Global branding in a local world
Your customers are drowning in brand messaging. While your customers cannot escape the dowsing, with your help they can differentiate between the relevant and irrelevant messages. As marketers, it is our job to create brands that rise above the noise to become relevant to the customer and that ultimately, become part of them.
Every move we make in developing, and then evolving, a global brand portfolio is directed at creating a meaningful relationship with our audience. Creating that brand portfolio means we understand who we are, who our audience is and how to merge the two. By doing this, we can create and communicate a brand that has relevance to the customer, flexing to meet their own cultural bias while still remaining relevant on a global scale.
Once there is a globally consistent, yet locally relevant brand portfolio, we can begin to understand how to deliver it in a way that allows the audience to absorb rather than ignore the message.
Customer journey: the buying decision and beyond
Everyday, people form impressions of brands from innumerable touch points. Touch points can range from the esoteric – sponsorship of a favored sports team or a product placement perhaps – to the highly direct –conversations with a salesperson or visiting the corporate website.
Each customer’s journey from initial brand interaction through to satisfied customer is unique. Senior sales and marketing executives are tasked with managing and controlling that journey, directing their teams to put in place operational plans for success at each stage. As the approach to the customer evolves, delivering world class customer support becomes central to customer retention and loyalty.
Using techniques such as pervasive engagement management, SDL’s Consultants work with clients to understand, optimize and systematize the customer journey, resulting in a stronger relationship between brand and customer.
Multichannel execution is not about adding digital channels to the marketing outreach strategy. Neither is it about replacing traditional outreach with interactive digital media. Creating a fully formed multichannel strategy integrates traditional media with digital, new techniques with existing ones.
Multichannel engagements can be multi-faceted, focused at solving specific business problems or holistic, such as the integration of digital media experience into a pre-existing strategy.
Client engagements typically fall into one or more of the following:
- Harnessing digital media to create a pervasive customer engagement
- Integrating customer experience across multiple channels
- Generating revenue from strategic e-business models