Marketing’s All About Change, Taking Risks, and Engagement
As we approach the half way point of 2015, one thing has stood out for those in the know and that is, marketing as we know it is changing. For those who don’t know, it may already be too late. However, Marketing is all about change after all.
At a recent conference in New York, the president of American Express, Ed Gilligan, stressed the importance of growth and reach and that marketers should work hard to build relationships with customers as well as taking risks with their marketing messages. “…it’s important to create an environment where people feel like they can take a risk,” he said. “You only fail when you don’t try.”
He insists that marketers should be thriving on innovation and change. It’s a well known fact that the days of old which consisted of simple generic campaigns are long gone. Modern day consumers, especially millennials, expect intelligent marketing that knows who they are and what they want.
There will always be ever changing expectations, as a result, marketers need to constantly adapt. Gilligan stated that “We’re constantly learning how customers want to shop and pay for things. The goal is to not be tied to a piece of plastic—a black or a platinum card,” … “We’ve navigated that phase. We’re focusing on the customer. Now we’re learning and providing services through wearables and consumer phones; we’re meeting customers where they are.”
By meeting customers in their individual journeys, marketers can appeal to consumers at every age and find new ways to surprise and delight. It’s not just about planning for today businesses need to look ahead to the next 5 to 10 years if they wish to be truly successful. Engaging with consumers over those years, and listening to what they have to say will be vital in ensuring you stay ahead of the game.
“Brands can live or die based on customer conversations,” Gilligan said on a final note. “People had no way to tell a brand about their values. Now social allows for that feedback. So just relate to them on their terms, not ours.”