A marketplace characterized by choice and options - that is what every single brand operates in today. To gain visibility, to inspire mindshare and to emerge as an option of choice requires a deeply thought-through approach responsive in all respects to buyer expectations. From product strategy to buying experience management, every single touchpoint of the brand with the buyer has to be designed, planned and implemented seamlessly.
Achieving this is the magic of Strategic Marketing
Demand creation is about navigating crossroads that emerge at very frequent intervals, decision points that require intuitive understanding of the right path. It is a direct result of the speed and accuracy of decision making - unerringly time after time, every single time. An added complexity is the sheer number of moving parts - diverse functions from product development to communications & sales - that form part of the new demand value chain.
Achieving this is the discipline of Program Management
Closing the loop and converting customer interest into purchase is the final step in the demand process and possibly the most critical. In the experiential economy, where any lag in the buying experience leads to impulsive purchase choice reversal, this final step is the culmination of all brand promises. Whether for a consumer brand or an enterprise purchase, closing the purchase loop effectively is most critical.
Achieving this is the single-minded concentration on Customer Conversion
