Feature: Enterprise & Innovation Targeting


Take a fresh aim at your market


messaging is key to finding a resonance and resulting success among both your direct customers and your wider audience. Often defined by traditional practices and long-standing


T


process, organisations have commonly identified promotional tactics and strategies as either Business to Consumer (B2C) or Business to Business (B2B). However, as the world is fast evolving with digital platforms, multiple touch points, a variety of connection points and more of a requirement for immediate solutions, should our businesses now start to embrace the concept of Business to Me (B2Me)? The advance of digital marketing practices based on


enhanced and increasingly personalised and uniquely tailored consumer experiences often allow businesses to connect with their audiences on a much more direct and personalised level, speaking straight to their pains and challenges and often bypassing the more bland and general content that is traditionally used. New digital marketing tools and technologies are


evolving people’s personal and domestic experiences which in turn are then transferring and raising expectations within the business environment. Enhanced, digitally-based customer experiences are now


setting a benchmark where consumers are looking for a similarly rewarding experience at work. After all, if you can get such a service when ordering car or placing your weekly shop, why would it be unreasonable to have a similar expectation when conducting your professional duties in the workplace? From procurement to software user interfaces, all


aspects of industry and the marketplace are being driven by the expectations of personal experiences in the modern world. This is where both B2C and B2B are being replaced by


B2Me and where all businesses need to consider their future marketing strategies and investments. This is where the competition for relevance and resonance with your end-user base will become particularly important to success; especially when people’s expectations are being raised and driven by the increasingly standard phenomenon of receiving tailored and targeted solutions. Digitalisation of the marketplaces means that businesses


now operate within, and are viewed upon, a global stage, regardless of size or location, and this presents opportunity and challenge in equal measure. This expanded market exposure is where customers’ expectations are driven by


56 CHAMBERconnect Winter 2019


he positioning of your brand and its associated market


multiple and often overwhelming influences and experiences. Organisational profiles and personas are now peer


reviewed and compared within a digitally enabled global market place with far greater reach than ever before. It is this global exposure that drives us to evolve, to enhance our user experiences and to constantly evaluate the benchmarks that may previously of been delivered with relative simplicity or need for drastic change. So how do we develop the B2Me concept and what does


that actually mean? Marketing tools and technology (although recently


kerbed by GDPR) continue to deliver a more tailored customer interaction and targeted engagement opportunities but, in isolation, these advancements could create a disconnection in your customer experience. In collaboration with experiential and traditional personal


interactions, the digital advancements can create a very compelling marketing strategy where experiential engagements generate the important sense of intimacy and personal connection that drives positive emotions. Optimising the synergy of modern digital marketing


tools and strategically tailored experiential activities delivers the key ingredients for a successful and deliverable “connected marketing strategy” – a strategy that is not B2C or B2B but a strategy that is B2Me. Though the perceived distance and remoteness of


some digital engagements continue to create challenges, the advance in technology and expectation is moulding people’s expectations, it drives new thought processes, new buying triggers and new levels of empathy and personal engagement. As our marketplace evolves, it is important we retain the


objective ability to look at our operations while, at the same time, having the empathy to align with, and consider, the user experience or customer journey with absolute respect. Disconnects create distance between our offerings and


our customer’s requirements so it must remain paramount that, as the marketplace evolves through customer expectation and digital progression, we evolve, to not just to maintain the connections that are imperative for retaining and acquiring new business and associated growth, but to enhance them.


‘All businesses


need to consider their future marketing


strategies and investments’


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76