{"id":1660,"date":"2021-02-02T16:38:38","date_gmt":"2021-02-02T15:38:38","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=1660"},"modified":"2021-02-02T16:38:38","modified_gmt":"2021-02-02T15:38:38","slug":"10-lessons-beyond-marketing","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/10-lessons-beyond-marketing\/","title":{"rendered":"10 Key Things We Learned from ‘Beyond Marketing’"},"content":{"rendered":"

More than 1200 listeners in 4 months and 19 episodes: that\u2019s where our podcast <\/span>Beyond Marketing <\/i><\/b>currently stands. All those episodes are rich in content and it\u2019s time for a rewind. In this article, I\u2019ll sum up the <\/span>10 key learnings<\/b> to remember from the marketing experts I interviewed in 2020.\u00a0<\/span><\/b><\/p>\n

Keep an eye on the right metrics<\/h2>\n

Our luck today is the following: we have unlimited access to information. A marketer can use many different channels to carry out a campaign. Those tools allow him to measure the campaign\u2019s result from a lot of different angles.\u00a0<\/span><\/p>\n

The problem is that it becomes difficult to know with which information to focus in order to assess the real impact of a marketing campaign.\u00a0<\/span><\/p>\n

In our first podcast<\/a>, recorded with Sabina Gishvarova and <\/span>Denis Collette<\/span> from Brand New Day Agency, we explain how important it is to focus on the right indicators and to avoid vanity metrics.\u00a0<\/span><\/p>\n

What it means is that when you create your campaign, you must know in advance what metrics you will use to measure your campaign\u2019s results. Without this preparation, the risk is to solely focus on the metrics which flatter our ego without giving any real insights about the effectiveness of our marketing actions.\u00a0<\/span><\/p>\n

In the podcast, we\u2019re taking the example of a company with a Facebook page. Typically, for a company that wants to grow its income through social media, focusing on the number of likes on its Facebook page has no value. The same logic applies if you want to use influencer marketing: the amount of followers an influencer has is not the first criteria to consider.\u00a0<\/span><\/p>\n

The engagement rate of your posts, the quality and the quantity of your content, and the return on investment that social media offers you are way more interesting metrics to use. Therefore, the first lesson to remember from Beyond Marketing is to <\/span>use the right metrics in order to correctly assess the impact of our marketing efforts<\/b> on the company we work for.\u00a0<\/span><\/b><\/p>\n

Use your data wisely<\/h2>\n

A false belief marketers can have is the need to always generate and capture new data. But the problem is not there. The problem is to use the data we already have correctly.\u00a0<\/span><\/p>\n

In episode 8<\/a> of Beyond Marketing, Jonathan Wuurman explains how much data can be recycled. The stake is to be able to use the data you have collected to create a highly personalized customer experience, one that favors the attachment a client can feel towards your brand.\u00a0<\/span><\/p>\n

In the podcast, we take the example of an e-commerce company dedicated to pets. Let\u2019s imagine that this e-commerce knows the pets\u2019 names of its customers. It will then be possible for the company to use that data to create content, for instance in an emailing campaign. All of which helps to create a personalized experience.\u00a0<\/span><\/p>\n

But data can also be used to develop new products and create a complete brand ecosystem. It\u2019s what <\/span>Gregory Noirfalise<\/span> explains in episode 7<\/a> of Beyond Marketing: how Immoweb developed <\/span>Homestamp<\/span><\/a> et <\/span>Immoweb Docs<\/span><\/a>. Those are two new solutions that complete Immoweb\u2019s initial value proposition.\u00a0<\/span><\/p>\n

Therefore, the second lesson to remember from Beyond Marketing is to <\/span>use the data you already have at your disposal at its maximum potential<\/b> instead of trying to capture new data.\u00a0<\/span><\/b><\/p>\n

The growing role of influencers<\/h2>\n

The third thing that comes up when listening to Beyond Marketing is the importance of influencers.\u00a0<\/span><\/p>\n

First of all, a growing number of industries work with influencers and incorporate them into their marketing strategies.\u00a0<\/span><\/p>\n

It\u2019s the case for retail, food, and e-commerce. Kazidomi explains it in the second episode<\/a> of our podcast. But we also find influencers in the luxury cars industry. In episode 3<\/a> of Beyond Marketing, David Favest explains how Lamborghini works with influencers to develop its brand image. It\u2019s also the case for NGO\u2019s such as the Special Olympics, which explains in episode 11<\/a> how football star Kevin De Bruyne helped them on one of their campaigns.\u00a0<\/span><\/p>\n

According to me, there are two trends that explain such development of influencers:\u00a0<\/span><\/p>\n