It should be easy to create awareness and respect. After all, that’s what the marketing department is there to do.
But you know that it’s not happening that easily. There are no customers lining up at your front door. You assume they must want their own part of the win-win… and I agree they do want their profits… so then… they must not know, understand, believe, trust or desire that your proposition is going to help them.
Or they are spoilt for choice and are in decision muck!
So.. why is that? Why is the marketing department failing.
Let me rephrase that, why is your company not that successful at marketing?
Your company and your customers
First, because it’s not just the marketing department that can solve it. Let’s look at the problem of making your customers
- Know
- Understand
- Believe
- Trust
- Desire
Each of the above has core issues – driven by some major trends in the world of content based influencing (as opposed to regulations or control based influencing).
Decision makers in client companies are consuming digital media like everyone else.
- Hyperconnectivity – information travels swiftly and relevant information can be obtained from a plethora of platforms
- Hype – A lot of the content is all about creating a hype – style over substance without giving the audience that we they are looking for
- Overload – with content being bombarded at a rapid pace and volume from all directions, information overload poses real challenges to the audience
- Attention Deficit – Less and less time is given to a new post before the viewer scrolls away. That tiny window is all that is there to capture their attention and show them what you have
In a world of millions of messages, it’s difficult for your customer to notice you. In the short duration they give you, it is difficult for them to understand your complex messages. With so many “partially” trusted contacts, it’s difficult for them to choose whom to trust. And with such hyped up messages – and so many fake claims – it’s difficult for them to choose what to believe
Notice the word ‘difficult’ makes an appearance rather frequently. Life has become difficult for your customers.
It’s your ‘opportunity’ to make it easy.
And if they find you easy to know, understand, believe, trust and desire – they’ll truly enjoy doing business with you.
If the rest of your competition (not just business competition, even attention competition) remains difficult – they will keep coming back to you and give you that ‘brand’ premium.
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