This digital marketing program is for professionals who want to build a digital marketing career, know the basics, gain experience, and are experienced marketers who want to learn the latest digital marketing skills. Harvard Business Case Studies and Projects at Google and Facebook combine real-world experience.
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1. Old Truth: Marketing begins with getting to know your customers.
Marketing begins with knowing your customer’s share. The COVID-19 crisis reinforces what we already know: that brands need to communicate in the most local and accurate terms possible, based on the specific consumer needs of their situation and what is most relevant to them. This means understanding the ground realities in a real sense, country by country, state by state, zip code by zip code. For some businesses, such as a bank, restaurants, or retailers, this may mean tailoring the communications store by store.
2. Old Truth: You are competing with your competitors.
New Truth: You’ve been competing with the best customer experience in the past.
Even before CoVID-19, consumer expectations were rising. Gen Z grew up with the technology involved in their lives without interruption. Direct to consumer companies (such as Glossier or Parachute) were already conditioning us to expect a level of hyper-personalization because they were particularly adept at our personal data.
3. Old Truth: Consumers expect you to have what they want.
New truth: Customers get what they want from you.
If the bar continues to grow, we should seek new values in both B2C and B2B contexts – around customer experiences. Consumers today expect any experience to be predictable, relevant and coherent, without friction. In other words, they are only concerned with getting what they want, when they want. And they insist they can’t.
4. Old Truth: Greeting customers is like dating.
New truth: Attracting consumers is just like online dating.
For a long time, marketing mass media has been about hoping to reach the target at the best rates or to reach the target and change it. So, basically, it was like going to more than one party or bar, in the hope that you would find that special person. It was a world of unconventional, calm and clear words.
5. Old Truth: Greeting customers is like dating.
New truth: Attracting consumers is just like online dating.
For a long time, the marketing mass media has been hoping to reach the target at the best rates or to reach the target and change it. So, basically, it was like going to more than one party or bar in the hope that you would find that special person. It was a world of unconventional, calm and clear words.
6. Old Truth: Relationships are important.
New truth: Relationships are everything.
Needless to say, it is important to build relationships with consumers based on trust. For example, the ad promises a brand, and then it draws on the product, service, and customer experience to fulfill that promise. Link building portugal company can help you to get high quality back links at reasonable prices.
CONCLUSION
As marketers, we are accused of being a constant fusion of art and science. We must strike the right balance between human and automation to open the future of better analytics and mass deployment of AI. We must use data as fuel, yet respect storytelling skills to advance meaningful human relationships. We must strike a fine line between brand marketing and performance marketing, acknowledging that we currently have a bias that we can easily measure. And we need to understand what needs to be centralized and what needs to happen, recognizing where sustainability helps and where barriers exist.
