Wofür sind Marken eigentlich gut? Was gibt ihnen Berechtigung?

Mir scheint, sie sind dafür da, um Menschen dabei zu unterstützen, ihr komplexes Leben zu vereinfachen, es damit schöner zu machen. Mehr nicht. Genau dafür zahlen die Kunden, dafür engagieren sie sich sogar. Corey Mull schreibt in der AdAge:

If not humanity, then, what should brands be striving for?

weiter:

Strive to help consumers simplify their noisy lives. Facilitating honest consumer-to-consumer advice and making the purchase as simple as possible will net you more goodwill than a million „engaging“ Facebook updates.

Re-orient marketing toward long-term goals. Use measures of customer health — such as loyalty, share of wallet and individual customer development — to evaluate brand and functional performance. Avoid the transactional metrics typical of social-media platforms.

Hire for the ability to doggedly focus on a few higher-order goals. Bring in staff that will excel despite distractions, setbacks, or long periods without feedback, rather than hiring for digitally-savvy, energetic and agile marketers.“

Den ganzen Artikel hier auf AdAge lesen

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