To improve your messaging and positioning, just ask two questions to everyone in your team, every day. Then make sure the answers get used every day.
4th Industrial "Marketing" Revolution
The innovation of how we get things done in the world has entered a completely new phase. AI and Machine Learning are rapidly changing complete job categories, industries, and economies.
Why is marketing still dumb?
The phrase "1 to 1" Marketing was coined in the late eighties/early nineties with the evolution of direct mail and CRM systems. Would you expect we have delivered on this vision by now?
We have not.
If you go to a hotel and you are a "Platinum++++" level member of their loyalty program, even the best chains usually don't remember what pillow you used the last time you stayed with them.
The constantly increasing number of available tools in the Marketing Technology Stack (see this picture), still don't talk to each other seamlessly. You often need an army of consultants to connect all the pieces and come close to a unified customer intelligence platform.
Intelligent Customer Data Platforms
We still have a long way to go tough. Please share your experiences connecting all the pieces of your funnel and customer communication channels.