New research from Interact/Harris offers a cautionary tale on the risks to companies from a breakdown in communications between bosses and their employees, according to an analysis by the Harvard Business Review. Success is often contingent on efficient execution from well-directed teams. But when communication breaks down, all bets are off.
Marketing is changing in fundamental ways. That is not a theory…that is a fact. And if you’re still marketing your goods and services the way you always have – using traditional interruption marketing tools & agencies…you are losing ground to more savvy competitors who have embraced the new tools and techniques of engagement marketing.
This change is impacting both B-to-C (business-to-consumer; i.e. retailers, installers & integrators) and B-to-B (business-to-business; i.e. brands, reps & distributors) marketers. This point was further driven home by an article that appeared recently on AdAge.com called Seven B-To-B Marketing Trends That Will Shape 2015, that agrees with our premise of the changing nature of marketing.
We’ve been saying for years that the key to outperforming your competition is to have a really powerful story…and then tell it well. (The caption to the above image is “A strong story, well told.) If you do both of these things better than your competition – you will succeed.
And while some marketers have allowed evolving technologies to distract them from this core principle…the smart marketer recognizes its enduring power. The key is to use today’s technology as another avenue for spreading your story…but don’t let the technology become the story.
It is simply not good enough to have a good product – or even a great message. The electronics industry is large and noisy…and getting your message out to your market is a real challenge. And not only getting your message through, but getting through with your original intent…intact. [Read more…]
