I recently read that the success of a campaign is based on the target audience’s belief that the issue is important enough to consider, and that the person who is delivering the message is entitled to be doing so. I often write about the many variables involved in how someone develops their beliefs about what is important (such as social perception, personal factors, etc.), but this idea of entitlement interested me, and I wanted to delve a little deeper into the B2B side of it.
Are you entitled?
Often, B2B companies will market their product by talking about their Unique Selling Propositions — what makes them better than the competition. And that is important, but why are you entitled to be there? Why are you entitled to relay this knowledge, and for your target audience to be motivated enough to purchase your product or buy into your service?
Characteristics of Generation Z always needs a sense of entitlement, that's why marketers have to add a sense of entitlement when marketing to the generation Z!
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http://www.mltcreative.com/blog/bid/78477/Entitlement-An-Important-Part-of-Your-B2B-Messaging
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I recently read that the success of a campaign is based on the target audience’s belief that the issue is important enough to consider, and that the person who is delivering the message is entitled to be doing so. I often write about the many variables involved in how someone develops their beliefs about what is important (such as social perception, personal factors, etc.), but this idea of entitlement interested me, and I wanted to delve a little deeper into the B2B side of it.
Are you entitled?
Often, B2B companies will market their product by talking about their Unique Selling Propositions — what makes them better than the competition. And that is important, but why are you entitled to be there? Why are you entitled to relay this knowledge, and for your target audience to be motivated enough to purchase your product or buy into your service?