The era of the great idea of the big advertising agencies is over. Successful marketing is based on ongoing customer experiences. Every respected company knows it now. But CX does not happen at random. Any business, regardless of size, needs a strategy that focuses on all aspects of customer engagement and how it works for successful marketing tactics.
A strategic approach requires a curious process. Tell me what you want to accomplish, not how. When our bright and creative white knights shout, "It would not be cool if …", of course, but how does this strategically fit our customers' experience and will it spur the & # 39; commitment? If this question can be resolved, then the next is how are we going to execute? Participate in marketing operations with their armor (to be discussed later).
Companies are focusing on trends and technology in marketing, especially with respect to social media, as you've certainly heard about it. And I would say that trends and technology are synonymous at this point. Even strategic marketing roles boast that qualified candidates need to listen to these trends. However, it is really useless to apply trends and technology to the benefit of trends and technology if the strategy does not create meaningful connections to align with your products or services. Observe the trends of influence on the decline or stall of virtual reality without proper strategy.
A strategic approach to marketing strategies requires innovative and connected experiences, which are the cornerstone of the current CX plan. Trees falling in empty forests emit sounds, but they are not heard. It's a huge waste of marketing time not to touch your audience strategically. And the worst thing is that your audience gets a wrong message of strategy … shame, regret, money wasted. So listen to your marketing strategists!
Shout at all the marketing strategists who are fighting for the good fight. And for you, reader who does not have a person or a dedicated team to manage your marketing strategy, here is a big (loaded) question: who is your customer and what does he do?
Your clients can take on many different profiles that break into exponentially more aspects of their routine. Customer Journey Mapping is the manifest of strategy and marketing operations. Working on the details of where your customer eats, shopping, apps, visits (digital or physical), etc., including their interactions with potential competitors, is only a solid strategy. But be prepared, it's a business and a fluid process. Because even if you are finalizing a strategic approach to connecting with your customers, political, environmental, social, and economic changes are occurring and connections need to adapt. Following the connection strategy with your customers is a strategy in your organization. The strategic stall is real.
And of course, marketing operations. As I like you Have you ever wondered how a search for engagement rings during the lunch break has turned into ads on your news feed for honeymoon destinations? Marketing operations. If the strategy is to target and retarget people at some point in daily life, the plan for marketing operations is to program your strategic marketing accordingly. Boom, reservation reserved for Bora Bora.
According to CMSWire, organizations operating an average of 90 cloud marketing services, have become essential for programming as well as for continuous analysis of data related to strategic efficiency. I still consider marketing teams to be an analogy of "building a house": the plan of the strategist to build, the operations engineer responsible for construction (and maintenance), and the creative design against the plan. Creating before strategy and operations is a futile exercise and does not constitute a solid foundation for your marketing business.
Underestimating the importance of both functions in your marketing organization is naïve and, worse yet, execution without strategy or successful operation by accident. A former colleague said that it was better that the marketing strategy and marketing operations be the yin and yang of any marketing team.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here.
About the Author
Sharon is a creative marketing and creative business with a solid foundation in advertising. With more than 15 years of marketing, she focuses on marketing strategies, innovative campaigns and content production for international brands in retail and hospitality spaces. With marketing roles in agencies and executives, she is one of Seaworld Parks & Entertainment's customers, under Armor, The Limited, Petco and Clinique, to name just a few. Sharon currently works as a consultant for various organizations to lead CX's marketing strategy plans, branding strategy, digital content and experiential activations.