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Marketing is about Help, not Hype !


When Customer support and customer care can be a marketing strategy for new customers, it is then called "Youtility" - by Jay Baer

"Companies can use truly, inherently useful content marketing to win customer attention and loyalty."



Social media knowledge base is a marketing tools : Read "Extend the Expert Community Beyond Your Company's Frontiers" on XperLink.

Youtility, the Jay's book is available at http://www.youtilitybook.com/



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Opened by Antoine Fournier, Head of ECM, Input and Output management, Zurich Insurance
Feb 2, 2014.



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Martin Gysler Business consultat, Martin Gysler | Art Of Networking
Feb 2, 2014


I totally agree with Jay. It's why I'm surprised that so few companies through the world take care on their knowledge management.

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Jesse Domingo Leadership Adviser, Strategist
Feb 3, 2014


It's a no brainer. One does not even have to see the video to agree.
From the title of the debate to the words of Jay Baer, it says it all.

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Martin Gysler 07 Martin Gysler Business consultat, Martin Gysler | Art Of Networking

Feb 3, 2014

Indeed Jesse :)


Antoine Fournier 67 Antoine Fournier Head of ECM, Input and Output management, Zurich Insurance

Feb 3, 2014

@Jesse, there is something in this video that is not that obvious for most of companies around the world : "Evryone in your company has knowledge that your customers can benefit from. Unlock that knowledge and put it out there ...".

This is just a simple advise, but it may mean a lot of changes for those companies. I think it is a must for a modern company who wants to enter new markets : they need to review their internal culture to unlock employees knowledge for customer and prospects.

It is not just a matter of marketing strategy, but knowledge management practices needs to be redefined.