Creating marketing propositions used to be a heady blend of science and art. The science was researching and collating the data points that set your brand apart from the competition. The art was to take that information and shape a compelling story (visual and verbal) that resonates with your audience.
These were simpler times, the data collection phases were, at best, limited. Focus groups, industry commentator and analyst opinions, customer feedback and sales inputs were really the mainstay of information gathering.
Fast forward to the present. Digital transformation is playing a major role in changing how data is gathered, analysed and applied to shaping market propositions. These include:
Big data, AI and ML
Digital analytics tools can provide brands with deep insights into customer behaviours, purchase patterns and preferences. Being able to automate and scale this analysis provides a much larger data set on which to tailor propositions and increase the personalisation of offers.
Speed of innovation
Proposition development isn’t exclusively based upon data of existing customers, it’s about being able to evolve your current offering to attract new ones. Digital transformation acts as a catalyst. Technologies such as cloud, 3D printing, robotics, virtualisation, bots and blockchain enable brands to innovate at speed and react to market changes in a fraction of the time than before.
Expanded communication channels
The proliferation of comms channels coupled with customer-led feedback platforms (i.e. G2 /Capterra or Feefo/TrustPilot) provide a bigger mouthpiece for customer feedback. Continuous engagement with a wider customer base helps brands to understand things they are doing well, and not so well, which provides a basis to constantly evolve and refine their value propositions accordingly.
Incorporation of sustainability and ethical policies
The adoption of digital tools allows companies to effectively track, report and incorporate CSR policies into their value propositions. Before these claims were largely qualitative, but now advanced tracking solutions can quantitively report KPIs such as carbon footprint, mentoring hours and charitable donations that may appeal to more ethical consumers.
Global scale and reach
Akin to the speed of innovation, advances in technology also provide brands with the ability to scale operations globally. Before propositions were created to appeal to local markets, but now the global nature of business allows for a more expansive value proposition that needs to resonate with multiple markets.
It can be said these advances in technology open the doors of opportunity, but with it they provide increased complexity when trying to create a proposition that resonates with the masses now, and into the future.
Creating a messaging cascade and proposition story that distills the very essence of your business is no easy feat. Being too close to your products can bring on a bout of snow blindness that clouds your judgement. Conversely, involving too many stakeholders can dilute what’s really important to your end user. This is where The Rubicon Agency can help.
With over 25 years of B2B agency experience working within the tech sector we know what it takes to inspire action, create cut-through and drive preference. We also take inputs from stakeholders and surface what’s killer to establish propositions with purpose.
If your go-to-market narrative could use an update, then speak to The Rubicon Agency for a fresh perspective.
