Marketers, Brand Differentiation Come From the Good
In 2018, my marketing strategy is going to include...a brand story based on purpose. Brand differentiation will come from the "good" they are able to enact in the world. Consumers today want to know that the brands they choose, stand for change, and purpose, and have values that align with their own. In today's socially and environmentally conscious world, it's imperative that purpose be the lifeblood of your company; and your brand is the foremost way to portray your company's purpose-driven story. — Alicia Tillman, CMO, SAP
New media channels are emerging all the time, and marketers are often unclear how to choose among them.
While they are accustomed to changing the creative content of their campaigns on a regular basis, there is no automatic driver that encourages the adoption of new media channels, and marketers themselves may be disinclined to make changes. Changing established media allocations is risky; weighing the options requires time and effort. The fear of making the wrong decision can make exploration seem daunting.
But avoiding innovation carries its own risk. The world moves forward, and those who don't advance with it will be left behind. Marketers need a way to embrace change without being swallowed up by it. How can they manage that process?
Customers are people. They appreciate the world through the prism of their experiences. They sense what challenges or bothers them–their pain–but they often can’t even conceive of the solutions–their needs. #marketing#strategy#marketingcanvas#customers
Marketers, Aspirational Consumers are looking fro Brands that are delivering embedding purpose
Branding agency BBMG recently released a report on the rising importance of “aspirationals,” consumers who love shopping but who are also concerned about sustainability and brand responsibility. eMarketer’s Yory Wurmser spoke with Raphael Bemporad, founding partner and chief strategy officer of BBMG, about what this means for marketers.
Marketers, Forget Real-Time Marketing!
What you need is right-time Marketing.
◦SEE ‘timezone’ – pre-consideration time when your largest qualified audience may see your brand, but where there is no commercial intent
◦ THINK ‘timezone’ – consideration time, when members of your largest qualified audience are thinking about buying and there is some commercial intent
◦ DO ‘timezone’ – time to act, when members of your largest qualified audience are looking to buy and there is massive commercial intent
◦ CARE ‘timezone’ – this is post-purchase time, when members of your largest qualified audience of customers who have already bought what you sell at least twice (a single purchase may have turned out to be a mistake) are looking to enjoy their purchase.
Marketers, Consumers want to have more information
Today, consumers want to have more information on how a product is made (i.e. process and components used), who made the product (i.e. labor conditions), and what are the brand’s values (i.e. employee work conditions, business ethics).
According to the PWC’s 2016 Total Retail Survey1, although price remains the number one driver for where and what shoppers buy, brand trust comes in second. In our experience, brand trust is often linked to the amount of transparency provided. So how do you build trust for your brand and your products?
The only brands that survive are the ones top of mind in your head, or top of algorithm. There's an opportunity for brands to lead cultural change. More and more in this divided world, you have politicians using fear and division to win elections. When you're managing a big brand, you cannot afford that. Politicians run every four to six years—we earn trust and preference every day. We need to play in those cultural values that unite us.
Marketers, Customer-experience strategy needs to be mobile
"Emerging technologies are amazing in their own right. Think the internet of things, virtual reality, artificial intelligence, and voice. Taken one step further, their potential to breathe new life into the mobile space is huge, possibly leading to the point where, experts say, consumers might not even need a screen at all to interact with their devices.
This will have massive effects on brands’ mobile design process and strategy. It also will shift the way they interact with their on-the-go consumers."
"Putting data-driven insights over gut reactions is a priority for leading marketing executives, the companies they work for, and the CEOs they report to. With the right data-management plan, marketers can gain a clear view of customer journeys across channels and devices, according to research from Econsultancy in partnership with Google."
Marketers, AI is now enabling intelligent automation
“AI is now enabling a degree of intelligent automation that the world of digital marketing has never seen before. AI and predictive analytics can be used to optimize the end-to-end customer journey,” Virtusa’s Palermo said.
Marketers, You Should Focus on Transformation more than Digital
In digital transformation, we often focus on digital while the real challenge is transformation.