AniBlurbs (Column)

The only way is up! Bijna 1500 managers en teamleiders bij de Belastingdienst moeten op ICT-bijscholingscursus! Met de onlangs door staatssecretaris De Jager aangestelde Wim Sijstermans als CIO erbij kan het vanaf nu alleen maar beter gaan met de dienstverlening en innovatie bij de grootste Leuker-kunnen-we-het-niet-maken Club van Nederland.

Tip: koppel het slagen voor de cursus aan baanbehoud; extra fear-of-loss voor het (midden)kader om er ook echt daadwerkelijk voor te gaan!

Nowadays the general notion of Marketing, Communication, PR and HR(!) is that it’s not just about branding and influencing the attitudes of your core audience by connecting with them.

It’s about the big picture, about adding value to their -shared- experiences, or even better still, the big story you create together with your customers, empowering them to become your ambassadors. Your Corporate EQ if you will. All this undoubtedly requires a lot of hard smart work, but it can be as fun and as fulfilling as you’re willing to make it.

From the quality of your product/the service itself and the way you communicate about it with your consumers (and handle their feedback), up to the way you give out, say, a profile-customized receipt after a successful transaction took place. It ranges from cold-calling to After Sales, all the way up to Customer Services and helpdesks. Offline and online, back and forth. And also the core-values you hold, portray to, and share with your employees.

So, if all of the above is true, then why this post?

Because when we take all these facts and zoom in on your Online Marketing/Strategy in general and your online corporate presence in particular; than somehow in spite of all the research, proven best practices and cases of how it can and should be done, some of us still tend to forget (or rather just plainly fail to see) that your company’s online presence doesn’t just end with the mandatory neatly SEO’d corporate website, banner campaigns and the use of Google AdWords and the like.

It’s about the Search Engine Results Page (SERP): For many prospects and consumers indeed Google is the context-sensitive corporate homepage and this  article by Mr. Owyang from Forrester outlines the strategic considerations to take into account when sharing your story online. Once again essential reading by Jeremiah. Amen.

Anibal do Rosario is a Digital Strategist with practical experience with / and theoretical knowledge of most aspects of the Consumer Life Cycle: Service Design, Sales, (Online) Marketing Strategy and Interactive Project Management.

A curious generalist, constantly in search of striking the ideal balance between creativity (gut feeling) and measurable results (data). But always with a strong focus on the end-user as Anibal is a follower and evangelist of “The Product Is The Marketing”, Customer Intimacy and Service Design schools of thought.

His goal is to use his knowledge, experience and skills to help create and develop digital services which will delight end-users and -hopefully- help create a real, meaningful difference in the world.

Anibal is the author of @AnibalDoRosario, an online repository for Internet Marketing & Online Strategy Cases, Facts and Figures.

“As a Digital Strategist, I’ve learned to approach any situation with Questions instead of with Answers: Success is all about “The Why”, Analysis, Discussion and Creativity in my opinion.”

Professional Background

In the past twelve years Anibal has built experience in:

• Retail
• Direct Sales & Canvassing
• Web Design
• Entertainment (Dance)
• Web Shops / E-commerce
• Identity & Branding
• (Online) Marketing Strategies

Agency and Client-side Experience

Anibal has gained his expertise working and learning together with experienced professionals in projects on Agency side for governmental agencies and various Triple A brands such as: The Royal Dutch Navy, Royal Dutch Shell, UWV, Rabobank, Vodafone The Netherlands and more.

Next to that, he’s been active on the Client side working at Tech start-ups Dance-Tunes.com (a subsidiary of Dutch entertainment giants ID&T and Q-dance) and GAMcard.

Developing (Online) Marketing Strategies

Anibal has also been responsible for developing the (Online) Marketing Strategy and a new Corporate Identity at Persoonlijk Zorgnetwerk, the holding company behind -amongst others- Factuurdesk.nl, ePGB.nl & ZoekPgbZorg.nl.

He was a member of the Online Marketing team at Top 10 Dutch Interactive Agency “eFocus Strategy & Webdesign”. In december 2009 eFocus has been proclaimed as the #1 full-service interactive agency in the Netherlands by Emerce Magazine, a Dutch E-commerce & New Media Industry magazine.

Feel free to contact Anibal »

Connect with Anibal

• About.me: http://about.me/anibaldorosario
• Twitter: http://twitter.com/AnibalDoRosario
• Google+: https://plus.google.com/100871007103232803068/about?rel=author
• LinkedIn: http://www.linkedin.com/in/anibaldorosario
• @AnibalDoRosario Online Cases: http://www.anibaldorosario.com/

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