It was a pleasure to do this podcast with Bryan Adams, founder and CEO of creative agency Ph. Creative, about word of mouth marketing. Goosebumps (co-authored by Bryan Adams and Dave Hazelhurst of Ph. Creative) is full of great tips and tools on digital marketing. We discussed how to:
Create a hook to entice listeners and strike an emotional chord
Measure empathy, all the while looking at hard numbers such as sales
Emerging Trend:There is a growing understanding that not all
millennials behave the same way.
Implication: Your millennial data is not flat. You may need
to distinguish between lifestyles, life stages and other demographics.
1-Get your millennial definition straight: Is it
just adults, or do you need to include teens as well?
2-Look into the differences between younger and
older millennials. Those in college and those who are starting families will
have distinct media and spending patterns. 3-Measure values as well as attitudes. Are your
millennials more likely to vote for green initiatives? Do they donate
Emerging Trend: We are increasingly expressing our
desire to ‘tune-off’ in reaction to the flux of ‘big data’ in our lives.
Implications: Decline in app usage, email opens,
click throughs, productivity and overall life quality. Increase in sensory
Action: Tune off! Or enable others to do so.
Check out how Ikea
helps customers design serene surroundings. See how JetBlue
greets Web site visitors with Aruba get-away options. If you need more help, download
the Dinner Mode app by Sloane Davidson to
focus on your food and conversation at meal times.
Smartphones are becoming home data managers – capable of tracking and enabling
habitants’ activities (music, shopping, cooking) and home settings (e.g.,
temperature, safety, lights).
and chip makers will compete with telecom players will gain a bigger share of
home networking. They will want consumers to have their brands to be top of
mind and trust them with more personal information.
opportunity to re-brand, with new products and capabilities that go beyond communication.
permission marketing ahead of precision marketing when messaging consumers
about their home.
benefits such as convenience, time-saving and comfort when setting up a
home network and assure consumers their information (e.g., lifestyle habits,
address and app usage) will be kept safe.
Would you like to use your phone or a wearable device to
manage your home-based activities? Or would you find it intrusive?
Emerging trend: Dark social,
as in private social media conversations (e.g., SMS, email, Snapchat, Whatsapp,
FB messenger), is significantly bigger in volume and impact more decisions than
what we coin as word of mouth today. This trend was first brought to public attention by the Atlantic. And now according to a new study from Radium One cited in Media
of Americans regularly share information via dark social methods, and
of all online sharing is via dark social
opinions about family, health, politics, and religion will largely remain in
private digital circles. Marketers will need to rely on self-reported data
(e.g., surveys, interviews) and trusted relationships to gauge brand and other
topic mentions in dark social.
Action: 1- Improve
email targeting 2- Make your content hyper relevant to your target audience. 3- Invest in social
CRM team and infrastructure to keep close connections with customers who will take
the information to their friends and family, and give you feedback.
There are many exciting developments in mobile space with beacons remembering consumer preferences, Apple watch and smart cars. However, two out of three attempted transactions on smartphones fail due to poor user experience!
Here are some tips on how companies can close the loop with customers across the decision journey by providing in-app support: Feel free to click on the link to webinar with ZineOne, featuring Nielsen insights.