These days in this age of digital transformation and all things automated, it’s easy to get caught up in all the fabulous new ways to connect with your customer. But as we become more tech-savvy it’s easy to lose focus, be attracted to the platform and not the people, the mechanics and not the man.
Since I began my career in marketing over 25 years ago, I have seen technologies come and go, old mediums give way to newer mediums, and the vast majority of these innovations have been led by the computer, which has spawned many new technologies and industries some which stick and some which are transient.
More power to connected customers
Of course, technology has not only created new business models, it has also given the customer more power, especially in the retail sector, and the disruptor companies like Amazon, who are managing their customers journey as a priority, are winning the retail sector.
One thing that has not changed for the marketer is that the customer is still front and centre of everything, more so than ever in fact. The marketer remains the staunch champion and advocate for the client, and as marketers we always have their best interest at heart.
Dig deep and care deeply
At Marketing Sense, we care deeply about the customers of our clients and our process is focused on asking questions that dig deeply into their audience. Our job is to understand our client’s customers, their real lives as humans not as targets. We take the time to understand customer pains, triggers and content preferences including tone of voice and language and the different stages of their decision making journey.
Another aspect of my role as a marketer is to understand my client; who they are, their purpose and why they are where they are today.
By attaining a deep understanding of both my client, their business and their customer, by understanding all the influencers, motivators and triggers, I can correctly and appropriately advise on a strategy for not just growth, but success.
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