The recent use of AI to create a fake endorsement by Taylor Swift for Donald Trump has sparked widespread concern about the dangers of deepfakes. While this instance might seem like a gimmick, deepfakes have far more serious implications, particularly in the realm of social misinformation and cyberwarfare. Artificial Intelligence (AI) has made remarkable strides…
Understanding the Summer Slump Every year, July and August bring a noticeable slowdown as the world takes a summer break. According to a survey by Statista, 68% of Europeans plan their vacations during these months, causing a significant drop in business activities. With popular destinations like the Mediterranean bustling, countries like Germany experience the summer…
Word of mouth is the most crucial form of marketing across most industries, and engineering is no exception. As we have reviewed in the Rational Decision Making model, colleagues play a significant role in assessing options and making purchasing decisions. But how do you influence word of mouth? How do you make an impression that…
In-person events and exhibitions are vital components of marketing to engineers. These events offer unparalleled opportunities for face-to-face interaction, which can significantly influence purchasing decisions. According to a study by the Center for Exhibition Industry Research (CEIR), 81% of trade show attendees have buying authority, and 77% of executive decision-makers found at least one new…
When marketing to those involved in procurement, especially in a B2B engineering transaction, there needs to be understanding that transactions are multifaceted and complex. If the product or service is related to a contractual obligation over a period of time as well, the complexity of the decision will increase in correlation with the number of…
