Customise your marketing!

Managing marketing activities across a wide portfolio of customers is, of course, difficult.

Not only are your customers up against a fast-moving technical landscape (that changes in each industry), but you have to develop strategy, create content, generate ROI and measure success for each one. And it doesn’t help when each customer likely uses outdated tech platforms and systems.

Anthony Kennedy gives great insight into this. Throughout his career he’s found that what really works is a focused approach that puts customer empowerment first.

And, for marketers, this has to mean a highly-personalised customer experience.

I feel like we talk about this a lot — creating expert custom marketing plans (or strategy, or content, or insert-what-you-do-here) for each customer. But that’s because it really is key. Your customers want marketing that not only works but sets them apart from their competitors. That’s not marketing that’s simple or easy or generic. It can’t be.

So if you want your customers to stand apart from competitors (and, really, you should), you have to be providing them with personalised marketing that does the same.

Tl;dr: Your customer has to come first.

In today’s podcast, Anthony Kennedy gives a look at his work at ION and his development of differing marketing strategies for different portfolios. He covers a lot but for me his understanding of customer orientation is invaluable. At his core he is driven by his customers and their individual needs. Here we hear him talk about how to apply those through technologic advancements (yes that’s AI), personalised strategy, and top-class marketing.