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The Impact of Marketing on Customers Vs. Noncustomers

I had the opportunity last month to appear on the monthly SIA TouchPoint webcast, the monthly membership gathering for the Security Industry Association (SIA). During my visit with SIA Membership, I shared a finding from a yearlong SIA-sponsored study on marketing effectiveness, which I’m pleased to share with you here as well. The study focused…

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Measuring Marketing Effectiveness

On Oct. 24, I was pleased to share the results of a yearlong study on marketing effectiveness in a webinar presented by the Security Industry Association (SIA), Marketing Effectiveness—Raising Awareness in the Buyer’s Mind. The study offered a view from the buyer’s perspective, and it was supported by nine industry trade publications, which cooperated to…

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