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TMI: Marketing is All About the (Customer) Base

Whether it’s B2B or B2C, what marketing (and the content that informs it) really boils down to can be summed up in two words – the customer. Without a customer to receive your message, marketing has no value and, let’s face it, no point. Now, more than ever, marketers must approach things from the customers’ perspective. What are customers thinking? Who do customers trust? How are customers impacting marketing as a whole? And why is it so tough to nail down the digital customer experience? Below, we share some recent articles that touch on these points to help marketers keep their efforts focused on the all-important customer base.

  • Customers directly impact marketing. According to Salesforce’s 4th Annual ‘State of Marketing’ report, the big shift this year is that “customer experience is not just a focus of marketers, but has now become their central emphasis.” Yet, 59% of marketers say traditional marketing roles limit their ability to engage customers. Now, it’s not surprising that new roles – customer experience analyst, lifecycle marketing manager – are popping up as marketers evolve from a traditional marketing structure to roles aligned with a “customer journey strategy.” This post outlines more ways modern customers are changing how marketing’s done.
  • Find out what customers are thinking. Sometimes it can feel like you have to have telepathic powers to know what your customers are thinking. But you don’t have to resort to mind-reading or magic. You just need a few tips to help you glean better customer insights from a tool that’s right there at your fingertips – Google. This article shares practical ways to take advantage of “search secrets hiding in plain sight.”
  • Digital still vexing marketers. Despite the digital customer experience being VERY important – according to McKinsey research, “for every 10% point uptick in customer satisfaction, any company…can increase revenues by 2-3%” – a mere 7% of brands are exceeding customer expectations, with few companies confident in their ability to roll out new digital customer experience initiatives. This article sheds some light on the why of it all.
  • Customer testimonials hold power. Social proof is powerful so it’s no surprise that peer evidence is one of the strongest motivators. Just how strong? “According to Nielsenresearch, 92% of people will trust a recommendation from a peer, and 70% of will trust a recommendation from someone they don’t even know.” To reach more customers and gain their trust, marketers must incorporate more customer stories into their materials. This post highlights nine ways to successfully use customer testimonials in your marketing content.

What are your strategies for putting the customer first in your marketing efforts? Let us know in the comments below or tweet us @OutlookMktg.

Author: Stacy Greenberg, Content Manager for Outlook Marketing Services

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