurs to your campaign to build organic, condust and create relationships in the blogging power of the Inbound Marketing Social Network of Markethive, delivers a plethora of SEO (Search Engine Optimization), SNM (Social Network Marketing) and the advantages therein if developing unlimited streams of unique content, automated into literally millions of sites, social networks, social bookmarks, blogging platforms from the stream of content that flows out of the Markethive Social Network you are part of or built.

So what does all that mean? As the natural order of our recent tech releases of the Blog Casting (Social Broadcaster) and Blog Swiping (where your friends and other members can easily copy and edit your blog) then publish it and with the advent of this opening the possibility with these new tools produce a cacophony of your content, links, back links, side links, social reaches into the millions. All built upon chaos theory and technology.

The natural organic process to build a huge amazing white hat mass of blog and site links and social reach, thereby, the vision of the Blog Cloud has come to be reality, thank you Markethive, the social networked Inbound Marketing juggernaut.

Simply put, not just combining but fully integrating two platforms, the Entrepreneurial Social Network and a fully appointed Inbound Marketing platform, has opened up doorways not otherwise capable or even aware of or identified in the exponential character of the Markethive Hybrid. Sort of like Twin Towers built on the same foundation.

Actually more like a million communities of twin towers all inter connected and pulsing and thriving with the constant flow of content and videos and communications (comments and messaging) even further empowered with a constant thriving community of live conference room activity.

 

Guest Blogging

 

Again Markethive takes the awkward and difficult process of guest blogging and turns it into a graceful social dance. I will explain after I share again the Internet’s explanation of what has been defined as guest blogging.

The  latest hoopla suggests guest blogging is dead, but that’s not necessarily true. As with the backlinking, guest blogs can be tremendously beneficial to the SEO of your website. If you work with reputable writers who are indeed experts in their industry, their popularity can only help you.

For this tactic to work, you must be vigilant when screening potential bloggers. Interview them, research their backgrounds, and compare their submission to everything they’ve written before to make sure you get truly unique content. If you follow Google’s quality guidelines, your guest blog from a well-known source will bring you tremendous traffic and boost your search engine rankings.

Markethive has turned this difficult proposition into one of grace and ease. Because the core of your blogging can now be centered within Markethive, which supports and publishes to just about every blogging platform out there.  As a social network, you can build a sphere of influence easily with others who are open to and or capable of assisting in your blogging efforts.

Groups also serve as additional blogging platforms, for the individual who keeps track of different campaigns separated by the groups. Groups also parlay into teams of content creators, allow a team captain to manage and lead the agenda and monitor and choose the array of articles by the group to which blog(s) that article automatically gets sent.

The options that the Markethive tools has created for diverse and distributed content is unlimited and better managed than any other option available in the blogosphere.

Group Blogging not only replaces the old guard of guest blogging, it enhances it, makes it easier to, manage and distribute. It changes the entire playing field.

You can integrate single Markethive members, and/or integrate entire groups into as many blog systems you wish. By simply organizing, selecting and developing different cock tails groups for your blogs, you can literally create unlimited selections and unlimited content for unlimited blogs, your blogs, their blogs, unlimited groups of competent writers and marketers. Get into the mix, join some groups, and get into some Workshops and put the system to work for you.

We can even say that you can produce dynamic content on your blog without as much effort as the conventional way.

 

Fresh Content

Search engines love fresh, unique content. How often do the pages on your website change? Probably not very often at all. That’s why you must keep a steady blog filled with new information every week. Those search engines customers used to find companies just like yours will pull the freshest and most relevant content whenever a search is performed. If your site hasn’t been updated with new information in over a year, you can bet someone else’s will rank higher than yours in the results.

By blogging, you build relationships with your readers, position yourself as an expert in the field, and perhaps most importantly, provide new content for Google to index.

By joining Markethive you build relationships with thousands of others who are actively building business, blogging, researching, etc. basically being “entrepreneurs” and advancing their businesses and agendas. Often you can join with these people as friends, group members and subscribers of theirs via Blog Casting, Blog Sharing and Blog Swiping.

When you are an active member in a good group (active and current), using meetings and live webinars, discussions breed inspirations which support developing new content. Here is a tip I use to help with fresh content. I want to write about the “current trends for the entrepreneur market”. So I go to Google and I search the tail words SEO entrepreneur trends but I designate a small tool many are not aware of.

