Digital marketers and “growth marketers” are very focused on driving someone through the path to purchase, using technology to capture information about someone and push them through this imaginary funnel. Does this work? Does it mean we’re just focused on direct response more than big ideas? Is there room for creativity in this?
Yes, there is a place for providing value to people who have expressed interest in our products or services, and using tools like marketing automation technologies when we’removing people through the funnel. But there’s a step before this which is critical, where we still don’t know who our potential audience is.
My smart colleagues in the ad business get technology, machine learning, algorithms. But many of them assume that advertising, and the way consumers make decisions, is a rational process, which it’s not. Also, not everyone is in market for your product all the time. The objective of your advertising needs to be to build awareness before someone is in market for your product – and to help them remember you for when they are ready.
Data can help us pinpoint those people who might be ready or expressing some intent for our category or specific product. But there are a whole bunch of people out there who aren’t ready. If we just focus on the ones that are ready now, we’re limiting our audience so much that we’ll eventually do long term damage to our brand. You’ll be operating in an advertising echo-chamber.
And how do you create a memorable brand? Through creativity. Creating something memorable so that when someone’s ready, they remember who you are. It’s about making it onto that mental shortlist. Data is an input, technology an enabler – but it’s creativity through ideas and experiences that will make someone remember you.
Jodie Collins, Managing Director and Founder of Re/Digital
1. Marketing Matters Now More Than Ever (Forbes)
As 2019 begins, it’s time to reclaim marketing as a key driver of business. Management guru Peter Drucker once said, “Because its purpose is to create a customer, the business enterprise has two — and only these two — basic functions: marketing and innovation.” Clearly most business leaders embrace innovation as the lifeblood of their companies today, but lately marketing has been relegated to a staff-driven, cost center by many. And that has caused waste, missed opportunities, and failure for many businesses.
Marketing as it was originally intended, in its fullest, truest, and greatest form, is more important today than ever before. The world is awash in innovative products, services, technologies, solutions, business models, etc. today. These new offerings must be brought to market and commercialised in order to generate revenue and profit. Innovation alone cannot sustain a company; it must be paired with marketing.
2. Singapore SMEs get help going digital from the get-go with new initiative (The Business Times)
Newly incorporated businesses in Singapore will have access to subsidised digital solutions provided by industry players, under an initiative launched by the Infocomm Media Development Authority (IMDA) and Enterprise Singapore on Wednesday.
These small and medium enterprises (SMEs) can choose two solutions from five categories of core business functions and have costs waived for at least six months of the programme and priced affordably for the remaining period.
The five categories are accounting, human resource management system and payroll, digital marketing, digital transactions and cybersecurity.
SMEs will need to commit to a minimum period of 18 months for each digital solution, which will be offered by DBS, Maybank, OCBC, Singtel, StarHub and UOB.
3. The new face of customer loyalty (Marketing Interactive)
“Businesses must orchestrate memorable events for their customers, and that memory itself becomes the product – ‘experience’” – Pine and Gilmore, renowned authors. Under the experience economy and technology disruption, customer expectations are higher than ever. Brands focus on acquisition alone will fail. There must be a long-term customer engagement plan to build and maintain customer relationships. In the Marketing’s breakfast seminar, partnered with Collinson, marketers revealed the latest trends of customer loyalty.
It’s an important question for all marketers to ask themselves: Does measurability reign supreme, or does creating the best consumer experience? We all want to claim the latter, but the reality is that we answer to someone, and if we can’t show the value of our work with data, it’s hard to prove our professional value. The result is that marketers often choose to execute experiences that are measurable, even at the expense of impact.
5. 5 easy tricks to get consumers opening your e-mails (Marketing Interactive)
Southeast Asia customers have sent over 430 million emails in the first half of 2018. According to GetResponse, an email marketing and marketing automation platform, out of those customers, Singapore users made up 25% of the figure. This marks the country as the second-biggest sender in the region.
Considering that Singapore’s population is the smallest of Southeast Asia, Claire Lee, marketing specialist at GetResponse said that there is consistent growth when it comes to email marketing in Singapore. With the many questions about when people are most likely to open and read emails, here are some best practices for marketers out there.