The document discusses how building trust with customers and partners through ethical behavior can provide a competitive advantage for companies. It emphasizes maintaining privacy, being transparent, encouraging opt-ins for marketing through creative ideas, and treating customers well. Building trust is key as customers are more loyal to brands they trust.
It's the middle of the year - July 2019. It would be good for entrepreneurs to start planning their Marketing Strategy for 2020. What are their goals, how do they want to achieve these goals - and via which mediums. Armed with the new opportunities in the market - they can make an informed decision for their business and ultimately the growth of their brand.
You create content on a regular basis, but are you measuring your work? Have you established KPIs? Have you documented a content marketing strategy that you're measuring against? Are you measuring the right things, or are you simply looking at vanity metrics? Find out how to have measurement success by reading some words of wisdom from some of our Content Marketing World speakers in the last of a 3-part ebook series produced by our friends at TopRank Online Marketing in conjunction with the #CMWorld team.
For Entrepreneurs, CEOs and Startups: Cookie cutters are for baking, not bran...DBD International, Ltd.
http://www.risingabovethenoise.com Brand specialist and Fast Company blogger takes one of his most popular posts and converted it into an easily referenced piece for all CEOs, marketing personnel, entrepreneurs and brands.
Marketing je jednou z oblastí, která se mění každým dnem. Objevují se stále nové postupy a nástroje, které jsou stále sofistikovanější a umožňují skutečně přesně zacílit tam, kam potřebujeme. Problémem ale je, že mnoho firem těchto možností stále ještě nevyužívá. A mnohdy o nich možná ani neví. Nejen pro ně, ale i pro všechny ostatní, které zajímají novinky z oblasti B2B marketingu, připravila společnost Top Vision další ročník konference Marketing Challenge Forum.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
It's the middle of the year - July 2019. It would be good for entrepreneurs to start planning their Marketing Strategy for 2020. What are their goals, how do they want to achieve these goals - and via which mediums. Armed with the new opportunities in the market - they can make an informed decision for their business and ultimately the growth of their brand.
You create content on a regular basis, but are you measuring your work? Have you established KPIs? Have you documented a content marketing strategy that you're measuring against? Are you measuring the right things, or are you simply looking at vanity metrics? Find out how to have measurement success by reading some words of wisdom from some of our Content Marketing World speakers in the last of a 3-part ebook series produced by our friends at TopRank Online Marketing in conjunction with the #CMWorld team.
For Entrepreneurs, CEOs and Startups: Cookie cutters are for baking, not bran...DBD International, Ltd.
http://www.risingabovethenoise.com Brand specialist and Fast Company blogger takes one of his most popular posts and converted it into an easily referenced piece for all CEOs, marketing personnel, entrepreneurs and brands.
Marketing je jednou z oblastí, která se mění každým dnem. Objevují se stále nové postupy a nástroje, které jsou stále sofistikovanější a umožňují skutečně přesně zacílit tam, kam potřebujeme. Problémem ale je, že mnoho firem těchto možností stále ještě nevyužívá. A mnohdy o nich možná ani neví. Nejen pro ně, ale i pro všechny ostatní, které zajímají novinky z oblasti B2B marketingu, připravila společnost Top Vision další ročník konference Marketing Challenge Forum.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. Here are 30 lead generation tips, tricks, and ideas to get you started on the path to more leads.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
What exactly is branded content marketing, and how can you use it in German-speaking countries to improve your business and engage better with customers?
Find out all about it in this first ever edition of the international Best of Branded Content Marketing (BOBCM) book series exclusively for, from and about the German, Austrian and Swiss region.
Spearheaded by BOBCM's local editor and partner, renowned branded entertainment consultant, strategist and journalist Sandra Freisinger-Heinl, this book presents the combined experience and wisdom of more than 45 local branded content experts.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Edited by Sandra Freisinger-Heinl
It explains vital aspects of branded content usage specific to the German-speaking market, including legal and research information. However, it's much more than a 'how-to' guide; it also provides insights into experts' daily work with brands, showcasing the best examples, including Deutsche Telekom Familie Heins, Media Markt Rabbit Race and Hasbro NERF Toy Blaster.
Equipped with all the information from this book, you too can use the power of branded content marketing to inspire your work.
