Time’s running out. With digital-savvy buyers demanding the convenience online services bring, merchants must either make the switch to e-trading and marketing or watch their competitive power fade.
The right place to start 2019 is by creating a brand and communications strategy, based on customer needs and focused on delivering brand differentiation.
In these uncertain times, flooded with negative news, you should have only one New Year’s resolution and powerful rallying call for your organisation: a strong and stable brand for 2019.
Built environment businesses and member organisations that recognise the value of treating their customers as individuals will be the ones that achieve a lasting advantage – but only if they get the approach right.
“Customer centricity” is a popular phrase many B2B marketers use to reassure themselves that they’re putting their target audience first. But here's the thing: the business being marketed to is not a faceless company to which you sell your product or service. It’s a key person, or key people, in that company. Often, the person running it.
While many built environment brands now recognise the need to integrate a Persona-based approach to their marketing, too many forget the role of their brand, which is why CMDi has put together this vital guide.
While a one-size-fits-all approach can be convenient, it rarely connects. The solution is simply to stop seeing your members as “members”, and start treating them as individual people. And a good way to do this is by building Personas.
The problem with built environment marketing is that are too many products and not enough differentiation. So what is the blueprint of a great brand experience? In a word: incisiveness. Intelligently analytical, clear-thinking delivered in a concise and compelling way.
Personalised marketing has been around for years, but now it's more personal - and needed - than ever. If personal marketing isn't already top of your 2018 to-do list, here's how to fast-track it with CMDi's Persona Builder methodology.
All organisations believe they have a Purpose, most think they’ve explained it; few have achieved either. Even experienced leaders tend to confuse their organisation’s Purpose with its Mission or Vision. So, what exactly is it?
