MARKET VIEW 13
Richard Meek
MARKETING MANAGER
The biggest differentiator we can use in our future marketing strategies is how creative we can get.
With the shift to digital marketing accelerating and buyers becoming increasingly time poor, what can companies do differently to capture attention?
This shift mirrors other marketing evolvements we've had over time, from newspapers and billboards to TV and magazines, and now today's digital world. We absolutely should change our behaviours to make the best of the tools available to us.
Attention spans are getting shorter, so we need to make sure that we're producing short, sharp, attention-grabbing content. The biggest differentiator we can use in our future marketing strategies is how creative we can get. At the moment there are lots of people doing the same thing. We're all on webinar fatigue and email marketing overload and creative roles are the ones who will determine between success and failure of future marketing strategies. Creative will be where the demand is and what marketing should be planning for and investing in.
Another challenge is how to create new ways to interact with each other through hybrid and remote environments. COVID introduced us further into the hybrid world, but now it’s time to professionalise these virtual interactions. What are the best ways to bring remote prospects and customers into the boardroom. How in these situations can we be different in the way we package our information? How do we have those more casual over dinner conversations that helps build relationships if we are not meeting in person. As a key touch point in the UX I believe it is key for marketeers to involve themselves in solutions in this area.
The information available online now means that we can understand our customers and prospects better than ever.
RICHARD MEEK
Marketing Manager
COBWEB
In your opinion, how can salespeople themselves fully capitalise on the shift to digital?
I believe this comes down to utilising the tools and platforms increasingly available. People can use their social presence to engage and build networks and demonstrate thought leadership, either by creating their own content or by resharing content from others and giving their own take on it. The likes of LinkedIn and other social media platforms have given us the opportunity to have almost daily touch points with our networks.
The information available online now means that we can understand our customers and prospects better than ever, enabling personalised solutions, communications and marketing campaigns. Those that put the effort in will see the best results.
