When I tackle any marketing initiative, I base my strategy on the 3 cornerstones represented in the graphic above. This is how I engage what I call The Flywheel of Digital Marketing Success. It applies to all marketing initiatives, big and small, B2C & B2B.
- Technology
- Customer Experience
- Digital Advertising
Each point of the triangle has a bi-directional relationship with the other 2. The arrows represent the flow of data passing back and forth between the points. If any point of the triangle is removed, the engine loses momentum. There’s a magical synergy between the 3 cornerstones and you will always see overlaps in each area.
1. Technology drives seamless online experiences, data mapping and sharing, analytics, social listening, customer sentiment. We leverage technology in so many aspects of marketing – CMS systems or ecommerce platforms on which our websites are built, CRM where we keep and manage our customer data, Automation where we create segmented, personalized email, SMS and digital marketing campaigns and the list goes on.
You only have to look at the Chief Martech’s Digital Landscape infographic to appreciate how much choice we have as marketers. The ball is in our court to select wisely and use marketing technology to supercharge our programs!
Notice how good use of technology leads to better Customer Experiences and also allows us to deliver better Digital Advertising.
2. Customer Experience is the art and science of empathizing with your customer, listening to them, learning from them and then delighting them with ever-better, remarkable experiences.
The old adage of “Listen to Your Customer” is the Northstar for a successful marketing program. Here are just some of the ways Customer Experience plays into it:
- Great brand messaging messaging and storytelling
- A friction-free website experience
- Evolving and growing your product line based on customer feedback
- World-class customer support
Again, Technology and Digital Advertising are intrinsically woven into these things.
3. Digital Advertising is the fuel that accelerates and scales storytelling, by reaching your audience and giving them a reason to know, like and trust you (KLT). It empowers you to build a tribe of fans, advocates and evangelists.
Leveraging the right digital channels, targeting the right audiences and crafting your messaging across channels and devices (omnichannel) to tell a meaningful and compelling story is the recipe for success here.
No surprise – Technology facilitates the effectiveness of this endeavor, while Customer Experience is top-of-mind when we craft digital advertising campaigns!
Use this simple “Magic Triangle” to drive momentum for all of your marketing initiatives and you can’t go wrong 😉
