Zero Moment of Truth - The Google Perspective on a Strategic Customer Engagement Concept

Zero Moment of Truth - The Google Perspective on a Strategic Customer Engagement Concept

Researchers have found a surge in B2B conversions due to the increased prevalence of pre-engagement searches among business decision-makers. Brands need to be visible and legitimately active 24/7 through SEO, SEM and video marketing. Persuasion tactics should focus on messages of productivity, efficiency and sustainability that reflect customer interests and expectations. With the presence of online information and dialogue about brands, companies need to be flexible, anticipate and respond quickly to opportunities and challenges.

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More Innovation Resources:

There's No Place like Home for the Holidays (or for a Successful Social Media Strategy)

When developing a social media strategy, start with improving your website before focusing on social network outposts. Provide valuable content, be present where your audience is, and offer various ways to interact for a richer experience.

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The Hidden Culture Benefits of Crowdsourced Innovation

The Hidden Culture Benefits of Crowdsourced Innovation

Crowdsourced innovation brings cultural benefits beyond improving idea sourcing and lowering program costs, such as overcoming groupthink bias and empowering introverts.

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Diminishing law of innovation returns and the problem with "better"

The diminishing law of innovation returns suggests that trying to improve products in the same way as competitors eventually becomes irrelevant. Companies must find new ways to innovate to stay ahead.

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