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At one time an acceptable mantra was 'Build it and they will come', and so internet companies laid fibre and mobile operators bid billions for spectrum licences, and sat back and waited. Despite much improvement in the marketing messages, connectivity is still too often a generic infrastructure 'Sell' that does not connect fully with the buying service 'Need'. So, rather than setting out a stall and waiting for customers to pass by, it is generally better to identify a prospective audience, hunt them down in their natural habitats, and then target them with the right marketing ammunition or propositions.
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