Digital has fundamentally changed buyer behaviour.
These days, people trust what they find easy to use.
We trust in usability. We trust in relevance. We trust in speed.
And yet, so many websites are overflowing with hard-to-find, meaningless content; and so many CRM strategies are nothing more than poorly segmented email lists.
Organisations need to stop focussing on what matters to them, and start acting on and responding to what matters to their customers.
And that means creating branded content that engages audience(s) with the right message, in the right format, at the time of their choosing, not yours.
"Your marketing should be customer-centric rather than product-focussed. What does that mean in practice? First and foremost, it means you need to identify the problems and needs your customers face and create content and services that helps them resolve these. "Cynan Clucas