Successful content marketing answers the only questions buyers have: The reason software and service providers spend money on marketing is simple: to increase sales. Marketing that does not deliver this simple goal can be carried by vanity drivers such as prestige, market expectations, or CEO ego trips. But not for long, and not in a market that has seen regulation erode sales and profits across the board.
Every survey about the future of banking and investing lands on the same conclusion. Our industry needs to become easier, faster, and more customer-focused. So why have we become fascinated by blockchain technology, designed to be complex, slow, and invisible to customers? Every survey about the future of banking and investing lands on the same conclusion. Our industry needs to become easier, faster, and more customer-focused. So why have we become fascinated by blockchain technology, designed to be complex, slow, and invisible to customers?
Welcome to the first of our “narrow path” pieces, in which we look at a series of transformational technology initiatives, and try to understand for each its narrow path to success or mainstream adoption. |
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August 2017
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