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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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Having explored, experimented and applied agile practices within the marketing function for the past few years, I feel like I have as many questions today as when we first started. We have learned a lot. But I think there is... Continue reading
Posted Jul 21, 2019 at Digital Influence Mapping Project
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First came the drive for digital transformation. Companies embraced digital initiatives to become more efficient and, in some cases, to transform their business processes in one way or another. The Chief Digital Officer was born to drive a stimulus plan... Continue reading
Posted May 19, 2019 at Digital Influence Mapping Project
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What is Digital Transformation? Digital transformation describes the change inside an organization from the historical approach to designing products and services and delivering customer value to new approaches that leverage digital tools and behaviors. The purpose of digital transformation is... Continue reading
Posted Mar 17, 2019 at Digital Influence Mapping Project
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For those of us trying to scale marketing’s impact via new technology and data solutions, one of the big tricks is holding onto some humanity in these approaches. Marketing automation quickly gets, well, automated and devoid of personality. What can... Continue reading
Posted Jan 20, 2019 at Digital Influence Mapping Project
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State tourism used to be a series of TV spots to inspire and, if the tourism office was lucky, a memorable slogan. Remember the iconic “I(heart)NY” logo designed by Milton Glaser? The first TV spot urged people to explore upstate... Continue reading
Posted Jan 6, 2019 at Digital Influence Mapping Project
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If you sell through a sales channel and especially if you sell through an independent sales channel, a portion of your marketing effort goes towards enabling their sales effort. That’s old news. Most B2B marketing started by creating sales collateral... Continue reading
Posted Jan 2, 2019 at Digital Influence Mapping Project
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If I really knew what was coming down the pike, I would quietly invest in the market that benefits from my so-called predictions and be done with it. I am not much of a gambler. Still, that doesn’t mean I... Continue reading
Posted Dec 28, 2018 at Digital Influence Mapping Project
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Insights, ideas, and creativity – marketers love to talk about these. The latest generation of CMOs can talk about revenue and business growth, sales and leads and so forth. But bring up “data” and you rarely get past the usual... Continue reading
Posted Oct 14, 2018 at Digital Influence Mapping Project
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Data management sounds so boring. The field is rife with acronyms for solutions that remain a bit vague like Customer Data Platform (CDP), Data Management Platform (DMP) and, in our case, Master Data Management (MDM). This is not exactly what... Continue reading
Posted Jul 15, 2018 at Digital Influence Mapping Project
To connect with customers and communities, brands need to put more energy into brand storytelling. This is as much advice I am giving myself as anyone else wrestling with marketing at a large, enterprise brand. It’s not enough to pump... Continue reading
Posted May 20, 2018 at Digital Influence Mapping Project
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Listening to Hugo Larochelle, researcher at Google Brain, talk about the relationship between artificial intelligence, deep learning and the, apparently, much-maligned neural networks, two things become clear. First he is super smart. Like PhD+ smart. Like unattainably smart. The second... Continue reading
Posted Apr 1, 2018 at Digital Influence Mapping Project
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Agile marketing is still being defined. The rules are being written and tested as we speak. As such, I am not sure I buy into a dogmatic application of the software version of “agile” with its Scrum masters and 6-member... Continue reading
Posted Feb 4, 2018 at Digital Influence Mapping Project
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I am just back from CES 2018 and found myself trying to sort through that experience of hobnobbing with 184K of my closest friends. What did I see or experience that really mattered to me? There are plenty of great... Continue reading
Posted Jan 15, 2018 at Digital Influence Mapping Project
Continuing down the “roadmap of exploration” on how artificial intelligence and machine learning may impact marketing, I have discovered 4 videos which serve as a good foundation for thinking about the opportunity. These videos provide 4 important concepts for me... Continue reading
Posted Jan 7, 2018 at Digital Influence Mapping Project
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Most of the talk about current use of artificial intelligence (AI) in marketing cites what the 4 Horsemen are doing or likely doing. Google, Facebook, Apple and Amazon have digital, data and automation at the heart of their businesses. They... Continue reading
Posted Dec 27, 2017 at Digital Influence Mapping Project
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I have seen a lot of “new and improved” marketing POVs –guerrilla marketing, disruptive marketing, social media marketing, “Marketing 4.0”, “Growth Hacker Marketing,” content marketing, performance marketing and more. Some are onto something. Social media marketing was a true shift... Continue reading
Posted Dec 23, 2017 at Digital Influence Mapping Project
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True customer insights are gold for marketers. They serve as the key to unlock relevance and drive important behaviors. They are not new to marketing yet remain as elusive and misunderstood as ever. In our fast-paced, performance marketing world where... Continue reading
Posted Nov 12, 2017 at Digital Influence Mapping Project
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A lot has been written about the basics of good content marketing - from gathering customer insights to defining what the brand can talk about to understanding the impact on business. At a big, enterprise brand, the challenge that many... Continue reading
Posted Sep 5, 2017 at Digital Influence Mapping Project
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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