With the digital revolution, the concept of ‘online’ began. Then came a proliferation of platforms, digital disruption and ultimately increased competition.
In the early days it used to be really simple and the boundaries were clear for everyone. PR teams were responsible for doing PR, HR teams did HR and then everything became digital. As a result HR’s emphasis shifted to E-Recruiting and E-Learning and PR became more about Social & Earned Media.
As a result, digital is no longer a siloed department and with this comes challenges for marketers.
Marketing has become a battle against metrics. Accountability through ROI became a critical component in justifying marketing spend and making it as efficient as possible.
To make things harder the customer is more elusive, informed, empowered, connected and untrusting than ever before.
So what does the future look like?
The boardroom remains divided. 89% of CMO’s believe that the customer experience is central to long-term competitive differentiation, yet 75% of CEO’s want CMO’s to be 100% ROI focused now. (Source Gartner & Fournaise Group)
So will the marketing of the future be about using data to solve this, by increasing efficiency and giving us actionable insight?
Where is the room for creativity if all the CEO cares about is data and ROI?
Let’s not forget that this world obsessed by data is still ruled by human need and emotion, and that the community (network effect) is still the most powerful force in the world of ideas.
In the age of the audience how do we show the empowered customer that we care? How do we matter outside of transaction or buy-cycles to win their attention? How do we use that time with the consumer to build demand for our products or service?
At First 10, we believe marketing that is customer-centred, and consumed voluntarily is a more certain investment.
We bring certainty to marketing spend, through relevance, experience and informed action, ultimately building demand. We call this model ‘The curve of certainty’.
Creating value through engagement must be front and centre. Here are some initial tips to get you started.
Creating value for the customer:
- Timely, relevant, value-add experiences that are emotional-rational. Brands/companies need to add something to your customer’s world today, or risk being ignored. It’s imperative that you find a way to create relevance with the customer at the earliest of stages and on a regular basis. Without it a more interesting, more customer-centric brand will eventually take your place.
- Think journeys not channels – The path to purchase is no longer a linear process and has multiple starts and stops and varying levels of engagement. Customers now expect a personalised experience at every touch point. Anything less and you risk them turning their attention to your competitors.
- Real time interactions matter, but it must be on your customer’s terms, and increasingly it’s social, local, mobile.
- Serve me better – use data to be relevant, it’s the critical differentiator.
- Make me feel good about the purchase/experience – create an emotional connection. Build the brand – one engagement at a time. Brand strategists talk about ‘telling stories’ – this is why.
It’s never been this easy to create value by taking informed action in marketing…how will you become more certain?