Marketing technology – such as programmatic buying, automated CRM tools like online booking, DIY portals, and free platforms like social media pages – have led to a commoditized marketing environment. This causes two problems: finding a marketing partner becomes a “lowest bidder” decision, and it is much more difficult for marketing providers to distinguish themselves Shadow Making from the competition. Several speakers at LSA16 from Yahoo, DialogTech, Milesone Internet and Tiger Pistol described how to overcome these issues by creating identity through branding and emphasizing personalized service as added value. MapQuest has integrated these Shadow Making two means into the redefinition of its product. MapQuest faced real threats to its relevance from other, more widely used maps that were typically built into users' mobile device operating systems - Google Maps and Apple Maps.
Yet Brian McMahon, Managing Director of MapQuest, set the company's product of mass audience maps apart from competitors by changing its culture. MapQuest Shadow Making leverages its small size to get closer to users and to build a brand around human experience, life moments and everyday decisions. Instead of being limited to maps, information, directions and searches, MapQuest wants to be all about discovery, exploration, suggestion and insight. They even put a customer Shadow Making service phone number on their card. Watch this video to get an idea of how they connect with their customers. 6. The evolving sales model SMBs have been arguing for some time that they need people to help them, not sell them. It finally seems to be gaining traction with marketers, as acknowledged by BuzzBoard, G/O Digital, and Vendasta at LSA16. Especially given the rise of content marketing.
It is increasingly important for marketers to know their Shadow Making customer, the product or service and their audience to develop relevant content. ReachLocal is an example of the dramatic difference such changes can make to business success. By moving from a media delivery model to a customer-centric model that emphasized customer service, personalized goals, staff training, and linking sales compensation to loyalty, ReachLocal increased customer retention. customers by 50% in one year. We saw these principles in practice during our SMB Bootcamp, where we have a “no sales pitch” policy for speakers. The SMEs became much more relaxed and open as Shadow Making they realized they were getting useful information, and the event maintained a very positive vibe. Everyone expressed a sincere desire to see local businesses succeed, and as a result, the speakers were not just applauded, but Shadow Making applauded. Ultimately, these same business owners, in turn, sought out our sponsors and speakers in the exhibit hall, where the sales pitches were well received. 7.