How Digital Marketing Will Get You Promoted or Kill Your Career

As the world moves increasingly toward digital strategies for almost every aspect of individual and corporate life, it is important to recognize that we can’t simply “digitize” existing processes or assets, and expect the results to be better. The digital marketing world is fundamentally different in three important ways:

  1. You are never done. When marketers create a digital program, there is no “end date.” When an app is released, it is not complete. When a website is launched, it’s not finished. In the “old” days, a marketer would create a brochure, and the project would be complete when the brochure arrived from the printers. But today, when we implement a digital marketing campaign, it is no longer “discrete” (i.e. has a start date and an end date) but rather, it is a continuous process that requires updating, enhancements, and long-term sustenance. This is an advantage, of course, because digital assets are easier to modify and reuse, so their relevance and applicability have a very long “shelf life”. Don’t ever budget for a “one-and-done” digital marketing program. That’s missing the point entirely, and completely under-leveraging the medium.
  2. Digital works best as a system, or platform. In the analog world, many individual events, campaigns, deliverables, and assets could easily be developed and deployed independently. In the digital world, users navigate across all channels (from emails to websites, from social media to apps, etc.) so the most effective way to take advantage of digital is to think of the entire digital ecosystem as a platform that should have consistent design elements, user interface tools, navigation, and relevant content connections. Digital platforms allow customers, prospects, employees, and partners to traverse every aspect of the message, solution, and support network in a seamless manner.
  3. Digital is all about engagement. The most significant benefit of digital solutions is that they facilitate an interactive user experience, which is orders of magnitude better than simply a vehicle to deliver content. By enabling a rich level of user involvement, the digital solution builds an entirely different (and better) relationship with the audience, because they are actively participating in the process – and it is well established that active participation yields better comprehension, knowledge retention, and positive emotional response.

The most successful digital solutions are transformational because they deliver continuous engagement platforms for people that matter, at every stage of their relationship with your company.

Visit Kaon Interactive to learn more about how you could transform your digital marketing strategy!

 

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RSVP for Our Chicago Marketing Innovation Seminar (Nov. 17th)

 

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Click Here to Register!

 

Kaon has leveraged our global marketing community to create an educational seminar that will help you make the right decisions for your organization. This year we will discuss “digital transformation” and how CMO’s and senior marketing leaders will utilize technology to gain a competitive advantage, increase sales productivity and drive effective customer experiences.

This seminar will feature AR/ VR demonstrations, a complimentary breakfast, and dynamic keynote presentations by…

  • Jeremi Jermakowicz– Project Manager at S&C Electric
  • Alan Cordial– Senior VP of Account Development at MC2
  • Gavin Finn- President & CEO of Kaon Interactive

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AGENDA

  8:00AM:    Continental Breakfast & Registration

  8:30AM:    Welcome and Introduction

  8:45AM:    Aligning Digital Sales Tools & Marketing Content

  9:15AM:    Interactive Customer Experiences that Drive Sales

  9:45AM:    Effectively Communicating a Complex Value Story

10:15AM:    The Power of a Technology Platform – Ongoing Innovation

10:45AM:    Game Changing AR & VR Solutions – Immersive Experiences Today

11:15AM:    QA, Technology Test-Drive & Closing Remarks

 

RSVP TODAY to reserve your spot for this exciting event!

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Introducing Kaon’s Charity Referral Program

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Have a charity that is near and dear to your heart? Join Kaon’s “Refer and Give Back” program and we will donate $500 (on your behalf) to the charity of your choice.

Please join us in supporting a worthwhile cause by referring the marketing individuals you know, within large medical/scientific device, IT/Telecom hardware or industrial machinery companies who need to simplify their complex product or solution stories in a visually engaging way. We look forward to receiving your referrals and giving back to those who need it most.

Thank you for your continued support!

Visit kaon.com to learn more!

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Kaon Exhibits at the 68th AACC Annual Scientific Meeting & Clinical Lab Expo

Philadelphia, Pennsylvania– As the leading event for laboratory medicine worldwide, the 68th AACC Annual Scientific Meeting & Clinical Lab Expo is the place where breakthrough innovations in clinical testing and patient care are introduced to the healthcare world.

It also provides attendees with an exceptional opportunity to:

  • Learn about cutting edge diagnostic technology and more than 200 new products.
  • Connect with global experts in clinical chemistry, molecular diagnostics, mass spectrometry, translational medicine, lab management, and other areas of breaking science in laboratory medicine.

