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Marketing strategy

How to Create Your Marketing Strategy using Customer Experience?

If you are a passionate marketer like myself in this video you will get some insight and tips on how to align your marketing strategy with your customer's touchpoints to make the most out of the experience your customers get from your brand. https://www.youtube.com/watch?v=-pYWyGew82E What is Customer Experience? Customer experience can be mistaken for customer service. But,  customer experience is far more than just customer service. Customer service can be considered reactive and is what you do when something doesn’t quite work out with a customer. On the other side, customer experience is proactive because it starts before a customer...
Marketing strategy

A Great Perspective into Marketing – An Interview with Tessa Wolf

https://youtu.be/v_zA8GRIOCI Last week I was fortunate to interview Tessa Wolf, a branding specialist that recently has become a mentor to me. Tessa has been a marketer for 15 years, always working at startups. After LivingSocial, Tessa joined Framebridge as the first employee and was there for 9 years, through the company's acquisition. During her time there, she was Creative Director, Lead Merchant, and ultimately CMO. Now she works as a marketing and brand consultant for different consumer businesses. Her experience in all aspects of startups businesses has given her a view into marketing that is refreshing and fun. Every time...
Digital Marketing,Social Media

Authority, The Secret of a Content Marketing Strategy

Have you ever wondered why some brands do great with the content that they post, even though they might not be experts at the matter? The reason behind a successful content marketing strategy is Authority. But what is authority? As defined by the Cambridge Dictionary, authority is “an expert on a subject”. And how do you gain authority? Authority is mainly given by your customers or followers, that are the people your brand helps. In the article How to Use Authority to Boost the Power of Your Content from Entrepreneur.com, Timothy Carter explains that “authority refers to a person’s perceived...
Marketing strategy

RFM a Great Way to Start With Customer Segmentation

Are you looking to communicate in a more personalized way with your customers and want to move beyond basic demographic segmentation? Then the RFM model might be for you. You might be wondering what RFM is right? RFM stands for Recency, Frequency, and Monetary value. This definition from Optimove I believe explains RFM perfectly, “RFM segmentation allows marketers to target specific clusters of customers with communications that are much more relevant for their particular behavior – and thus generate much higher rates of response, plus increased loyalty and customer lifetime value. Like other segmentation methods, RFM segmentation is a powerful...
Power of brands,Social Media

Let Your Brand’s Story Shine

The main purpose of social media marketing is to connect with your customers. Obviously, you want at the end to generate sales and ROI, but the idea behind these channels is to help you connect with your customers at a significant level, so the awareness and positioning of your brand are higher than your competitors, and you create a long term relationship that will generate higher revenue over time. The best way to truly connect with your customers is through storytelling. Here are some tips that have worked for me in the past to help a brand’s story come through...
Power of brands,Social Media

Is Being Controversial a Good Marketing Approach?

I have been a fan of Nike for a long time, I even read Phil Knight’s book Shoe Dog and I loved it. It has been Nike’s marketing strategy almost since the beginning to sponsor controversial athletes. In this book, Phil Knight tells the story of how they started sponsoring athletes that at the time were controversial like John McEnroe for example or more recent athletes like Colin Kaepernick and Serena Williams In 1973 Nike signed Steve Prefontaine as its first sponsored athlete. This is what Phil Knight said about that deal - “Pre was a rebel from a working-class...
Social Media

Be The Good Guy in Your Customers Feeds

As marketers in this social world, we have a big responsibility to our customers. Social media has made us addicted to the instant gratification the notifications on our phones give us, and the fear of missing out has us scrolling and scrolling through our social media channels. We cannot change the fact that these platforms hook their users to always be active, but we can generate good content for those users, content that is useful for them and keeps them engaged with our brand. When social media platforms implemented infinite scroll made people always want to consume more of the...
Power of brands

Building Trust With Your Customers

If 2020 and 2021 have taught us something is to expect the unexpected. Who would have believed someone at the end of 2019 that we would be facing a global pandemic in the years to come? Was any business prepared for dealing with this sort of unexpected change? I don’t think so. There are many challenges we as marketers have faced in the past year and a half, and many more challenges that are still to come, but one of the biggest shocks probably was the economic downturn that the pandemic has had in the economy, and how it has...
Uncategorized

Looking at Your Brand Through Your Customer’s Eyes

Measuring brand equity is very important to every business, but it is not so simple. How do you measure how much your customers love or hate your brand? An excellent technique to measure brand equity is doing qualitative research through experiential methods. Doing shop-along studies with customers that claim they love your brand will give you great insights into what is that they love about you, and give you ideas on areas you might want to improve. But doing the same type of research with customers that love your competitors will help you understand what your competitors are doing better...
Insights,Power of brands

When You Are Not the Star in Your Story

It can be hard to accept, but when it comes to your brand story it would be wrong to think you are the main star or hero. Then, who is the protagonist? Your customer! He or she is the main character in your brand’s story, and you will help him/her as a guide to reaching success. But a big question arises here, how do you know what success looks like for your customer, and how will you be the perfect guide to help them reach that? The best way to know what success looks like for your customer is through...