Marketing Communications Compentencies For 2023

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Marketing Communications Competencies For 2023
Marcom cant be a piecemeal strategy. It needs
to be connected to data and cross-functional
expertise to be impactful. High-quality
marketing communication inspires your audience to
take action and drives better business results.
But to craft excellent communications, CMOs must
build a robust core and gauge marcom
competencies. This article will deconstruct that
and offer insights that would help marketing
leaders deliver impact. Lets drill it down.
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Why Marketing Communications matter so
much Marcom isnt only about promoting a brand
it gives your brand a personality. Along with
CX, marcom matters a lot for loyalty and brand
memory. How a brand decides to speak to and
engage its audience in turbulent times makes a
huge difference. It shows customers what you
stand for as a brand and how you prioritize
them. But most brands fail to intentionally
communicate with their audience since unaligned
communications often lead to inconsistent brand
interactions.
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What you can do about it Theres an empathy gap.
Brands collect customer data to offer
personalized communications, but it takes more to
orchestrate customer journeys in a digital
setting. You need a single unified view of the
customer. Different departments have different
information about a customer, meaning no one has
the complete picture of the customer and what
matters to them. Customers expect empathy, not
just in brick-and-mortar stores but online
too. Technology coupled with the human touch can
accelerate marketing growth. With AI and cloud
tech revolutionizing marketing- we can finally
understand customers digital body language and
orchestrate the journey that resonates the best
with them.
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Structure, Focus, and Goals Marketers have long
been conveying what they want to say, but that
doesnt make a message compelling to the
audience. An effective marcom plan zeroes in on
customer needs and preferences. Its what they
need to hear, not what you want to tell
them. Structure your communication strategy and
make it result-oriented. What do you want your
audience to know? What should they know? How do
you want them to feel? Whats the end goal? No
one needs a ramble or an unending monologue. Help
your prospects visualize what youre
communicating make it look concrete. Engage
your ICP by having them participate in the
conversation and addressing their pain points.
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Marketing Software to bolster your communication
plan There are a plethora of marketing tools in
the market. Since Ciente maintains a
vendor-neutral stance, weve enlisted
software/platforms that have worked for
us. Adobe Campaign With the acquisition of
Neolane in 2013, Adobe Campaign empowers
marketers with an integrated customer view,
personalized communications that happen in
real-time, and dynamic content and AI-powered
dashboards. Its a top-rated tool but doesnt
offer any free trials. Most users appreciate how
they can easily integrate it with other solutions
and platforms. Marketo Engage With Adobe
acquiring the marketing automation company
Marketo for 4.75 billion, it added another
powerful tool to its repertoire of tech software.
Marketo Engage is a preferred choice of B2B
professionals as the sales cycle tends to be
longer. Marketo Engage could also help with lead
management and scoring. Though the usability is
on point, most new users find its learning curve
to be a little complex. Pardot
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Pardot by Salesforce allows users to experiment
with dynamic content, A/B test their marcom
campaigns, score leads leveraging AI-powered
triggers, and create relevant messaging at the
right time with detailed prospect
activity. Though Pardot integration is smooth
with other tools, it has limited customization
options for marketers. Editors Note Marketers
must connect content experiences. Data can unlock
new opportunities. For instance, you can use
customer profiles and activities to trigger
communications when the customer expects
it. While communicating with customers, brands
must ensure the interactions arent siloed and
unaligned. Dive deep into customer history and
gauge how your customer prefers to engage with
the brand. Cross-team knowledge is the key to
ensuring your audience receives nothing but
relevant communications from you. Its time to
capitalize on data. Its time to see your
customers from a different perspective. Why
Ciente? With Ciente, business leaders stay
abreast of tech news and market insights that
help them level up. now, make decisions you wont
regret later, Explore More, Follow us for more
such blog posts.
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