opportunity 75 of 150 Thinking differently can be a real opportunity in marketing – and, indeed, life in general. There is certainly real potential in businesses, or at least for business people, to embrace all types of innovation. Traditionally, even among experienced business people and marketers, marketing is viewed as the business of attracting customers […]

opportunity 75 of 150 Thinking differently can be a real opportunity in marketing – and, indeed, life in general. There is certainly real potential in businesses, or at least for business people, to embrace all types of innovation. Traditionally, even among experienced business people and marketers, marketing is viewed as the business of attracting customers to a product or business. More insightful business people also recognise the importance of conversion, referral, repeat business, and margins – which are all directly impacted by effective marketing. Over recent years, there has been increasing recognition of the importance of existing customers as reflected in the growth of database marketing and customer relationship management. That said, many businesses are still failing to fully grasp the potential of existing customers to repeat purchase and refer – and they certainly do far too little to promote either. These, and related perspectives on the part of business…