How the world views you, how people react to your product or service — this is the realm of marketing that is fueled by the interactions marketing creates. As your consumer-facing voice, marketing increasingly drives consumers’ engagement with you, creating both challenges and exciting opportunities for your brand.
Marketers are now accountable for much more than a traditional marketing department’s role. They’re often responsible for the customer lifecycle, and tasked with proving the success of that journey. That’s where many of our prospects and clients are coming to us today: Despite investing in the newest tools of the trade, they’re struggling to tie their efforts to their KPIs and strategic goals. Demonstrating success is not just about measuring performance, but the analysis and context that present the story of those positive results.
At its core, marketing is communication. And in today’s world, channels or modes of communication are widely varied and new opportunities are continually being developed. This is one aspect I was pleased to discuss with In Business Magazine editor RaeAnne Marsh as she reached out to several marketing professionals in our community to share with In Business Magazine readers effective strategies to market their business. And in the related “Feedback” feature, she also solicited input from businesses to share examples of what has been successful for them.
Job-search stress isn’t experienced only by the job seeker, and Tony Beshara, Ph.D., addresses the needs and concerns of the person responsible for making the hire in this issue’s HR feature, recognizing the potential for loss of time and money if the person turns out to not be a good fit for the company. And Edward G. Brown’s “Roundtable” feature offers a fresh perspective on how “Got a minute?” interruptions affect productivity and how they can be handled.
With its signature broad look at business activity and issues important to the Valley’s business community, In Business Magazine fills this February issue with articles that range from the new ruling by the National Labor Relations Board that limits companies’ restrictions on employees’ email messaging to the new “benefit corporation” corporate category to the robust industry of healthcare franchises, among others. Also in this issue is the 2015 Meetings & Conventions Guide, the Valley’s most comprehensive guide to events venues.
I am pleased to help bring you this February issue of In Business Magazine. Please enjoy the read.
Chief Executive Officer
As chief executive officer, Beau Lane has spent the past several decades growing what is now LaneTerralever into one of the largest and most successful agencies in the region. He helped oversee the 2013 merger of E.B. Lane and Terralever into the newly formed powerhouse that includes all aspects of the marketing mix.
Lane was named 2013 Ad Person of the Year by Phoenix Ad Club, and under his direction the agency has received national and local recognition for years of award-winning work. His knowledge and passion for the business has helped attract numerous high-profile clients such as Arizona Super Bowl Host Committee, National Bank of Arizona, Arizona Lottery, Cable ONE, Visit Phoenix, Arizona Cardinals, Inspirato and Boots/Walgreens.
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