Last week, we had the opportunity to attend the Irish Marketing Conference 2023, an event brought to life by Zendesk and TikTok, and while it might not have been revolutionary, there were certainly some noteworthy takeaways worth sharing. We’ve distilled a few key learnings that caught our attention. Let’s dive into them…
‘Jobs-To-Be-Done’ framework: A customer-centric approach
The emphasis on a customer-centric approach was a reminder that understanding and fulfilling customer needs are fundamental to successful marketing. At Zahra, we’ve always championed this philosophy, ensuring that every piece of content we create addresses a customer’s pain point or need. Thanks to Trish Butler, Former Chief Marketing Officer at Compliance & Risks for introducing us to the official term.
Don’t sleep on email marketing: Simplicity is key
The discussion around email marketing was a reaffirmation of what we’ve believed all along – simplicity is key, and email marketing is far from obsolete. Our strategies at Zahra have always included a thoughtful approach to email marketing, recognising its enduring effectiveness. Reinforcing that “simple is often best” in a world cluttered with digital noise, Jenny Johnston, Head of Marketing at Kilkenny Group; and Chief Executive Officer at Azure Communications emphasised the enduring impact of simplicity, asserting that effective email marketing not only builds loyalty but also drives tangible sales. Her insight serves as a reminder that, amidst the allure of flashy trends, email remains a formidable tool when wielded with precision and purpose.
Crafting talent with content marketing
Sarah Curran, the Head of Marketing at eCOGRA, highlighted the enduring power of content marketing in talent acquisition. Crafting a compelling narrative brings a human touch to an organisation. Melanie O’Connor, Head of Marketing at BDO Ireland, further validated this, revealing that their content marketing efforts propelled applications to their Graduate Programme by an impressive 66%. In an era where competition for top talent is fierce, a well-crafted narrative remains an unparalleled recruitment tool.
The balancing act: People over numbers
In a digital landscape filled with rapid changes, it’s easy to get caught up in the numbers game. The reminder from Melanie O’Connor to stay human in our approach was a valuable one. Trish Butler also expanded on this, highlighting the importance of well-considered creativity. It’s a delicate balancing act, and at Zahra, we understand the intrinsic value of connecting with our audience on a personal level.
Let’s step into 2024 geared up for the challenge of being not just marketers, but architects of meaningful human connections. After all, it’s not enough for our campaigns to resonate in only metrics, but in the hearts and minds of our audience too.
If you’re ready to take your marketing strategy to the next level, drop Paula an email at paula@zahramediagroup.com
