Successful marketing means careful and thorough consideration of data, new tech advances, and other details that continually dominate our day-to-day progression. We all know the buzzwords around big data and that there is immense pressure to appeal to the bottom line for our brand. Yet, after spending years translating numbers and mining data for ROI, I’ve seen first-hand how important it is that those digits don’t just translate into clean reports, but also great customer relationships.
Numbers alone aren’t the secret sauce to marketing, but making those numbers tell real stories just might be. For me, the beginning of this process is asking key questions that keep the team’s focus on the human elements:
- Is the customer really at the center of everything you do?
- Are your strategies driven by customer’s emotions, desires and needs?
- Are you applying your data and technology to address those needs?
- Are you delivering experiences that will change lives?
Mastering data and tech are both important boxes to check off when building a successful campaign, but when talking about our customers from behind a lens of numbers and technology, the very people we are in business for can become nothing more than data and graphs themselves.
Flipping the switch to lead with a customer-driven mindset means getting out of the trenches and looking at the big picture — and possibly seeking out new solutions. I take careful consideration of the resources being allocated toward company growth, customer loyalty and increased trust because these are elements upon which a great relationship is forged.
Of course, it’s never simply a question of whether you should lead with quantitative or qualitative. Instead, it’s a delicate dance between the two, where you apply the best technologies with data and communication to address business challenges, new market entry and new product launches WHILE addressing the customer needs.
As you start thinking about these elements of your marketing mix, consider what your brand can feasibly invest in to keep current, adaptable and accountable.
The end goal is to find a relationship between the two, one where everything can revolve harmoniously around the customer. Finding this harmony can be difficult, but it will undoubtedly pay off. Becuase, to win in this customer-led era, we simply have to become customer obsessed.