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Software is the new channel middleman in marketing - Chief Marketing Technologist

Software is the new channel middleman in marketing - Chief Marketing Technologist | marketing tips | Scoop.it
The Internet was supposed to be The Great Disintermediation Machine, collapsing the relationship between marketers and customers from this: To this: And indeed, that disintermediation has happened in many businesses. E-commerce is now over a trillion dollars a year. While some of that goes through Internet retailers like Amazon, much of it is direct with […]
mcgrawmarketing's insight:

This has been a concern of mine for some time...I have always believed that the process should be human and technology should be introduced, when and if appropriate, to strengthen weaknesses in the process.  

 

And we all know how easy it is to communicate effectively with another person when you are working your way through intermediates.  Well, n this case, those intermediaries are tech.  Ad blockers and other browser plug-ins are referenced in the article as examples.

 

Bottom line, people buy from people so perhaps we should remember to include human interaction in the process?  What do you think?

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Go where the competition isn't - Christopher S. Penn : Awaken Your Superhero

Go where the competition isn't - Christopher S. Penn : Awaken Your Superhero | marketing tips | Scoop.it
I noted with interest the other day on LinkedIn how many people are now using digital marketing in their job titles, like digital marketing executive, digital marketing coordinator, digital marketing manager, etc.
mcgrawmarketing's insight:

Note from Pat:  Go where the competition isn't...sure.  But make sure your audience is there.  That's why direct mail works.  And outbound telemarketing works.  And advertising in trade publications.

 

Can we all stop focusing on the channel and start focusing on the customer?  If I see anymore positions with "Digital Marketing" or "Social Media Marketing" or "Content Marketing" in the title with a job description that reads like your standard "Marketing Director" or "Vice President, Marketing" job...I am going to scream.

 

What about you? Do you long for the days of focusing on the needs of the buyer rather than how you can put more stuff up on Facebook, Twitter, Youtube....

 

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A Response is Marketing

A Response is Marketing | marketing tips | Scoop.it
Have you ever pushed a crosswalk button a thousand times because you're in a hurry and you're concerned it "didn't take?" Today, in Toronto, I pushed a button and it lit up to tell me, "Hey, yes yo...
mcgrawmarketing's insight:

Effective communication has always been about providing others with fast, easy access to relevant and accurate information in a timely manner and appropriate tone. We just tend to overlook some opportunities where that might be appreciated - like the crosswalk button.

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Seth's Blog: Naming things

Seth's Blog: Naming things | marketing tips | Scoop.it

"Getting smart about naming is at the heart of marketing. Calling every single person a 'customer', for example, is hardly a nuanced way of engaging with the public."

Note from Pat: The amount of wasted resources - human, financial, technology - due to poorly defined terms or a misunderstanding terms is amazing.  But few businesses sit down and make the time to discuss and agree upon the definitions so they are, in essence, leaving easy money on the table.  You can cut expenses and increase revenues but you have to know the difference between [ex] an inquiry, qualified lead, sales ready lead, first time buyer, repeat buyer, and loyal customer.

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