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OTIS Marketing and Design

Marketing in Tomorrow’s World

            The recent pandemic sent shockwaves throughout the world, affecting nearly every aspect of marketing in a number of far-reaching ways. Some have argued that such a catastrophic event inevitably propelled segments of the economy forward in an unexpectedly accelerated manner. Whatever the futuristic ideas of marketing visionaries might have been prior to this event, …

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Interview with Scott Mann of Highforge Solutions

Marketing guru Scott Mann shares his thoughts on running a “collective” agency model, lead generation, social media automation, the current state of branding, and gives advice to those who are changing careers and entering the field of marketing for the first time. Otis Kopp: I am here with Scott Mann, CEO of Highforge Directive in Orlando, …

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Omnichannels for Optimal Consumer Experience

What Is Omnichannel Marketing?             Marketing channels are the vehicles used by companies to communicate with their customers. Such channels might encompass traditional marketing methods, such as print and media advertising, direct mail, and a variety of in-person possibilities, as well as digital options, including email campaigns, social media platforms, and e-commerce websites, to list …

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The Theory of Disruptive Innovation

What is Disruptive Innovation?             The term “disruptive innovation,” coined by Harvard Business School professor Clayton Christensen, refers to the process by which an underrated product or service gains popularity and, in doing so, replaces other products or services. Taking root at the bottom of a market, such an innovation relentlessly surges upward until it …

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Personalization in Digital Marketing

What Does it Mean to Personalize?             The practice of personalization in digital marketing occurs when companies tailor their advertising to fit individual consumers, creating content that reflects the unique preferences of the people being addressed. This not only encourages positive buying experiences, but also demonstrates companies’ adeptness at understanding what customers truly want and …

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Optimizing Customer Experience

Defining Customer Experience             Customer experience, also referred to as CX, encompasses all of the interactions people have with a company, from their first impressions to, hopefully, their continued return as loyal customers. As CEO of Eclipse Technologies, Dave Dyson explains: “Customer experience is how a customer feels about the sum of their interactions with …

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