Baby boomers are loyal. Gen Y seeks adventure. Millennials live in a digital world and often know more about your product than you do… Sweeping statements like these are commonplace in the world of marketing. Historically, consumer behavior has operated on averages and generalizations. How else would you attempt to efficiently understand a segment of millions of consumers? It would be like a sociologist studying one person at a time, without ever drawing conclusions.
Generally speaking, generalizations work – but what about names and faces?
Whose hand would you rather shake—and to whom would you award your loyalty? If the face of the sale in your business isn’t a face at all, you might have trouble selling. As we’ve already established, relationships matter. People buy from people. Seems obvious, right? Not necessarily.
I have yet to encounter a successful business with a robotic sales force. Good salespeople have operated on the human level for years. But are they the only part of your marketing engine capable of looking you in the eye, and shaking your hand? If marketing is to truly be aligned with the sales cycle, then shouldn’t your entire brand be human?
Responsive design. We know you’ve heard it before. And chances are, you’ve read an article or two about the topic.
In short, a responsive web design is one that can adapt your user’s experience across devices while using a single set of HTML.
Spurred in part by Cisco’s 2012 prophetic (and data-supported) prediction that devices would outnumber humans on planet earth, responsive has emerged as a hot topic in web design and developer communities. But rarely does anyone evaluate responsive through the lens of marketing.
Clear market opportunities, cash flow, an efficient business model, and a well-executed strategy – these are the things that Entrepreneur Magazine cites as essential to a successful start in business.
And there’s no question that if you’re missing a single one of these, your business’ chance of success is severely undercut. But when I started Vovéo nearly 20 years ago, the only capital resources I had on day one were the relationships I had built by honoring my commitments and delivering high quality output time and time again.
As Philadelphians, we’ve grown up with a love for a certain boxing underdog. So much so that I listened to the Rocky theme to juice up before writing this post. Haven’t heard it in a while? Have a listen.
There’s something about a little competition that gets our blood pumping faster. And that’s not a Philly thing; it’s a human thing. Recent studies have sought a better understanding of the dynamic interplay between competition and cooperation – two drives that are inherent to human nature. While opinions on their interaction differ, behavioral scientists remain united on one thing: as humans, both competitive and cooperative tendencies abound.
B stands for business, not for boring. To all those who say, “that’s B2B, that’s boring,” we challenge you to join the dark side.
Though substantially different on a number of levels, B2B and B2C marketing are less distant relatives than most acknowledge. For one, they both ultimately reach the human eye, ear, mind and psyche. But more than that, they both require an intelligent, integrated and strategic approach.
Yet all too often, B2C gets all the credit – all of the awards, all of the publicity, and as some falsely attest – all of the fun.
Innovation: it’s the Holy Grail for marketers and without it you face the formidable reality of stagnation. In our industry, innovation has heightened importance as media habits continue to transform, targets continue to move, and marketers struggle to weave every aspect of our complicated lives together.
Thought leaders identify innovation as the key to propelling business forward… but what does it even mean? More than that, how can businesses transform innovation from something illusive, something intimidating, to something that is actually achievable in the work environment?
Many have stated that SEO is not long for this world (wide web). Don’t believe it? Do a quick search for “SEO is dead” and see the staggering number of results you come up with…ironic, wouldn’t you say? While it is true that SEO may be changing, it is not really fair to suggest its imminent doom; here’s why.
If you are a major consumer brand, publication or ecommerce site, you are well aware that mobile web users are a rapidly growing segment of your overall web audience. But what if you are a business to business organization? Do you really need to be vying for the attention of mobile visitors? And if so, what is the cost of not doing so?