Stickier Marketing by Grant Leboff

Author:Grant Leboff
Language: eng
Format: epub
Publisher: Kogan Page

Key point summary

•Today, marketing is two-way. Companies can engage directly with consumers, but now customers also have access to a variety of communication channels. This can mean that more material is produced by consumers about a business than by the company itself.

•Consumers are more likely to take notice of what other customers say than of any communication from a business. With the plethora of platforms available, this means that conversations in which the company has no part are often taking place.

•Marketing is undertaken less by traditional messaging and more in the context of conversations and discussions. In reality this means that much of a company’s marketing will inadvertently be undertaken by others. Consequently, marketing is no longer about the image companies create (what they say) but the reputation that they earn (what others say).

•Customers today are buying experiences, which requires them to make more of an emotional investment. They inadvertently become ‘stakeholders’ in the business. This results in companies having to reflect the values of their prospects and customers.

•Marketing is part of the experience delivery, not separate from it. Every single interaction with, and message from, a business is part of the experience.

•Today, an increasing number of conversations are taking place within trusted networks and social media. These places require a higher standard of behaviour from companies, an honesty and integrity not required of a billboard or TV commercial.

•By not pretending to have all the answers, companies can encourage engagement and participation from their clientele. Providing consumers with the mechanism to generate feedback and ideas will assist a business to stay vibrant and deliver an experience that is authentic and exciting.

•The web is becoming ever more social. Everyone is now becoming more connected online. The result is that it is becoming easier to share and access the content, thoughts and preferences posted by others. This activity is increasingly important in search.

•Word of mouth has gone online. Social proof has always been the biggest influencer on human behaviour. However, we couldn’t always access the thoughts of friends, colleagues and respected individuals when they were needed. The web, however, has made this possible. This ‘social proof’ by way of likes, preferences, reviews, comments and shared content, online, is increasingly influencing our purchasing decisions.

•One aspect that can aid businesses in understanding who they are and engaging with customers is a narrative. This is not faceless corporate speak, but a narrative developed about real people with genuine stories. A good narrative can enhance a company’s reputation and demonstrate authenticity.

•Today, we are living through the midst of a ‘communication revolution’. For the first time in history, everyone has their own media channels to communicate and be heard.

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