Digitization Demands Agility
Dominate the Brand Voice & Message (the C’s)
To effectively communicate your offer, authority, or opportunity, you must take an approach that will influence and intrigue your target audience. Apply these practices:
“People signal their intent in a myriad of actions, words, behaviors, and cues. It’s up to you to net their indicators, aggregate them, and utilize that insight to build momentum.”
Triggers and Motivators
The origin of our internal triggers and motivators is an emotional reaction. The brand experience resonates, astounds the senses, touches our deepest core, brings back meaningful memories, makes us laugh out loud, or ignites a stimulating drive.
Tapping the essence of our inner-being requires setting aside common quips, popular pitches, and standard sentiments. Craft highly targeted messages and frame your words visually. Use a rhythm that ripples across the surface at first, and then reverberates down into sanctified places – our minds, hearts, self-perceptions, social awareness, and most saturated desires.
Focus on the I of AI
One can easily be lost in the maze of data science jargon. Can AI really benefit a moderately sized business? In truth, every organization has a spectrum of selling, branding, and marketing functions occurring every day. It’s time to explore where incremental advancements can be made using integrated, value-based, data-centric tactics.
The best approach is to (1) be measurable in scope, (2) start with a single customer objective or problem to be solved, (3) establish a simplistic algorithm with an ‘if this, then that’ equation, (4) make the goal to optimize current processes and procedures, and (5) look for efficiencies and automation which will offer a clear reasoning to utilize AI.
Thoughts lead to habits and beliefs drive behaviors. Having a mindset of positive momentum and constant pursuit of strategic and creative concepts is paramount to advancing performance.
Plan, Prepare, Then Change
One sure-fire way to stay in a box and miss openings and possibilities is to stick with your plan. A valuable lesson that I’ve learned in the digital arena is that flexibility is essential. Adapting to landscape changes and shifting course are critical to take advantage of opportunities gleaned from three primary sources:
- Campaign and application testing results
- Listening to your audience
- Output, patterns and insights from data analysis
Marketers have a pivotal role and a fundamental responsibility to contribute to bottom-line numbers. To be an earnings asset, a marketing leader must execute auspicious projects.
Narrow the Intent
The motivation of a consumer may be commercial (to buy), informational, emotional or driven by a specific need. The elasticity of intent is measured by how expansive and paramount the impetus. Avoid being so concise in your presentation that a person cannot transfer it to their unique impulses.
Content must be designed to spur – not demand – provocation and inspire thinking that carries forward a notion that your product or service is aligned with what they value. Pay attention to their acuity to your brand.
Touch to interact. Touch to link, like and listen. Touch to qualify, compare, and make a distinction. Touch to leave a potent impression, not an indentation.
Make clear the reason… the ‘because’.
Be tactical in how you take your product or service to the public ecosystem – target audiences with tailored messaging that has meaning to them, provide powerful visual engagement, and cue the key differentiators.
In So Many Words
- Aggregate, correlate and repurpose content across touch points
- Establish a publishing rhythm and cadence that yields audience confidence
- Pay close attention to assonance, grammar and spelling
- Limit emphatics (i.e. really, very) and eliminate redundant words
- Apply truth framing and an authentic voice
Your Real Ambassador – Design
Design is a vital piece of the Marketing spectrum, influencing an audience by evoking thoughts and emotions and driving performance. A brand expresses itself through design, aiming to attract and engage people for whom the visual experience is resonating and appealing.
Start with your objective, define the strategy, set goals on execution, measure and assess, and then optimize or pivot based on outcome. To be innovative means to have a core foundation of knowledge from which a diverse team can tactically brainstorm, push boundaries and pursue new ideas with a clear consensus that process and results matter.
Power of a Purpose