![]() ![]() The key concerns for me are very much tied to the “new world” of hybrid work. When planning a marketing budget, what are the top 3 concerns one should watch out for post-pandemic? We look for both for one reason branding.Īwareness has been bastardised and devalued by the digital industry over the years, but brand strategy and the reach of your brand are still incredibly important – especially in light of some of the other things I’ve mentioned elsewhere! Ultimately transparency, managing expectations and building trust are the building blocks of our approach to consumers.Ĭurrently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why? We work across the globe, so we have to be sensitive to various different levels of legislation and sensitivity around data – it’s an interesting space. We focus very heavily on the owned/earned space (or organic if you prefer – pick your favourite buzzword!) so our data gathering is minimal compared to those focusing more heavily on advertising.Ī lot of our strategy is pull-focused drawing people in and letting them share their data when they are reading and active opt-in (rather than assumed opt-in). With more consumers being conscious of their data being shared, how do you overcome the growing concern? I’m a big fan of building bespoke solutions as well so often we’ll investigate developing our own solution alongside options available in the market to reduce reliance on third parties. The decision to test a new tool is typically triggered by (a) a client use case that current technology doesn’t serve, (b) pain points in our process or (c) processes that are all / too manual that we’re looking to automate. We have a bucket of possibly interesting new technology that I review every couple of months. It’s easy to waste hours investigating solutions that don’t add material value but look different / have a nicer UI / someone likes more than the one we have. We try to use as few tools as possible – as you know, there is an ocean of SaaS solutions, often multiple tools that do some flavour of the same job. How do you balance experimenting with new technologies vs investing in current technologies that you already utilise? This makes our solution more robust and lets us concentrate on the high-impact work, not the button-pushing. Wherever automated solutions can (a) reduce menial legwork for our team and (b) reduce the chance of human error, we automate. However, we still need humans to manage the schedules, respond to changes, and assess whether we are improving or not… In my view, everything is a candidate for automation! By the same token, everything needs the human touch – it’s more a question of when and where it is applied.įor example, we automate a lot of tactical basics such as post-publishing for our program members. It has helped us to create very specific, effective and relevant ways to reach and engage our customers.Īt your organisation, what tasks in marketing are good to automate and what tasks still need a human touch? The focus only on current customers we have and specific customers that we want create a focus in execution that I find is often lacking in mass marketing. I’ve worked in digital and media for a long time, so working in a much more targeted fashion has been a refreshing change. I’m currently deep in the ABM (Account Based Marketing) space with FLOW STATE. Marketing Strategy What are some of the significant changes to your customer outreach and retention strategies? And how has it impacted the growth plan for upcoming years? No compelling event to change the status quo What is the greatest roadblock in trialling new innovations in Marketing Technologies? We personalised content around complex B2B customer buying journeys, so to get the scale required for AI to be useful we would need to map out the consistent parts of the buying groups, and journeys and then see how we could personalise content against that framework. ![]() What would your company use AI the most for? Improve marketing efficiency Drive pipeline growth or acceleration Improve personalised customer experience And improve data management & security What are the top priorities for a MarTech Stack Optimisation Strategy to achieve? Turner, CEO & Founder of FLOW STATE, shares his insights on Marketing Strategy and Emerging Technology, as part of the MarTech Thoughts series. ![]()
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