Kaon Interactive, partnered with Brandwidth Solutions, as an exhibitor at the event to show companies in the healthcare industry how interactive sales and marketing applications help simplify their clients’ complex product and solutions stories in visually engaging ways.

The images below show Kaon’s customers utilizing their applications at the event on touch screens and mobile devices.

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Interested in learning more? Visit us at www.kaon.com for more information.

 

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All Purchase Decisions Are Made By People

According to a paper by Gavin Finn, president & CEO of Kaon Interactive, posted by Chief Marketer, B2C and B2B marketers must look at both the macro and micro forces that are shaping the behavior of their audiences, along with the increasingly rapid pace of technological change.

To understand how to drive interesting and exciting discoveries and innovations in almost every personal, business, and public policy arena, the paper identifies primary sentiments of populations in many markets.

Uncertainty.

When the status quo is being challenged, individuals and companies develop a heightened sense of awareness of how things are (or might be) changing, and they are less able to feel confident in their plans. This translates into hesitancy to embark upon long-term strategic initiatives, or even to change in small ways, says the report.

Risk Aversion.

As a result of the dual forces of rapid change and uncertainty in the future, individuals and businesses become highly risk averse. This means that they are more likely to do nothing than to try something new. Each decision is weighed not in terms of the possible benefits, but in terms of the risk of failure.

Dissatisfaction.

When people are unhappy with the way things are going in their immediate environments, though this response may appear to be contradictory to the feelings of uncertainty and risk aversion says the report, there is a consistency in the prevalence of erratic consumer and business buying behavior.

While some might see these prevailing sentiments in a negative light, says the report, these forces can inform impactful strategies for successful acquisition and retention this year and beyond. The paper continues with some suggested ways that marketers can leverage this knowledge and deliver superior results:

  • There is so much noise and clutter in both B2B and B2C marketing, that getting people’s attention and developing any kind of interest has become exponentially more difficult. As businesses and consumers feel unsettled about the future, they especially appreciate when brands deliver on their promises, resulting in a combination of increased loyalty and a deeper sense of confidence in their buying decisions.
  • In order to reduce the perception of risk in a purchase decision, marketers should build a continuous dialogue with their customers at every stage of the buyer’s journey. This is a different approach to “marketing communications” in the sense that the customer is just as involved in the communications process as the marketer. The result is true customer engagement, which increases confidence, proven by behavioral psychology to be much more effective at knowledge transfer and delivers long-term customers who make better buying decisions.
  • When markets are uncertain, and buyers are risk averse, decisions to purchase are most often made for only those solutions that are necessary and urgent. Identifying a customer need is no longer sufficient, understanding “why” is important to address now. The more the marketer focuses on helping customers arrive at outcome-based conclusions themselves, the more successful they will be.
  • While data science and analytics has become an essential element of every modern marketing arsenal, all purchase decisions are made by people, says the report. Even in business purchases, the individual decision-makers are subject to the same strengths and weaknesses as consumers.

Neuroscientists have proven that every decision has an element of emotion to it, even when business decision-makers believe that they are being entirely analytical. In fact, many behavioral scientists believe that the primary decision drivers are mainly emotional.

Addressing the emotional state of the decision-makers (addressing their sentiments of uncertainty and dissatisfaction) can yield significantly better results than focusing on quantitative benefits of solutions, concludes the paper.

For additional information from Kaon Interactive, please visit here.

Originally posted on MediaPost.

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Understanding How Macro and Micro Forces Influence Marketing

Shanghai city network technology

B2C and B2B marketers must look at both the macro and micro forces that are shaping the behavior of their audiences along with the increasingly rapid pace of technological change to understand how to drive interesting and exciting discoveries and innovations in almost every personal, business, and public policy arena.

To better understand the impact, let’s quickly identify some of the primary sentiments of populations in many markets.

  1. Uncertainty. When the status quo is being challenged, individuals and companies develop a heightened sense of awareness of how things are (or might be) changing, and they are less able to feel confident in their plans. This translates into hesitancy to embark upon long-term strategic initiatives, or even to change in small ways. Uncertainty is being felt across a spectrum of domains, from politics to business, and even national identities.
  2. Risk Aversion. As a result of the dual forces of rapid change and uncertainty in the future, individuals and businesses become highly risk averse. This means that they are more likely to do nothing than to try something new, even if whatever they are doing (or whatever their current product preference) is not achieving satisfactory results. Each decision is weighed not in terms of the possible benefits, but in terms of the risk of failure.
  3. Dissatisfaction. Look at the political climate in the US, or the anti-EU sentiments in Britain to see how unhappy people are with the way things are going in their immediate environments. While this response may appear to be contradictory to the feelings of uncertainty and risk aversion, there is a consistency in the prevalence of erratic consumer and business buying behavior that reflects unhappiness with the status quo.

