The world may take longer to get back to normal as the focus changes from handling the health effects to rebuilding from the recent pandemic’s financial costs. In the midst of this, businesses need to demonstrate their importance in this recessionary climate. It would be all too convenient to pull out price and promotion levers, paving the way for a sea of red as discounts permeate the business landscape. However, marketing is not all about making sales. It should also create value for your brand towards your customers.
The secret to the right messaging is to build a healthy view of the needs of your clients. If you think marketing is all about persuading people about how unique your company or goods are, you’re on the wrong track. Marketing is essentially a way to help consumers and companies found each other and create a mutually beneficial partnership.
Why Does Your Marketing Campaign Need To Drive Value
Your business value proposition is perhaps the most critical aspect of the overall messaging message. It advises potential customers that they should do business with you rather than with your competitors. Moreover, driving value makes the advantages of your products or services crystal clear from the onset.
Unfortunately, many companies either bury their value proposition in buzzwords or hollow slogans. Some don’t try to highlight it on their platform and in their ad strategies. Worse, some companies do not even find out what it is.
Many have now experienced a radical change in the way businesses create their promotional activities. Priorities have changed from sales to customer retention. More than making a sale, it is now essential to connect with your desired audience, engage a meaningful relationship with your prospective clients and develop value to what you offer.
Ways Marketing Create Value For Customers
1. Customer Experience As A Whole
Today’s companies need to position their customers at the center of everything they do. In retrospect, that is not just for their marketing campaign’s effectiveness but also for the industry’s long-term success as a whole. Many recognize that having a customer-centric mind and concentrating on delivering fantastic and quality customer service is the path to business success.
Companies now need to place the consumer at the forefront, not just amid storytelling. Your desired audience should be in the mind of the company as it builds its product. Moreover, it is essential that their clients are, how they pass through their buyer’s journey, their emotional complexities, and their preferences.
The perception of the consumer is also significant. As the digital environment continues to evolve, the way customers study and select which products to purchase is developing. Consumers are no longer blindly dependent on salespeople’s ads. They search for products and find knowledge associated with them to educate them.
Using social media, websites, reviews, and videos, modern customers conduct their research and analyze a particular product. That is why their marketing journey must provide value. Their customer experience will matter before they purchase your product and even affect after-sales.
2. Use Of Data For Better Campaigns
You are essentially responsible for understanding your consumer and your business. The interpretation juiced out will be guided by results from data and analytics. These days, companies have more intelligent data to craft an effective communication and marketing campaign than ever before. However, remember that the importance is not in the data itself but in what you do about it.
Data has many applications in marketing, from allowing micro-segmentation and customization to detecting new trends. One of the most useful applications is finding out which of your campaign activities are helpful or not. When you have these insights, you can refine your processes by continuing those that bring in numbers and then abandoning or finding ways to change what doesn’t serve its purpose.
Data-driven marketing uses data analytics to offer more straightforward, more targeted, and appropriate marketing strategies. It also allows business owners and marketers to identify the most successful platforms and assess each campaign’s effectiveness.
3. Makes Culture A Part Of Your Marketing Campaign
Beyond knowing the clients, it is also essential that you cultivate a message and brand community that reflects your audience’s ideas and beliefs. In his post, Matt Zilli of Marketo demonstrated how Apple customers have already developed their trust in the brand to release the most innovative products now and then. He also shares how Nike customers believe that the brand is doing whatever they can to help each athlete unleash their true potential.
He further clarified that this “shared belief dynamic” is successful because everyone affiliated in the brand, from sales and marketing to customer service, embodies those values. In other words, they have to be baked into the ethos of your business.
As the world adjusts to the new normal, the distinction between branding and corporate culture continues to blend in any promotional activity. Many are even expecting it to vanish entirely in the coming years. For businesses like Apple and Nike, they will continue to thrive and rake in the tremendous result even without the focus on traditional or convention marketing tactics.
Your brand is your society, and if everyone in your team shared the culture and values, your target audience and the outside world would see it. They will be more drawn to your brand. People will find value in your product offerings and your brand as a whole.
4. Embrace Digital Transformation
The events in the past year have intensified the online movements of a lot of people. According to Gartner, the cost of paying and owning digital platforms accounted for nearly 80% of multi-channel budgets in 2020. While digital advertisement and search advertising took almost a quarter at 22%, social marketing came in at 11.3%, and online advertising with 10.4% on top of the list.
The future is on a piece of thin ice if it will ever be the same again. Many will have to adapt to the new normal. As promotional activities turn to the digital landscape, people will continue to depend on digital networks. More businesses will provide contactless connectivity across different industries. Technology will naturally make this period simpler and will continue to play an increasingly important part. With fewer face-to-face experiences, technology would drive companies to concentrate on digitizing customer experience without losing the value they offer to customers.
5. Driving ROI and Business Value
Data derived from marketing campaigns offer useful feedback to help increase your marketing strategies’ efficacy. It lets you calculate the ROI of your marketing activities. Furthermore, it illustrates all the other aspects in which it brings value to your company.
Marketing is no longer considered to be just another cost for working within the budget. Today, most executives know that successful marketing is the secret to developing better consumer service, driving creativity, and growing any business’s bottom line.
Increased measurability of ROI marketing has ensured that marketing policy is now an essential part of the overall company strategy. However, it is also necessary to show how consumer investment fuels sustainable business growth.
Showing real numbers is critical, and marketing analytics tools will help you show them in easy-to-understand charts and graphs. You will also illustrate how and marketing strategy eventually contributes to revenue by monitoring the customer’s path via the sales and marketing funnel.
Values are essential as it defines your business’ individuality. It sets you apart from your competitors. However, your audience will not perceive what values you offer without your relaying to them. That is why a values-based marketing strategy can be a powerful tool to create a meaningful connection with your audience. It can drive your prospective customers to lean on your brand, trust your product offerings, and form loyalty to your brand.
Maricar worked as a marketing professional for almost a decade and handled concerts, events and community service-related activities. Leaving her corporate job for good to pursue her dreams, she has now ventured in the path of content writing and currently writes for Softvire Australia and Softvire New Zealand. A Harry Potter fan, she loves to watch animated series and movies during her spare time.