Remove interactive

Marketing Craftmanship

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Confucius Say: Your Case Studies are Worthless

Marketing Craftmanship

Marketers at most B2B businesses, as well as many B2C firms, have similar opportunities to build interactive disciplines and tools — both online and offline — that can empower their sales reps to leverage the power of intrinsic selling.

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The Death of Rolodex Marketing

Marketing Craftmanship

For generations, human interaction served as the primary validation process in decision-making. Online research is rapidly replacing human interaction as the primary validation process in all decision-making. Over the past 20 years, the internet has dramatically and permanently changed the way that people make decisions.

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Make the Short List…Or Die Trying

Marketing Craftmanship

This is particularly challenging for professional services firms – legal, accounting, investment advisory, technology, management consulting, recruiting or marketing – where top-of-mind awareness (getting people to remember you) is a critical part of business development.

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3 Ways Social Media Will Fail Marketers

Marketing Craftmanship

Multi-channel customer experience research by RightNow / Loudhouse showed that consumers are open to using social media to post opinions, but when it comes to interaction, 50% of consumers want to use online self-service tools, phone (18%), or email (19%).

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Brochureware Is Not a Dirty Word

Marketing Craftmanship

Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities. Brochureware simply sits online, like a printed brochure sits on a coffee table.

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Why Your Fund Marketing Strategy Isn’t Working

Marketing Craftmanship

Orient your thinking on customers’ journeys, even when the organization cares about individual interactions. Design for customers’ emotions, even when success and effort are often the better understood parts of an experience. Develop innovative ways to treat customers, even when the status quo seems to be good enough.