Greetings!
The field of marketing and sales has been undergoing some seismic shifts in recent years. The emergence of web 2.0 capabilities such as social–networking, video–sharing sites, wikis and blogs, together with advances in areas such as behavioral economics and neural marketing, has forced marketers to rethink how they communicate and engage with customers. In this month's Inspiring Ideas we take a look at what companies should be doing to understand and take advantage of these changes in order to improve how they market and sell their products.
Chris Stanley, Editor HSM Inspiring Ideas
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Tips from the Top
Martin Lindstrom
If for one reason or another, you'd slept through the past five years, only to find yourself suddenly awake in 2010, you'd quickly realize the world of advertising and marketing has fundamentally changed. Here neuro–marketing expert Martin Lindstrom sets out the three biggest shifts:
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Million Dollar Tales
The Best Job in the World
Last year an unlikely underdog stunned the marketing world at the International Cannes Advertising Festival. At the show, a single marketing campaign took home a Grand Prix award in three categories simultaneously––direct, cyber and PR–– something that had never happened before in the 50+ year history of the show. Contrary to what you might expect, the unanimous winner of this unprecedented victory was not a Fortune50 brand with an advertising budget of millions, but a small Tourism board promoting a little known island off the Great Barrier Reef.
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DELVING DEEPER
Customer Engagement: Marketing's New Frontier
Using customer data, marketers can improve the customer experience across touch points.
Customers now have unprecedented perspective and expectations about the companies they do business with. The customer buys, continues to buy, tells others, and pays more because of their complete experience with a product or service provider. For marketing's investment to pay off, it can no longer hand off a new customer and hope for the best.
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| MULTIMEDIA TOOLBOX |
 VIDEO Watch Martin Lindstrom, author of the bestselling book Buyology, describe how brands are using the power of the senses to attract and maintain customers. [watch video] |
| VIDEO Neil Rackham, bestselling author of SPIN Selling, discusses the changing role of the sales person from value communicator to value creator. [watch video] |
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