A few weeks on and we are still all in one piece. A month on, and the key message I am getting from people working in marketing, who aim to engage with customers and markets, is: they are exploring all ways to communicate and listen. This means offline such as brochures, leaflets, magazines, events and so on as well as the more recent focus in recent years on digital which is now under pressure because of data privacy. GDPR has reminded everyone about all the good ways to do marketing. Know your customer journey. Create engaging marketing strategies and campaigns.
This is Good Marketing
But hang on a minute, you may be asking?! Isn’t this what every professional marketer learns in the Chartered Institute of Marketing Certificate or Diploma…Or indeed what a small business hears at events presented by enthusiastic local marketers preaching at events up and down the country week in, week out regarding “integrated marketing.” The need in other words, to use ever tool at our disposal.
A Simple Reminder
For every customer, there is a journey we or he/she travels to purchase a product or service. Here is very helpful template produced by UK Consultancy Customer Champions, speak to Colin Bates for more information.
The beauty of this template is that it starts you thinking. For your business, it will be different. You will not have this identical journey, you will have more, lines across and down in likelihood and probably not the same. But it helps you create a model. And, in a GDPR world, we all think it terms of what data we need in any marketing approach.
At a Dorset Business Angels meeting and a Chartered Institute of Marketing meeting recently I heard instances of budgets being reallocated post May 25th. What is happening is that with data privacy rules changing, the reach of marketers to be able to be effective with certain digital tools, means they are looking to reallocate spending. Leaflets and online spend is being re-evaluated, for example. In particular being more effective using existing digital tools.
An Effective Strategy
Talking of being effective, the customer journey is about putting your strategy into action. Either your overall strategy or a campaign. I’ve used this before, but it works:
The Information Commissioner ICO, responsible for overseeing GDPR always made the point, that the 25th of May was just the beginning. There was no “big-bang”, but I am impressed how the general level of privacy awareness now, means nobody is prepared to put up with receiving or agreeing to send mass emails anymore. Or to allow the mismanagement of private data that ended up abusing all our privacy. But it’s not the rules that excite me. GDPR has reminded everyone about all the good ways to do marketing. Know your customer journey. Create engaging marketing strategies and campaigns.
Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited