Tatarklubben Live: Marketing Through Turbulent Times
On April 3, AmCham partnered with Tatarklubben for a virtual session on marketing within the context of the current COVID-19 crisis.
Acclaimed marketing futurist and Harvard Business Review author Mathew Sweezey, Salesforce, shared data and findings in his new book “The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media.” The book reveals Salesforce survey data from 11,000 businesses, which showed that the 16% of high-performing companies that enjoyed consistent growth, were those that focused on crafting experiences across the customer journey. In fact, 84% of consumers believe that the experience is just as important as your product or service – whether B2B or B2C.
With the corona crisis upon us, this message is all the more important. Customers and consumers are receiving and consuming massive amounts of media on a daily – or hourly – basis. Therefore understanding how to stand out is all the more important today. We are now marketing to a ‘post-AI’ consumer’ that will use many platforms in order to make their final purchasing decision. Sweezey recommends context marketing, where brands craft experiences to meet a person in that specific moment of need, and help them accomplish the specific tasks at hand. The trust built from that interaction will guide the individual to the next step on their journey, creating motivation and driving demand.
You can watch the full webinar here.