4 2016 Resolutions for Marketers
In their own words, marketers tell researchers their top four goals for 2016. The aspirations are less tangible than “a 70-to-1 ROI on email.” Senior marketers say they need to embrace more opportunities, “fight the good fight” with the C-suite, erase silos and make their brands human.
That’s what 150 senior marketers told MBLM, “the brand intimacy agency” concentrating on strategy, design, creative and technology. Mario Natarelli, MBLM’s managing partner, tells Target Marketing about the results of the agency’s “Brand Intimacy 2015 Report.”
Natarelli says these are marketers’ 2016 goals:
Embrace the Opportunity. Make this year the time to establish real bonds between customers and your brand. While almost 75 percent of marketers interviewed rated their companies performance as very good or good in terms of creating brand intimacy with customers, MBLM’s global research suggests only about one third of consumers feel they have an intimate connection with the brand. This suggests marketers may have overstated their brands’ success or underestimated the challenges in creating ultimate brand relationships.
- Fight the Good Fight. Marketers surveyed lamented the main reason they aren’t building stronger bonds with customers is due to internal resistance. Fight the data-driven mindset that pervades the C-suite. Marketing’s strength is its ability to combine rigor with emotion, creating a unique blend of art and science. Arm yourself with facts about decision drivers. Boast about the performance that intimate customers deliver. Leverage the emotional currency of your brand and represent this powerful perspective.
- Break the Silos. To deliver a compelling brand to customers means marketers need to effectively engage and cut across an organization. This is neither easy nor welcome, but it appears many agree. Improving the product offering is the No. 1 way marketers feel customer intimacy can be improved. This requires channeling the internal silos that make a product stronger. Domains of insights, engineering and operations must be able to work with marketing to elevate beyond customer expectations. Creating Brand Intimacy is challenging and rare and requires greater degrees of enhanced internal collaboration across disciplines.
- The Human Element. Make your brand essential by striving toward personalization, relevance and anticipation. Marketers stated customer service is where they can most effectively build intimacy. They also indicated that the majority of their customers associate their brands with the brand intimacy archetype of fulfillment exceeding expectations, delivering superior service, quality and efficacy. Focus on keeping customers fulfilled and engaged with your brand by continuously delighting them.
Do these goals match yours?
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