Page 12 - AeM_Oct_2018

RESEARCH, ANALYSIS & TRENDS

Manage campaigns from the customer's

perspective

If you know your customer well it is certainly easier to The fact is that companies are still facing the same
send relevant content in the right context and level of questions in communication as in the past, such as:
language. Therefore, get to know your target group “How do I achieve the highest possible willingness to
amply since only personalized, type-appropriate buy at the lowest costs?” Well, the art nowadays lies in
communication has nowadays a chance to be the "atomization" of the information modules and
considered as relevant by the audience. making sure that they are perceived despite general
overstimulation. This applies both internally and
Unfortunately, we live in a hyper-saturated market where externally. Ad hoc advertising goes generally unnoticed
customers take product quality as a given. Hence, only a
brand-defining and customer-winning communication is due to a lack of consistent communication or
left to stand out. For years, the production was optimized misclassification. Not to mention that far too often, the
for achieving the highest possible quality with as lowest customer's perspective is left to chance.
number of resources when possible. But why are we not Therefore, always keep in mind that today’s customers
taking this into consideration in marketing and have a wider choice of products and services and far
communications? greater access to information than ever before. Hence,
relevant local customer experiences become a
Many companies lack transparency regarding the distinguishing feature, through which a company can
nature, extent, quality and timeliness of their information, sustainably increase its brand value.
repressing target group-oriented communication. But Of course, dealing with customer contacts quickly- such
isn’t that fundamentally a contradiction, since the as inquiries, complaints or urgent concerns – is
business administration and the lean management important, too. This requires employees who
shows that companies that are set up slim with low understand contexts, develop their own positive
resources and high flexibility in the form of convictions and are motivated to act fast. To achieve
"configurators" achieve maximum profit?

12 October 2018 - Personalized & Customer-Centric Content Marketing