Context Relational
Content
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
1
Making your website more
efficient
Selling:
Relational process
Marketing:
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
2
Getting attention process
Goal: to get a relation
Relation starts with communication
To become a conversation
Can end up in a collaboration
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
3
Attention starts with communication
Hoping to get attention
from target market
Selling:
Communication: person to person
Immediate response or feedback
Verbal – tone voice – body language
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
4
Marketing:
Communication from one to many
No response, no feedback, nothing
Blind
Sales can adjust - change message
Thanks to response or feedback
Marketing can miss completely
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
5
Due to no response or feedback
Question for marketing:
How to create and send content
That:
• Has context
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
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• Is relevant
for the potential buyers
As relation can only be formed by
affinity to content
Relational content creates value:
For the receiver:
• Any sales conversation should create
value for the lead
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
7
• Any marketing communication should
create value for target audience
For the sender / broadcaster:
• The interest obtained from the lead(s)
Problem with communications:
• Reaching wrong audience
• Generating interest from the wrong
audience
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
8
In case of sales:
Less error will occur
In case of marketing:
Prone to error
Sales:
• Limited number of channels
• Controlled channels
• One to one communication
29 Dec 2009
www.popupbooster.com Engago Technologies Ltd. www.engago.com
9
Marketing:
• Many channels
• One to many comm