Author Archive for Laerke Spenner

The User Mine Method

Using User Mines in Marketing

The User Mine Method Don’t be everywhere – Be where it matters to your business.   Last month I asked my LinkedIn and Twitter connections if they had ever used ’The User Mine Method’ in their marketing or go-to-market strategies. To my surprise, most didn’t know what it was. As a business (and this is especially true for start-ups) being…

Trust in a digital world

Emotions are key factors in any buying process and especially in the digital buying process. Whenever we buy something we make a risk assessment. Buying online complicates that assessment. Since we don’t have the physical product in our hands we base our risk assessment on feelings of security and trust. Being able to trust a brand matters even more if…

Which Social Media platform is the best choice for my business?

The use of different Social Media platforms for different purposes In my last post I wrote about why your marketing and communication strategy should be Omni-channel. The overall strategy is important but so are the strategies and tactics regarding the different channels. Today there’s no way around it. Your customers and prospects spend a lot of time on social media;…

We’re on Social Media so do we really need an Omni-channel Marketing Strategy?

The last couple of weeks I have listened to a lot of arguments over which marketing platform is the best for marketing and sales. I have heard arguments like “Facebook has the best reach so they win”, “TV still has the most viewers” and “Video creates the most engagement therefor YouTube is the best”. Well guess what. You are wrong!…

What are the consequences of Social Media (self) censorship?

When we want to know something we go online. All the answers are there just waiting for us to discover them. Or not! What we see online is a reflection of ourselves and the people we surround ourselves with, also known as the filter bubble. We all know that google searches are personalized to give us what we usually seek…

Talk is cheap?

Unless it’s the right kind! In the social media age our connections are no longer restricted to family, friends, neighbors and coworkers. Now we are all part of several different and village-like online communities. These online communities are formed on a common set of interests, and like old fashioned villages, they too consist of leaders, influencers, followers, rebels, pleasers, gossipers…