10 tips for modern marketers to thrive
DESCRIPTION
By connecting people to people, the social web created an ecosystem for consumers, users, employees to talk to one another, exchange ideas, transact, and organize at a scale we have yet to grasp. In a word, it has humanized the web and paved the way for a more collaborative way of doing business between brands and people. In order to succeed in this post web 2.0 world, modern marketers have to become more than data crunching machines. They need to reinvent themselves and their organization to embrace a new era for marketing, ruled by the social customer. How can modern CMOs go about initiating this transformation? Here are a few pointers.TRANSCRIPT
Listening, observing & empathizing with your customers will help you build products
& experiences that meet their real needs & exceed their expectations.
FOCUS ON YOUR CUSTOMERS
Focus on people’s unique behaviors & needs. Developing marketing programs & user experiences
should follow usage patterns & behaviors rather than customers’ socio-demographic profiles.
RETHINK SEGMENTATION
Your customers are defining your brand, your product & your message. In this new context, your role as a marketer is to facilitate your brand
rather than manage it.
BECOME A BRAND FACILITATOR
Your contribution to the online conversation has to be more valuable than simply relaying your message. To relate & connect with your customers you need to
participate in conversations they’re interested in.
JOIN BIGGER CONVERSATIONS
Find & cater to your influencers, nurture your advocates & build bridges with your detractors.
Getting to know the people in your brand’s eco-system not only gives you more opportunities to
disseminate your message; it helps you shape your marketing & product strategy.
INVEST IN KEY RELATIONSHIPS
In the social web, everyone is a spokesperson for your brand. Marketers, sales managers, customer
service reps, partners & customers are all potential brand ambassadors. Taking down walls between functions
helps you deliver a unified customer experience.
BREAK DOWN SILOS
Marketers’ success now depends on their ability to build relationships with their key influencers.
Getting their attention takes more than the analytical side of marketing that has prevailed this last decade.
It calls on a marketer’s social & creative side.
DEVELOP YOUR CREATIVE SIDE
People who embrace a brand often share interests, values & affinities. Brands can help them find each other,
create & sponsor a place for them to meet & interact, but the community ought to own the group
& the conversation, not the brand.
SET THE STAGE & STEP ASIDE
Mass distribution of a message to an unqualified target creates more noise in an already noisy world.
Focus on impact metrics instead & hone in on people & communities
most likely to be interested in your category.
FOCUS ON THE IMPACT
Don’t ask people to surrender their critical thinking, ask them to exercise it instead. In a world where people
make decisions based on the opinions of people they trust, encouraging your marketing team to convince
rather than persuade will pave the path to excellence.
DON’T PERSUADE. CONVINCE!
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