Corporate Eye

Susan Gunelius

Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.

She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

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blog with mouse

What makes a company blog stand out from the crowd?

Whether it’s a corporate blog that reflects the company brand or its a blog that focuses on a single product or service brand, there are several elements that must be present in order for a company blog to be a successful.

Following are five key elements that go into developing a company blog that people will actually want to visit and read along with some … Read the rest


shopping bag icon

This year, nearly 146 million people in the United States will shop using mobile devices. They’ll be “window” shopping as well as researching and comparing different types of products and specific brands. Over 102 million of them will actually make a purchase using a mobile device this year.

Those statistics come from eMarketer and put the importance of mobile marketing into perspective. However, the mobile marketing funnel is longer than you might think.

According to … Read the rest


coca-cola sign

Just last week, I published an article here on the Corporate Eye blog about leveraging company culture for brand storytelling. A couple of days later, Fast Company published a perfect example of using brand history for storytelling that I want to share with you today.

In its 2-minute and 11-second video, the team at FastCo Studios tells the 128-year history of Coca-Cola using words and images.

It’s not just a great example of brand … Read the rest


selfie smartphone instagram

Do you use Instagram for brand marketing? While it’s not the top social media tool used for marketing, it can be very effective in building brand awareness, communicating brand experiences, and developing brand perceptions among consumers.

Recently, Dan Zarrella of Hubspot conducted a study to try to determine how to get more followers and likes on Instagram. Brand marketers, listen up. There is some really useful information in the data.

Zarrella studied nearly 1.5 million … Read the rest


customers

New research from the Chief Marketing Council (CMO) and SAP reveals that most marketing executives agree on three specific things.

First, nearly 3 out of 4 of them (73%) agree that customer centricity is critical to success for the business and for their own roles.

Second, nearly 9 out of 10 of them (86%) agree that customer centricity is not high for their businesses.

Third, nine out of 10 marketers agree that their customers would … Read the rest