AJ Esguerra's Online Portfolio

  The Definition of Co-Creation What is co-creation? Co-creation is when businesses include outsiders in the ideation and development process.  Most companies keep new products and processes strictly internal; some even work hard to keep them secret.  But  co-creation lets companies collaborate outside the business to gather fresh ideas  and break from their own status quo. They acknowledge that they don’t have all the answers in-house, and they make it easy for others to bring the answers to them.  This idea is nothing new. In fact, the term was popularized by a Harvard Business Review article in 2000. In this article, the authors focused on the relationship between a business and its customers:  “Thanks largely to the Internet, consumers have been increasingly engaging themselves in an active and explicit dialogue with manufacturers of products and services.” And it’s true - most of the time we think of co-creation between a company and con...

Defining Digital Transformation What is digital transformation? Digital transformation is the integration of digital technology into all areas of a business, fundamentally changing how you operate and deliver value to customers. It's also a cultural change that requires organizations to continually challenge the status quo, experiment, and get comfortable with failure.  Digital transformation is imperative for all businesses, from the small to the enterprise. That message comes through loud and clear from seemingly every keynote, panel discussion, article, or study related to how businesses can remain competitive and relevant as the world becomes increasingly digital. What's not clear to many business leaders is what digital transformation means. Is it just a catchy way to say moving to the cloud? What are the specific steps we need to take? Do we need to design new jobs to help us create a framework for digital transformation, or hire a consulting service? What parts of our bu...

What is an Action Plan? What is an action plan in marketing? A marketing action plan is what businesses use to develop and execute marketing strategies. The purpose of creating a marketing action plan is to put your goals, strategies and other plans in writing and can help your business stay on track and measure progress as it executes marketing campaigns. What are the elements of a marketing action plan? Every marketing action plan is different, but there are a few standard elements worth including, such as: Key performance indicators:  One essential component of a marketing action plan is key performance indicators (KPIs), which are metrics that you can use to gauge the effectiveness of your marketing campaign and action plan. Campaign timeframe:  A campaign timeframe includes a major deadline as well as deadlines for key tasks throughout the duration of the project. Product:  You may be creating a marketing plan with the goal of increasing brand awareness, but if you'r...

  The Digital Marketing Plan What is Digital Marketing Plan? A digital marketing plan is a document that outlines the marketing goals pursued by a company. It encompasses strategies, timelines, channels, and budget.  Among other things, it can include business goals, digital strategies, and competitive landscape analysis as well as timelines, budgets, digital channels, and more.  Think of a digital marketing plan like a roadmap of sorts. You know where you want to go, and the plan provides you with a specific route to follow. Without a well-defined plan in place, your digital marketing efforts will be inefficient and ineffective. You’ll likely end up wasting money and not making the impact you want. Why is it important to have a digital marketing plan? Although only 37% of marketers document their actions, data shows that recording your strategies increases the chances of business success. An accurately designed plan contains a "map" with step-by-step instructio...

  The True Definition of Ideation What is Ideation? Ideation is the process of generating fresh ideas that can be transformed into innovative solutions. In the context of product innovation, ideation sets the foundation for everything leading up to product launch. See it as brainstorming with a more  solution  focussed approach. These can be ideas for starting a new business, a new product, new content, or even just inventive ways of talking about or marketing an existing product or service. You may have completed some brainstorming yourself. The difference is, with ideation, you’re pushing yourself and others to think differently and identify where you can better add value. Ideation can be applied both internally and externally. When ideation is used internally, businesses seek to gather ideas from their employees, who work on and develop the products and services. Internal ideation often consists of group activities such as brainstorming sessions and prototyping (depend...

What Really is Content Marketing? Content Marketing Content marketing is a  marketing strategy  used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you  sell . What is content marketing? Content marketing is the development and distribution of relevant, useful content—blogs, newsletters, white papers, social media posts, emails, videos, and the like—to current and potential customers. When it’s done right, this content conveys expertise and makes it clear that a company values the people to whom it sells. The  consistent  use of content marketing establishes and nurtures relationships with your prospective and existing customers. When your audience thinks of your company as a partner interested in their success and a valuable source of advice and guidance, they’re m...