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Welcome to the third issue of ThoughtStarters e-paper. Through this e-paper we aim to share the value thought leadership marketing can bring to organizations by featuring perspectives, expert opinions, reports, point of views. Thought leadership marketing as the new tool for branding is gaining ground because business executives today are seeking experts who can help them battle the direct and indirect forces in the market that are pressuring them, forces we believe will only increase in the future.
We would love to hear your thoughts & opinions. Please mail us at karthik.nagendra@thought-starters.com
Regards
Karthik Nagendra
Founder & Director- ThoughtStarters
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| The who, what and why of Thought Leadership - An Assessment of Businesses’ Understanding of the Thought Leadership Function |
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Thought Starters conducted a survey that included CXOs, EVPs and Marketing managers from companies across Americas, Europe, Middle East and Asia Pacific to map thought leadership marketing function within organizations. The participants represent a range of industries including IT, ITES, retail, financial services and healthcare. While not a comprehensive picture of how organizations from various industry segments are currently addressing their thought leadership marketing function, the survey findings point to some general trends around the same and indicate the direction companies need to take in the near future.
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| Interview |
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1. In your opinion how important is thought leadership marketing for companies & why?
Unlike traditional product & service marketing, thought leadership marketing gives companies a voice…a person that potential customers can know, relate to and trust. This differentiates businesses because competitors cannot copy thought leaders like they can copy product specifications. When a thought leader program is effective the customer's thought process changes from "I have a use for that product" to "I think that company can help me find a solution". This perceived value allows organizations to develop long-term customer relationships as a solutions provider.
2. One interesting thought leadership marketing program that you admire & why?
I don't have one in particular in mind, but I do find the use of various media interesting as thought leadership progresses. Especially television. In the USA there are several reality television shows that are designed to create thought leaders. Shows like "Shark Tank" and "The Profit". These investors present themselves every week as experts at making sound business decisions. They have a voice and audience. When they actually do go to build the businesses they invest in by establishing partnerships and contracts, the door is open to them and they are expected to succeed. This new & effective trend goes beyond the expert advisors we are used to seeing on news & business channels, which is the old school thought leadership approach.
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3. Advice you would like to give companies planning to adopt thought leadership marketing. (Do's/Don't's)
Make sure your thought leader is indeed a thought leader, and not a spokesperson for the company. If your message is a presentation of information it is not going to invoke trust or ideas in the marketplace. The perceived value of a thought leadership program is to bring experience and facts together to share a new perspective…one that can be taught through the thought leadership marketing program.
4. How do you see companies like ThoughtStarters playing a critical role in helping companies drive thought leadership marketing?
Being a thought leader and knowing how to effectively implement a thought leadership program are two very different things. Most internal marketing groups do not have the experience or the time to develop this program. In an international forum this is especially true. Marketing now goes far beyond the 4 P's of Product, Price, Place & Promotion. With social media & thought leadership, the product becomes less tangible. Utilizing expertise from a focused source is a great way to guide business leaders toward new opportunities. |
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Building thought leadership in international markets
An assessment of mapping the thought leadership strategy, channels & collaborations suited for international marketing
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Increasing the value of customers you don't have through effective content marketing
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The role of PR in content marketing & thought leadership
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