Your source of insights for a successful digital transformation.

In Your Customers' Mind - A Tale Of Technology, Marketing and Emotions

The times are a changin”. It is only been 10 years since Vargo and Lush described the shift from a product-centred view of markets to a service-dominant (SD) logic. Since the goods themselves are never just ‘goods’ but service providers, this marks the definitive shift from tangible to intangible assets as the major sources of value.

The reason is simple: the ‘Homo Oeconomicus’ went extinct. As mere consumers we needed ‘utility’, so we were always looking for goods and services in order to maximize it; as humans we need ‘feelings’, and we are willing to embrace all the things that can enrich and nourish our experiences.

Topics: Digital Customer Experience Innovation Neuromarketing

Emotions 2.0: A Science Of Sentiment Primer

Let me take you on a walking tour through the gardens of philosophy, psychology, neuroscience, not to mention popular culture. It's just a three minutes walk that you won't regret.

Emotions are an evolutionary necessity that plays an essential role in ensuring human survival. Some basic emotions seem to be hard-wired into our human species, innate and invariable, notwithstanding cultural differences. In example, fear and anger have helped human survival by encouraging reflexive flight and hard fighting.

Topics: Digital Customer Experience customer engagement Customer Journey

Content Marketing Trends That Will Shape Your Strategy In 2017

Visibility, we all need visibility at a lower price. Ask any CEO what his top demand for the new year’s content marketing strategy is, and you will likely get this very answer. Brands and contents are becoming inextricably intertwined.

We have just entered the 2017 business arena, and yet some things are already evident: the content challenge is more fierce and wild than ever. The problem, then, is how to become and stay relevant, hopefully spending less to obtain more.

Topics: Digital Customer Experience Content Marketing Mobile customer engagement

10 Inspiring TED Talk Videos Every Digital Leader Should Watch

What is better than a fair amount of inspiring TED Talk videos to kick off the new year? The digital leaders must stay always on top of things, ready to put their beliefs into question. We live in an age where the only constant is the constant change, after all.

Whether you are trying to improve your business strategy, to establish yourself as a true guide for your employees, or simply to find your inner motivation, there is a TED Talk waiting for you.

Topics: Digital Customer Experience Future Innovation