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As a Fellow of the Chartered Institute of Marketing, I was very proud to also receive my Chartered Marketer status this week and for anyone who takes the time to study or hone their skills, they will know how tough this can be at times but also how much pleasure these accomplishments bring, however big or small.
However, it did get me thinking about my marketing career to date and the key things that have been pivotal across the years – those key points that despite everything else remain constant in an ever-changing industry.
You could argue I suppose, that knowing which marketing frameworks to use for success might be pivotal, or that years of experience are really what matters, or that for a consultant return on investment for their client is the driving force, and yes these absolutely are but there are definitely fundamentals that lie even deeper than these.
I believe simplicity is the first, and that knowing your target audience is the second. Working together in perfect harmony preferably!
Watching TV with my son the other evening, I couldn’t help but notice the rise in the urgency of advertising now that we are slowly emerging from the Covid-19 pandemic. And, with this rise comes an explosion of noise across all our media platforms, because let’s face it everyone needs their slice of business.
Simplicity therefore wins. Cutting through the noise and ensuring your audience know exactly what you can offer and exactly what that can do for them. If they don’t understand what you do, or understand how it can help them, then it’s time to re-evaluate your messaging to improve your success.
And, on that note, ensure that you really know your target audience. Take time to research them and make sure that you are advertising on a platform that is suitable for them, so that they can both easily ‘hear’ you amongst the noise and more importantly find you! Customer experience is key and without knowing your audience how can you ensure that you exceed their expectations?
Two very simple things, but two that are so easily forgotten, and with the economy the way it is, it could so easily be the simple things that make the most difference!
Sheryl Tipton, FCIM CMktr, Tipton Marketing.
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