Youtility & Inbound
Thursday, June 02, 2016
"In today's noisy marketing world, the reputation of a corporate brand is becoming increasingly tied to the positive (or negative) experiences of its customers and potential customers as opposed to the quality of its social media posts. How they engage with your organization before, during and after a purchase shapes the totality of their buying experience, and it is impacted by every area of your business from marketing and sales to customer service, and so on.
Online search habits are dramatically changing the way individuals find and consume information. Today, an astounding 57 percent of the purchasing decision has been made prior to ANY direct communication with your organization (HubSpot), and one study even predicted that customers will manage 85 percent of their relationship with a business by 2020 without ever interacting with a human (gartner.com)!
Not surprisingly, with countless more sources of information at our disposal and most of these available quickly online, we will spend an increasing amount of our time identifying and subsequently qualifying appropriate solutions for tangible needs and problems we experience long before we ever seek out a specific website or storefront.
These statistics signal that you must differentiate your organization at every potential touch point with a customer and also begin to think differently about how you communicate and market to your potential customers. This is certainly applicable to academia and entrepreneurship. In fact, here are a few principles and methodologies that have helped the Center for Entrepreneurial Innovation (CEI) business incubator better reach and engage with community startups and their supporters in the Phoenix region."
Read more of Greg Bullock's story on page 28 of our journal.
Greg is the Marketing/PR Specialist at the Center for Entrepreneurial Innovation (CEI), Phoenix, Arizona. We are proud to have Greg and CEI as NACCE members. This story originally appeared in the Spring/Summer 2016 edition of NACCE's quarterly journal, Community College Entrepreneurship.