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and our consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...Carla Johnson
Employees are your toughest audience of all to engage with. Building and engaging internal audiences is key to creating differentiating experiences for customers, prospects and other groups. This Content Marketing World session shows why and how to plan, structure and manage content creation for internal audiences in the same way that it’s done externally.
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn LinkedIn
Take a break with inspirational thoughts on creativity from some of the top LinkedIn Influencers in the field of marketing.
As an added bonus, check out the final pages to learn how you, as a marketer, can best utilize the Influencer channels for inspiration, education, and content curation.
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Put social in your sales process and get to the next levelXeeMe
This is not your typical “you need to do social media” nor the old “10 steps to increase sales” event. We are talking straight:
1) Why sales people are doomed to fail with the old processes
2) The impact of the social customer to the traditional sales organization
3) When sales teams ignore all the rules and thrive
4) What YOU can do to to create a “high speed high reach sales team”.
Join Andy Rudin, Expert in sales strategies for information technology products and services, Managing Principal at Outside Technologies, Inc and Axel Schultze, Founder and CEO of Xeequa, President of the Social Media Academy for an engaging discussion around techniques that help you deal with twice as many people in half the time and increase sales by 20%
To survive and thrive in today’s economy, it takes a lot more than just clinging to yesterday’s strategies and hoping for the best. It’s quite simple really, the future will belong to those brands that can rethink and re-imagine their core strategies. But those that fail to embrace change and take intelligent risks, will likely become another sad statistic.
In "Innovate or Die: 10 Ways To Build Your Brand...A Casket", the North team pays tribute to some recent unexpected traumas, epic disasters, and shocking casualties of the new economy.
But before you go reaching for the box of tissue, this presentation isn’t meant to be a downer. It’s to inspire new innovative ways for looking at your business.
Enjoy.
Understanding the mobile user experience is vital for every marketer to maximize their campaign effectiveness. Most consumers now have constant connectivity –whether this is by smartphone, tablet or computer - they are ‘always on, always connected’.
- 52% of website visits are now made via a mobile device
- 1.75 billion people worldwide now own a smartphone, with 173 million users in the US
- Mobile accounted for 57.1% of all online Christmas shopping traffic and 34.8% of total Christmas Day online sales in the US in 2014
Global Best Practices / Benchmark & Tips: How to Evaluate & Assess Business P...Maz (Mazhar) Syed
Hi & Thanks for visiting ....
Are YOU currently having difficulties with existing Business Partners, Value-added Partners, Solution Partners, Strategic Partnerships, and Strategic Alliances?
This presentation will significantly help! :-)
Maz
Dubai / Mobile - IMO - Whatsapp: +971-56-1706553
Author & Writer
Sales Trainer, Leadership Trainer, Management Trainer, Communication Trainer
Generating leads - both high in quantity and quality - is a marketers most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. Here are 30 lead generation tips, tricks, and ideas to get you started on the path to more leads.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
What exactly is branded content marketing, and how can you use it in German-speaking countries to improve your business and engage better with customers?
Find out all about it in this first ever edition of the international Best of Branded Content Marketing (BOBCM) book series exclusively for, from and about the German, Austrian and Swiss region.
Spearheaded by BOBCM's local editor and partner, renowned branded entertainment consultant, strategist and journalist Sandra Freisinger-Heinl, this book presents the combined experience and wisdom of more than 45 local branded content experts.
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Edited by Sandra Freisinger-Heinl
It explains vital aspects of branded content usage specific to the German-speaking market, including legal and research information. However, it's much more than a 'how-to' guide; it also provides insights into experts' daily work with brands, showcasing the best examples, including Deutsche Telekom Familie Heins, Media Markt Rabbit Race and Hasbro NERF Toy Blaster.
Equipped with all the information from this book, you too can use the power of branded content marketing to inspire your work.
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and our consulting team present the 7 content marketing trends you need to know (and implement) in 2017.
Bringing the Story to Life: Why and How to Build Internal Audiences that Crea...Carla Johnson
Employees are your toughest audience of all to engage with. Building and engaging internal audiences is key to creating differentiating experiences for customers, prospects and other groups. This Content Marketing World session shows why and how to plan, structure and manage content creation for internal audiences in the same way that it’s done externally.
Inspiration for Marketers: 10 Inspiring Posts from Influencers on LinkedIn LinkedIn
Take a break with inspirational thoughts on creativity from some of the top LinkedIn Influencers in the field of marketing.
As an added bonus, check out the final pages to learn how you, as a marketer, can best utilize the Influencer channels for inspiration, education, and content curation.
