Marketing Q&A with Neil Edwards

  • Marketing Q&A with Neil Edwards

    /images/neil_july_2012.jpg

    We asked our MD, Neil, to share with us the answers to some of the questions he often receives when out talking to clients.  Here's what he said.

    What's the number one brand challenge facing B2B companies today?

    The number one challenge for any brand, be it B2B or B2C is to build trust and advocacy in the mind of the consumer.  A brand travels along a road from awareness to understanding to trust. Strategies need to be in place for each step of the journey.

    Is content the most important area of marketing at the moment?

    Yes, but it has arguably never been any different.  Marketers have always needed fresh, relevant and well targeted content to attract the attention of the target audience and motivate it to action (AIDA is as relevant today as it ever was).  What has changed are the mechanisms to deliver the content.  Whereas once we would have been limited to direct mail and advertising, now there is a plethora of online channels to choose from.  In our permanently connected world, there is a seemingly insatiable demand for knowledge and entertainment.  The challenge for brands now is to keep the quality of their content high and original.

    With so many media channels feeding buyers constant messages, how do you pick the right mix?

    The starting point is always 'who are my customers and what are their needs and habits?'  Once these have been defined, identification of relevant channels is relatively straightforward and there is a lot to then be said for omni-presence across those channels with messages tailored accordingly.  For example some forms of social media are more geared to initial engagement, possibly in a buyer's downtime, others are more suited to detailed explanation and lead generation.  The marketer's skill is in matching the right message to the right medium.

    How do we create seamless multi-channel experiences?

    A brand needs a clear set of values and a recognisable style that translates across all customer contact points.  By investing appropriately in the development of a brand strategy, businesses give themselves the best possible chance of creating a seamless multi-channel experience.  Notably, the brand strategy must not remain the preserve of the marketing department.  Instead, it should be bought into at the highest levels within the organisation and communicated widely and often to the whole business.  By living the brand and using it to inform everything from process changes and recruitment to marketing messaging and media choices the seamless multi-channel experience will emerge naturally.

    Is marketing automation proving effective and how can it be used more effectively?

    Yes it is and, used intelligently, it can be helpful to both the marketer and the customer.  There is nothing wrong in using automated techniques to help move a willing customer efficiently around the buying cycle. Where it falls apart is when human intelligence is removed from the equation.  Careful thought has to go into the desired customer journey and the consequent drip marketing programme.  Failure to plan effectively leads to spam and inappropriate or mis-timed messages, which can be extremely damaging for brands.  As the saying goes: 'a box of spanners does not a mechanic make'!

    With social media dictating trends and conversations, has marketing become too reactive?

    No, marketing is about recognising trends and conversations and adapting the techniques to match what people are interested in at a particular point in time.  Social media simply amplifies the conversations and accelerates the trends.  Listening and monitoring is an integral part of the marketing process.  Used wisely, it gives marketers the tools they need to make better and more informed pro-active marketing decisions.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact

Close

Contact us

T 01825 765617

E hello@themarketingeye.com

Our offices

Full details of our offices in London and Uckfield more

Request a call

Close