October 2020CIOAPPLICATIONS.COM8IN MY ViewGETTING AROUND THE Marketing WorldKOBI BEN MEIR, DIRECTOR OF MARKETING, YALBERs someone who has experience in both B2B and B2C organizational models, I know that understanding customers from a personal point of view can give you in-depth insights into their psyche and needs.From a marketing point of view, that data is a goldmine that can fuel online and offline advertising efforts, help accounting managers to determine budgets accurately, and create a dynamic work environment with a dedicated marketing team.Of course, your marketing strategies are only as good as your understanding of current trends, news, and technology; these three elements have changed the way customers interact with brands. The selling process and customer approach are far from simple now. All people had to do was enter into a specific sales and marketing funnel, make certain choices along the way (which almost everyone in the chosen demographic did), and become repeat customers.This is understandable. Ten years ago, people only had limited websites where they could find information on the items or services they were interested in. With the advent of vlogs, influencers, and social media marketing, their choices are endless now!Now businesses have a harder time convincing customers to stick around long enough to make a difference to their profit margins. Sales representatives are often ignored in favor of vloggers who, let's face it, actually use the products they review. In other words, before you have a chance to market your business offerings, the customer already knows all about it AND whether they should spend money on it or not.Traditional strategies such as cold calls, email campaigns, and trade shows just don't cut it anymore. If you want your customers to see you, you have to be seen.`Experience' is the New BrandThe fact is that today, customer-brand relationships are not only dynamic, but they are also ever-evolving, symbiotic, and more immersive than they have ever been. Even casual shoppers own brands as much as the actual A
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