How to Use Blogging to Fuel Your Freelance Writing Businessdelonibalusi
Are you struggling to get clients as a freelance writer? Do you want to learn how to get more clients? This 29 pages slide gives some insights on how to leverage blogging to grow your client database.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
Put social in your sales process and get to the next levelXeeMe
This is not your typical “you need to do social media” nor the old “10 steps to increase sales” event. We are talking straight:
1) Why sales people are doomed to fail with the old processes
2) The impact of the social customer to the traditional sales organization
3) When sales teams ignore all the rules and thrive
4) What YOU can do to to create a “high speed high reach sales team”.
Join Andy Rudin, Expert in sales strategies for information technology products and services, Managing Principal at Outside Technologies, Inc and Axel Schultze, Founder and CEO of Xeequa, President of the Social Media Academy for an engaging discussion around techniques that help you deal with twice as many people in half the time and increase sales by 20%
To survive and thrive in today’s economy, it takes a lot more than just clinging to yesterday’s strategies and hoping for the best. It’s quite simple really, the future will belong to those brands that can rethink and re-imagine their core strategies. But those that fail to embrace change and take intelligent risks, will likely become another sad statistic.
In "Innovate or Die: 10 Ways To Build Your Brand...A Casket", the North team pays tribute to some recent unexpected traumas, epic disasters, and shocking casualties of the new economy.
But before you go reaching for the box of tissue, this presentation isn’t meant to be a downer. It’s to inspire new innovative ways for looking at your business.
Enjoy.
Understanding the mobile user experience is vital for every marketer to maximize their campaign effectiveness. Most consumers now have constant connectivity –whether this is by smartphone, tablet or computer - they are ‘always on, always connected’.
- 52% of website visits are now made via a mobile device
- 1.75 billion people worldwide now own a smartphone, with 173 million users in the US
- Mobile accounted for 57.1% of all online Christmas shopping traffic and 34.8% of total Christmas Day online sales in the US in 2014
Global Best Practices / Benchmark & Tips: How to Evaluate & Assess Business P...Maz (Mazhar) Syed
Hi & Thanks for visiting ....
Are YOU currently having difficulties with existing Business Partners, Value-added Partners, Solution Partners, Strategic Partnerships, and Strategic Alliances?
This presentation will significantly help! :-)
Maz
Dubai / Mobile - IMO - Whatsapp: +971-56-1706553
Author & Writer
Sales Trainer, Leadership Trainer, Management Trainer, Communication Trainer
Leadership of Open Innovation by Paul Sloane★ Tony Karrer
Paul Sloane is a well-known author and speaker on open innovation. In this session, Paul will takes through the breadth of what open innovation can be for organizations and the value it can bring. Of course, innovation where other parties are involved means a different leadership approach. Paul takes us through keys to effective leadership when open innovation is part of our innovation strategy.
In this session, you will learn:
What is Open Innovation and why is it important for your business?
Who is using Open Innovation?
What are the main difficulties and impediments to OI and how can we overcome them?
What is crowdsourcing and how can we use it?
Too many people view partnerships as a form of sales. While similar, partnerships are much more involved. Here are a few tips for cultivating strategic partnerships that can generate growth and lead to long term revenue growth.
What's New in JHipsterLand - DevNexus 2017Matt Raible
JHipster is an application generator that allows you to create monoliths or microservices based on Spring Boot and Angular. It leverages Spring Cloud for microservices and contains best-of-breed JavaScript and CSS libraries for creating your UI. In this session, you’ll learn about what’s new in JHipster. Topics explored include Angular 2, Progressive Web Apps, HTTP/2, JUnit 5, and Spring 5.
Why Trust Will Become The Currency Of TomorrowTrustpilot
The power of trust is undeniable, but how do you earn it? In a world where reputation is everything, hear what it takes to become a company your customers can rely on.
7 Reasons Why Calls Drive Top Profits in Direct ResponseEddie Treizman
Our Web prevalent life has caused many Marketers to forget a basic tenant of success in Direct Response:
The Goal is to Maximize Profitability, not to Minimize Costs.
Generating conventional Inbound Calls plays a key role in ensuring success and profitability in Direct Response Marketing.
Marketing with Purpose - Chiến lược xây dựng niềm tin và giá trị cho thương hiệuMarketingTrips
Thông qua một báo cáo mới đây từ Microsoft với tên gọi "Marketing with Purpose", những người làm marketing được truyền cảm hứng từ việc xây dựng chiến lược, nghiên cứu, thấu hiểu insight của khách hàng, đến các chiến thuật có thể hành động để xây dựng niềm tin và giá trị của thương hiệu.
Gain, Maintain, and Retain: Why the future of your brand is powered by trustTrustpilot
While optimizing your overall strategy to remain on digital marketing trend is smart, the unwavering fact remains - acquiring and maintaining customers is based on trust. A simple concept that is by no means easy to achieve.
Please join us for our upcoming webinar with Wpromote, to explore how your brand can gain, maintain and retain trust throughout the customer lifecycle. Attendees at this session will learn:
-The connection among trust, brand advocacy and loyalty
-Examples of customer success stories
-Actionable insights and best practice
A presentation to promote the launch of the book - Amersham on the Hill to the Towns Women's Guild of Amersham on 2018.
The book is available at https://amzn.to/334k6Oc.
A presentation for a small business meeting in 2013, but still relevant today - focus on your customers by building a trustworthy corporate competence.
Everyone is talking about smart homes - connected living! We have issues about security and usability, but will these problems stop the adoption of this technology? Can we do anything about it?
This was a presentation I gave to a group of marketers in October 2015.
An introductory presentation I gave to a group of automotive designers to introduce them to the Internet of Things and the KlugTech solutions.
NB - Proprietary information removed.
A presentation prepared for the Carriers World conference in London - identifying the benefits of the Internet of Things for the mobile network operators (MNO).
Security has been low on the agenda for many companies (hopefully, unintentionally), and as we enter the age of the Internet of Things (IoT) or Internet of Everything (IoE), security should be flawless.
Thom Poole delivered a presentation on the issues and thinking around security for this new sector.
Presentation at the Northampton Business School to demonstrate a 'day in the life' of a marketer. Not that any day is normal, and I tried to show that with an overview of tasks.
Presentation was on behalf of the CIM.
Presentation made to Coventry University in London Postgrad students. The brief was to tell them what I, as a senior marketer, look for when recruiting marketers.
Best practice for digital content acceleration
Where to find tools to identify your own website's performance
The available solutions for web acceleration
How front-end acceleration can speed up websi
L'argumentation commercial pour la vitesse dans le marketing numériqueThom. Poole
Les meilleures pratiques pour l’accélération du contenu
Où trouver les outils pour identifier la performance de votre site Internet
Les solutions existantes pour l’accélération web
Comment l’accélération frontale peut augmenter la vitesse de téléchargement de votre site sur n’importe quel appareil
Der Business-Case für Beschleunigung im digitalen MarketingThom. Poole
Überblick für die besten Methoden zur Beschleunigung von digitalem Content
Wo Sie Tools finden, um die Performance Ihrer eignen Webseite zu identifizieren
Die verfügbaren Lösungen für die Webbeschleunigung
Wie die Frontend-Beschleunigung-Downloads auf jedem Gerät beschleunigen kann
This was a presentation I made to the Northants Family History Society, to help them present their research in different ways. The presentation was extremely well received, on a horrendous winter evening!
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
The effects of customers service quality and online reviews on customer loyal...
Adding Value To Your Strategic Partnerships
1. adding value to your strategic partnerships Thom Poole Head of Portal Customer Interaction
2. adding value to your strategic partnerships ethical account management in a modern age Thom Poole June 2004
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11. data privacy – noise! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999)) DATA PRIVACY
25. procurement behaviour low high high procurement skills business skills butterfly buyers strategic purchasing professionals order takers rottweiler buyers buy on value buy on cost buy on price TRUST IN ACCOUNT MANAGEMENT
This is a clip from Minority Report with Tom Cruise.
This is a clip from Minority Report with Tom Cruise.
The clip comes from the Steven Spielberg film, Minority Report, and shows the main character being recognised by means of his eyes, and ‘carefully targeted’ marketing displayed at him as he passes by. Is this invasive marketing? It probably is, but when it is possible, it may be that it is acceptable, unless you’re driving of course. We need to get to know our customers, and by knowing them, we will be able to interact with them more effectively, and therefore make more profit by increasing ARPU from these satisfied customers – that’s the theory! If you’ve seen the film you will know that to avoid being tracked by means of his eyes, John Anderson (Tom Cruise’s character) has an eye-transplant. Today we have identity theft, with fraudulent credit card applications and people living under two or more aliases. It is not really a modern problem, but with modern technology it has become easier to steal someone’s identity. This is also a problem for corporate and charity websites. Banks, for example, have had their web-pages copied to try and secure confidential information from customers. With more than half of all email traffic now classed as Spam, personal space is already being invaded. Online ‘noise’ has increased and the messages that we try so hard to target and get right are often lost or ignored. So what can marketing do as a profession to get out of this situation? This presentation explores one solution, but in this complex market, there is a complex solution!
This is a version of the famous encoding/decoding communications model, and surrounding the message is NOISE! It shows the message emanating from the ‘Source’, being encoded by language or image, before being decoded by the ‘Receiver’ who will then provide some form of feedback. The noise, however, is the factor that can confuse or destroy the message. Online noise takes the form of spam, messages from competitors, too many messages, inappropriate targeting, etc. As marketers we try to eliminate noise, but in the online world we are now coming up against ear-shattering and very distractive noise – so the Minority Report example is certainly a marketing nirvana. It is time marketers fought back against this noise. Legislation can go someway to helping this – well targeted, meaningful dialogue with customers is were we can make most impact.
The Marketing Society recently undertook research to check the viability of their e-newsletter. It provides an indication that outbound marketing (I.e. initiated by the seller) is being hindered by the noise in the market. Inbound marketing (initiated by the customer, such as a request for information) is far more successful.
When I was a salesman, my boss told me that people bought products or services from their ‘friends’. I have yet to meet a salesman that I could call a friend – not whilst they were trying to get my money, anyway! Trust is the basis for building loyalty which in turn will increase interaction – it is up to you to turn this interaction into profit. As a personal example – I am an Apple McIntosh user at home, but have to suffer PC’s at work. Think about the customer loyalty Apple has – most Apple users can be identified by two main attributes – they are fiercely loyal to the brand, and they are poor, because the loyalty costs so much! I have used Michael Porter’s value chain model to demonstrate the trust-focused value chain, culminating in ‘trust’ in a brand, product or service. It is no fluke that trust occupies the same space that ‘profit’ does in Porter’s model, indeed I could have extended it with another field to the right called profit. Being trustworthy is profitable.
Trust is something that is not, necessarily present at the outset, and many customers are likely to treat a brand new supplier with caution until trustworthiness has been proven. This graph tries to demonstrate this factor. There is, however, another factor. Trust, unlike many other intangible reasons for choosing to do business with a company, is transferable – at O2 we ask customers how they heard about the company. The biggest single source is a ‘recommendation from a friend’. This, therefore, indicates that recommendation infers trustworthiness, and has been used in the valuation of companies – namely Goodwill . This is shown in the second line. Companies like ‘Linked In’ (linkedin.com) take this further, treating this transferred trust almost like a currency.
The asymmetric information flow is a newly published model for the financial markets, but demonstrates the principle of the previous slide, in that the initial contact builds your profile in the marketplace. The second step builds your brand image within that marketplace to allow contact to advise customers (remember this is a model for the financial markets). Finally, the after-sales and retention will build your reputation. Reputation is something that is enhanced by trust, and customers who have reached this step will help build this reputation by recommending the brand/company to friends and acquaintances. This slide and the previous one are applicable to both the B2B and B2C marketplaces
There is no ‘answer’ to gaining trust, but every company should see it as their goal, because as I pointed out, being trustworthy is profitable. In terms of data gathering and interacting with customers, Senia’s statement about feeling comfortable handing over personal information is key. The same is true in the B2B environment – many organisations are unwilling to discuss their corporate goals, objectives or needs to unknown and untrusted suppliers. As account managers your role is critical in establishing and upholding your organisation’s brand values. Being seen as trustworthy by your accounts might be as simple as keeping your promises – delivering on time, meeting service level agreements, providing accurate data and knowledge, being open and honest, and so on.
Trust is under attack in society, and given the wide choice customer now enjoy, it is a competitive advantage to have the goodwill of your customers. Niall Fitzgerald’s quote says it all – “if you don’t command trust, you won’t get anywhere”
Nakra identifies a useful approach to developing trust, that can be adapted to the corporate environment. We must maintain an ongoing dialogue – in other words, regular two-way conversations. I can quote my old sales manager here again – you have 2 ears, 1 mouth, use them in that proportion! Listen to what customers are telling you and action their concerns – you will gain credibility and trust from them. Educate your customers – give them something for free, teach them what they should expect (making sure, of course that you can deliver). Create or support industry standards – whatever is relevant to your industry. For example, I’m involved on behalf of O2 in setting the Mobile Marketers standards. Customers will see you leading the way, and respect your efforts and achievements. Lobby for and against regulation - but always from the customer’s position, not just for your own advantage.
PAUSE! Here’s a list of consumer brands from the 2003 Readers Digest Trusted Brand survey in the UK. What do you think of the list and the companies against each category – any surprises? What do you have to do to get onto this list, and stay on it? This is all about customer perception and for that you need to have the customer’s hearts and minds. British Airways is on the list, despite their public internal and external problems. What do you think they have done right?
A quote from 1984 – I think all marketers would be locked up in these circumstances – talk about an unorthodox profession! But when we deal directly with customers, we have to ensure that we don’t scare them! the quote to the fact that clients watch for signs of irregularity, inconsistency in suppliers – I.e. lack of trust – and that they have to make an effort to stay in the “players” box.
Branding has always been an important part of the B2C marketplace. In the B2B market, brands are also important, but it’s often less about the tangible aspects of visuals, packaging and product and more about reliability, innovation, creativity, trust. Remember – business customers are also consumers, and if, like O2, you have a dual audience, securing consistent branding to all your business segments becomes more challenging.
It is worth repeating the quote from my sales manager – it is important in generating trust and developing a good relationship. The relationship should also be open, honest and trusting – if you trust your customers, they are more likely to trust you. It could, however, be that the customer doesn’t want a relationship with you – that, unfortunately, is life, you have to encourage the customer to want to interact with you, to opt-in and build a relationship. It will start with trust! LISTEN! Use your two ears and one mouth in proportion. Let the customer tell you what they want instead of you telling them what they should have. Finally, customers should be encouraged to interact. At O 2 , we are looking at incentivising the opt-in process, giving the customers an immediate, tangible benefit from receiving information from us. More of this in a moment. Over time, the benefits will be seeing in terms of the customer receiving more relevant and exciting offers. If you demonstrate trust, the customer is more likely to follow.
A useful perspective on the value of trust in B2B relations is shown in this model of procurement behaviour. Trust is an element of value – if you are dealing with strategic purchasing professionals, for example during a contract renewal process, or to secure additional product or service sales, then trust will, or should be, a strong part of your overall value proposition. Your sales claims need to be backed up with credentials, evidence of ability and responsiveness, references and so on. However, trust will work at all levels of procurement behaviour – Rottweiler buyers may trust that you are offering them the best deal, butterfly buyers may trust you to sell them the right service or product for their needs, and order takers will act much as consumers and buy on brand name reliability – if it’s at the right price of course. This is why developing a trusted brand is so valuable – it’s a solution that works across the board.
Marketing is regarded as an art – so why not be creative about encouraging your customers to opt-in and to interact with you? Encouragement to opt-in does not mean the same a trusting the brand. The research has shown that customer are quite savvy about data privacy issues and what brand attributes they should and shouldn’t trust. Our research has shown that if we ask for details about mobile phones, customers are happy to respond. If, however, we ask for a full postal address, but are not due to post them anything, they become sceptical. This relates back to the issue of ‘relevancy’! By keeping within the safety of the RFM boundaries, we can infer ‘trustworthiness’. Marketing is constantly challenging rules and trying to get the competitive edge over others in the marketplace. The creative approach we are used to taking can increase opt-in and increase the interaction of the customers – don’t be afraid of using new ideas (but check for the legality of your approach). Trust is a two-way process and we must feel confident that our customers are being trustworthy toward us, giving us correct information and interacting with us honestly. But, ethical marketing will ensure that the company does everything possible to encourage honesty and trustworthiness by exhibiting it, itself. This may take some time, so don’t get despondent.
Being trustworthy is profitable, and provides you with a competitive advantage
But everyone else is trying the same thing. Are you more trustworthy than your competitor? Do you employ better people? …
Start close to home, even if you are a virtual company – local loyalty will form a foundation. Spread out from this.
Trust encompasses everything you do, internally and externally. If you display trust in your employees, they are more likely to pass it onto your customers. This, in turn should feed back to being trust in your company, product or brand; both internally and externally.