As part of my job to help small businesses implement Saas software solutions, I have counseled thousands over the years. As a part of this conversation, I often came to know the business in more depth, and I have visited many of the great ones in person.
Delivering great digital experiences is an essential strategy for retailers. Embracing the new customer journey will ensure that retailers remain competitive and are able to monetize digital experiences while wowing their customers with personalized service.
And be willing to play nice with others. Many of our clients have a range of marketing agencies they work with. These clients are most successful when their marketing programs work in concert and this means the agencies being willing to work together vs. engaging in a land grab for more budget.
When you look at the data, you find that much of the advertising that is done is not just mediocre ¬- it doesn't work. When I make this statement to my clients and students at the beginning of an engagement or course, they don't believe me.
Truth be told, though we live and die by our to-do lists, when we started our agency we didn't have a business plan. What we did have was an identified need, a good idea and a bottle of wine to fuel our courage to take the plunge.
For me, being an introvert means that I don't really love leaving my house (I'm a homebody too). So once I realized this, I began to think about all of the ways I could connect with my potential clients without leaving my house.
In the perfect world, we would rely on a few apps and tools for spreading the word about our company, and that would bring enough attention by itself, but the reality is that we do need to be creative, and innovative when it comes to putting marketing tools to the test.
I recently gave a talk on audience growth, and while I don't have all the answers, I do know a few things. I've learned both from my own experience and that of the people I work with (some of whom have much larger audiences than mine).
Technology has changed, the buyer and the buyer's journey has changed, the marketing funnel is no longer deterministic and all of this disruption is challenging chief technologists, sales leaders and marketing executives like never before.
In 1996, Willie decided to start an online business, which enabled him to retire from the Air Force in 2003. By the time he had retired, Willie had built a million dollar business part-time. He is largely considered to be one of the fathers of Internet marketing.
The way people consume media is changing at a rapid pace. What was once magazines, newspapers, television, and radio is now streaming TV, blogs, and podcasts. The old rules for reaching customers are no longer relevant.
Strategic brand management is a well-advised and profitable route. If a brand can capture the hearts and minds of its hard-to-please consumers and, even better, harness a 'spirit of the times', it will benefit from commitment, passion and even advocacy.
Growing isn't just about getting bigger, unless that's truly your goal. It can take a range of forms - from the types of clients you work with to how you build your teams to the way you execute a campaign. Regardless of how you define it, make growth a part of your mission or risk becoming extinct.
Here, finally, is the great black-ice pileup between so-called "IT" and "marketing." And banks suck it up to avoid revealing their vulnerability and lack of internal controls to regulatory watchdogs, customers -- and thieves.