The other day I was in a UK Phone Number Database List mentoring session with a client and trying to explain how brands should change the focus of their marketing strategies. I spoke to him about the limitations that companies have and about the difficulty of impacting not the entire audience , but a representative percentage of it. With the added problem, that to convince them of our proposal we need to impact each of them several times. I raised the need for brands to become magnets for their customers to reverse the trend of chasing customers to attract them and I came up with an initial approach to explain it better that perhaps will help you understand it better as well. One of the ideas that I raised in my previous article was (and the central idea that I tried to explain to my client): Our brands must become magnets for their clients, since they do not have the necessary budget to carry out enough advertising pressure for these campaigns to be really visible and effective. Or they are in a market niche where it is difficult to find their audience effectively. Why will the vast majority of companies never have a sufficient marketing budget? One of the basic steps both in the definition and in the implementation of a marketing strategy is the quantification of the audience we are targeting, to estimate the results and see if the proposed strategy would be able or not to achieve the defined objectives. .
If you do this exercise, you will find two typical scenarios (which of course vary depending on the market, product, etc. etc.): B2C : they are usually much broader target audiences, in highly competitive markets (where the repetition of the message must be greater), and we find that to impact the percentage necessary to achieve the expected results, we must invest an amount of which the company does not have. B2B : in this case we usually have sectorial supports and events where we can make a segmented communication, but with a limited scope and effectiveness. That is why we need to impact this audience in more general media. And here we find ourselves again with the difficulty of correctly segmenting and identifying them without wasting budget. In summary, in neither of the two cases do we have the capacity and / or the budget necessary to impact our audience (remember that the context is that of SMEs, not that of large companies. Here the budgets are limited, and in many cases very limited).
As a result of this, we find companies that are not clear about how to take advantage of marketing, with partial marketing strategies, frustrated because they do not obtain the results they expected (especially frequent in digital marketing), adapting the business discourse to the technical requirements of the marketing (instead of marketing being at the service of the business), … And if I cannot impact my audience, how am I going to achieve the objectives of the company? How can I make marketing add real value to the business? I think that what I have just explained describes the situation of most of the companies. They know they have to do marketing, they know they have to take advantage of the digital channel, but they do it in a disorderly way and without clear results. To achieve this, companies must start by looking in the mirror and considering things from the base. They must reconnect with their reason for being first, and with the market later. To achieve this, they need to start with two things: the brand purpose and the business and De Phone Number strategy that leads them to reconnect with the market and, as a consequence, achieve the business objectives. Thus, in addition to guiding the marketing activity, we manage to give it meaning within the company. We will no longer have the doubts that most company managers have. They will be clear about the reason for each of the actions and the expected results. As a consequence of this, we will begin to see how customers approach the company and we do not depend so much on marketing budgets to get their attention. We are talking about a company that knows how to transmit its essence to the market, and combines communication attached to the purpose, with recruitment actions that reinforce it. That is, on the one hand it attracts customers, and on the other it relies on actions that allow it to accelerate that contact.