Building e-motional connections with customers

Jean-Luc Ambrosi

Jean-Luc Ambrosi is an award winning marketer and recognised expert in branding and customer relationship management. He is the author of the new book, Branding to Differ, a strategic and practical guide on how to build and manage a successful brand.

The warm weather is upon us. It’s a time of year often associated with the blossoming of love and relationships, which has me thinking about how marketing has leaped forward in its ability to build emotional connections with customers.

Mix the emotive value created via astute branding with the evolution of digital as a prime communication channel, then throw in data for customisation, and you have the perfect cocktail for a first date with consumers.

Beyond the ability to create strong brand value propositions, marketing today is foremost an exercise in building relationships and bonds between customers and brands. And if you are really good at it, you’ll be able to inspire love for your brand.

A few years ago, I was trying to convey to my MD and head of sales that my job as a marketer was mostly about building relationships, not about colouring-in pages of collateral or wasting 50 per cent of our advertising dollars on short-term campaigns. It was a hard point to argue in an environment focused on building face-to-face relationships. But I was able to show that marketing communicated with nearly 100 per cent of our existing customers, at the critical stages of the prospect and customer lifecycle, reinforcing the relationship at every step, while other channels could only focus on a limited amount of contacts.

My statement was confronting because it raised the notion that marketing could influence every stage of the customer journey, and own or co-own that entire journey. This was in an environment that had traditionally viewed marketing as a support function.

As online becomes the prime interface for consumers to interact with brands, that relationship can now be fostered through multiple push and pull digital channels (Web, email, messaging, social, apps, mobile), as well as be fully customised by leveraging data insights. Messages and content can be targeted, offers tailored, the purchase experience enhanced, and follow up and re-activation activities automated.

Thanks to technological advancements, one-to-one marketing principles can also be fully applied and tested in real time. Modern digital and data management allows marketing to evolve from the traditional marketing mix (the so called 4 or 7Ps) to a new e-marketing mix. This expands across the entire customer lifecycle from building branding to acquisition, customer experience management, cross sell, up-sell and retention.

The result is marketing has evolved into a more strategic and measurable function in managing the customer relationship and buying cycle. Therefore, the real challenge for marketers today is to develop greater strategic capabilities to successfully manage this evolution.

It’s a unique task. Marketers not only need to focus on strategic aspects of engagement, such as leveraging analytics, constructing customer lifecycle management strategies or managing behavioural change techniques, they must also retain the ability to drive emotional connections between their customers and their brands with creative and content.

Tags: marketing strategy

Show Comments

Featured Whitepapers

State of the CMO 2018

CMO's State of the CMO is an annual research initiative aimed at understanding how Australian ...

More whitepapers

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Hi all,Good Post! Thank you so much for sharing this pretty post, it was so good to read and useful to improve my knowledge as updated on...

Jules john

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in