Content of the message
Coming from a marketing background, I now get a nice nervous tick whenever a vendors tries to tell me about how great their new 360 degree view marketing platform is. For me, I struggle with finding a happy medium about how can I create a non-invasive, ongoing dialogue with customers through marketing, but also ensure the content is relevant to them. Customers look to companies to provide them with new information that is relevant to what they do, sadly, I think we are far off from actually figuring out how to better quantify and qualify what that information is on a customer by customer basis. When we are off, it results in lots of communications with no value and ends up causing a negative response on some level. The trick is how do we better refine HOW we use the tools that are available out there, to better gauge how to more effectively inspire customers by giving them information that helps them be more effective in the areas they deem important, be it professional or even in consumer space.