Few things have caused more disruption for business marketers and business media than the changing nature of demand generation. Email, the Internet and social media have enabled drastic new ways to generate demand and engage with customers and prospects. As a result, many of the laws of physics in advertising and marketing - reach and frequency, brand awareness, brand preference and call to action - have been upended and replaced by brand generation to create and sustain a more substantial engagement with customers. The challenge for b-to-b marketers and media providers alike however, is that we are still too often operating in the old world, focused on driving “opens”, “clicks” and “likes”, which do not suggest customer inte More...
Connect on the new professional and social network for the Magazine, eMedia & Publishing Industry today.
FOLIO: PRIME SPONSORS
Lead Generation to Brand Generation: From Chasing Customers to Creating Customers
Tony Uphoff B2B - 02/14/2012-15:39 PMFew things have caused more disruption for business marketers and business media than the changing nature of demand generation. Email, the Internet and social media have enabled drastic new ways to generate demand and engage with customers and prospects. As a result, many of the laws of physics in advertising and marketing - reach and frequency, brand awareness, brand preference and call to action - have been upended and replaced by brand generation to create and sustain a more substantial engagement with customers. The challenge for b-to-b marketers and media providers alike however, is that we are still too often operating in the old world, focused on driving “opens”, “clicks” and “likes”, which do not suggest customer inte More...