Denise Shiffman’s Engage Daily Blog

Marketing is made up of time-tested immutable laws and a constantly changing set of technologies, platforms, and vehicles in which to build brand or create sales. Often in this high-stress, too-much-to-do-too-little-time business we gloss over the fundamentals which will ensure our success.

I believe social media is key to engaging customers but that it must be implemented in a strategic, relevant, and original way. Anything else will fall flat. There are no secrets here. The information and ideas I offer are based on solid research, intelligent deductions, empirical results, and the experience I gained over a twenty year career as a CEO, marketing executive, product marketer, marketing communications manager, and public relations manager.

Much of what I know comes from marketing computer products, services, and technologies in the fast-paced, constantly changing computer industry. I’ve always had an affinity for technology and an innate ability to translate techno-jabber into plain English that informs and attracts audiences. Today I apply that capability and knowledge to new media marketing.

Over the years, I’ve spent thousands of hours interacting with customers. I discovered the many choices, opportunities, strategies, and decisions people inside companies can make that pull in customers and create brand loyalty. I have also seen first hand how companies can make simple mistakes that push customers away.

As an executive at Sun Microsystems just prior to the company’s Java and enterprise server heyday, I led a large team that transformed the company in the eyes of mainstream press, partners, customers, and employees from a workstation vendor to an enterprise systems company. Hundreds of employees followed my call for change volunteering to add hours onto their already long days and full-time jobs. How much easier the process would have been with wikis and social networking tools. But it was clear that the right idea at the right time draws passion, advocacy, and extraordinary interactions.

With the same verve and focus I wrote my first book The Age of Engage. The goal was to put all of the new technology, marketing fundamentals, media vehicles and strategic rules in one place. I wanted to help people make sense of the cultural and marketplace changes driven by Web 2.0, figure out what they should do, and give them ideas about how to get it done.

I continue this conversation on the Engage Daily Blog. Please comment on posts, or email me at any time with comments, questions or feedback at denise(at)ageofengage.com. If you need more than a few words of advice, I’m always available to consult.

Find my full bio here or check out my LinkedIn profile.

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