It is found in “Search tools” in the Google search as the illustration below demonstrates. Choose last week or within 24 hours to get very fresh current content to use in building your blog article. This way, you are assured to be utilizing current references building current articles, sharing with your groups and creating a dynamic culture. Checking new content with Google daily in relations to your agenda is something that should also be shared (the search link) within your groups for discussion.

Keywords

Keywords go hand in hand with fresh content. It also pays to see what current or newest results are shown for current sites utilizing the same technique for current content for your research and agenda.

Even though keywords really don’t hold the same weight they once did, it still needs your attention.  In fact, this is another aspect of SEO you can do really wrong and end up punished for. The age of cramming keywords into a blog over and over, regardless of what they add to the content, is over. Now those keywords have to serve a purpose. You really want to make sure you choose unique keywords that will lead searchers to your site but not so unique that no one thinks to use them. If you choose words that are used too often, you won’t get much benefit out of them.

Your best bet with keywords and search terms is to use long-tail keywords and phrases that people may use when searching. Instead of focusing too much on keyword placement and making sure you include the words a certain number of times, concentrate on simply answering questions. Provide knowledge for those who reach your site. They don’t need a million keywords; they need answers.

For instance, the long-tail keyword “Inbound Marketing” had barely begun trending in 2009 with a slow crawl upward until just recently, with the advent of Markethive’s soft launch and discussions of the definition of “Inbound Marketing” and the increase of Social Network chatter in that regards we are now seeing the current trend start to grow.

My first company invented what we called “Automated Marketing” but today fits the new definition “Inbound Marketing” As you can see the term “Automated Marketing” is trending down from a long crown of being a top searched keyword.

See the trend towards “Marketing Automation” beginning? Why is Marketing Automation trending up and Automated Marketing trending down? Does it deserve research?

In my opinion no, but, what does need to be looked at in my regards is our new pre launched/soft launched company (as of May7, 2016) is the Trademark “Markethive”.

Because if we read these trends right, we want to make sure we mention Markethive often in connection to “Inbound Marketing” and “Marketing Automation”. This will place squarely in front of the trend curve binding the “long tail” keywords together.

Markethive’s SEO keyword system leads us to these research outcomes, but until the Google API is fully integrated to Markethive’s Keyword platform I go to the Google Trend panel here as well.

https://www.google.com/trends/

Popularity

When your blogs are shared and consequently clicked on, they move up in the search rankings. If you’re providing quality content, your readers will want others to know. Of course, the only way to make sure your blogs contribute to your website’s popularity is to create unique content, provide answers for visitors, and then share your blogs wherever you can.

That key point “Share your blogs wherever you can” is another way of saying “Broadcast” them. And Markethive has taken Broadcasting to new heights with Blog Casting and SNAP.  Blog Casting is a Markethive subscribe feature that other Markethive members use to subscribe to your Markethive blog. When they subscribe (and the potential is 1000s of them), your blog posts are automatically posted to their Facebook Newsfeeds, LinkedIn activity feeds and your Twitter tweets feed.

When you understand that this down stream of subscribers, fellow entrepreneurs at MarketHive, are exposing their connections to your message, they are lifting you up, increasing your popularity and building greater branding for you.

Then there is the Blog Sharing feature that also allows your fellow Markethive entrepreneurs to import your blog posts to their WordPress blogs using the SNAP plugin increasing your message (your posts) to another 25 of their social networks, Facebook Pages, LinkedIn company pages, SumbleUpon, Tumbler, Livejournal, Blogspot, ets, exponentially increasing your exposure and adding to your back links.

When you discover the responsibility this represents that you show respect, produce quality content to your loyal downstream, you now have the opportunity to build a huge popular following. Markethive, The Rise of the Entrepreneur. We have put a great future in your hands. Now it is up to you.

 

Images

Image search Automated Marketing Inbound Marketing from Markethive

Including images in your blog gives you one more way search engines can find you. Make sure you name them according to the search terms or keywords, and then do the same for the alt-text. The alt-text is meant to describe what’s in the image for those who don’t or aren’t able to see images on their computer screens. For this reason, your alt-text must be carefully crafted to serve two purposes: SEO and information.

I search a lot in images and so do others. They may be looking for an image to fill a need, the reasons vary, but a lot of traffic does come from image searching, so do not ignore this small duty. Alt tags serve an important batch of duties.

