As with most aspects of business operations, marketing is evolving to align with shifting customer interests. New methods are becoming today’s best practice. Novel and disruptive ideas are resulting in innovative campaign concepts.
Following conventional paths will no longer yield the expected ROI nor build brand equity with the target audience. The adoption of digital tools and technologies is key to the advancement of performance.
Here are critical steps to help you and your team perform projects that will have impact with customers and the bottom line.
Talent comes in many forms. One of the most powerful is problem-solving. It benefits the team (smoother execution), leadership (fewer headaches and distractions), customers (greater service satisfaction) and the bottom line (efficiency reduces costs).
“Problem” is a broad term encompassing an unplanned event, miscommunication, technology jam, team conflict, and trouble in execution. A prominent cause of project failure or delay is the lack of timely, practical, and well-developed solutions to unexpected problems.
People who are skilled in problem-solving have undoubtedly learned from prior experiences. They know how to look at challenges objectively, remove sentiment and emotions from the process, hold themselves fully accountable, and focus solely on a smart solution path.
Insider tip: Start by changing the word “solve”. When contending with a problem, replace solve with detection, exploration, modeling, experimentation, and accuracy analysis.
Troubleshooting also requires being unconstrained by allowing others to influence and persuade your thinking.
Global players and a rapidly changing digital landscape are shifting how companies must operate to be profitable and experience sustainable growth. Markets are saturated with competition. And the internet as well as social media have entirely altered how businesses engage and interact with their customers.
To achieve tangible results, organizations have to be brave by tackling challenges and transforming their traditional tactics. It’s smart to partner with digital experts and highly creative contractors to guide your team through the actions, techniques, and practices that will drive positive outcomes and measurable change.
Start by telling the team – “We’re breaking out of the status quo.”
Every strategy must have business alignment, engaged team members, and focused execution. Your aim is to position your company to innovate and pursue effective strategies.
The buzz is everywhere. Broadly described as “digital transformation”, companies of all sizes are contending with the need to shift their model and way of doing business.
The concept itself is dynamic, with complex features such as cognitive technologies, distributive data, cloud services, rapid iterations & experiments, workflow logic, business intelligence and a stack of software solutions.
For many, this pivot appears daunting, lengthy, expensive and uncertain.
My suggestion is to take a micro-to-macro approach. This begins with incremental steps towards an agile culture. Once agility is achieved, there will be far greater confidence and competency to facilitate the transformative process.
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.
Attaining an optimal ROI requires advanced planning and a rigorous process of framing the initiative. When creating a campaign, producing new content, generating a channel mix, preparing a go-to-market plan or designing an experience, the team must first tackle the ‘why’.
Finish the statement – We are investing time and resources in this project because ….
Be clear on the answer, which should include the benefit to the company and the value to customers.
Next is alignment. Does the project support business objectives and current priorities? Is there alignment to the buyer’s reasoning and requisites? There needs to be specific orientations, meaning that you define the project alliance with company objectives and customer intent, and identify the priority association.
There are a wide range of models and principles around operating a lean business. While being ambitious and driven are admirable, there are many challenges and pitfalls that could undermine your genuine interest in rapid growth.
The primary objective of ‘lean’ is sustainable progress, which may include reducing errors, eliminating unnecessary costs, raising performance, targeted augmentation, customer experience optimization etc.
A Marketing leader must serve as a powerful brand voice and ambassador, as well as a pragmatic change agent in pursuit of market positioning in the digital age.
How do you constructively and convincingly establish a formidable marketing axis?
#1 Knowledge
Continually get exposure across your industry and the competition, gaining critical insights on cutting-edge business practices. Seek out trends, anomalies, disruptions, and novel ideals that are essential to weigh and factor them into your chartered course.
Similar to a sales or operations leader, those overseeing brand and marketing programs must be subject matter experts with well-defined action plans.
#2 Strategy
I’ve discovered that one’s approach to business is everything. Being open, curious, agile and engaging are the foundations to flourishing as a valuable leader, partner and team member. Strategy requires a 360 degree view.
And being meaningful to your audience matters. A company’s business strategy must be, above all else, relevant and applicable, as well as capable of being successfully achieved and measured.
#3 Performance
Some insights to construct and execute your project in thriving fashion.
Articulate well and be specific
Set goals, milestones and benchmarks in advance
Envision and communicate future needs and requirements
Avoid an idealistic approach and rigid tactics
Adopt realistic expectations
Prepare for obstacles and constraints
Challenge assumptions
Address concerns and overcome objectives
Assess proposed shifts with prudence and diligence
Monitor momentum (or lack of)
Track performance against milestones
Evaluate progress and analyze results
#4 Digital Rapport
We are saturated in messaging, moments and ‘must haves’. There needs to be breathing room and a balance of touch points, cadence and social bearing. Allow the audience to gravitate at their pace, not on your demand.
Lean into them, don’t loom over them.
Share an affinity, don’t shout a message.
The user journey must demonstrate commonality at its core along with intrigue sprinkled throughout the landscape. It’s imperative to remember that the aim is for a unique, persuasive and enduring experience. Make your business model sufficiently experimental and permeable to continually modify, reallocate and curve direction, which must be closely tested to assess market penetration and customer responses.
#5 Final Thoughts
Frequently research and refresh your company’s business intelligence to ensure your strategy doesn’t become stale or antiquated.
Be open to changing course when evidence clearly shows a need to pivot.
And of utmost importance, go for a joy-ride in your work! Let the love in! Having a true, deep passion for you work means you get to live the dream.
