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For B2C Marketing Professionals

Create Marketing Your Customers Can Use

How To Infuse Marketing Programs With Usefulness

April 14, 2014

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  • By Melissa Parrish
  • with Luca S. Paderni,
  • David M. Cooperstein,
  • Carlton A. Doty,
  • Olivia French

Why Read This Report

Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical locations. This gives marketers more opportunities than ever before to engage their customers in meaningful ways — or to screw it up. These demanding customers prioritize useful, relevant interactions with your brand that help them accomplish something or save them time. This report will show you how to determine your readiness to deliver transformative utility and teach you the five key ways to create expansive utility-based marketing programs.

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Table of Contents

  • Always Addressable Customers Are Impatient With Your Marketing
  • Demonstrate Your Brand Promise; Don't Just Talk About It
  • You Can Offer Five Types Of Utility Organically Or Transformatively

  • A Utility Program Is Not A Test And Learn Strategy
  • Supplemental Material
  • Related Research Documents

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