Business often thinks about marketing as a zero sum effort.

“You pay me this much and I will give you equal value in return.”

Well, to be effective, marketing needs to be positive sum.

“You pay me this much and I will give you equal value and this much more in return.”

This is a challenging concept for companies top accept. This may be the result of the tyranny of revenue. But, if you can move past the zero sum game and embrace positive sum marketing, you can gain significant competitive advantage and generate commensurate revenue growth.

Lets sketch out the argument.(...)
Read the rest of Effective Marketing – a Positive Sum Equation (623 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: Best Customers, Business Strategy, Customer Relationship Marketing, Relationship Marketing Principles

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Last week I wrote about an approach to relationship marketing, Hub and Spoke: A Customer Marketing Strategy for the Rest of Us, that even the smallest business can use. Two of the most commonly used and least understood spokes, or tactics, in this approach to relationship marketing are Twitter and Facebook. (...)
Read the rest of Relationship Marketing – Do Twitter and Facebook Make Sense for You? (358 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | One comment | Add to del.icio.us
Post tags: Business Strategy, Customer Relationship Marketing, Marketing Strategy, Relationship Marketing, Social Media

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Relationship marketing is a big opportunity for businesses that is often overlooked. You can use this to your advantage by being the company or brand that recognizes the power of relationship marketing and uses it for competitive advantage.

This morning The Ad Contrarian took a swipe at CitiBank for their foray into Social Media. Apparently the CEO is blogging. I kind of agree with him but not for the reasons he suggests. (...)
Read the rest of CitiBank and Relationship Marketing – A Missed Opportunity (378 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | 2 comments | Add to del.icio.us
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