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In Post III of our Series, our Chief Strategy Officer Lee Maicon reminds us that, "What got us here, won't get us to where we need to go next.
Tweaking last year's marketing plans for a version '2.0' will not yield marketers the brand success they are capable of seeing in the digital age.
We are in the age of new approaches, "Decisions can now be driven by real-world data, behaviors and cues, allowing marketers the flexibility to optimize performance in days where it once took years, and to create campaigns that are right for right now," reports Lee
"These data points are often leading indicators for where the broader population is going and where brands need to be right now," says Lee
touches on the key tools and data trends for brands to consider for when developing a strategy, including social listening, search trends, and Application Program Interfaces (APIs).
Provide Briefs That Focus on Business Problems Rather Than Tactical Outputs.
Bad briefs are unfortunately far more common and typically too tactful.
shares the importance of developing briefs that focus on challenges brands are currently facing.
"Strong briefs frame problems clearly first, provide insight into the consumer or category second, and then pose a strategic direction that can open up possible solutions.
Strong briefs lead to better ideas, which lead to better work.
Find Hidden Differentiators by Combining Feelings to Believe with Reasons to Believe.
"Research continues to prove that even if a product or service can be differentiated in its rational qualities, or reasons to believe, people over time will not be convinced of its superiority," says Lee