Marketing is for the entire company
Posted: Tue Dec 17, 2024 4:17 am
The only thing consumers want is a solution to their problem at the moment they experience it. Shift your focus there. Start with the need of your target group: what do they want at that exact moment? And then think about which advertisement, content and channel fits that. This way you are in charge and you can use technology instead of being used.
2. Avoid funnel vision
The buyer journey, the customer journey, the sales funnel, customer centricity… All well and good, but you can also be blinded by it. With funnel vision you no longer see the bigger picture. Let's be honest, this subtitle of the marketing funnel is not far from the truth:
We no longer see the complete experience that people have, our customers do not follow our funnels linearly. Remember that customers do not think about your brand and products as often as you think (or hope) they do.
3. Be data-driven, not data-blind
We are data-driven marketers, and that is not a bad thing, but don’t let the numbers blind you. If we are not careful, we will make choices based on data alone, both at a strategic level of the business and in executive functions. Tom argues that data can also mislead us and that we should be aware of that. Data is interesting and can certainly help you, but it can also lead you completely in the wrong direction.
How closely does your marketing department iran telegram datawork with other departments? Do sales and marketing and customer support already work together in the same system? Chances are that you are happily on your own island, which is how it looks at most organizations. Since we all started working from home, the marketing department itself has probably also been split up and ended up as an archipelago. You know that working in silos is not beneficial, but hey, it is difficult to master the madness of the day and take action.
Ultimately, it's all about the customer and every department is committed to the customer in their own way. Take a trip. For example, have someone from the marketing team join customer support every week. Only when you are talking to the end user can you really get to know the target group and, as a marketing department, create campaigns and content that seamlessly match their challenges.
5. Use your sense of humor
COVID-19 forces you to think about digital transformation. This is a serious matter of course, but Tom argues that you should use humor to tackle this digital transformation. He mentions exactly what we mentioned before:
2. Avoid funnel vision
The buyer journey, the customer journey, the sales funnel, customer centricity… All well and good, but you can also be blinded by it. With funnel vision you no longer see the bigger picture. Let's be honest, this subtitle of the marketing funnel is not far from the truth:
We no longer see the complete experience that people have, our customers do not follow our funnels linearly. Remember that customers do not think about your brand and products as often as you think (or hope) they do.
3. Be data-driven, not data-blind
We are data-driven marketers, and that is not a bad thing, but don’t let the numbers blind you. If we are not careful, we will make choices based on data alone, both at a strategic level of the business and in executive functions. Tom argues that data can also mislead us and that we should be aware of that. Data is interesting and can certainly help you, but it can also lead you completely in the wrong direction.
How closely does your marketing department iran telegram datawork with other departments? Do sales and marketing and customer support already work together in the same system? Chances are that you are happily on your own island, which is how it looks at most organizations. Since we all started working from home, the marketing department itself has probably also been split up and ended up as an archipelago. You know that working in silos is not beneficial, but hey, it is difficult to master the madness of the day and take action.
Ultimately, it's all about the customer and every department is committed to the customer in their own way. Take a trip. For example, have someone from the marketing team join customer support every week. Only when you are talking to the end user can you really get to know the target group and, as a marketing department, create campaigns and content that seamlessly match their challenges.
5. Use your sense of humor
COVID-19 forces you to think about digital transformation. This is a serious matter of course, but Tom argues that you should use humor to tackle this digital transformation. He mentions exactly what we mentioned before: