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Actionable Marketing Podcast

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Jun 25, 2019

Are you dependent on technology? Rely on it to get you through the day? Suffer from shiny object syndrome? What would marketers do without technology? The hope is that technology helps marketers connect with customers in a more personable way. In reality, it’s killing marketing productivity.

Today, my guest is Mark Schaefer, author of Marketing Rebellion: The Most Human Company Wins. Mark shares how marketing should create amazing experiences at specific moments to help customers authentically connect with brands.

Some of the highlights of the show include:

  • Ready for a wake-up call? Traditional marketing strategies don’t meet customer expectations today
  • Customers Takeover Control: Marketers are losing control of a brand’s story, voice, and customer journey
  • Where the action is: Shift focus from relying on technology and automation to actually talking to customers
  • Human-centered Marketing Approach: Resonate with consumers and remove barriers by remembering what it’s like to be a customer
  • Purpose of Marketing: Build emotional connections by bringing people together
  • Experiential Marketing: Create encounter worthy of consumers giving brands their attention and sharing their story
  • Testimonial Stats: Content about a brand created by a consumer gets 600% more engagement than content created by a brand
  • Taking Social out of Social Media: Easy button for automation and technology is the opposite of what customers want; marketers have a way of ruining every medium
  • Hurdles to Overcome: Organizational, cultural, leadership, and measurement
  • Meaning is the New Marketing: Consumers want brands that represent values
  • Levels of Loyalty:
    • Shared Values: Take a stand to connect in a way that pushes loyalty
    • Show up and Represent: Unifying and uplifting to display beliefs
    • Dangerous Territory: Not every company needs to take a stand/political view
  • Words of Wisdom:
    • Remember what it's like to be a customer
    • Be more human in everything you do

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