I read an article today in a paper where the tasks of a marketeer are explained. These were the five tasks:
Increase client loyalty
Product & services innovation
Perhaps I am a bit ambitious but there is a solution to it. Here are some steps that respond to the tasks of a marketeer.
In the WebNu, you always have to take 5 steps:
- Establish your brand (be findable)
- Demonstrate your brand (be exiting)
- Challenge with your brand (create connections)
- Offer relevance to the customer (turn connections into relationships)
- Offer products & services in a relevant context (sales)
You can not expect from a customer that he stays his lifetime exclusively with your brand but your brand can have the best offer (product or service) at a certain time. If you are not connected to this customer and you don’t have a meaningful relationship with him, you can’t make that offer. Marketing’s responsibility is larger than just advertising. It should be lifecycle information management of your customer base. This insight, well used, creates opportunities for business innovation and transformation.
While saying this in the WebNu, a company needs to prepare itself and make the shift using enterprise 2.0 tools and an advertising 2.0 spirit to gain a competitive advantage. Integration of your business is crucial and should be built from a customer obsessed perspective; the empowered customer.