Every customer has a problem they are looking to solve as a consumer. Sometimes it’s glaringly obvious, other times the problem needs to be pulled out of them because it’s not easy to see. Whichever it is, it will be easier to market to a prospective customer if you know the problem you are trying to solve.
Today’s business schools should really spend some time on touch points and personas or the next generation of marketers will overlook a very important component of their marketing strategy. This article is about the importance of the target audience (or persona) and the touch point. It also uncovers some key questions embedded in a touch point location which today’s digital and social marketers need to answer. Here we go.
When the brand is the problem, this is something that most marketers don’t have the right experience to face head on and I would venture to say don’t know how to tackle it with the right logic and resources. When the brand (or business) has a problem, it’s probably much more than figuring out how to turn around lackluster marketing efforts because of a bad quarter. At the heart of it, when a brand has problems, it could be a combination of many issues that are not easily identifiable, or worse, not easily fixed.
The brand attributes that make your brand successful on the outside are the ones you clearly define, embrace, communicate and reinforce over and over again on the inside.
Is your company always looking for new ideas? Or, are you waiting for someone else to think of them for you? If you are working in digital marketing every day like me, coming up with new ideas, is critical. Ask your team to have an “always on” alert system for creative, innovative ideas. Some employees may fully embrace this concept and some will not do anything. However, this exercise keeps your marketing department sharp and always thinking of ways to keep the brand on the leading edge. It also keeps your department thinking, cultivating, percolating and looking for new and different ways to reach your business goals.
Wouldn’t it be nice to be able to peek inside the mind of a digital marketer? Imagine catching a glimpse of how they process through day-to-day challenges.
I think if you were to take a peek inside the mind of a digital marketing professional, you just my find a fragmented mess, almost like a highway with lots of on-ramps, off-ramps and throughways. Hang in there; it’s actually a lot more intriguing. You’ll see.
As a marketing professional, you probably don’t have time to spend looking for tools to use on your smartphone. Well… don’t worry; we’ve done it for you. Here are 5 easy to use apps that will help you while you’re up to your eyeballs trying to get your work done.
If you read any blog or eBook on the value of marketing personas you will soon discover that if you are not paying much attention to them, your marketing will not be nearly as effective as it could be. If you look at your marketing and can’t discern what type of persona it is targeting, then you know you have to address the issue – it’s that simple.
As a marketer, we have to wear lots of hats and this helps us see what strategies work well and which ones don’t work so well. If you’re a non-marketer CEO, business executive or business owner, you’re probably scratching your head sometimes wondering if your marketing is being executed using the right tactics. Sometimes what may seem like a wrong tactical initiative could actually be hitting the target perfectly based on its goal, method, and purpose.
What is the true definition of the word brand? Does anyone really know? Maybe if we go to the Oxford Dictionary we can figure out why the word brand is so puzzling. I think you might agree the meaning of the word brand or branding is somewhat confusing and misunderstood. I really think it’s due to the over-saturation of marketing and advertising placed on everything, everywhere, all the time. Nobody really knows if the brand is the company, the product or the service or all three. Which is it? Even us marketers sometimes scratch our heads wondering how to define it and best take advantage of a brand’s key attributes.