Hi there!
Wish âHappy 6th Anniversaryâ to the best CDP in the universe! You may not agree but when we celebrated our 6th anniversary, we were pretty psyched about it đ
Each person at Xeno took LinkedIn by storm and let the world know how happy we are đ
And apart from that, thereâs other good news as well - COVID cases are coming down, vaccination rates are going up. Are we heading back to normal times? Who knows. Meanwhile, letâs catch up on marketing news for this week.
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Multichannel Marketing
Too often, brand marketers think about the channel first. Are we advertising on Facebook, Google, TikTok, or YouTube? In all this, we forget to think about the customer!
Rather, marketers should build a model that goes beyond the medium and the message to match the new reality that digital created, which now encompasses audience, medium, moment, mindset, and message. Knowing the audience is the cornerstone of a good media plan. How to reach that audience depends on the next four components.
Next, we focus on the moment and mindset duality. The person cooking dinner while watching CTV is in a different mindset and will absorb information differently from someone who is watching sports on a Sunday afternoon. The same goes for a person listening to a podcast or browsing a news site or social network.
The channel will keep on changing, just like Google changed the scene of cookies. But brands can navigate these challenges by rethinking their approach to marketing.
Marketing Strategy
Instead of promoting their product - shampoo and other hairstyling things - L'Oréal Professionnel launched "Run Le Hair Show," a seven-episode online video series about the cultural impact of hairdressing.
Instead of focusing on the consumer directly, they focused on the user! The professional hairstylists who buy their products for their salons.
In-person hair shows have long been part of the professional hairdressing industry. However, with events in many industries going virtual in the past year, L'Oréal Professionnel's new show meets this tradition while speaking to the uptick in online viewing. Read More
Re-thinking Marketing
âThe Apple stores offer an amazing new way to buy a computer,â said Steve Jobs, Appleâs CEO. âRather than just hear about megahertz and megabytes, customers can now learn and experience the things they can actually do with a computer, like make movies, burn custom music CDs, and publish their digital photos on a personal website.â
Apple wasnât a computer retailer in the conventional sense. Instead, the chain became a retail success story. So, what can we learn from Appleâs customer experience lessons:
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Thatâs all for today folks. Hope you liked todayâs edition.
Stay in & stay safe :â)
