Over the past 6 months or so it has become abundantly clear that the way we do business has to change, and alongside that, how we connect with customers and prospects. There is a new marketing norm that has thrown everything we have been taught previously out the window, and many businesses and marketers are scrambling to get a grasp of what to do next.
Next looks something like this.
No data, no game
Data is the biggest driver in sales performance today. No longer are we able to mix it up a little bit because the reality is that everyone is online and how they connect with the world has become increasingly digital.
Other than food and health, the business world can use data to connect customers, understand their buyer behaviour and develop key messages that they know will resonate.
Creativity is a standout
With everyone looking the same online and pivoting to digital marketing strategies, it's those companies that dare to be different that are really standing out from the crowd. The question you need to ask yourself is whether you want to blend in or be brave enough to make a statement.
Reviews are only relevant to products
Service reviews are full of fake reviews quite often coming out of India and China. They approach companies to pay for "reputation management" and when they don't buy their service, they put it on autopilot to keep posting negative reviews always with a 1-star rating. This brings the medium down and ruins the reputation of the company. Of course, some products receive the same issues but largely the focus is on service companies. Don't pave because smart people realise that this is happening.
Marketing Strategies need to be demand generators
Every marketing strategy needs to ensure that it is focused on on-demand generation. Leads need to come to sales teams or to website landing pages that end in a sale. Make sure your marketing strategy is data-driven and results orientated.