Today’s post is from Bob Murphy, Managing Partner of Movéo.
Digital marketing continues to evolve. In 2014, we used this blog as a space to share stories about the new frontiers of data-driven digital marketing and analyze how they’ll impact people like you. As we come to the end of the year, it’s worth reviewing the top marketing lessons of the past twelve months as we prepare for the year ahead.
Developing a strong brand includes both internal and external interactions. It’s an investment, but one that can pay off in customer loyalty and positive brand image. Strong brands are resilient in the face of change and even the occasional misstep. In today’s connected world, building a strong brand is more important than ever. Off-brand interactions can easily become public and hurt your brand’s reputation and ability to do business.
In 2015, implement these lessons. Top brands invite customer feedback, and employ tools like social listening to ensure they stay relevant. Top brands value design, keep the promises they make, and constantly stretch themselves to be better and reach further.
More than ever, making a positive brand impression depends on data and insights. Invest in analytics software and work with data scientists to understand what your traffic is telling you. Build a data-driven brand now.
Data insights drive effective digital marketing. Without using these insights, your brand could be relying on stereotypical “best practices” that are anything but. Yesterday’s marketing strategies no longer work in today’s world.
This fall, we wrote about the transition from the Old Marketing Value Chain, which relied on “rules and tools,” to the New Marketing Value Chain, which relies on data insights applied through strategy, creative work and technology. This transition remains one of the most important changes in marketing in recent years. In the digital world, best practices must constantly adapt as data uncovers new winning and losing strategies. Review our whitepaper if your business is still relying on the same “rules and tools” you’ve always used.
Data insights aren’t the only things marketers can learn from in the coming year. B2B professionals should be on the lookout for lessons from amateur marketers, and from our counterparts in B2C. Amateurs and B2C marketers have at times outpaced the B2B sector in the application of emotion and authenticity in marketing, though savvy B2B professionals are beginning to turn the tide. As we welcome 2015, marketers should strive to combine the passion and risk-taking of amateurs with polish and insights of experience.
More than ever, quality content matters. It is simply a must if you want to set your brand apart from the pack in a crowded online world. In 2015, use the lessons learned in the past year to put your best foot forward and build a better brand.
Photo Credit: PublicDomainPictures via Pixabay
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