The rise of common-sense marketing

Since the mid-Eighties consumer marketing has been evolving. Back then direct mail and the call centre were the key channels for success, and companies strove to define killer creative, write engaging copy and craft perfect call scripts; all aimed at tempting and enticing the consumer into purchase.
Today marketers are faced with a far more complex and challenging landscape of 24/7, multi-screen, omnichannel media consumption. Customer journeys have evolved faster than most organisations have been capable of keeping up with and only the brands that can best understand their customers, anticipating their next need or requirement, are the brands that become market leaders.
The brands leading the way all have one thing in common – customer data is at the heart of their strategies. Their focus being to acquire, understand and retain their audience. Businesses of today are valued on their retained consumer audience and the level of permissions allowing them to communicate.
The question is how do we build these valuable relationships and create the corner shop knowledge, value and experience on a massive scale?
The answer is simple, “common-sense marketing” or CSM, helps businesses focus on relevancy, delivering value, and treating the consumer as you would like to be treated yourself.
All too often we seem to forget that we are marketing to people, like ourselves. It does not have to be complex or particularly innovative, the same rules apply when we meet face to face, as when we are marketing to our customers. CSM has four key tenets:
Relevancy – is this communication relevant to the customer’s life – today, rather than what our business would like to sell/tell them.
Value – is this communication going to be valued by the customer (information or monetary), is this a good deal/offer for our customer?
Trust – will the consumer trust me after this offer?
The ‘me too’ Factor – if I was the customer, would I want this offer?
Having established these common-sense ingredients on an individual basis, we can then use marketing automation technology to deliver the scalability across our customer base. Providing real-time communications focused on delivering messages and offers in the customer’s best interest.
There’s a simple rule which is “always act in the interest of the customer”, over and above your businesses requirements or targets.
If there’s a better offer, a discount due, compensation for a bad experience, an additional product/offer, then act first. An unprompted act in the customer’s interest will drive loyalty, trust, referrals and ultimately increased revenue for your business. And there are few companies who would argue against that…

Jason Lark is managing director of Celerity Information Services