Whether you’re building a content marketing strategy or trying to improve satisfaction, understanding what your customers are going through will help you make the experience better. By considering each customer’s personal experience, what they’re trying to achieve, and how you can help, you may find areas where you can: Offer …
“Tell, show, do.” While leading employee communications for a large company, I worked on many of its learning and development projects. We described everything we expected of employees to tell them specifically how to meet those expectations. Next, we showed them examples of the expected behavior in action. Lastly, we …
A story in today’s New York Times highlights the challenges of using new technology to reach prospective buyers across the Internet: Money is funneled to smaller sites through a complex system of agencies and third-party networks, which can resemble a stock exchange. This system, known as programmatic advertising, allows brands …
According to the the Interactive Advertising Bureau’s report on Wednesday, in the third quarter, marketers spent 20 percent more year over year on digital advertising, reaching $17.6 billion during the quarter, and more than $50B year to date. Read more: Digital Advertising Grew Double Digits Again to Hit $17.6 Billion in …
Years ago, while working for a software company, I got into a lengthy discussion with a developer and tech support manager about the value of adding information to the company’s tech support FAQs. With the launch of a new, better version of one of our flagship products, the interface had …
Starbucks Swaps Holiday Drinks [Updated: Thankfully, Starbucks returned to their Gingerbread Latte roots. Maybe they read our blog. Or, perhaps the sight of people spitting out their drinks got to them. Either way, I’m glad to have my drink back, and the marketing lesson still applies. Read on…] I’ve written …
One of the most important lessons any salesperson must learn is to “close every prospect.” You can develop a relationship with prospective customers, identify their needs, and demonstrate the value of your product or service, but if you don’t ask them to buy it, you’ve wasted your time. The same …
As I scan the news on my computer every morning, I sometimes wonder who still reads the newspaper — the actual printed-and-delivered-to-your-door-by-a-paper-boy kind. Having spent my career in a fast-paced, technology-centric field, most newspapers are simply too slow for me. By the time I’ve had my morning coffee and read …
