Last week I was privileged to speak at the AAMP (Association for Audience Marketing Professionals) annual conference in LA. I had not attended one of their events before; I met, listened to, and networked with many new-for-me industry colleagues. It was enlightening and inspiring.
My presentation had the complicated but very real title of “How to Better Utilize your Brand’s Customer Touch Points to Build Audience Relationships.” As marketers today, I think this truly what we need to do every day as information becomes even more fragmented, email boxes full, our customers’ attention spread across many projects.
We need to build engagement with our current customers, so we become their go-to brand, their go-to website, their go-to media. We need to continue to show relevance, that we can solve their problem, satisfy a need. To do this, we need to review and make sure that we are using each touch-point, especially on the web, is enticing.
Our customers want TARGETED offers that show we know where the industry is going, bring knowledge they need. People are opting out of unfocused messages at an alarmingly high rate.
Internally, departments need to work together to share data, create a common branding message, and stagger sending messages. My presentation gave specific ways to examine your current touch points, improve your branding and messaging, and why all marketers should be doing this right now.
It’s that simple. And that complicated.
P.S. Please comment, email or call if you want a copy of my Power Point presentation.
P.P.S. Next blog post will include some valuable things I learned from other AAMP presentations.