Delivering successful business-to-business marketing: The fight between the left and right-hand side of the brain

Dan Robb

Journal of Digital & Social Media Marketing, 2014, vol. 2, issue 1, 7-11

Abstract: With the ever-increasing volume of potential customer touch points per purchase life cycle, the modern marketing campaign should consist of a series of highly targeted, sequential exchanges of conversation with the customer as opposed to a one-way one-hit-wonder blast. This paper explores the evolution of this trend with regards to the traits of the modern-day marketing manager. Should the next generation of marketer be more analytical and methodical or do we still look for that spark of creative genius? This paper describes a real acquisition campaign that, due to its relevancy to the customer, was able to rely almost solely on organic circulation to engage a targeted audience.

Keywords: marketing; social media; campaign; film competition; planning (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:7-11

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