“Here we go”, I hear you say! Please don’t talk about pillars! No, not pillars!
I’m not keen on the talk of pillars either, but I’m referencing an article I read by Carolyn Bendall, the ANZ Bank’s head of marketing, where she refers to four considerations when thinking about your marketing plans as “pillars”, so for continuity’s sake I’m going to have to mention the P word!
It’s not hard to see that product-driven marketing and one-way conversations are tactics of days long gone. Digital technology has now immersed itself in every corner of our lives, and has created so much data along with it.
So, essentially, the four areas of consideration below are very sensible and appropriate ways of thinking when producing any marketing plan – be it annual- or campaign-based.
These days, it’s all about the “experience”. People don’t have time for clunky experiences and have extremely high expectations. Experience involves mapping and managing the customer journey to ensure the interaction is as smooth as possible. Many brands simply do this in their ads by focusing on the customer goals, instead of the business goals. The customer experience from first interaction through to sale or brand loyalty is the number one thing to consider!
Budgets have been shifted in recent years to allow for the 24/7 content demand. And this is not about producing content for content’s sake: it must be relevant, engaging, shareable and insightful. ANZ is an Australian bank sited in this article, and the company blog ‘BlueNotes’ has really taken off – there’s not a promotional piece on there. Another great example is Hiscox small business knowledge centre.
Data and analytics
The third “pillar”/mandatory consideration in your marketing plan, is data and analytics – and this means more than just click-through rates and conversions. It’s about finding out what is really making an impact on our customers so that we can offer them a personalised experience in the future.
According to a report from Accenture, by 2018, 75% of interactions will be carried out online or through mobile devices. However, it shouldn’t be an either/or situation when it comes to digital – customers don’t think of channels in silo, so neither should marketers. The omni-channel approach is therefore key.
Sorry for mentioning pillars (I promise no arches, temples or other marketing jargon words) but these four points are all so valid. Are you combining these considerations or would you add anything?