As with all types of business, if marketing and advertising companies do not move with the times they will find that they will soon be ‘eaten up’ by their competition. Marketing and advertising companies are now finding that, with each passing year, their efforts must adapt or face the possibility that they will produce less results. There are a number of reasons for this and as a marketer or advertiser you need to understand where many companies are failing and learn from their mistakes.
Change is the one constant in life and this change is happening faster and faster as technology speeds up. It is not enough to focus on principles of design or on the marketing mix to win over and keep clients. It is not even enough these days to have better technology. The change that is required is a change in the way companies interact with consumers.
Focus on the consumer experience
Marketing and advertising companies need to spend more time focused on how consumers behave and not just on the products they use and they need to make the change now if they still want to be in business in the future. Instead of focusing on technologies, companies need to focus on customer experience.
Understand the customer journey
Thanks to social media and technologies which allow people to connect at fast speeds from all over the world, people are more easily speaking about their likes and dislikes of a company. It is not that easy to hide a company’s imperfections with flashy campaigns and advanced technologies. People are more inclined to believe the recommendations of their peers and are reading what ‘others’ have to say about a product more readily and are basing their decisions on this collective conversation rather than on what the advertising campaigns have to say.
Step into the unknown
As a company you need to look at being one step ahead and in order to do this you need to step into the unknown. Do not be content with following in the footsteps of others. Focus on customer experience and engage with them in ways your competition is not.