When installing images in the Markethive HTML control panel, the following Image control panel, second tab, is where to enter your keywords and descriptions.

Alt tags Google search Markethive

When looking at the HTML code, this is exactly what ALT tags look like and search engines Index.

Alt tags html code

 

Video

Google indexing video

As with photos, video simply gives you more dynamic content that you can share with your readers. Remember they’re looking for excellent, unique content, so be sure you include only videos that serve a purpose. Proprietary videos are always the best bet, since syndicated content will show up on several different sites during a search result.

If you have never made a video, get some screen capturing software. I use Camtasia (cost about $300)

https://www.techsmith.com/camtasia.html

Camtasia the video capture software used by Markethive

A viable alternative (I cannot recommend as I have not used it) is called MOVAVI

http://www.movavi.com/

Markethive has not evaluated Movavi

I also down load others videos to use them in my final productions. I build titles and other content with Photoshop Software, but there are other cheaper alternatives. Many of my friends recommend GIMP for image editing. https://www.gimp.org/

A video download app for Chrome I use is free. http://keepvid.com/

I recommend you make as many of your videos you can, but do not produce bad or funky videos. Today, you need quality and you are welcome to download and use all Markethive videos I produce for yourself.

Be sure you tag your videos with appropriate search terms before you post. Let readers know exactly what’s going on in the video so they can find your content in a search.

Youtube and Markethive

I know video editing and production can be daunting to many at first. However, we have plenty od excellent talent that offer video workshops in Markethive. Just check the calendar or enquire within the membership (Social Network).

Remember we are all Entrepreneurs and most of us are also philanthropic and want to help you succeed. I know I do.

Check the calendar

 

Social Media

Markethive Marketing Automation and Social Network Integration

Believe it or not, Google also returns social media search results. If you connect your blog to your Facebook, Twitter, and other social media accounts, you give search engines one more thing to find when people look for your company. As long as you use search terms in your titles and meta descriptions, you’ll boost your SEO through social media listings, too.

A popular set of current wisdom pulled from the Internet void (5 Things to Think About When Considering The Impact of Social on SEO) :

1. Social Links May or May Not Boost Your Search Rank

Okay, social signals pertaining to a profile’s authority are out, but does Google consider links published on social accounts to be credible backlinks? When a blog post goes viral on Twitter, do those new links boost the post’s search ranking?

Many marketers believe that links to your website via social media accounts do have a major impact on your rankings. Says Marketing Consultant Brian Honigman:

 

Today, links are mainly achieved through developing original content that is in turn, shared across social media. Links to your content on Facebook, Twitter, LinkedIn, Google+, YouTube and other social networks help the search engines understand what websites are credible and should be ranked for what keyword phrases.

 

 

In Danny Sullivan’s 2010 interview with Google and Bing for Search Engine Watch, Google first says that it doesn’t incorporate the number of times a link has been tweeted into their search rank algorithm, and then it goes on to say that it does (doh). Bing says that it definitely looks at this data:

 

We take into consideration how often a link has been tweeted or retweeted, as well as the authority of the Twitter users that shared the link.

 

While Cutts’ 2014 video is crystal-clear about the absence of social signals from the search algorithm, he does say that Google crawls social websites for data in the same way that it would any other site:

Facebook and Twitter pages are treated like any other pages in our web index, and so if something occurs on Twitter or occurs on Facebook and we’re able to crawl it then we can return that in our search results.

This leads me to think that while the authority of a social account doesn’t impact search rank, links published on social media could be marked as credible back-links and thus influence a page’s rank.

Takeaways: When Cutts made his statement about Google not factoring in social signals I understood him to mean clues about a particular company’s authority on social media, which, for me, is distinct from the number of times a page has been linked to on social media. Further research didn’t help me get much clarity on this point.

If there are any SEO experts reading this, I’d love for you to chime in below in the comments.

 

2. Social Media Profiles Rank in Search Engines

While social shares may or may not affect a webpage’s position in search listings, your social profiles definitely influence the content of your search results. In fact, social media profiles are often amongst the top results in search listings for brand names. When I searched “General Electric” in Google, the company’s Instagram and Pinterest profiles appeared as the 5th and 6th listings, respectively, and Twitter was the 8th result.

Google Search Markethive

Moreover, Google displayed the company’s Google+ profile information in the right-hand sidebar at the very top of the search results page.

