In the final session of LSA16, panelists Benu Aggarwal of Milestone Internet, Steve Hibberd of Tiger Pistol, Alain Stephan of DialogTech, and Faith Murphy of Yahoo, tackled the problem of how marketing technology is leveling the playing field and making it harder to differentiate marketing products and the company’s brand from others.  Marketing viewed as a commodity overemphasizes price.

Here are a few other things that the panelists were doing to reach new customers:

• Service: The biggest differentiator is service.  Understanding the customer, the customer’s needs and demonstrating the ability to meet the needs is a service that is not a commodity.  Often customers don’t even know what is helpful and what they need.
• Personal Relationships: Delivering service requires customization and personalization.  People do business with those they like and trust.  Bringing humanity to commerce sells.
• Data Driven Results: Customized service and meeting customer needs should lead to demonstrable ROI.
• Brand: Brand works both ways.  It is great to be recognized but it also builds certain expectations behind it.
• Bottom Line: Add a personalized side to the product or service you are selling and distinguish you and/or your company based on an identity of service.