Author Archives: Scott Lum

About Scott Lum

Disruptive digital, social & content marketer with a passion for customer experience. Formerly with Microsoft.

Creating memorable AirBnB local experiences

When AirBnB launched their “Live There” campaign in April, I thought they were featuring an idealized scenario. I’ve dreamed of traveling to some exotic location and staying with a local family who could show me their town like no hotel … Continue reading

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Transactional versus Nurture – Why I Unsubscribed to Your Email

I’ve spent the last few months doing lots of personal travel and got on the mailing list for a number of online travel agencies and airlines. So this weekend, I went through my inbox and unsubscribed to a number of … Continue reading

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The Essence of Content Marketing: Engaging the Empowered Customer

Over the past few years content marketing has been coming into it’s own right as a marketing channel much like digital marketing, social marketing and mobile marketing. Content has been around for for almost as long as we had sales … Continue reading

Posted in Content Marketing, Customer Centricity, Empowered Customer, Empowered Marketer, Social Marketing | Tagged , , | 2 Comments

SMS Marketing to Build Customer Satisfaction and Brand Loyalty

I haven’t seen many companies who effectively use SMS marketing  to engage their potential or existing customers. I’m not saying they’re not out there, I’m just not their target audience and treat all unsolicited text messages as spam. So it … Continue reading

Posted in Customer Centricity, Customer Satisfaction, Digital Marketing, SMS Marketing | Tagged , | 3 Comments

Good Storytelling Starts a Conversation

The most effective marketing story isn’t the one you tell to someone in your audience, it’s the one the person tells himself. – Seth Godin Good storytelling is less about “telling” and more about starting a conversation in your audience’s … Continue reading

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Integrating Digital Events Into Your Content Marketing Program

[This is a reprint of a guest post I made to the INXPO Virtual Event Blog] Virtual and Hybrid events can be much more than a digital extension of your in-person event program. The field of content marketing has been … Continue reading

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Make Your Customers Your North Star

Does it ever feel like the earth is moving right from under your feet? Is everything you’ve learned about Marketing is being questioned? New devices, tools and channels keep popping up which break the rules on how we were supposed … Continue reading

Posted in Customer Centricity, Digital Marketing, Empowered Customer, Social Marketing | Leave a comment