Jeff Bullas is a blogger, author and speaker who works with companies and executives on digital and social media marketing strategies.
UnboundID: Describe the trend of push to pull marketing and why it’s important now?
Bullas: Pull marketing is also known as inbound or content marketing. It’s about attracting attention and engagement with your potential customers. The reason it’s important is because the social web has changed the way we engage with brands and how we buy from them. Sixty percent of the buying journey is done through online research before the customer picks up the phone or even sends an email. That is why educating and engaging with content has become so important. But to be more responsive to customers requires a shift at the top. And this is a generational shift. Unless the CEO gets it, it’s really hard to turn the ship. Beyond leadership, companies must use all the tools at their disposal such as marketing automation, which should help deliver the right message at the right time. Personalized marketing is just now starting to become a reality and companies are grappling with the challenges of adapting to mobile…
Jeff Bullas: Mobile Trends Driving Marketing Strategy, Personalization
