You can get an unfair advantage over your competition using creativity and agility. That’s a talk I’ve been giving or over a decade now, as a keynote, as a workshop – and it’s still true today. So, I’d like to talk about it. The original idea came from Maurice Saatchi, who said, “Creativity is the last legal way to gain an unfair advantage over your competition.” I’ve added agility to that because in today’s fast-paced world, things change so quickly. If you can be the quickest to react to changing market conditions, to something going on with your company, to
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digital one-to-one marketing

True one-to-one marketing capabilities exist in the digital marketing arena, even if they are not being deployed as much as they should. It’s ideal for giving customers and potential customers the right information they need, when they need it, to move through their buying journey. It’s beneficial to the brand, because they are able to give people the right marketing messages when they can do the most good. It’s beneficial to the consumer in that they get more relevant information to satisfy their needs and wants, at the time they’re looking for it. Digital is ideal for one-to-one marketing. It’s
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speaking in your customers voice

With all the data available today, how you talk to your customers can make a big difference in how successful your brand is. As hyperconnected as customers are today, they can easily tell us what they want, when they want it and where they want it. Even with today’s privacy concerns, customization and personalization are still key elements of many successful brand strategies. If you’re using your data right, you know what to say to who to motivate them to buy your products, use your services, support your causes… whatever your brand’s intent. However, the actual language you use to
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