Take a look at some of the exclusive content on CMO.com over the last couple weeks and you’ll notice a recurring trend of customer-focused marketing. The most effective marketing strategies begin with the needs and wants of the customer in mind. In fact, the success of any brand is often tied to its commitment to providing a quality customer experience. The customer experience is so important that brands who want to maintain a competitive advantage need to be open to trying new things that might seem counterintuitive at first but can make all the difference.
Stephen Upstone, CEO and founder of LoopMe, encourages marketers to take advantage of automated optimisation when using data to target customers. With smartphones creating trillions of new data points every day, the capability of one ad ops manager to utilize all of that data to optimize a brand’s ads is severely limited. Upstone argues that artificial intelligence gives brands the ability to adapt their advertising in real time, using the learnings they gain from automated optimisation. It also gives brands a competitive edge over other brands who are still relying on humans to optimise their ads at a much slower rate.
Natanael Sijanta, director of marketing communications at Mercedes-Benz Cars, discussed why his company advertised its new E‑Class model car on Amazon’s homepage at the Dmexco Exposition and Conference in Cologne, Germany. Amazon, of course, doesn’t sell Mercedes-Benz Cars, and it might seem counterintuitive for a company to advertise its product on an e‑commerce site that doesn’t sell its product. Sijanta explained that the company is always looking for innovative ways to communicate with their customers. Given that customers go to Amazon for reviews on products they’re interested in, the move makes complete sense.
Matt Atkinson, group CMO of Saga, recently spoke with CMO.com about the need for the different teams in an organisation to work together. These “internal partnerships” are the key to marketing success. He made the point that the customer experience is important to every part of a business. The company succeeds or fails as a result of its ability to work together.
Celia Romaniuk, group design director at Fjord, shares her thoughts on why companies like Uber, Airbnb, and Kickstarter are so successful. Certainly advanced technologies have helped, but the underlying reason for their success is their understanding of people and their focus on designing their businesses around “creating brilliant services for them.” Romaniuk goes on to share three rules for companies who also want to focus on people and design.
Klaus Sommer Paulsen, CEO, creative director, and founder of AdventureLAB, discusses the importance of storytelling in a brand’s marketing strategy. Storytelling has been an important component of human civilization in sharing important information and values from one generation to the next. Paulsen shares that brands who focus on communicating their brand story create something memorable for their customers that sets them apart from the competition. He also offers some tips on how to make your brand’s story more engaging for an audience.
We invite you to engage with our exclusive content on CMO.com and learn from some of the marketing professionals in the industry. Please let us know what you think.