INVEST IN KNOWLEDGE

Although the term “knowledge society” was used for the first time in 1969, there are still few companies that have the tools to deepen their knowledge of their clients.

At present, there are very powerful and economic technological solutions that allow capturing, interpreting and exploiting all the information derived from the relationship with clients, transforming said information into knowledge oriented to the decision-making that contributes more value to the clients and our organization.

Thus, having a database manager where information from our target audience is included, such as: preferences, purchasing habits, services used, interaction channels or responses to marketing campaigns, allows the marketing department to send messages , offers and proposals more relevant to each client, which add value to the relationship and improve the effectiveness of communication.

Tip : Detect who your best customers are and those with the greatest growth potential, and focus your marketing efforts on them.

Having a DB in Excel or access of our clients (current, potential and prescribers) has been obsolete in front of the last generation web technology solutions, now available to any company, regardless of their size.

CREATIVITY + INNOVATION, KEYS TO DIFFERENTIATE

What advertising do you remember at this time? Almost certainly there will not be many of them, and among them, for obvious reasons, that of their main competitors. There is no single reason why advertising goes unnoticed, but among these is the lack of creativity.

Taking as reference what others do has become a common practice in the world of marketing, it is undoubtedly a good policy not to take risks, but also to achieve a little differentiation with respect to its competitors.

Thus, if innovation and creativity have become the pillars of competitiveness in industrialized countries, at least these should also be the engine of our company’s new marketing.

Tip : Bet on innovative campaigns aimed at reinforcing the emotional bond with your target audience and the commitment of your organization with your customers.

The traditional model of repetitive and functional advertising around the product is changing to an advertising that puts the accent on creativity and emotions. An advertising capable of reinvesting, awakening the curiosity and interest of an audience saturated with classic advertising.

TECHNOLOGY YES, BUT NOT AT COST OF THE QUALITY OF CUSTOMER SERVICE

The negative stories in the customer service are numerous, we all suffer this kind of unpleasant experiences. It is a paradox that, being immersed in a service economy, there is usually little service to the client.

Technology has to become a tool to improve the service and attention to our customers, however often the emphasis is on reducing the costs of this service instead of investing to improve the experience of our customers.

Do not forget that the lack of interest and attention is between 3 and 5 times more important in the loss of customers than the characteristics of the product itself.

Tip: Small details count a lot. Thus, a simple response email thanking a customer for a campaign can make a difference. It seems simple but it is very unusual.

A Pew Trust study reported that 94% of respondents, that is practically everyone, had described as “very frustrating” the experience of calling a company and hearing a recording instead of a human being.

COLLABORATION, IN THE NUCLEUS OF THE STRATEGY

Win-win has become the new standard in the business world. Also in the area of ​​marketing companies are intensifying the campaigns where the manufacturer and distribution channel go hand in hand to launch projects aimed at the end customer.

If your market is made up of professionals who use your product, it is a winning option to position yourself as a partner, with a value proposal focused on providing you, on an ongoing basis, with collaboration and support in your professional work.

This type of client values ​​very positively access to useful information and documentation, ongoing training, advice, presentation of news and recognition. In short, a wonderful opportunity to build a relationship of collaboration continued over time, full of meaning and content.

FIDELIZE, DIRECT PERFORMANCE AT THE HEART OF THE RESULTS ACCOUNT

Most of the professionals in the area of ​​general management, commercial and marketing are aware of the importance that customer loyalty has for business success, becoming a factor of vital importance in times of crisis. But despite this, in recent years investment in traditional marketing, more aimed at attracting than at loyalty, has been much higher than relational marketing.

Currently, the central objective of marketing is to retain, that is, capture the value of the customer throughout his life, as indicated by the current definition of the American Maketing Association (AMA)

Thus, our main efforts should be aimed at forging a deep and lasting relationship with our best customers, based on mutual benefit. Only in this way can we capture the value of these customers throughout their lives, a value that goes directly to feed our operating account.

Tip: Bet on loyalty policies. In a scenario like the current one, the phrase “is between seven and ten times more expensive to get a new client than to sell to an existing customer” acquires greater meaning.

SUMMARY

Those companies that manage to reorient their marketing with greater success will, in all likelihood, be in a better position to face the new challenges of the future. A success whose foundations are those of having a solid portfolio of clients based on trust, mutual knowledge and satisfaction, factors that are gaining prominence in the career of business competitiveness.

A new approach determined by the conviction that the global experience that we are able to offer our customers implies the difference and success of our brand. An experience that goes far beyond the simple economic transaction.

In fact, in a world marked by the similarity of the offer, the brand and how we manage the relationship with our customers are the few differentiating elements.