A lot of companies and organizations and their marketing departments continually remark that their messages don’t reach the customers very well, campaign response rates are rapidly decreasing and their cost per lead is increasing dramatically. When I speak with contacts in sales and marketing I hear many reasons like ‘our services are too expensive’, ‘the competition is really stepping up their game’, ‘our marketing messages are not compelling enough’ or many other similar comments. These may be true or at least close to truth but they don’t help to fix the issue. The only question is how can a company ensure that potential and existing customers get their message - when these customers live every day online with extreme information overload.
30 January, 2017