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John Bell
I am an eternally curious father, husband, and creative marketer
Interests: Nick Cave, Patti Smith, Raymond Carver, Richard Ford, Peter Carey, Social Distortion, J.M. Coetzee, graphic design, sign-painting, design magazines, short story writing, Matt Dillon, Martin Scorcese, Wim Wenders
Recent Activity
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Content marketing remains a critical strategy for brands eager to earn the attention and interest of customers – ones they already have and those they seek to attract. It’s different than advertising messages but is just as high-tech and data-driven.... Continue reading
Posted Jul 31, 2017 at Digital Influence Mapping Project
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The words “digital,” “mobile,” and “social” each describe changing behaviors and technology that affect how we make decisions, buy things and live our lives. Marketers must put extra energy behind each to learn and master how to use these technologies,... Continue reading
Posted Jun 19, 2017 at Digital Influence Mapping Project
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The entire insurance community is wrapping its head around the big disruptions: shared economy, autonomous vehicles, Internet of things and so forth. These new models and technologies will in fact change the industry. That an industry with “rich heritage” (overheard... Continue reading
Posted May 29, 2017 at Digital Influence Mapping Project
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First, you have to decide if “account-based marketing” is really a “thing.” Unlike other marketing channel disciplines or specialisms, account-based marketing (ABM), doesn’t require a whole new set of technologies. Sure, there are emerging tech and service providers who specialize... Continue reading
Posted Apr 17, 2017 at Digital Influence Mapping Project
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Econsultancy's Digital Trends in Financial Services and Insurance Report from December 2016 outlines here top priorities for marketers in 2017: Targeting and Personalization Customer Journey Management Content Marketing Clearly, these three are all connected. They reflect a shift in financial... Continue reading
Posted Mar 13, 2017 at Digital Influence Mapping Project
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Well-designed apps that actually meet an unmet need tend to stand out from the crowd. Countable rises above so many apps out there. If you are a citizen of the United States, I highly recommend downloading it. I have become... Continue reading
Posted Feb 26, 2017 at Digital Influence Mapping Project
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What’s your preference – mobile app or mobile web site? If you are like me, I appreciate the quickness and focus of a well-designed app. And I am happy to discover a well-design mobile web site. Both, in other words.... Continue reading
Posted Feb 6, 2017 at Digital Influence Mapping Project
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Along with 170,000 other people, I am fresh back from CES 2017. Before I left, I had some idea of what to expect there. I had three missions during the show. One was to shoot some video with our partners... Continue reading
Posted Jan 8, 2017 at Digital Influence Mapping Project
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We have replaced the marketing and sales funnel with the buyer journey. After three years of re-framing funnel references to buyer journey terms, using key slides consistently in presentation after presentation and sharing outside-in thinking on the customer/buyer journey, we... Continue reading
Posted Jan 2, 2017 at Digital Influence Mapping Project
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Most people who know me understand that I have been a lifelong fan of Nick Cave. Alerted via my Facebook news feed, I bought tickets to “One More Time with Feeling,” the 3D movie that chronicled the making of the... Continue reading
Posted Dec 29, 2016 at Digital Influence Mapping Project
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It’s possible that a top product or story will break out at CES 2017. More likely we will witness the slow evolution of some big categories like virtual reality, drones and autonomous vehicles. The size of the show makes finding... Continue reading
Posted Dec 26, 2016 at Digital Influence Mapping Project
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Does the value your customers get from their relationship with your business grow over time? This is one of the killer questions for businesses who want to build a strong value proposition and walk-the-walk of being ‘customer-centered.’ Does the value... Continue reading
Posted Dec 19, 2016 at Digital Influence Mapping Project
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Established businesses struggle with maintaining organic innovation. They inevitably gravitate to the ‘operational’ side of their business looking to squeeze efficiency to meet important numbers. Innovation is messy and counter to those operational priorities. (see Roger Martin's The Design of... Continue reading
Posted Oct 24, 2016 at Digital Influence Mapping Project
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Marketers once created brand value propositions that claimed the benefits of a particular brand. Advertising was then created to telegraph that brand position in the hopes that repeated exposures would establish that brand position in people’s minds. But times have... Continue reading
Posted Sep 10, 2016 at Digital Influence Mapping Project
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The ANA held its annual ANA Digital & Social Media Conference in Colorado Springs, Colorado this past week. I continue to be impressed with the quality of the content and programming from this organization. The staff is smart and energetic.... Continue reading
Posted Jul 25, 2016 at Digital Influence Mapping Project
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Some brands embrace a higher purpose than shareholder value or simply making good widgets. Unilever has their Sustainable Living Plan which among other things aims to “Help more than a billion people to improve their health and well-being.” Purpose does... Continue reading
Posted Jun 8, 2016 at Digital Influence Mapping Project
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Tons of advice tell brand marketers how to hijack the skills of great content publishers on behalf of their product or service. “Make it share-worthy” by studying how Buzzfeed does it; tell authentic stories; choose pictures worth clicking on; and... Continue reading
Posted Apr 25, 2016 at Digital Influence Mapping Project
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We have a healthy debate inside our group about the intersection of content and marketing. Is the discipline of creating useful content or “content marketing” bigger and broader than “marketing?” Sam Slaughter of Contently (@samslaughter215) makes that case in a... Continue reading
Posted Mar 21, 2016 at Digital Influence Mapping Project
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Content marketing remains fairly new for many marketers. The (appropriately) loud voices in the marketplace like The Content Marketing Institute make it feel like the trend of using valuable content to engage customers to action or to progress along the... Continue reading
Posted Feb 22, 2016 at Digital Influence Mapping Project
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I have been re-reading A.G.Lafley and Roger Martin’s Playing to Win. Okay, I have been noodling through it via my Kindle Reader for some months now. I gobbled up the first chapters quickly convinced that I found my peeps. Then... Continue reading
Posted Jan 3, 2016 at Digital Influence Mapping Project
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Google recently announced support for programmatic native ad buying and delivery in mobile. It is a hard nut to crack as it will require coordination between the ad networks with sophisticated programmatic buying capabilities like Google’s DoubleClick and standardization across... Continue reading
Posted Nov 16, 2015 at Digital Influence Mapping Project
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Reading the marketing trades online, one would get the sense that every brand has gotten wise to the value of content marketing and is busy shifting budget dollars from ineffective display or interruptive advertising to juicy content. But attend a... Continue reading
Posted Nov 8, 2015 at Digital Influence Mapping Project
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No big mystery that Xerox CMO John Kennedy would embrace content as a way to achieve commercial and brand goals. After all, he was part of IBM’s golden years of Smarter Planet. That initiative famously created a bigger, purpose-driven platform... Continue reading
Posted Sep 7, 2015 at Digital Influence Mapping Project
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I love Native Advertising. When it’s done well, it is user-centered and delivering value to the reader/user. Valuable content allows a brand to demonstrate rather than claim its strengths. It’s one thing to say you are an expert in supply... Continue reading
Posted Aug 10, 2015 at Digital Influence Mapping Project
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Marketing automation and intelligence aims to make marketing and, potentially, sales more efficient. They can become the high performance engine that marketing never had. Investments in marketing technology continue to rise in many large companies making the CMO a primary... Continue reading
Posted Jul 13, 2015 at Digital Influence Mapping Project