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CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
MARKETING IN 2015 GLOBAL PERSPECTIVES FROM GE HEALTHCARE
A King Content Q&A with
CMO Georgia Hinton
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
As CMO of a major multinational, Georgia Hinton has to strike a balance between
focusing on the big picture and the everyday details.
We sat down with Georgia to talk about brand consistency, localised
marketing and how to stay relevant in the digital age.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
Q. IS IT STILL IMPORTANT TO CUSTOMISE MARKETING STRATEGIES FOR DIFFERENT GEOGRAPHIC MARKETS, OR SHOULD WE CREATE STANDARDISED STRATEGIES FOR AN AUDIENCE OF GLOBAL CITIZENS?
GH: THE KEY IS HAVING A DEEP UNDERSTANDING OF YOUR CUSTOMERS You need to be able to adapt and localise a broad global marketing approach based on their unique needs and challenges.
FOR SOME OF OUR BUSINESS UNITS, LOCALISATION IS CRITICAL – NOT ALL CUSTOMERS BEHAVE THE
SAME AROUND THE WORLD.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
?
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
Q. WHAT IS THE KEY TO MAINTAINING BRAND CONSISTENCY ACROSS YOUR DIVERSE CAMPAIGNS?
GH:
Our messages must consistently reflect that global promise we’ve made to our customers, regardless of what we’re saying or who we’re speaking to.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
OUR BRAND IS POTENTIALLY OUR MOST VALUABLE ASSET.
IT COMMUNICATES OUR CHARACTER AND ALLOWS US TO BUILD RELATIONSHIPS
WITH OUR CUSTOMERS.
The focus of the brand is on solving the world’s toughest problems by building and inventing
things that matter.
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
Q. CONSIDERING THE VOLUME OF INFORMATION THAT IS NOW AVAILABLE TO CUSTOMERS, HOW CAN YOU MAKE YOUR SURE MARKETING COMMUNICATIONS STAND OUT AND REMAIN VALUABLE?
GH:
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
TO CUT THROUGH THE NOISE YOU NEED TO:
1 UNDERSTAND YOUR CUSTOMERS’ NEEDS AND CHALLENGES
This will enable you to tailor strong, consistent messages and value propositions.
2 STAY ON TOP OF CHANGES IN THE MARKET
With increased choice in the market, people’s expectations increase too. If you want to stay relevant, you need to be able to adapt to consistently meet these growing expectations.
3 STAY CLOSE TO YOUR CUSTOMERS THROUGHOUT THE LIFECYCLE
Communicate with your customers - not just episodically. You need to understand how their requirements are develop over time, and be in the right place at the right moment to provide a solution.
Q. THE WAY IN WHICH CUSTOMERS INTERACT WITH BRANDS HAS DEVELOPED SIGNIFICANTLY OVER THE PAST FIVE YEARS. ARE THESE CHANGES AN OPPORTUNITY OR A CHALLENGE?
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
GH:
CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au
While we can now communicate with a broader audience using a number of different channels, the level of personalisation and engagement achieved by the local butcher of the past is what our customers continue to demand and what brands continue to aspire to today.
PEOPLE TEND TO OVERSTATE THE EXTENT TO WHICH THINGS HAVE CHANGED. SURE, WE CAN
ACCESS MORE INFORMATION, FASTER THAN EVER BEFORE, BUT THE FUNDAMENTAL
ELEMENTS OF WHAT THE CUSTOMER EXPECTS ARE LARGELY WHAT THEY HAVE ALWAYS BEEN.
Within healthcare, we see our role as providing solutions that extend beyond the product. The opportunity lies in delivering frequent, personalised and targeted messages to customers, which move beyond episodic or event-driven communications.
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