Last month we presented this topic to a group of professional marketers. Without rehashing the entire presentation, the following are some of the key takeaways:
Traditional marketing delivers one message to a targeted audience using one or more channels. Companies have been able to CONTROL what is being said, how it is communicated and to whom. This approach is increasingly becoming ineffective…
The landscape is changing the way brands interact with customers—no shouting. Consumers are annoyed by intrusion and using technology to avoid it. Information is being replaced by more customer involvement and engagement.
Customer engagement requires new ways of creating content and understanding consumer’s needs. Strategy is a key factor for defining customer engagement.
Benefits of organizations adopting the changing landscape: more innovation, more effective marketing, better access to knowledge, lower costs of doing business, higher revenues, and better customer interaction.
Integrating the core elements of this new marketing means integrating your audience with a meaningful brand experience using their preferred channels of communication.
Key elements of assessing your organization’s progress with interactive brand engagement includes: audience segmentation, customer behavior, active listening, brand experience, channel integration and customer value.
In the final analysis, it’s important to remember that marketing strategy always needs to support the organization’s business strategy. The landscape is changing… will you?
If you would like some help in changing your marketing landscape, contact us at 804-968-5131 and let’s discuss how we may assist you.