Marketing is no longer about telling the world how great your products and services are.
Marketing is not what you think it is. It is more counter-intuitive than you think.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” said the legendarey Harvard marketing professor Theodore Levitt. And actually, we do not even want that hole either ! What we really want is: to hang shelves or frames, and make our home the nicest place on earth. The hole is just a little step in between the product and the experience.
Word of mouth is de snelste en meest persoonlijke vorm van communicatie tussen individuen. We denken aan buzz, consumer-generated content, referrals, social media, brand ambassadors en influencers. Nieuw? Integendeel, word of mouth is des mensen, zo oud als de straat, maar staat weer volop in de belangstelling doordat deze beproefde communicatievorm het ongelooflijke voordeel heeft geloofwaardig te zijn. Continue reading →
If you still want to be in business by 2020, you need to come up with a smart online strategy. A strategy that is different from what most companies do (showing off how great they are). What does that mean? In the first place you have to ban company-centric thinking and make sure the content of your site is relevant to your audience. To be successful, whatever you do is “all about the customer, and not about you”.