Google Markethive Profile

While social shares may or may not affect a webpage’s position in search listings, your social profiles definitely influence the content of your search results. In fact, social media profiles are often amongst the top results in search listings for brand names. When I searched “General Electric” in Google, the company’s Instagram and Pinterest profiles appeared as the 5th and 6th listings, respectively, and Twitter was the 8th result.

Social channels can feel more personal than webpages, and they’re a great way to get a sense of a company’s personality off the bat. When I’m researching a company I don’t know much about I typically go straight to their Twitter or Facebook page. So if a social account shows up at the top of the search results, I’m just as likely to click on it as I would be to click on their website.

Takeaway: There’s no doubt that your social profiles matter to Google and especially to people who are looking for you online. A few active social channels can make the experience of getting to know your brand online more fun, engaging and personal. Also, while some may consider Google+ a non-essential social channel, marketers shouldn’t discount the fact that a company’s Google+ profile is one of the first things a searcher will see (and potentially click on). As such, it pays to have a profile with up-to-date info and engaging content.

 

3. Social Media Channels Are Search Engines, Too

Nowadays, people don’t just go to Google and Bing to look stuff up; they also use social media channels to find what they’re looking for. Patel makes this point in his article on why social is the new SEO: “We need to understand that search engine optimization includes the search that happens on social media search engines.”

This works in a couple of ways: First, if you’re active on Twitter, it’s entirely possible that people will discover your company’s new content distribution app after searching for content marketing-related tweets with Twitter’s search engine. Likewise, brands that lend themselves to beautiful visual content can benefit from making their content visible in Pinterest and Instagram by using hashtags and properly categorizing their pins.

Moreover, as mentioned in point #1, if someone wants to check out your company, they’re likely to open Twitter and Facebook and do a quick search to see what kind of presence you have on each channel. YouTube, and, of course, Google+ are also search engines.

Markethive Instagram

Here are some impressive stats that illuminate just how much people are using social media to search:

As of 2010, Twitter handled 19 billion search queries a month (that’s more than 5x the queries handled by Bing!).

In 2012 Facebook said it got around one billion search queries per day.

As of March 2010, YouTube got roughly 3.7 billion search queries a month. Also, 100 hours of video are uploaded to YouTube every minute, making it one of the largest content repositories on the web.

 

Takeaways: Companies should expand their concept of SEO to include not just the traditional search engines––Google and Bing––but also social search engines.

When searching for a brand on Facebook or Twitter it’s not uncommon to see several different profiles pop up, and it’s not always clear which one is the real deal. Marketers need to ensure that it’s super easy for users to identify their official social profiles.

This may mean deleting duplicate accounts and/or clearly labeling each social account so that users understand what purpose they serve (for example, accounts for HR or press versus general brand pages).

 

4. Not Now Doesn’t Mean Not Ever

Just because Google says that social signals don’t currently impact search rank doesn’t mean they never will. Social media shows no sign of becoming a less important part of a brand or person’s online presence anytime soon; moreover, given that link-building strategies like guest blogging have become a less reliable way to indicate the quality of a webpage, it makes sense that search engines would begin to look for other signals of authority and value.

Takeaways: There’s no reason why social signals won’t begin to affect search rankings in the future, so smart brands will continue to build their authority in key social channels and think about social when designing their SEO strategy.

 

5. Don’t Forget Bing

Google may have back-tracked and changed their stance on social signals, but I haven’t found any evidence that what Bing told Sullivan for his Search Engine Watch interview doesn’t hold true today.

Remember, Bing said:

 

We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results.

 

Takeaways: Bing, which is the second most-used search engine, has been crystal clear about how their algorithm incorporates social signals into their search results, and, unlike Google, they haven’t flip-flopped on the issue. With its market share steadily growing, companies would be wise to include Bing in their SEO strategies.

 

Wrapping Up

Cutts’ claim that Google’s search algorithm ignores social signals should not be seen as an invitation for marketers to dismiss social’s impact on SEO. Instead, marketers should broaden their concept of search and SEO to take into account the myriad ways that people find content on the web. They also need to think about the positive effects that increased traffic from social can potentially have on their search rankings as well as the prominence of social profiles on first-page search results.

