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Growing Your Business Marketing for business growth By Colin Foxall, commercial director at Nexus Creative
If you’re an owner of a growing business you’ll certainly have no shortage of demands upon your time. The problem is, every challenge you face and every decision you’re required to make can feel equally pressing and important. So what are the key areas that any growing and successful organisation must focus on? Generally they’re going to be your kit (IT), your
people (HR) and the way you communicate your offer (your marketing). Central to it all, in my opinion, is going to be your marketing.
Data advances It is easy to forget just how swiftly the world of data is changing. The introduction of the worldwide web in the 1990s brought an almost unprecedented leap forward in terms of how we interact, and our ability to access the enormous volumes of available information. At just the swipe of a finger or the scroll of a mouse, we now have it all. When it comes to taking a successful business
forward, accessing reliable and accurate data is always
going be critically important. The problem is with so much data readily available, the challenge now is to identify the most beneficial, and then use it to our best advantage.
The solution As a creative and agile 21st Century marketing agency, we’re actively tackling this challenge. We have generated a data management model that
links our many years of commercial communications experience to the insights and knowledge gained within the academic world. When we take this service to market, we spend time with our clients to enable us to deeply understand their needs and aims as well as the requirements and desires of their customers. With this rational we can then identify the most
appropriate data, the best method of gathering that data and how it can be commercially used. To do this, it is important to go right back to the start: back to the customer user experience. By tracking customer behaviours, it is easy to gather data that reveals essential user information.
46 CHAMBERLINK April 2017
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