Joe Pine is an expert in the world of marketing and customer experience. As one of the men who coined the term “experience economy”, he stresses the importance of creating memorable events for customers. These events are meant to elevate an experience and increase the probability of an economic exchange. Today, our economy is an experience economy– meaning that events that engage customers in a personal way are the predominant economic offering. It is important to understand that levels of the economy build on each other. Great experiences begin with a great service, and these services are built on goods. The goods are created from raw materials, which is the basis of all of the economy.
Even though he shies away from saying he coined the term social selling, Koka Sexton was indeed one of the pioneers of the term. Social selling is leveraging your social network to find the right prospects, build trusted relationships, and achieve your sales goals. He discusses the best way to engage and use social platforms, and emphasizes that many sales professionals either lack participation or do not participate correctly on social media platforms.
One of the main takeaways from Sexton’s idea is that social media should be a value-adding platform, not a sales platform. He stresses that it is not acceptable to present a sales pitch to a client during an initial interaction. Instead, he advises
salespeople to build relationships with potential clients by engaging with their social media updates and continuously adding value that would be of interest to clients. Sexton is confident that sales representatives would thrive with the right coaching from their sales managers. It is for this reason that proper training of both managers and representatives is necessary.
The world of fashion photography for e-commerce is facing a problem: consumers. They are looking for more visuals (about ten in the Chinese market, and around five in Europe) to reassure themselves about the products they are about to purchase. The problem is that these visuals are expensive. People and technology are needed to create these photos. Allure Systems, a French-Chinese start-up, has developed a solution to address this problem.
What is Permission Marketing?
Nowadays, consumers come into contact with at least 10,000 different forms of advertisement on a daily basis. Marketers face the challenge of breaking through this information overload. An effective way to do so is by creating strong customer relations through permission marketing.
Permission marketing is a phrase coined by author Seth Godin. He defines it as “the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who want to get them.” Companies often advertise as if they have the right to promote their products/services. The irrelevant information shared by those companies tends to decrease the effectiveness of the advertisement.
In 1998, William C. Taylor, founder of the business magazine, “The Fast Company,” shared: “Seth Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn’t work as well as it used to — in part because there’s so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.”
Have you ever shopped online and wished that you could physically see or feel an item? Have you ever shopped at a store and wished that the associate could understand precisely what you wanted? Companies are now moving in a direction in which both of these needs, and more, could be met. Businesses need the combination of digital and physical marketing to thrive in today’s competitive market. It is for this reason that the convergence of bricks and mortar into digital is one of the most significant marketing trends today. This integration of offline (bricks) and online (clicks) is referred to as “click and mortar.”
The overall idea of the trend is to track consumer habits more closely to provide companies with information, and eventually sales, on products that behavioral data suggests an individual would want to buy. The marketing trend benefits firms while also enhancing a consumer’s overall retail experience. Improving the consumer experience helps a company to establish a positive brand image in a competitive market.