Sandra Zoratti

Our job as marketers is to win the hearts and minds of our customers and prospects. Even though our priority is to clearly understand the intricacies of customers' intellects and emotions, we often major in using intellectual triggers and minor in connecting with them emotionally. We’ve overlooked the fact that, when wielded correctly, emotion is a much more potent persuasive force in forging connections than intellect. In a groundbreaking experiment, Nobel Prize winner and psychologist Daniel Kahneman illuminated this dominant role of emotion by demonstrating that people overwhelmingly prefer to do business with others whom they like and trust.

The world of content marketing is full of mystery and intrigue with companies leveraging every possible resource to achieve a competitive advantage. In the fast changing world of digital marketing, no resource is more valued than the coveted “content marketing secret agent.” These covert content operatives perform their customer segmentation, persona development and editorial planning in the dead of night while most marketers are asleep, snug in their beds. ... You can download the e-book pdf file directly here: Content Marketing Secrets eBook.

With do-not-call lists, blocked messages and do-not-track actions, it's easier than ever for consumers to shut out and ignore marketers who use irrelevant content. Many consumers are taking disengagement a step further. A recent study showed that 41 percent of consumers said they would consider ending a brand relationship because of irrelevant marketing—and 22 percent already have. In other words, consumers are saying, "know me or no me."

Marketers have often asked whether it is better to use email or direct mail for a marketing campaign. From much research and many case studies, I have found that the answer is not an "either/or" choice. A sound integrated marketing strategy is like an orchestra, with all the different parts coming together at the right moment to create the customer experience. To develop a "Boston Pops" approach to your campaign, I recommend a score based on good data and a communications matrix to understand where your potential customers are in the buying cycle.

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