Welcome to the Modern Marketing Blog, where we explore the newest trends and strategies that are shaping the world of marketing.
In this edition, We had the privilege of sitting down with Dawn Crew, Chief Marketing Officer at Trulioo. Through this exclusive interview, Dawn discussed the importance of integrating traditional and digital marketing strategies through measurement to understand their effectiveness and adapt accordingly. She also highlighted the evolution of the buyer’s journey to a non-linear path, the shift towards ungated content to provide value first, and the necessity of storytelling with specificity to resonate with customers.
The following blog post is a summary of Dawn’s perspectives and expertise.
The Measurement Mandate in Marketing
Dawn points out that the secret sauce to balancing traditional and digital marketing lies in meticulous planning, organization, and most importantly, measurement. Today’s marketers must be agile, ready to pivot or accelerate based on the performance metrics of their campaigns. By measuring early and often, companies can ensure their strategies resonate with their target audiences, making real-time adjustments to optimize their marketing mix.
The Evolution of the Buyer’s Journey
The buyer’s journey, once a straightforward path, has morphed into a more complex, circular journey. Crew notes that the previous direct line from brand to website is now a web of touchpoints across various channels. This paradigm shift means that marketers need to invest in both brand and demand, meeting the customers in their moment of need and across their preferred platforms.
The Shift to Ungated Content
In an era where the customer’s patience for interruptions is thinning, ungated content is becoming the norm. This strategy echoes the wisdom of Dawn’s great-grandmother, who believed that sharing her prized donut recipe would only enhance her reputation and bring customers back for her unique offering. Similarly, marketers are now focusing on building trust and demonstrating value first, confident that their quality services will lead to customer loyalty.
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