What do you think you know about your target audience? The weakest link in your communication chain is probably not your outbound strategy or creative execution but the lack of solid ”inbound” communication.
In 1996 movie “ Jerry Maguire,” Cuba Gooding Jr.’s character Rod Tidwell may have asked Tom Cruise to “show him the money” but today’s customers want you to show them the content! In the digital era, enticing customers to your web site through inbound marketing and successfully using social media for viral sharing requires you to offer plenty of quality, relevant, original content.
Incentives for scientists, especially young scientists, are few and far between today. Look at the world they live in. They’ve chosen to work in areas they believe will make a difference, but in areas so specialized that most people will never understand them. On average, a handful of people scattered across the globe comprehend the value that a scientist’s average 80-hour working week will actually contribute to the world.