Starting with the basics:
The AEIOU framework for Effective Marketing
there is a bad habit forming across MARTECH
40%
A study by Econsultancy showed that 40% of marketers cite integration as a major obstacle in utilizing their marketing technology to its full potential
22%
Forrester Research indicates that 22% of software implementation failures are due to the wrong choice of vendor
Brands are not achieving the results BECAUSE they start in the wrong place
start by asking the right questions
Think like your customer
What attracted them to the brand?
What keeps them coming back?
How do they like to be engaged?
attract
ENgage
Insight
Optimise
Unfold
Then focus on improving
ATTRACT
Is my advertising reaching the right audience?
How well am I leveraging my existing technology?
Am I seeing incremental improvement for my media spend?
ENGAGE
Am I delivering a personalised and seamless experience?
Am I effectively leveraging customer feedback?
How do I reduce churn and increase loyalty?
INSIGHT
What do I know that adds value?
Am I able to create a ‘segment of 1’?
Am I fully utilising customer data across AI and machine learning?
OPTIMISE
What steps can I take to opimise my marketing efforts?
How do I personalise customer journeys?
How do I adapt to changing customer preferences and market trends?
UNFOLD
Do I have the tech to support my strategy?
How do I prove marketing objectives align with business objectives?
How do I measure marketing effectiveness?
And don’t forget Y...
YOU
Do I have what I need to justify investment?
Do I have the right mix of skills and talents in my team to meet marketing objectives?
How do I ensure efficient communication across the entire team?
Remember, This is Just the beginning
Answering these questions is the first step in a long journey...
- Deep dive into as-is state
- Define and design a vision for the end-state
- Architect and build out the technology roadmap
- Get the right people, plan, and processes to build it
- Deploy, govern, and optimise
- Learn and repeat
L
LArijanigroup
Let’s get these questions answered
Email
collin@larijanigroup.com