When it comes to brand relevance, millennials and non-millennials have more in common than they think. In this post, I’ll do a deep dive into how U.S. millennials (18-37 years old) view brand relevance similarly and differently from non-millennials — and why brands like Spotify, Westin, and Target register a relevance score almost twice as high among millennials than non-millennial customers.
We often think about digital transformation as something tackled by the dynamic duo of Marketing and IT. But there needs to be a third — HR. That’s because, while digital transformation appears to be about technology, at its heart it’s about people, and the relationships that are changed because of these digital technologies. Today I examine the key takeaways from a recent Prophet report on the subject.
Originally posted on AltimeterGroup.com. It was a very smart and strategic move for Microsoft to acquire LinkedIn. With its 433 million registered users (and their professional social graphs), not only is LinkedIn a singularly unique asset, its leadership, culture, and organization brings with it a new sense of mission that Microsoft’s CEO Satya Nadella has […]
Content marketing is hot, but it is not solely created by, inspired by, or used by marketing. Rather, content needs exist throughout multiple facets of an organization – think sales, customer services, thought leadership, recruiting, etc. The result: more and more organizations are focused on creating what Altimeter calls a “Culture of Content” (CoC) to […]
In our research and client work at Altimeter, one of the most misunderstood issues we see is social business governance. I’ve seen it defined as everything from social media policies and risk management to organizational structures. My colleague Ed Terpening and I just published a report on how to think about governance — and in […]