Customer Interaction Magazine October 2005 - TMC's Digital ...

Publisher’s Outlook
By: Nadji Tehrani,
Founder, Chairman & CEO, Editor-in-Chief,
Technology Marketing Corporation
Online Marketing
Comes Of Age!
Opportunities & Pitfalls
How To Make The Most Of It
A Word To The Wise...
Don’t Put All Of Your Eggs
In The Same Basket —
Use Integrated Marketing!
Like anything else in life, there is
a right way and a wrong way. In
this editorial we try to give you
some guidelines based on proven
experience.
The Overview
Every so often, marketing reinvents
itself. I love marketing because it changes
all the time and keeps you on your toes.
A French philosopher once said, “The
more things change, the more they stay
the same.” However, when it comes to
marketing, that is only fifty percent
true. Namely, the method of marketing
changes but the marketing principles
Companies exist for two and only two reasons;
namely, marketing and innovation.
Without these, no company would get anywhere.
stay the same. I feel that because of the
ever-changing nature of marketing,
there will always be a great challenge in
figuring out what the formula for success
today versus yesterday is.
Putting all of the above together, it
becomes clear that marketing is often
like shooting at a moving target, that’s
why it is the most challenging and most
complex part of any corporation.
Ironically, to make matters worse, very
few, if any, companies pay enough
attention to this vital art and science.
Marketing Blunders Continue
As I travel around the country visiting
companies, and by virtue of my recently
introduced “Boardroom Report,” which
may be viewed at
http://www.tmcnet.com/callcenter/board-report/
(please refer to my
September 2005 editorial for a description
of the Boardroom Report), I continuously
find that a certain amount of
blunders continues in many companies.
Here are a few examples:
a. Some companies hire a complete
marketing staff, but they give
2 CUSTOMER INTER@CTION Solutions ® October 2005
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