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

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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.
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Keywords: campaign; film competition; marketing; planning; social media

Document Type: Research Article

Publication date: May 1, 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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