2023 - International Webinar - The important of public speaking for businessmen - Part 5

For decades, marketing has been a volume-driven game — more emails, more ad placements, and bigger billboards. The goal, of course, is to catch more eyeballs for the brand's message and to achieve a highly saturated share of thoughts.


But today, volume-driven messaging is becoming less and less important for customer engagement, genuine dialogue, and alignment with customer trust and value. The bottom line now is how do we engage with our customers and convince them that we share a set of beliefs and are all moving towards the same goal that will benefit everyone.


So how can a progressive marketing organization truly share that belief with customers? Obviously, you must continue to do everything you can to serve customers, including being able to improve your marketing activities. But just as important is doing whatever it takes to authentically communicate the company's core beliefs through every marketing channel, organizational function, and customer interaction.


This means that everyone across the business, from sales and marketing to customer support, advocacy and fulfillment, must align with these core beliefs. Why? Because you have to be in a position to consistently and continually communicate to customers not only what you do, but also what you stand for — whether it's enabling innovation, promoting happiness, unleashing athletic potential, or, in my company's case, empowering people. marketers to be successful.


When this happens — and if you've ever visited an Apple Store, Disney World, or Nike outlet, you know that it can happen — customers know that you stand behind your beliefs and get a clear picture of where your company is headed. And when everyone in your business shares the same company beliefs, they can engage in relevant conversations with customers around those shared beliefs, not just the tactical question "Did I solve your problem today?"


Also, when customers trust you, it's much easier to do all the things a company wants and needs to do. Service interruption results in fewer hard feelings. The peaks and valleys of the disturbance are shorter. And incidents here and there have less impact because customers know that your company lives up to their beliefs. In short, you're not just a vendor: you're a partner.


We all know that a business succeeds or fails based on how much value it provides to its customers. Connecting with customer trust is an increasingly critical way to deliver value. There is no single point of contact that can communicate everything about your business. It has to be communicated over time, around the clock, by everyone in the company.

Since marketing is usually responsible, directly or indirectly, for a customer's first encounter with a company, it is up to marketing to lead and be responsible for every touchpoint along the customer journey.


As more buyers choose to buy based on their beliefs and choose to stay away from other brands based on the same ideals, businesses will have no choice but to pay attention to the value of their audience and work to fulfill it.


The material above was delivered by a presenter from Mexico in an international webinar held by STEKOM University in collaboration with the University of Mexico. The title of the presentation is "The Importance of public speaking in intercultural contexts". The name of the presenter is Estela Salome Solis Gutierres, PhD. He works at the Faculty of Human Science, Universidad Autonoma de Baja California.


This international webinar activity is part of the implementation of STEKOM University's commitment to increase various international activities. This was done in order to realize the vision to become an international-class university. Various international activities carried out by STEKOM University continue from year to year. There are international activities that are sustainable and there are also some international activities that are not sustainable. All types of international activities are accommodated and regulated by the International department of STEKOM University.