Category Relationship Marketing
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker
I think we can all agree that the internet is like a giant calculator. Our ability to track is unparalleled and still, money is wasted by advertisers. In this new economic reality, we’re discovering a psychology where decision makers are more hesitant to make changes, take chances and, instead, are waiting for the storm to blow over. In my opinion, when times are tough there’s a tension and fear in offices that’s absent when everyone’s feeling flush. The tendency is lay low and fly under the radar. This means that there is a real need to be careful about waste. There’s a fragility today and little tolerance for mistakes.
We conduct billions of dollars of business everyday via e-mail, IM and telephones and it’s easy to forget that we’re dealing, not with numbers only, but with human beings who are bundles of passions, hopes, dreams and fears. And we have relationships with them. We’re connected.
Work in social psychology, cognitive psychology, and anthropology is making it clear that all learning takes place in settings that have particular sets of cultural and social norms resulting in expectations. These settings influence learning and transfer in powerful ways. If this is true in the classroom, and if it’s true that your job is primarily that of a teacher, then you must ask yourself questions that can’t be quantified but affect the ability to actualize success for your client, your company and yourself. These include but aren’t limited to the following:
By Tom Polanski
I’m happy to report that eBrand Media clients and partners continue to realize significant revenue increases in 2008 despite downbeat messages about “economic challenges facing consumer’s as a result of higher gas prices, lower home values and a jittery stock market.” In my opinion, a tighter economy will potentially create greater profitability for online retailers as more people look to the web for savings and convenience. These consumers will augment those who already use the internet as their first choice for commerce.