Google the term “Marketing Technology” and you’ll be presented with results that vary in context and  interpretation. But that’s the beauty of a search engine, isn’t it? You get millions of results and then it’s up to you to find that proverbial needle in the Google haystack. With any luck, you may find what you’re looking for on the first few pages.

You spend hours, days, or weeks putting together the best collateral, presentation, or demo. Every detail is in place. There’s perfect graphic-to-text ratio, beautiful fonts, and white space galore. And all you see after it is delivered are blank faces. They didn’t get it. What happened?

To know where your marvelous communication plan went awry, you need to remember what it is you were trying to communicate in the first place.  Was the goal of the piece to inform? Influence? Instruct? Invoke an emotion like excitement or concern?