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Delivering successful business-to-business marketing: The fight between the left and right-hand side of the brain

Author

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  • Robb, Dan

Abstract

With the ever-increasing volume of potential customer touch points per purchase life cycle, the modern marketing campaign should consist of a series of highly targeted, sequential exchanges of conversation with the customer as opposed to a one-way one-hit-wonder blast. This paper explores the evolution of this trend with regards to the traits of the modern-day marketing manager. Should the next generation of marketer be more analytical and methodical or do we still look for that spark of creative genius? This paper describes a real acquisition campaign that, due to its relevancy to the customer, was able to rely almost solely on organic circulation to engage a targeted audience.

Suggested Citation

  • Robb, Dan, 2014. "Delivering successful business-to-business marketing: The fight between the left and right-hand side of the brain," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(1), pages 7-11, May.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:2:i:1:p:7-11
    as

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    More about this item

    Keywords

    marketing; social media; campaign; film competition; planning;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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