‘Marketing In the Era of Consumer-Led Change’ – Entrepreneur
Suresh Vittal says, “From #BlackLivesMatter to rainbow-colored lights on the White House to Jean Julien’s “Peace for Paris” sketch, 2015 showed us the power of marketing beyond consumerism.
Top marketing efforts last year alerted us to protests, victories and tragedies. People everywhere were able to join in, making the movements and moments personal.
Traditional marketers can learn from these initiatives. The key is to build personal relationships with customers. Here’s how:
1. Differentiate your customer experience.
Customer experience defines brands. Yelp gained fame by providing people with a platform to sound off about their experiences, positive and negative.
To gain even more customer loyalty, Gartner’s 2016 Watch List report says smart brands will have to flip perspectives. Instead of focusing on the goals they set and then seeing how willing customers are to buy into them, successful brands will focus on discovering an individual customer’s goals and helping her achieve them”.
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