Brilliant Reads: bringing the customer to the forefront of your marketing

Welcome to Brilliant Reads. This week we’re focusing on the importance of the customer. Marketers often think they know how to advertise their product effectively while neglecting the single most important element. The consumer themselves. We discuss how to ensure your marketing is always customer-led.

Interesting ideas and innovation happen when things are brought together in fresh ways. At Brilliant Noise, we are interested in the dots that are connected to create these new combinations.

Putting yourself in your customers’ shoes

Being customer-centric is crucial to truly focusing your marketing. Seeing things from a customer’s perspective gives you essential insight into your customer needs, pain points and wants. So how do you go about becoming customer-centric and where should your brand start?

Becoming customer-centred starts from having a full unadulterated view of your customer’s journey. View your stores, website and products from their point of view. This will give you clear indication of any struggles along the way and what to fix. Clunky interface or confusing store? It will only be worse for your customer. Enabling customer-centricity throughout an organisation must start from a leadership level. By building emphasis that serving customers in the way they want to be served is central to the organisation’s values, gives your teams an aligned purpose.

Strategies For Customer-Centricity: Visualizing A Customer’s Experience vs. Consulting The Customer
Forbes, 5 mins

Lead by customer insight

The first rule of marketing is that you are not the market. As a marketer you help produce the product but you’re rarely the actual consumer of it. Learning to separate your bias and feelings towards a product from real customer insight is an essential skill to market a product effectively.

A recent report from Trinity Mirror Solutions confirms how unaligned the advertising industry is to modern consumers. The main disparity being in differences in attitude – marketers are more comfortable with risk, seek out strong emotions and have a greater need for belonging than the consumers they target. This leads to one glaring question – do you recognise it? Market orientation must lead your thinking when faced with marketing questions and this must be based on data rather than a gut feeling.

The first rule of marketing is you are not the customer
Marketing Week, 3 mins

Three obstacles of connecting to customers

For many brands connecting with customers is an ongoing, uphill battle. With the market shifting to being more customer focused this is becoming an ever-larger problem. This article discusses the three main problems that organisations face when connecting to their customers and what you can do about them.

1. Business transformation disrupts existing customer connection models. Major business transformation often goes hand in hand with a reposition of the current marketing strategies. This inevitably leads to the disruption to any current customer connection models.

2. Management is slow to adapt to how customers are changing. Changes taking a long time is a common complaint aimed at management. This is a particular problem for marketing teams as to be effective you need to adapt quickly to ever-changing customer behaviours.

3. Existing strategies are not connecting with the desired customers. Often results for new programmes can be disappointing, indicating that customers are not aware or interested in new services. This is often the result of failing to deliver the right marketing message at the right time.

Three ways brands overcome obstacles to connect with customers
Econsultancy, 4 mins

Mapping the customer decision journey

The customer decision journey (CDJ) maps the journey a customer will take when they make a purchase. It tracks different phases to help marketers understand more about where and what they should be doing. While customers go along the same phases for each purchasing journey – every brand, product or service will have different touch points, customer groups and required messaging. At Brilliant Noise, we’ve developed our own CDJ model which has four distinct phases: consider, evaluation, buy and the loyalty loop. Here we show you its importance and how we utilise it to boost your marketing strategies.

What is the customer decision journey and why you should care
Brilliant Noise, 3 mins

The importance of personalised content

Content personalisation is not new, yet its true power is only just being discovered. As data collection is becoming more sophisticated so too can your content. By utilising effective tagging, attribution and automation you can boost your marketing return on investment. We show you why and how to use it best and how brands such as Netflix, Amazon and Spotify power their marketing with personalised content.

Why You Should Care About Personalised Content
Brilliant Noise, 4 mins