Ultimately, the web is all about building relationships, fostering audiences, expressing identity and sharing ideas––it’s inherently social, and there’s no reason that SEO best practices would go against the grain, especially since the rules that govern SEO are ultimately meant to make the web a more enjoyable and useful place.

 

Indexed Pages

Google Markethive Indexed pages

Perhaps the most important reason of all to blog is the fact that each post counts as a new page on your website. Google really does like fresh content and will reward those who share frequently. Those who do include a business blog on their site will see up to 55% more traffic than companies who don’t. The reason for this is the indexed pages. For Google to index those pages, you need to include at least 300 quality words. That means reblogging, short blogs, and duplicating content won’t help you. There is a time and place for the previously mentioned blog types, but not when you’re hoping to boost your SEO.

Now that you understand why blogging is essential to improving your SEO results, you probably want to get started right away. Don’t get bogged down or feel overwhelmed. A systematic approach is what you need, starting with a content calendar. Simply start by answering those burning questions your potential customers have. Plan blogs that will touch on their pain points. You’ll see results sooner than you ever thought possible.

Markethive
Join the Revolution

Thomas Prendergast
CMO Markethive, Inc.

Are You An Alpha Entrepreneur?

Most MLMers seem to end up with excess products that they can't sell at a profit because the products are overpriced in the first place. You only have to look on eBay and you will see what I mean. Some companies even ban members from selling except from approved sites online.

Become an Alpha Entrepreneur

We have found a company who is different and not only do they have a good weight-loss product but it sells at a competitive price so that Independent Representatives can still make a profit even when selling at auctions.

Now some people face challenges when it comes to marketing, partly due to the price of the product as mentioned above and sometimes because they do not know where to start. Now I have teamed up with a company called Markethive which is making a special offer to all people who join Valentus at the $499 (Ruby) level. Now $499 is a lot of money, however your order when sold online will recover this cost and put you in profit.

Markethive special incentive is an upgrade to the Alpha Entrepreneur membership level. This is an amazing deal as it normally costs $5000 and includes a one-time deposit of $10,000 in Ad credits and contributes $200 in Ad credits per month so long as the member maintains their Ruby level. If you drop below Ruby level then the monthly credits will be suspended until you re-activate it.

Within Markethive you will find a new type of entrepreneur, groups of people who will go the extra mile to ensure you can build this business, teaching you how to extend your reach in social media. We currently have Valentus groups in the UK, Europe and the USA, so you will not be alone, we all help one another, no matter which group you are part of.

All the tools you will ever need, blogs, auto-responders, rotators, combined with active social media media, messaging and conference rooms. All at NO ADDITIONAL cost.

If you're interested in learning more then visit A New Experience to find out more.

If you believe that my message is worth spreading, please use the share buttons if they show on this page.

Stephen Hodgkiss
Chief Engineer at MarketHive

markethive.com


The Ultimate Marketing Machine

 

The Ultimate Marketing Machine

Tools and strategies

 In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.

Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are still commonplace.

Marketers understand that their organizations need an overhaul, and many chief marketing officers are tearing up their org charts. But in our research and our work with hundreds of global marketing organizations, we’ve found that those CMOs are struggling with how to draw the new chart. What does the ideal structure look like? Our answer is that this is the wrong question. A simple blueprint does not exist.

Marketing leaders instead must ask, “What values and goals guide our brand strategy, what capabilities drive marketing excellence, and what structures and ways of working will support them?” Structure must follow strategy—not the other way around.

To understand what separates the strategies and structures of superior marketing organizations from the rest, EffectiveBrands (now Millward Brown Vermeer)—in partnership with the Association of National Advertisers, the World Federation of Advertisers, Spencer Stuart, Forbes, MetrixLab, and Adobe—initiated Marketing2020, which to our knowledge is the most comprehensive marketing leadership study ever undertaken. To date, the study has included in-depth qualitative interviews with more than 350 CEOs, CMOs, and agency heads, and over a dozen CMO roundtables in cities worldwide. We also conducted online quantitative surveys of 10,000-plus marketers from 92 countries. The surveys encompassed more than 80 questions focusing on marketers’ data analytics capabilities, brand strategy, cross-functional and global interactions, and employee training.

