Navigating the CX Maze: Lessons from MultiChoice’s Marketing Misstep

In digital marketing, balancing enticing offers with a positive customer experience is crucial. Let's consider MultiChoice's example during the 2023 Rugby World Cup Final. They offered a special deal for the final match at only R19.95, which seemed like a good marketing move. However, this deal came with a hidden catch: a 30-day cancellation policy that customers weren't aware of, in which they have to cancel their subscription at least 30 days before it expires, otherwise they will be charged for another month.

This small detail led to significant customer frustration, spotlighting the need for transparency and customer-centric thinking in marketing.

This case illustrates why it's important to think beyond just attracting customers with appealing offers. We must also consider their entire experience with our brand. When problems occur, it's essential to respond quickly and with understanding. Additionally, ensuring that our marketing promises align with what we can actually deliver is key to maintaining customer trust and satisfaction.

The importance of value-centric business planning

In an increasingly competitive market where authenticity and differentiation become the most valuable currencies, value-centric business planning emerges as a beacon for brands and companies looking not just to survive but to thrive in the long term. This approach, far from being merely a statement of intent, strengthens internal cohesion and cultivates deeper relationships with customers, establishing a solid foundation on which to build effective and resonant digital marketing plans.

The core values of a business act as a compass, guiding every decision and action. In the realm of digital marketing, these principles inform how the brand communicates, relates to its audience, and distinguishes itself from the crowd. To identify these essential values, it is crucial to ask questions such as:

What values are non-negotiable in our way of working?

What impact do we want to have on our customers and the community?

How do we define success beyond financial metrics?

What behaviours and actions are rewarded and encouraged in our team?

How do we want to be perceived by our partners, competitors, and the industry?

What makes our business approach unique or different?

How do we balance growth with ethical considerations and sustainability?

What is the ideal culture we want to cultivate within our organization?

How do we want our employees to describe their work and the company?

What legacy do we want to leave through our business?

Defining our values is just the first step; the real opportunity lies in integrating these values into every facet of our operations and communications. From content creation to customer interactions and the design of advertising campaigns, values should be the thread that guides our actions and decisions.

Navigating these waters requires diligence, commitment, and a clear long-term vision. Value-centric business planning is not a branding exercise; it is a fundamental and essential part of the business that provides direction for building effective plans at the annual, quarterly, monthly, weekly, and daily levels.

I invite you to reflect on these ideas and consider how they can contribute to your business or company, and serve as the foundation for the rest of your plans and strategies.

The Role of Zero Search Volume Keywords

Today, I want to highlight a tactic that can enhance our everyday strategies in SEM and SEO: the incorporation of zero search volume keywords. This might deviate a bit from the usual pursuit of high-traffic keywords. However, it’s not just about numbers; it’s also about crafting content that resonates and stands out.

Consider this: zero search volume keywords are not about chasing popular terms but about precision and strategic significance. They represent unique, niche queries that many overlook. By incorporating these into your content, you address the exact needs and questions of a highly specialized audience.

In SEM, this strategy is equally interesting. You connect with an audience with distinct interests, reducing competition and potentially decreasing ad costs. You may find valuable zero search volume keywords using Google Keyword Planner, you can explore related google searches for your main keywords to reveal these niche keywords with hidden buying intent. You may to have go beyond the surface here, delving into what your audience truly seeks.

Why integrate this into your daily digital marketing practice? Because quality content matters. It’s about creating content that ranks and resonates. As digital marketers, we need to constantly question our approach and methods to improve even more. This method offers a way to untap market segments, helping us reach our target audience more effectively.

This approach isn't a complete shift but an integration into our existing strategies, enhancing the quality and impact of our content.

I look forward to your thoughts on how you can incorporate this tactic into your everyday digital marketing efforts.