By 2020 customer experience will overtake price as the key brand differentiator. Forbes
Marketing as you all no doubt know, is defined in the Oxford dictionary is ‘The action or business of promoting and selling products or services, including market research and advertising.’
This is great up to a point! If recent research is to be believed we are exposed to somewhere between 300 and 3000 ads per day! Which prompts the question so how do we marketers get our brands into the brains of our target body of potential customers?
Epistemology is ‘The theory of knowledge especially with regards to its methods, validity,and scope, and the distinction between justified belief and opinion.’
About 2 years ago I embarked on a digital strategy centred customer engagement and content. The opportunity for like-minded people to share ideas, knowledge and answer questions – Epistemology! The epicentre of the strategy was something I termed the Information Base, essentially a customer portal. The concept being that through supporting the target audience with help, information, thought leadership etc. we would develop a brand affinity that ‘old school marketing’ could only dream of. The result you can find here: http://proteins.gelifesciences.com
Built on Sitecore by the Reading Room this part of the strategy went from idea, to wireframe to development and production in around 8 months. Disruption was inherent in this from the start with Sitecore’s personalisation engine activated, login and self-selection preferences this is a first in not only the Life Science space, but most B2B’s.
Significantly aided by the unequivocal support of the CEO and Head of Product Development I look forward to seeing how this develops over the coming years.
Are you heading down the epistemology marketing path?
Check it out.