Mike Taberner is a Partner and Director at Brandesign, a brand development company. He consults on brand development and marketing channels to be used by clients. He is responsible for the strategy as well as the media portfolios. Contact details: Twitter @MikeTaberner
A marketer by heart and design, he loves the challenge of campaign creation. He has a passion for strategic thinking and enjoys the challenge that comes with business development.
There is no greater thrill for Mike than seeing a campaign conceptualized, born and executed well.
He is a passionate debater on an array of topics and you are welcome to peruse his blog, to give you a fairly good idea of the topics he covers. Mike is also a gadget geek, with an Apple bias who thrives in the social media spaces.
He believes that creating networks and developing business go hand in hand.
[Mike Taberner] Great brands have many things in common: visionary leaders, great marketing strategies, excellent products and a great understanding of their competitive landscape. They also have a focus on including their employees in their marketing efforts.
I may have been a little guilty of "link baiting" with the title, but the intent was to get people thinking. Commissioning a data cleansing process does not equal CRM. Mining your data does not CRM. CRM can use data as a tool, but it is not possible the other way around.
I think that the "conversation" is the key and whatever tool you use to accomplish this, then that it fine. Organisations must though actively engage. This may "cost" a little more in the short term, but the long run benefit will be felt in the bottom-line
Thanks for the comment. And yes I do think that the data is important. My frustration simply stems from companies who think that they can tick off the CRM box, because they have commissioned a data company to provide data.
[Mike Taberner] I am seeing many people talking about the virtues of big data and what this will do from a customer relationship management point of view. While I agree that the opportunity to dig deeper into your customer and their habits will be greatly enhanced, I fundamentally disagree with the idea that CRM is about the data.
[Mike Taberner] This is the line that we use as a reminder whenever we approach a project or idea. We are particularly critical when it comes to evaluating whether the campaign idea is strong enough to support the brand we are working with. Importantly though, it liberates us when it comes to our creative processes.
[Mike Taberner] Regular communication is something every human being desires, this need is hard-coded into us and is something that we cannot do without. Relevant communication is equally import to us human beings - there is nothing worse than dealing with irrelevant communication. Brands that plan their communication strategy have an excellent opportunity to exploit these needs by ensuring regular and relevant communication.
I fear it may be some time before the wheel does turn, but hopefully it will. My concern is that many brands are taking a pounding from a lack of creativity and diversity as a result of the cost cutting that it happening.