Marketing communication can only be effective if brands understand their audience and know what pushes their buttons. With more and more data available to us, we can personalise our communications to an ever-greater degree — making them more and more effective as a result. However, customer expectations are evolving too, adding yet more complexity to the touchpoints puzzle.
CONTENT CREATION & MANAGEMENT
Relevant content is one of the smartest ways to reach out to your customers. Content enables you to explain your product or service and build trust. Customers often avoid basic advertising, but they actively seek out valuable content. The first thing you need to do before exploring this avenue is figure out how best to engage with your customers.
- Data analysis
- Content creation
- Content planning per persona and medium
Consumers expect nothing less than being able to find you wherever is convenient for them, based on the information they are looking for at that time. Brands themselves also have a story to tell to the target group they are after. This puzzle of personal, niche and mass media, of ‘earned, own and paid’ media and of offline & online media is a complex one, as the number of channels and apps keeps changing from day to day. A consistent communication strategy ensures these different channels complement each other and add value to one another.
Here’s how we can help:
- Communication planning and budgeting
- Agency selection (media, creative, digital, PR etc.)
- Touchpoint planning
- ROI on communication investment
New digital channels are springing up everywhere, while others are constantly evolving and gaining or fading in importance. Proper digital communication requires a set of specific skills, and data skills come first and foremost in this.
- E-mail campaigns
- Social media
- Design and personalisation of your websites
- Marketing automation
- Lead generation & conversion management
The proof of the pudding, is in the eating. Allowing customers to taste, smell, use, see or try your product or service remains the quickest route to success and the best way to become your customers’ first point of call. In stores, on the street, at events or at festivals: wherever your target audience are is where you need to be.
- In-store promotions
Here’s a taste of possible jobs in this area:
Chief Marketing Officer