Pip Stocks, host of BrandHook's Closing the Gap podcast series
Digital transformation is now a matter of business survival.
To help marketers understand the impact of digital on their roles and consumer engagement, the Closing the Gap podcast series identified key ways consumer behaviour has changed as a result of digital transformation.
For example, consumers are building their own solutions, evaluating across category and negotiating price differently. This has given them the control of brand engagement, and has changed everything, from how they research products and services, to their reliance of peer-to-peer recommendations and their loyalty to brands.
From there, the podcast series sought to understand how marketers can bridge the gap between their brands and the modern customer. To do this, we explored the following seven areas:
Build a consumer practice
Understanding the customer journey
Story doing, not just story telling
Creating an intuitive bond with the customers.
Co-creation: Including your consumers in building the brand
Breaking into the purchase journey and awaken customer out of autopilot
Market-a-bling: Provingmarketing’s worth through ROI
Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.
Between further interest rate rises, inflation, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.
Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.
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