My Best Marketing Tips #23: Sanofi / Caitlyn Nguyen / Digital Transformation Leader
Caitlyn Nguyen is in charge of using digital in consumer marketing and commercial initiatives across APAC, China, the Middle East, Eurasia and Africa to improve customers’ experience and bring value to them and her organisation.
During the Covid-19 pandemic, Caitlyn believes that customers’ needs and expectations have evolved significantly. As a result, patience has shrunk and brands need to put themselves in the customers’ shoes more than ever, all while taking a good look at data insights.
What would be your best marketing tip?
Be in the shoes of the consumer, but don’t ignore the data.
Try and go beyond the pure data and empathise with the consumer experience. However, don’t ignore the signals that the right type of data can give you.
How have you put this marketing tip to good use?
In our “new normal”, it’s imperative that we use our data insights and empathy in equal measure to make sure we’re delivering a truly meaningful connection with customers. That’s why I’m advocating for brands focusing on deliver an end-to-end consumer experience that puts the emphasis on the moment that matter.
I’d say that the recent Covid crisis has been, for most of us, similar to the experience of being a new mother: very strongly positive and negative emotional responses. I believe that translates into how we deliver our marketing messages. I may not remember a brand’s advertisement, but I’ll remember how I felt.
What marketing tips does the industry need most right now?
Be empathetic and try to build a connection with consumers. Even in the B2B space, try to find the connection that’s meaningful to the other party. It’s not an easy process, but it’s worth it for the long-term returns. Try and rest and learn, then repeat.
What is the marketing tip you give most often?
For anyone starting out in this field, it’s important to retain your sense of wonder about digital and tech: what they can deliver for your brand, for your consumers, and for yourself.
Also, think about the connection you want to build with your consumers: what does “good” look like when they experience your brand?
Finally, always define and have a purpose. It will help you through the tough times.
Listen to Caitlyn talk about her best career investment, her view on the future of communication and why you should always have purpose in your work, on the latest episode of our Shiny New Object podcast: https://open.spotify.com/show/03SUtq4qPFOhz0MYTAdOTX
Subscribe to Automated Creative’s Newsletter