Digital Economy

Global Marketing: The Business Of Choosing

Years ago, before cable TV, you were basically left with three choices on your TV dial. You could choose from the three major television networks on three different channels. And, if you had a good TV antenna, you just might be able to pick-up the PBS station in your local area. Today, we live in …

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5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of …

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4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies.  The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers.  What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a …

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The Power Of Human-Centered Marketing Begins With Empathy

An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to understand humans.  Knowing how technologies and digital transformation are affecting how we work, conduct business, and go about our daily lives will be an imperative businesses cannot ignore.  In essence, it will take human …

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The Future Of Modern Marketing Is Human-Centered

Before the turn of the 20th century into the 21st century, a movement began.  This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts.  It is rooted in the belief, which is by understanding human goals and behaviors; we can design …

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 3)

Part 3: A Closer Look At Modern Marketing Challenges The transformation to a new digital economy has been rapid.  A force of acceleration hit B2B organizations beginning the first decade of the 21st century.  During the past few years, in particular, we have seen the pace of acceleration quicken.  Causing many B2B organizations to either …

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 2)

Part 2: The Modern Buyer The digital economy and the continued evolution of digital technologies have had a monumental impact on buyers and their behaviors.    At the turn of the 20th century to the 21st century, B2B buying behaviors still existed in a very structured manner.  Supplier and buyer roles were clear, reliance on information …

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The New Face Of Buyers In The Digital Economy

In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy.  Tapscott’s landmark book is entitled The Digital Economy: Promise And Peril In The Age Of Networked Intelligence.  At the time, it was filled with tremendous foresight.  Much of the perspectives Tapscott offered …

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