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About University of East London

University of East London develops the skills, emotional intelligence, and creativity of its students. It is providing various academic courses. It is based in London, United Kingdom.

University of East London Headquarter Location

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London, England, E16 2RD,

United Kingdom

Latest University of East London News

Eduardo Sonoda discusses creativity in marketing: How to move toward innovation

Aug 26, 2021

written by John Saunders 26th Aug 21 1:27 pm Born and raised in East London, Eduardo Sonoda attended and graduated from The University of East London in 2011. Within a handful of years, Sonoda found his way through the ranks of some of the largest marketing firms in the United Kingdom. After spending six years in the industry, Sonoda decided to branch out on his own, utilizing his experience and customer-focused approach to create the Eduardo Sonoda Advisory . Now with more than 700 employees under his wing, Sonoda is looking to share some of the tips and insights that helped him turn his ideas into actionable marketing concepts and, eventually, a successful business. Create alongside your customers It took Sonoda under six years to bring in some of the biggest companies in the world to his marketing firm. Sonoda carved out these connections because he understood that it was important to create a service alongside his customers and not just for his customers. While the distinction is small, it is notable. Sonoda says, “Involving customers in the planning process, through methods like surveys and customer feedback, is almost like having a cheat sheet to success.” Creativity is about more than solving problems from your own perspective , it is about incorporating the perspective of those that you seek to assist. Sonoda goes on to say, “It is important to have the mindset of the customer when creating marketing campaigns that are meant for them in the first place.” Companies like Intuit place professionals alongside self-employed individuals to better understand the pain points of the latter. Through this effort, Intuit was able to develop a customer-priority program by focusing on the issues that most impacted their clients – such as tracking gas mileage for company vehicles. Turning this information into a simplified tax planning tool paid dividends to their clients. Make advocates out of your audience We are living in an increasingly connected world that is imbued with instant access to information. No longer is paid advertising the go-to for reaching your targeted audience. Instead, word-of-mouth is relied upon more than ever for PR goals and marketing accomplishments. To best get the word out regarding your project, it is important to get people supporting your project vocally. Eduardo Sonoda goes on to say, “It is important to ensure that your brand is using (social media) effectively to encourage positive discussion that can be converted into sales.” Modern marketing turning customers into advocates is a realistic and desirable outcome and it can be accomplished through small, creative, and non-invasive efforts. As an example, the company Equinix introduced an Internal Ambassador Program to its employees to foster more education regarding the company and its core values. Within a couple of months, over 20% of employees had undertaken the workshops and job candidate referral programs were inundated. Eduardo Sonoda goes on to say, “Making sure that people openly and publicly support your product or service is one of the biggest ways to ensure success in the marketing sector.”

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