As technology continues to evolve, so does the role of marketing. Overcomplicated roles have transformed marketers from brand stewards into growth managers, challenged with a fast pace of risk and reinvention. At January Digital we have seen success with clients who have operated with a clear focus on their strategy, in the midst of rapidly evolving technology and the fulfillment of C-Level expectations. Based on our experience, we have mapped out an approach to help brands compete more effectively in today’s increasingly technology-led environment.
  1. Employ Unified Business Goals and  KBIs (Key Behavioral Indicators): It is paramount that every organization has a system in place to ensure accountability across teams, so that they can continue to move toward the same overarching business goals. Too often, I observe segmentation between teams within client organizations. Regardless of team set up or individual KPIs, each team needs to have a unified marketing goal in mind. Without a cohesive goal and open communication, the marketing machine won’t move, or worse, it will attempt to move in multiple directions simultaneously. As a leader in my organization, I know from experience that accomplished brands operate under a unified mindset and understand the importance of working together to enhance their marketing results.
  2.  Define and Personalize the Strategy - With marketing competition increasing, brands must have a clear offering and a defined brand proposition and strategy. In today’s competitive environment, it takes more than being unified. Defining a brand’s strategic position, and honing in on one unique benefit, will provide marketers with strong direction to make an impact. This will ultimately drive appeal and higher success rates. The most successful campaigns that we have run for our clients, involve strategies that focus on one specific benefit that they can offer their clients, vs. attempting to be everything to everyone. Once a brand sees success with a specific marketing strategy, they can continue to refine and solidify it for ongoing progression in future endeavors.
  3. See the Whole Picture - Consumer data needs to have a full-frame view. It is key to remember that data is useless without management. In order to effectively manage consumer data, you need a system that can access all of your data in one place and in one “language”. For Instance, we have worked with clients that had segmented offline and online data, which never showed them the full picture. By creating a Customer Data Platform (CDP) they could combine both online and offline activity data, in order to use it across all channels. We know that having a full view of consumer data arms marketers with actionable insights that they can funnel back into their strategy.
While building a cohesive team and complete data collection is challenging, getting these things right will build your marketing strategy on a strong foundation. There has to be one goal in mind. All marketing functions across an organization need to be pushing efforts toward that same goal and constantly reminding one another to tie individual successes back to the same KBIs , in order to p ropel the business and achieve the overall goal.

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