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Performance Anxiety
It's not just about luring and keeping leads. These days, marketers have to jump through hoops to prove their marketing works.
OMMA Magazine
Lynn Russo Whlly
The business of acquiring customers has never been more important than it is today and online it’s harder than ever before to lure and keep them. With consumers increasingly in the driver’s seat and the use of opt-in and permission-based marketing techniques growing, it’s getting tougher to reach customers who can easily tune out, turn off, and skip ad messages.
If consumers don’t know you, it’s often because they choose not to know you. So how can marketers break through and earn consumers’ attention if they don’t already have a relationship with them? Even harder, once marketers get in front of consumers, they have only a split-second to win them over and attempt to turn a short dialogue into a long-term relationship. Shrinking audiences for some traditional media aren’t helping matters either. What’s a marketer to do?
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