News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
The Shifting Sands of Marketing Excellence
Sandra Zoratti / BtoB / September 6, 2013
Excellence in marketing is continually being reshaped and redefined. New approaches, seismic changes and extreme levels of transparency are just a few of the factors creating an ever-changing landscape for marketing. What is possible and what is required is continually evolving.
In my recent post, I talked about the need for Agility, Authenticity and Passion, along with the “four C’s” which describe the pillars of great marketing today. Let’s take a look at some examples of great marketers and great companies who are putting these pillars into practice.
• Customer-centric. Customers are in control. They decide how and when to connect with you and your company and they vote with their online voice, dollars and attention. Customer engagement—an elusive achievement—is the No. 1 asset to a business today and the No. 1 goal for marketing to pursue. Customer engagement is only possible when customers’ wants and needs are put at the center of everything we do.