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focused marketing

'less but better' is the guiding principle for purely customer-centric prioritization of marketing projects, e.g:

  • marketing, esp. ATL, BTL, CRM

  • e-commerce

  • digital retail

  • 360° customer experience

Image by Headway

the challenge

digitalisation has posed completely new challenges to all companies, first in retail, then in fmcg and now also in the capital goods sector. the multi-optional customer is now sitting on the longer lever.

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in order to find answers to the new, intensified competitive situation, many companies, especially in marketing, have thrown themselves into too many projects at the same time and lost their focus.

in addition, the requirements on structures, processes and competencies change as a result.

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proven marketing functions either no longer exist or are performed by a wide variety of departments or profit centers.

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new customer touchpoints have been created and give rise to new functions and specialist requirements.

herausforderung focusedmarketing.jpg

the solution

marketing has to regain its focus and the view on the customer. in many companies, there is a clear gap between self-perception and the perception of others. it is worth taking a closer look and finding out what your own customers really want today.

 

customer centricity affects the company as a whole: in a consistently customer-centric company, it can also be found in incentive systems, processes, process organization and system landscape.

focusedmarketing supports your company in focusing omnichannel marketing again on what is really important to your customers and thus in using your budget efficiently.

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with an eye for the whole, focusedmarketing also advises you on the interlocking of the marketing tasks distributed throughout the company in the sense of a coherent omnichannel customer experience.

 

in particular, the project structures and processes are considered and, if necessary, streamlined and optimised with the help of digital tools.

priorisierungs-methodik

the method

focusedmarketing concentrates on the customer with the appropriate tools and defines his needs. it tries to translate the customer's wishes into the language of our day-to-day business.

 

 

it holds the mirror up to us and asks us in our own language whether we are doing the right thing by visually showing us the results of our activities.

 

 

via a structured process to focus on marketing:

  • phase 1:
    naming or, if necessary, clarification of positioning and usp as strategic basis

    • from the customer's point of view

    • from the product point of view

    • from the distribution point of view

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  • phase 2:
    recording of all actual marketing projects via structured individual interviews
     

  • phase 3:
    prioritisation process based on jointly defined criteria and weightings

    • customer or usp relevance

    • sales-relevance

    • profit relevance

    • future relevance
       

  • phase 4:
    adaptation of roadmaps and project teams to focus projects

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