While some might see these prevailing sentiments in a negative light, marketers must understand how these forces can inform impactful strategies for successful acquisition and retention this year and beyond. Here are a few ways that marketers can leverage this knowledge and deliver superior results:

1. Be authentic. There is so much noise and clutter in both B2B and B2C marketing, that getting people’s attention and developing any kind of interest has become exponentially more difficult. As businesses and consumers feel unsettled about the future, they especially appreciate when brands deliver on their promises, resulting in a combination of increased loyalty and a deeper sense of confidence in their buying decisions. As such, marketers must truly understand the needs/wants of their markets, and should honestly evaluate their differentiated value-add so that their connection to the customer is based on authenticity. Rather than trying to build a brand based on catch phrases, tag lines, and shareable celebrity endorsements, authentic brands are built around customer experiences with the company’s products and people.

2. Engage the customer – everywhere. In order to reduce the perception of risk in a purchase decision, marketers should take advantage of all the opportunities they have to build a continuous dialogue with their customers at every stage of the buyer’s journey. This is a different approach to “marketing communications” in the sense that the customer is just as involved in the communications process as the marketer. The result is true customer engagement, which increases confidence because customers discover the value of the solution throughout their own process of interaction. This method has been proven by behavioral psychology to be much more effective at knowledge transfer and delivers long-term customers who make better buying decisions. Engagement happens when customers are connected to the brand both intellectually and emotionally. Use digital interactive technology at every customer touch-point to build that emotional and intellectual connection.

3. Make sure your solution really matters. When markets are uncertain, and buyers are risk averse, decisions to purchase are most often made for only those solutions that are necessary and urgent. Identifying a customer need is no longer sufficient. Understanding why it is important to address this need now is the marketer’s job. Helping to build a direct link between the customer’s priorities and your solutions is essential to elevating the importance of this purchase decision. The most effective way to accomplish this is for the customer to build a clear understanding of the outcome that will result from this purchase decision. The more the marketer focuses on helping customers arrive at these outcome-based conclusions themselves, the more successful they will be.

4. Use data, but focus on the person. While data science and analytics has become an essential element of every modern marketing arsenal, it is wise to remember that all purchase decisions are made by people. Even in business purchases, the individual decision-makers are subject to the same strengths and weaknesses as consumers. Neuroscientists have proven that every decision has an element of emotion to it, even when business decision-makers believe that they are being entirely analytical. In fact, many behavioral scientists believe that the primary decision drivers are mainly emotional. This means that our understanding of who makes or influences buying decisions is a critical component of successful modern marketing. Addressing the emotional state of the decision-makers (as, for example, in addressing their sentiments of uncertainty and dissatisfaction) can yield significantly better results than when we simply focus on quantitative benefits of our solutions.

Gavin Finn is president & CEO of Kaon Interactive.

 

Original article published on ChiefMarketer.com.

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Kaon Interactive WINS the 2016 SBANE Innovation Award!

And the Winner isKaon Interactive!

 

20 Finalists, narrowed down from 188 nominees, presented to a panel of 66 judges on April 7th at the MIT Endicott House in Dedham, MA as part of Phase 2 of the competition. After the presentations, the judges chose four winners in the “Profit” category and two in the “Non-Profit” category. Two companies were honored as “Rising Stars”, who are in the early stage of development and have clearly demonstrated the validity of their business.

IMG_7164.JPG“For 31 years, SBANE has done a remarkable job of identifying winners whose technology, services and ideas represent how truly innovative the New England Ecosystem is. This year has been no exception. Each and every one of our winners and for that matter our nominees, are leaders in their space, driving forward this innovation economy to make our lives and our own companies far superior to any other region in the country, let alone the world. As the SBANE Circle of Excellence welcomes the class of 2016, I can honestly say it is one of our best yet”, said SBANE’s New England Innovation Awards Committee Chairman, Todd Faber, President, The Faber Group.
Congratulations to all of the Winners of the 2016 New England Innovation Award!

SBANE [Smaller Business Association of New England] feels that innovation is at the heart of economic prosperity and SBANE continues to recognize those companies that have transformed their innovative ideas into a product or service that delivers proven value to customers. The New England Innovation Awards Program was started in 1986 and, since then, almost 200 companies have won this prestigious award. Nominations from a wide variety of companies are welcome. Former nominees have come from varying fields such as technology, manufacturing, service, non-profit, and retail/distribution.

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