I’ve been a Seth Godin fan since the days of purple cows, so I was excited to discover his most recent book, This is Marketing. In his latest work, Godin reminds us that “marketing involves very little in the way of shouting, hustling, or coercion.” Instead, he describes effective marketing as “understanding our […]
When IWCO Direct was acquired by ModusLink (now Steel Connect) 380 days ago, we shared our excitement about becoming part of the Steel Partners family. One year and fifteen days later, we are pleased to report that excitement was justified. Steel Partners’ commitment to fueling our profitable growth with a capital investment strategy designed to […]
Almost 60 years ago, the late Harvard Business School professor Theodore Leavitt coined the term “marketing myopia.” Leavitt is probably best known for the statement, “people don’t want a quarter-inch drill, they want a quarter-inch hole,” which is how he helped students understand [...]
Navigating the Sensitive Healthcare Market and Creating a Personalized Customer Experience with IWCO Direct 1to1
Marketers know that highly personalized offers using variable creative layouts and content (text and images) are the most direct route to acquiring new customers for products or creating members for loyalty and other continuity programs and services. Today’s consumers, especially millennials and Gen X buyers, respond...
A few months ago, a blog with the title “Eat Predictable for Breakfast” appeared in my inbox. The timing seemed a little spooky since I had just finished a conversation about differentiators and how to pique curiosity with content that just can’t be ignored. I have no idea how this blog got to my inbox, […]