Crossing Paths - O'Neil CONNECT Volume 2 Issue 3

Release Date: 6/6/2012

In this day and age, we can get lost in the latest product innovation. TV commercials that mock people who bought the latest and greatest devices, only to see the next generation hit shelves shortly thereafter. Forget keeping up with the Joneses, we can’t even keep up with technology.

Some would argue we’re so connected that we’re unconnected. With the advances in technology, we have become so wired that our intimacy levels are all dried up. Yet another perspective might suggest that today’s technological boon has empowered us to stay connected only to the people and brands we deem important.

We no longer market to the masses. That means the tried-and-true principles of market segmentation and positioning are the foundations of a solid future. While choosing market niches on which to focus is critical, becoming a trusted entity within a segment may be the biggest challenge of all.

As we have often stated in the pages of this magazine, successful brands will be the ones woven into the fabric of their target niches’ worlds. Consider the notion that our closest friends and allies are our most trusted vehicles for information. They’re the ones who have the biggest influence on our purchasing behavior.

Some of the world’s biggest brands are great, because they’ve become part of how we define ourselves. Consider what brands like Apple, BMW and Coca Cola say about who we are.

With the combination of technology and the importance of developing market niches, the connection models we use are transforming. Our jobs have become a part of who we are on a personal level – and that has an impact on the B2B world.

In other words, B2B marketing has a real B2C flavor to it these days. Check out our cover story, “Crossing Paths,” where we dive into the changes shaping both of these segments. We offer keen insight to becoming part of your clients’ world, regardless of if it’s a B2B or B2C industry.

In addition, we thought it might be fun to delve into the new world of apps. “Is There an App for That?” examines how apps are revolutionizing today’s business landscape.

We hope you enjoy the latest issue of connect as we continue our endeavor to become a trusted part of your marketing world.

Warmest regards,