With over 3,000 commercial messages served up to an individual every day it’s no wonder people feel overwhelmed with choice. Add to that an economy under stress, and brands desperately trying to be heard, and you have a recipe for confusion and customer switch off. Effective marketing helps customers solve problems and, in so doing, cut through the clutter. The answer? Marketing needs to move from being a monologue to a dialogue. And dialogues are based on exchanges of information, or content, based on value to each party. Content should be the new currency of marketing and those that deliver it effectively will engage their customers. John Jantsch in The Referral Engine touches on what he calls the 4C's Marketing as a new way of thinking. He is spot on. Context, Connection, Content and Community, whilst they may not exactly replace the 4P’s, they certainly give them...

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