My Approach to Marketing
"Build something 100 people love, not something 1 million people kind of like." - Brian Chesky, Co-Founder & CEO, Airbnb.
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I believe in the power of an intergrated marketing ecosystem that is the driving force behind business operations. Brand Awareness - focused on the discovery of a brand, Demand Generation - focused on creating a need for your brand & Customer Experience - getting the customer to fall in love with your brand - and with the help of a little automation - keep them coming back for more.
Brand Awareness
In order for any brand to scale focus needs to be on not only getting it's name out there but also grow it's equity at pace. New or recently re-launched brands need to gain brand trust. This is achieved through understanding the needs of your customer and tailoring content and messaging to them through a variety of channels such as their trusted network (advocates) and owned or earned (paid for) channels.
Customer Experience
Customer Experience is key. A new study has shown that access to early sales and new products give our customer the sense of feeling like a VIP. In 2023 I believe that it's all about customisation. Tailored offers, personalised messaging and tailored content makes your customers feel like they are a part of your brand and promotes loyalty and brand advocation. A great customer experience via all contact points helps build trust and improve customer retention. This in turn promotes customer reviews, feedback and Customer Analytics used for best channel ROI.
Demand Generation
Once you have been discovered (like the unicorn your brand is) the next step is to capture interest or generate demand. In this phase it is important to view the entire business ecosystem as an opportunity to sell and build connections with your audience. Each contact point in this phase should drive down-funnel behaviour (ultimately capture a lead or make a sale.) Channels such as Paid media and Email marketing are great here.
Automation
The 3 pillars, Brand Awareness, Demand Generation and Customer Experience all need to work together in a streamlined fashion. Without one element you cannot achieve success in the others. That is where marketing automation comes in. New Marketing technologies allow brands to have a fully automated ecosystem, removing blockages or manual work so that you can focus on results that matter. Tools such as email nurture flow automation, CRM segmented workflows, Autoresponders and prescheduled content flows.
What my network says:
