Adaptability: The Secret Weapon in Every Marketer’s Toolbox
by Simon Morris
Posted on 08-25-2016
Adaptability is one of the top skills a marketer can have in today’s ever-changing world. With new innovations constantly being revealed and rapidly evolving customer expectations, the need to quickly evaluate your marketing strategy’s effectiveness and be able to make changes on the fly is the difference between a good company and a company that maintains a competitive edge. Our exclusive content on CMO.com touched on some of the areas where adaptability is most important for a marketer.
Brendán Murphy and Emma DeFelice, senior partner and partner at Lippincott, shared some of the ways brands are learning to adapt to the conversations they’re having with their customers. Acknowledging that we live in an on-demand era, Murphy and DeFelice challenge brands to think outside themselves and learn to connect with customers in an authentic way. This gives customers a sense of being understood that will go a long way toward building customer loyalty.
Jack Smith, group digital director at New Look, challenged brands to develop a defined mobile strategy. Mobile is now central to everyday life, so it’s important for brands to adapt and make an intentional effort to reach customers through mobile channels. Smith further pointed out that human beings are being empowered by the machines they use, with mobile being the top enabler. Smith revealed that companies with a clear mobile strategy enjoy higher traffic volumes.
Sometimes adaptation can work against a brand. That was the point brand consultant Sandeep Das made in discussing a brand’s pursuit of cultural relevance. According to Das, brands often make a mistake in trying to adapt to a local culture. Instead, brands should be focused on allowing the culture to “infuse” into the brand’s marketing efforts. This infusion requires a brand to gain a deeper understanding of a culture and its traditions and how those shape a brand.
In an exclusive interview with CMO.com, Standard Life’s head of customer and digital marketing, Mary Harper, shared how her company is adapting to the increase in digital channels and customer expectations. Its strategy focuses on engaging customers through digital channels putting a high premium on developing personal relationships with customers.
Another area of adaptation for many companies is blogging. Blogs are now a legitimate source of engaging and credible content, and brands are taking advantage of the opportunities this provides to reach customers. Katy Howell, CEO of Immediate Future, shared the sentiment that blogs have moved to a more sophisticated “publisher-style” approach and pointed out the ways blogs have become more sleek and professional-looking.
We hope you’ll spend some time this week engaging with our exclusive content on CMO.com, and please let us know what you think.
Topics: Digitale Transformation & Marketing, Digital EMEA