3 tips to fill the only gap your marketing team needs to focus on

The advertising & marketing world is awash with the latest, the greatest, the most technologically advanced tools to save your life and change your world. It’s confusing enough for the so called sales, advertising and marketing experts, let alone the role and business owners on the brand side.

Not everything is digital, not everything is TV, not everything is streaming, not everything is social, not everything is about spending money on tools.

At Gap in the Matrix, I have worked with over 70 brands all around the world helping them to increase profit, improve sales and save money. Today, I am going to share some secrets with you, first of all let’s set the scene.

Digital advertising is not a magic pill

  • Facebook adverts only get interacted with 1.61% of the time.
  • Google display adverts (the visual ads) only get interacted with 1.91% of the time.
  • Programmatic adverts (the ads that show up after you’ve looked at a product on a website but don’t buy it) only get interacted with 0.35% of the time.

Collectively that is 98.81% of ads being ignored which is $265 billion worth of wasted spend, resulting in a colossal 4.832 trillion ads that are completely irrelevant.

If you want to win the game, then you have to know how to become relevant.

  • We humans make 35,000 decisions a day.

Of which, less than 2% are conscious, the rest of those decisions are automated or simple Yes/No rejections.

You cannot create demand unless you make yourself and your product relevant and within that 2% zone. You can create relevance by finding out where your consumers currently shop and why. 

Have a look at what the competition is not doing which is the product imagery, descriptions but also the ease vs complexity of delivery and speed to check out (Paypal being a vital and simple new customer registration and checkout in 3 clicks!).

  • Understand why your customers do and don’t like you.

We humans make assumptions, it’s how the brain automates things like dressing, tying our shoelaces, or making a cup of coffee. It’s really practical but it also works the same way for our habits, bias, perception etc. 

~Business Game Changer Special Promotion~

Of the 70 brands we have served I find the most common gap (we spent 4 years modelling the brain mechanics of thinking) is one of assumption.

Don’t just automate 5 star review emails to feed Feefo and Trust Pilot as all you will have is reviews about your service.  It won’t inform you about how people see you. Instead design a strategy to interact with  them post sales and ask them questions about why they bought from you, for what purpose, why that product.

It’s a goldmine of truth and will deeply help both you and your team to avoid the biggest killer of success; assumption.

  • The world’s greatest question

We have what we call The Rock ‘n’ Science Hall of Fame, it’s full of all our client success stories:

🚀Global Top 5 Entertainment Brand

How do we increase product advocacy, affinity and association with both child and parent

🚀 Global Billion Dollar Fashion Brand

How do we reverse declining market share?

🚀 Global Billion Dollar Automotive

How to launch a new car in the USA Market and kill the ‘soccer mom’ perception?

🚀 Global top 5 skincare & beauty brand

How to intercept demand for a Covid free summer for the entire Sunscreen product range?

🚀 Global Top 5 Pharmaceutical Brand

A 4 year old problem, the solution worth more than a billion dollars – we need to understand our addressable market?

🚀 Global Billion Dollar Automotive

Who should we really be targeting, why them and how?

It’s driven by 300+ algorithms and a 296 model of consumer thinking but you can forget all of that (for now). As the biggest thing that will change your business life today is the Question:

What problem do you solve?

A clothing brand does not just exist to simply keep customers warm, it exists to help it’s customers express their identity.

A jewellery brand does not exist to simply make people look good, it exists to help customers express to help secure a memory, a moment in time.

A Korean restaurant brand does not exist to simply fill bellies, it exists to help customers express a reward, a weekly pleasure.

The problem you solve is what?

Go write down a list. Do so understanding that the tools change, the mediums of communication change but the customer remains human, they have their own unique needs, they want rewards, they want to be well served, they are an individual.

When you solve problems, ask honest questions  and the solutions will not only create authentic relevancy but long term strategies that win.

By Martin Lucas

Martin runs Gap in the Matrix.  They spent 4 years running an Research & Development Project to decode the brain mechanics of consumer thinking. They work with brands all over the Globe to help them sell more, at a higher profit and all whilst making consumers happier, more loyal and feeling more relevant.

He is a multi business founder, a three times book author, won 15 leadership & growth awards, a  charity board member, a Sneakerhead, and loves exploring consciousness and why we humans are all a little bit uniquely weird, especially if it involves shopping!

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