Brands that fail to recognise and emphasize what differentiates themselves from their competitors have failed in one of the fundamental aspects of marketing.
One of the key strategies to ensure that customers have an incentive to choose your brand over your competitors can be through the implementation of a unique value proposition (UVP). A unique value proposition helps to determine how your customers perceive the potential benefits your business can provide, from its products or services. Furthermore, a UVP illustrates how this addresses their needs and can provide solutions to problems in a way that cannot be replicated by any other product or service on the market.
By effectively adopting a UVP into your business, you can differentiate your offering from the rest of the competition. Providing current and potential customers, a greater reason as to why they should choose to engage with your specific business.
For as long as there have been businesses, there have been loyal customers. Nowadays, with heightened competition and many more channels of connection, it has become increasingly harder for brands to maintain a strong relationship to a large proportion of their customers.
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Big names in advertising agencies are proclaiming that digital marketers don't know what they're doing. Digital agencies and platforms are claiming that advertising and PR are dead.
These headlines keep popping up and frankly, they're unhelpful for businesses trying to get their marketing right and they aren't helping marketing professionals to be the best they can be. The reality is that digital and traditional need to work together to solve today's marketing problems.
The problem is that not all entrepreneurs are born marketers. Some may be born sales people and perceive this to be "marketing" but there is a distinct difference and once an entrepreneur is completely across this, only then are they are to make the right decisions for their businesses.