​Relevance and substance are the keys to marketing’s future

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.

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Relevant messages, relevant products and relevant interactions foster emotions that touch the psyche of customers in more ways than one. Managing the customer experience by enhancing emotional bonds, not simply meeting functionality, will bring customers closer to your brand and your offerings.

To get there, insights generation toolkits and targeting capabilities have certainly become essential components of the marketer’s arsenal. But it’s not the apparatus or technology a marketer uses that is important, it’s the ability to leverage these to approach customers where and how it matters.

I need to stress this point as too much emphasis is being generated today about tools and technology rather than the quality of interaction and communication generated. As such, many marketing functions are focusing on, or are pressured to focus on, the instruments they use rather than the substance they bring to the customer relationship.

‘When are you launching a chatbot?’, or ‘what are you doing about artificial intelligence’ are common questions thrown about on a regular basis today. These are leading to a real danger that marketers become ‘technology tragics’ and forget what they’re actually using the technologies for in the first place.  

Clearly this has been exacerbated by the rise of digital as a core element of the communication ecosystem. But if your communication is lacking, launching a new app or a chatbot will not solve your communication issues. Rather, they’re channels to leverage once your messaging content has regained its strength.

What is of absolute necessity is marketers acquiring the ability to identify, select and implement new technologies to support their strategies. But always bear in mind these are instruments, not strategies. The tools, channels and technology marketers use are only meaningful if they can add value in fulfilling a higher purpose, and the higher purpose is relevance.

Marketers therefore need to cultivate an unwaveringly focus on what will make their brands meaningful, communicating with substance how and when it really matters, and not be distracted by the noise.

Holding the keys to building rapport and relationships with customers is what marketers should be all about. By doing so, they will help organisations evolve and transform themselves to better match their customer needs and aspirations. This places marketing in an opportune leadership position to steer organisations, and why research firms like Gartner believe that more CMOs will move to CEO roles in the near future to make their organisations more relevant today and tomorrow.

 

Tags: digital marketing, brand strategy, marketing technology

Show Comments

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

More whitepapers

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in