1. Explain the technology in simple terms.
At the basic level, it comes down to education. Industry practitioners need to do a better job teaching their salespeople to clearly, and without marketing jargon, explain the technology, walk customers through how it works, set expectations and honestly say whether their products will help clients meet their needs.
2. Have easy-to-understand reporting and metrics.
In an industry where dollar spending involves intangibles such as ad impressions, clicks, contacts or potential sales leads, plainly bridge the gap in understanding about what happens in between online promotions and in-store purchases.
Start by asking simple questions of clients about their sales in the past quarter, the number of returning customers and expectations. Get this information up front to set realistic goals.
3. Be a partner and go-to expert.
Marketers succeed only if their customers do. Industry players need to be more hands on and provide proper counsel as the industry changes and new services, search capabilities or promotions emerge.
4. Explain that quality results take time.
One of the biggest misconceptions of customers is that a one-time campaign will result in the business-driving miracle they need. A “one-and-done” approach is the wrong mentality.
Transforming the entire digital marketing industry is not easy. But what is even more of a challenge is transforming an industry that is not even recognized in the first place. That which is invisible can never be transformed; moreover, that which is deliberately shut out from the public’s perception can no longer be transformed. That is the plight of the comfort women. They , whose lives need the most transformation, do not even have the opportunity to be recognized. Or rather, the opportunity is suppressed by those who do not want to remember something that has the capacity to inhibit the power they already hold.
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