Jason Hui

What I notice is that most of the time people don't learn from marketing strategy innovators. What they do is copy tactics. This doesn't typically work because: 1) Everyone else is doing the same (zero differentiation) 2) By the time you hear about it, things have changed 3) Your situation is different What you need to do instead is study how these brands came to those decisions. → What were the problems they were facing? → How did they approach it? → How did they come up with the idea? Understand the process for coming to innovative ideas so you can be creative and come up with your own.

Market share is a key metric for measuring your positioning. The goal of positioning is to differentiate yourself from competitors. You need to know how you are doing relative to everyone else. Your revenues, traffic, impressions, etc. could all be increasing but that doesn't always mean that your market positioning is working for you. Understanding how you differentiate and if that differentiation is translating into a bigger share of the market is something you need to measure.

I typically see two scenarios especially when we're talking about CRM and email segmentation. No segmentation - basically treating all customers the same. Over segmentation - creating so many segments without a real plan as to how to use them strategically. The purpose of the segments are to do something actionable with that. Start with the strategy before breaking down segments.

Lets break down AIDA with a real life example from a baby food brand. A = Attention (basically the hook): Don't you love the feeling when your little one asks for something that's actually healthy?? And easy?! 🤯 I = Interest (usually a bold statement to keep reading) Introducing organic pouches and snacks trusted by parents and loved by little ones. D = Desire (appeal to what the customer wants) Your little ones deserve high-quality foods and snacks. A = Action (The call to action - CTA) SHOP NOW

Beyond knowing what to do. Your team needs to know why they are doing it. What's the bigger picture and vision. Understanding how even the smallest part rolls back up to a broader vision and goal can help motivate people to work on achieving both team and personal goals.

Social listening tools are great for insights but first thing's first. You need to address any issues customers are having. By showing you care about your customer and responding proactively you build up a customer centric brand that people become loyal to. Addressing social complaints is also not always so simple. Assessing whether this is just a rant (do not respond) vs. an issue that needs to be taken off social channels into DMs vs. addressed publicly so others see the answer is something that needs to be documented in your social engagement guidelines.