Jet powered marketing
Map and plan
Pigs might fly. No. In marketing pigs never fly. Great marketing is no substitute for a lousy idea or a bad product. That’s why the first step in developing a cohesive marketing strategy is to take a look at a company’s products, business plan and objectives. Next, we spend some time market mapping. We look at the marketplace, competitors, economic conditions, disruptive new entrants, emerging technologies, substitute products and, most importantly, we look at prospective customers. We interrogate the product, service or brand. Identify strengths, weakness, opportunities and threats. We look for advantageous gaps in the market and position ourselves accordingly.
We take a long hard look at your customer segments. We build up customer personas or profiles using everything from demographics to psychographic archetypes and sociographic classifications to help us build a picture of the person you wish to engage with our marketing communications. With the customer at the centre of our thinking we can decide exactly what we want to say to them. Your brand messages inform our content strategy while research and social listening drives our media and platform choices.
Pathway to purchase
Now we are ready to put our plan into operation. It would be nice to think of your customer journey as a linear process or direct path to purchase but that is seldom, if ever, the case. Instead of a pathway the customer journey might be better described as a busy highway of interconnecting touchpoints. Each touchpoint provides an opportunity to communicate and interact with the customer and gain valuable insights.
Although the pathway to purchase might not be linear your customers still need signposts to help them make informed decisions during their journey. Marketing comes equipped with an array of tools and techniques to provide customers with the guidance they need.
Tools and technology
Of course, some purchase decisions are easier to make than others. A discount coupon or time-limited offer might be all that’s required to get a retail fashion customer over the line and close the deal. A business purchase might involve several decision makers and stakeholders who can influence the final outcome. White papers, case studies, blog posts, videos, trade press articles, webinars, slide decks, product demos and free trial periods might all contribute to positively influencing the purchase decision.
Today’s marketing machines can be customised and super-charged by incorporating various technology components such as real-time analytics, CRM systems, Big Data solutions and social aggregators. These technologies assume much of the marketing heavy-lifting; provide amazing customer insights and myriad opportunities to engage with your target audiences.
Having won the customer it’s important to immediately recruit them into your marketing efforts. Satisfied customers are great brand advocates and should be encouraged and rewarded for their ongoing support.
What do we charge? Take a look at our pricing page now.
To know about our complete marketing machine solution contact us now.