As marketing professionals across all industries know, the concept of storytelling is an integral component for success in todays environment. You can see this approach playing out across all mediums from print to web to radio and television. Car ads are no longer about the features and benefits of the car, but rather about all of the places that car can take you.
In this opinion piece, CB Bhattacharya (@CBsuite), the Pietro Ferrero chair in sustainability and director of the Center for Sustainable Business at the European School of Management and Technology in Berlin, explains how leading companies are successfully boosting engagement through involvement in sustainability issues. That appears to give employees a sense of larger purpose. He also spells out what all companies could do to reap some of the available benefits.
Theres a reason why CMOs at the largest tech brands report that content marketing is the second most important initiative, only behind measuring ROI. In fact, 75% of marketers are increasing investment in content marketing in 2017.
Understanding how guests form impressions and expectations is the first step in working towards exceeding them. Here are some of the ways that your customers are forming expectations about you.