It’s fundamental for a company to have the best talents to achieve its business goals, people who live and breathe the company’s culture and philosophy and who, after all, seek progress, both individually and for the business. The reality is that other companies are in search of those same talents and that’s why having a strong employer brand is a key business differential to seduce and attract the right people.
Loyalty matters more than numbers. There is a 60-70% chance of making a sale to existing customers, compared to a 5-20% chance of doing so with new customers. In a highly competitive world, brand loyalty is what really matters and what we must aim for with our marketing strategies. But how can we do it?
Personalization is like the holy grail for marketers. The possibility of knowing the desires or needs of our target audience to make the ads or experiences as relevant as possible is the ideal goal for marketing… but what’s the limit? How far are we willing to go and how far are users willing to accept this type of ads or experiences?
For better or worse, digital has changed our lives. Shopping, watching TV series or traveling have been altered and during this process, we’ve become more intolerant beings. Attention span has evolved and brands must find the most appropriate ways to keep attracting users’ attention. Welcome to the age of digital anxiety.
Within the spectrum of virtual reality, augmented reality is increasingly predominant. Better (and more accessible) mobile devices have made this type of technology more available for common users. But as it usually happens, many of these technologies are frequently used for the mere fact of being there, and marketers/agencies often work without a strategy to guide their decisions, and, ultimately, making it impossible to measure the results.
Celebrities have been sponsoring brands or products for a long time. In the digital ecosystem, some content generators have become the new form of “celebrities” and they’re an important resource to promote certain products or services. The challenge consists of analyzing if this type of strategy is useful for our advertising goals, and if it is, how to find, choose and contact these social media celebrities, the so called influencers.
The present and future of all industries will be affected by artificial intelligence and more specifically “machine learning”. A paradigm shift implies finding new answers to the usual questions and even thinking new questions that we never would have thought of asking. Another paradigm involves cognitive changes for marketing agencies and for all those who are part of them.
A golden rule before thinking about any communication strategy is to define our target audience precisely. If this first definition is correct, the “what” and “how” of the communication plan becomes a simpler task.
Before planning a marketing strategy it’s crucial to learn about the client needs and what does it expect from the agency. By asking the right questions the results will be the expected and the client and the agency’s efforts will be aligned to successfully reach the business goals.