Your core values and culture are the most important, then technology comes into play.
From Mad Men to Math Men
Eric van Hall offers a more pragmatic approach to deepening the relationship with your target group. We work and live in a glass house these days, says Eric. With the arrival of the smartphone, there are dozens, thousands or millions of cameras constantly focused on us.
The result is that the world is becoming more transparent. This also applies to marketers: you can no longer get away with anything, because you are now operating under the watchful eye of millions of spectators.
Eric explains this development as the transition from a time of Mad Men, referring to the New York advertising men of the late 50s, to Math Men. Mad Men spoke about the consumer in an almost south korea whatsapp number disrespectful and mocking manner. The current Math Men are trying with all their might to use technology in such a way that they can actually strengthen the bond with customers and prospects. The same point of view as Janne Marie: not you as a company, but your customers are central.
Another consequence of technological progress, besides the fact that the world is becoming more transparent, is that online marketing is going to play an increasingly important role. Potential customers are increasingly online, which is why many brands are transferring their TV and radio budgets to online.
The growing importance of online has drastically changed the way people make purchases. A Zero Moment of Truth (ZMOT) has been added to the purchasing process of potential customers, where consumers search for information before making a purchase.
MarTech zero moment of truth
This means that the power of the buyer is increasing, whether it is a B2B or B2C customer. By orienting extensively before the first moment of contact, he remains under the radar for as long as possible. In this way, 80 percent of the customer journey is already behind you before you as a company even see that you have a potential customer. If prospects have already formed their opinion about your company before the first interaction - the First Moment of Truth - it is also difficult for marketers to change anything about it.