We are living in the Age of Apps. I guess you could call this the App Age, like the Industrial Age and the Agrarian Age that came before. All business is now run on apps (or applications, which is how many people refer to software running on larger-than-mobile systems; I’m going to use “apps” here for all types). We communicate with each other on apps.
Branding strategy is usually an “inside” affair, created in windowless (or now virtual) conference rooms. “What do we want to be known for? What is our mission? What do we do better than competitors?” What’s missing from this conversation? Customers. Who buys your product or service? Customers. No wonder so much marketing doesn’t work. My
Lately we have been talking about the customer’s Mindset and the critical role it plays in your marketing. If you really want to know how to increase sales, that’s the factor that you need to focus on first. I’ve been defining the customer’s Mindset, at the start of their buying process, as the combination of
I’ve been defining the customer’s Mindset as the desires, concerns, and questions that they have when they set out on their buying journey. These desires, concerns, and questions are top of mind for them, and if you don’t address these burning issues, immediately, they will click away. That’s one thing all digital marketing efforts have
We are defining the customer’s Mindset—as they set out on their buying journey—as the combination of their desires, concerns, and questions. Given the current pandemic mentality, you can assume their concerns are different and possibly more intense than they were pre-COVID 19. People are also spending more time online including social media and shopping.