We divided the survey respondents into two groups, overperformers, and underperformers, on the basis of their companies’ three-year revenue growth relative to their competitors’. We then compared those two groups’ strategies, structures, and capabilities. Some of what we found should come as no surprise: Companies that are sophisticated in their use of data grow faster, for instance. Nevertheless, the research shed new light on the constellation of brand attributes required for superior marketing performance and on the nature of the organizations that achieve it. It’s clear that “marketing” is no longer a discrete entity (and woe to the company whose marketing is still siloed) but now extends throughout the firm, tapping virtually every function. And while the titles, roles, and responsibilities of marketing leaders vary widely among companies and industries, the challenges they face—and what they must do to succeed—are deeply similar.

Highlights from the Survey

Winning Characteristics

The framework that follows describes the broad traits of high-performing organizations, as well as specific drivers of organizational effectiveness. Let’s look first at the shared principles of high performers’ marketing approaches.

Big data, deep insights.

Marketers today are awash in customer data, and most are finding narrow ways to use that information—to, say, improve the targeting of messages. Knowing what an individual consumer is doing where and when is now table stakes. High performers in our study are distinguished by their ability to integrate data on what consumers are doing with knowledge of why they’re doing it, which yields new insights into consumers’ needs and how to best meet them. These marketers understand consumers’ basic drives—such as the desire to achieve, to find a partner, and to nurture a child—motivations we call “universal human truths.”

The Nike+ suite of personal fitness products and services, for instance, combines a deep understanding of what makes athletes tick with troves of data. Nike+ incorporates sensor technologies embedded in running shoes and wearable devices that connect with the web, apps for tablets and smartphones, training programs, and social networks. In addition to tracking running routes and times, Nike+ provides motivational feedback and links users to communities of friends, like-minded athletes, and even coaches. Users receive personalized coaching programs that monitor their progress. An aspiring first-time half-marathon runner, say, and a seasoned runner rebounding from an injury will receive very different coaching. People are rewarded for good performance, can post their accomplishments on social media, and can compare their performance with—and learn from—others in the Nike+ community.

Purposeful positioning.

Top brands excel at delivering all three manifestations of brand purpose—functional benefits, or the job the customer buys the brand to do (think of the pick-me-up Starbucks coffee provides); emotional benefits, or how it satisfies a customer’s emotional needs (drinking coffee is a social occasion); and societal benefits, such as sustainability (when coffee is sourced through fair trade). Consider the Unilever Sustainable Living Plan, which defines a set of guiding principles for sustainable growth that emphasize improving health, reducing environmental impact, and enhancing livelihoods. The plan lies at the heart of all Unilever’s brand strategies, as well as its employee and operational strategies.

In addition to engaging customers and inspiring employees, a powerful and clear brand purpose improves alignment throughout the organization and ensures consistent messaging across touchpoints. AkzoNobel’s Dulux, one of the world’s leading paint brands, offers a case in point. In 2006, AkzoNobel was operating a heavily decentralized business structured around local markets, with each local business setting its own brand and business goals and developing its own marketing mix. Not surprisingly, the outcome was inconsistent brand positioning and results; Dulux soared in some markets and floundered in others. In 2008, Dulux’s new global brand team pursued a sweeping program to understand how people perceived the brand across markets, paint’s purpose in their lives, and the human truths that inspired people to color their environments. From China, to India, to the UK, to Brazil, a consistent theme emerged: The colors around us powerfully influence how we feel. Dulux wasn’t selling cans of paint; it was selling “tins of optimism.” This new definition of Dulux’s brand purpose led to a marketing campaign, “Let’s Color.” It enlists volunteers, which now include more than 80% of AkzoNobel employees, and donates paint (more than half a million liters so far) to revitalize run-down urban neighborhoods, from the favelas of Rio to the streets of Jodhpur. In addition to aligning the once-decentralized marketing organization, Dulux’s purpose-driven approach has expanded its share in many markets.

Total experience.

Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”

A spices, and flavorings firm, emphasizes both depth and breadth in delivering on its promise to “push the art, science, and passion of flavor.” It creates a consistent experience for consumers across numerous physical and digital touchpoints, such as product packaging, branded content like cookbooks, retail stores, and even an interactive service, FlavorPrint, that learns each customer’s taste preferences and makes tailored recipe recommendations. FlavorPrint does for recipes what Netflix has done for movies; its algorithm distils each recipe into a unique flavor profile, which can be matched to a consumer’s taste-preference profile. FlavorPrint can then generate customized e-mails, shopping lists, and recipes optimized for tablets and mobile devices.

Chuck Reynolds
Contributor