Are your traditional marketing efforts enough?

In our years of experience conducting customer research, my team and I have seen that the beliefs, impressions and preferences of customers are rarely shaped by a company’s marketing alone. The reality is that every single interaction your company has with your customers contributes to their opinions of your company. What that means is that “marketing” happens beyond the marketing department. In fact, everyone in your company is in the marketing department.

Once you recognize that each member of your team contributes to your customers’ impressions of you, you can focus your efforts not only on traditional marketing tactics but also on developing customer commitment at every point of interaction a customer has with your company. The best way to win business in the coming year is to think beyond marketing.

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