Question 01
In which areas, if any, did you prioritise creative investment in 2021?
Expert Perspective:
Are customer stories becoming more important?
Gwen Lafage
VP Brand and Content, Sinch
There’s definitely been a shift, putting customers more at the centre. The voice of your customer is stronger, and feels truer, than when your company sells itself. So there’s a lot of value in having your customer be your biggest fan.
The peer-to-peer movement is a big part of it. A recommendation resonates more when it’s from a friend, and people are more willing to engage with a person than with a brand – so putting your customer front and centre definitely helps your marketing.
It’s the same with employee advocacy. Engagement on LinkedIn has totally shifted in the past few years. People are becoming the representation of your brand – and when you ask customers how they found out about you, more and more they’ll say they followed an employee.
There’s a million ways to be creative with that trend – like podcasts, which are people talking to people. It’s not just in the design; creative thinking goes way beyond that.
"The voice of your customer is stronger, and feels truer, than when your company sells itself.”
