Four Tactics Marketers Need to Build Authentic Brands
Market dominance once depended on delivering the best product or service, at the best price. Yet today, rising consumer expectations have changed the rules, making customer experience the new battleground of competitive differentiation.
As a result, outpacing rivals now means following the example of prominent industry pundits such as Jonah Sachs, and building businesses around people.
Of course, this isn’t news to most marketers. According to this year’s Salesforce State of Marketing report, customer experience is a central strategic factor that 68% of global marketing leaders feel their businesses are competing on. In addition, more than half (52%) of customers who participated in the survey suggested they would be ready to walk away from brands offering non-personalised communications.
But while marketers recognise the need to provide consistent, relevant experiences across multiple touchpoints, delivering on that strategy is more complicated. It requires adopting a people-based approach that puts real people at the centre of marketing initiatives.
Visual IQ’s General Manager of Europe, Vanessa Tadier, explains this new marketing model, and why people-based marketing is essential for optimising consumer experiences and business results. Read the full article here.