It’s time we focused on customers, not COVID-19. More than ever you must invest in your customers, understand what matters to them, reward them for their loyalty, and focus on helping them be more successful and prepared for the future.
At Digivizer we’re working with a number of businesses that have had to recast their physical go-to-market presence into enhanced online alternatives very quickly. The fastest wins have come for those prepared to keep things elegant and simple, and those measuring everything to understand where they are winning, where they are losing customers, and in continuously testing new audiences.
By designing for customers first, and improving each metric to increase performance and results, they are preparing their businesses for the future.
The results are encouraging: by investing in digital, many of them are reinventing themselves at a speed and in ways they hadn’t imagined were possible two months ago. The brands that are doing well are those that have the customer experience and journey front and centre.
Read more on why businesses that will succeed as we leave the lockdown will be those who never forget about their customers, in my article published on Mi3. Link – https://www.mi-3.com.au/03-06-2020/its-all-about-c-word]
One thing we’ve seen – too often – is a continuing reliance on vanity metrics as companies and marketers make sense of the new COVID-19 lockdown world we all currently operate in. As I explain in this new article in Marketing Magazine, only marketing dinosaurs rely on vanity metrics. To be successful, digital marketing strategies, from the most sophisticated, multi-layered programs built by the largest of companies, to the very first tentative steps taken by the smallest of businesses determined to prevail through this crisis, must focus instead on what matters most: customers, integration, careful targeting, measurement – and analysis. Forget vanity metrics. Leave the marketing dinosaurs behind.
Read the full article at https://www.marketingmag.com.au/hubs-c/opinion-vanity-metrics-havent-died-in-the-eyes-of-the-marketing-dinosaurs-but-they-will-make-them-extinct/.
As the NSW and Australian Federal Governments edge ever-closer to following the UK and other countries into Covid-19 lock-down, I wrote this article for Mi-3 on how marketers can take the lead as the four horsemen of the apocalypse come over the horizon.
Businesses of every size and in most markets are facing similar challenges: how to engage with nervous customers, how to loosen spend in nervous markets, how to position their solutions, what are the best strategies to launch products, when attention is understandably focused elsewhere.
With uncertainty and change, there are opportunities to help organisations test new ways of doing things, to test new markets and new messages. Read the full article here: https://www.mi-3.com.au/23-03-2020/what-marketers-should-do-apocalypse-hits.
And of course, always happy to talk more.