How Companies, Brands, And Non Profits Communicate The internet has changed the way companies, brands, and non-profits engage with others and conduct business. I'd be willing to place a bet that at some point in time you've run across a blog post or article that interested or repelled you so much you left a comment, or if you didn't you wanted to leave one.
This engagement with the senders message ( with or without response) is the way companies, brands, and non profits develop relationships with customers email list. There is market moving 'power' in being able to move people into action. The relationships (where there exists a positive connotation) that develop have a greater chance of turning into trusted relationships once the customer has granted authority status to the sender of the message for the subject matter. Like in networking, when trust is established the customer is more open to hearing the message and the call to action.
Likewise, if the customer and sender enjoy a reciprocal relationship there exists some probability the call to action will be heard and possibly acted upon. Taking it one step further, with a relationship based on trust the receiver of the message (customer) may now also influence the original sender of the message with their own mutually beneficial call to action. Relevance Core To Inbound Marketing Relevance is the core competency in inbound marketing.
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