Gartner, the IT research company, published its 2016 list of predictions for marketing technology a few weeks ago. As I was reading it, I was struck with how easily the list could be aligned with the user experience of the typical purchase process. Not the complete buyer’s journey; but at least the transactions steps in the middle.
In less than three years, advances in marketing technology will move beyond human intervention to streamlining and scaling activities that currently require manual interactions with audiences. Intelligent technologies will do more than automate repetitive operations — they will investigate, evaluate and make decisions on behalf of both marketers and customers.Marketing technology will soon become so intelligent that it will perform tasks that have always required direct human involvement.
Many marketers define customer loyalty as repeated purchases (or other relevant kinds of transactions) by a customer with a company. But this is overstated and a poor conception for what drives customer loyalty. You might just be the cheapest provider or your store might just be the closest to their home. As soon as a better option comes around, you are left on the cutting room floor. That is not loyalty.
The Content Marketing Institute is one of my go-to sources for practical tips on content strategy and content marketing. One of their core messages is that the long term objective of marketing should be to build an opt-in audience that values your communication. They therefore give you permission, often explicitly, to send them information and offers. This has become increasingly necessary because interruption marketing, such as pop-up ads and 30-second TV spots, are too easy for consumers to skip, block, or ignore by watching a different screen. Just look at what Apple is doing in iOS 9.
Email is a whopping 40 times more powerful at acquiring new customers than Facebook and Twitter combined. On top of that, the average email-based order’s dollar value is 17% higher than social media channels.
Today’s post is a great example of an integrative insight. This is the phenomenon in which two ostensibly separate events in distinct domains lead to a more general conclusion. It is different from inspiration – in which an idea in one design triggers an idea in another. It is the fundamental integration of the two that makes it special.
When you are feeling ill, do you turn to the web to research your symptoms? This is a growing pastime for millions of people around the world. It is also the bane of doctors who find themselves faced with patients that have already diagnosed their conditions, decided on a treatment, and demand a particular medication or procedure.
But the truth is that we have very good reasons to research our symptoms in advance. The process for getting diagnosed by a professional has become incredibly difficult, time consuming, and expensive.
There is a new trend that is putting the human back into the picture. Smart organizations have come to realize that as powerful as algorithms are, people are just too complicated and diverse to be modeled with math alone. They acknowledge the incredible value that human insight (the third type of thinking I teased here) can add to even the most sophisticated algorithm when it comes to understanding and predicting what a user might be interested in. If I ask an algorithm to find songs that have Jack Kerouac lyrics and Sex Pistols music, I will have to wait about 20 years for it to figure something out. But a 1970s style DJ could do it in a heartbeat.
Users are obviously the best judge of what they want to see, but we’re also notoriously reluctant to spend time and effort curating—take a look at the Google+ Circles experiment, for example. Facebook is likely hoping these changes help strike the right balance between control and convenience.
As the weather starts (finally) to turn into real summer sun, we hope to shift into vacation mode here at EID as well. No, don’t worry that we will not be taking extended absences. But we will be digging up some more light reading for your beach reading pleasure.
With that in mind, I dug up a review article from last October on group identity. To establish a group identity, there are two components. First, you need to convince yourself that you belong to the group. That is a great source of self-delusion, but a topic for another day. The second is that you need to demonstrate some of the attributes of the group to others to convince them that you belong. This includes showing members of the group so that you are accepted and showing non-members of the group to show them that you are different. The review article covers this second component, specifically with regard to the logos that we wear on our shirts.
I learned something pretty fascinating today that ties together three of my favorite topics: the American Founding Fathers, identity-resonance, and self-delusion. This topic is perhaps better suited for the 4th of July, but since it is 10 degrees outside I am channeling summertime this morning.
“We broke off from England in the 1780s, and Webster was the first guy to say we need to have our own cultural identity. Previous to his Speller, American kids had used British spellers. Webster wanted to get this first generation of American kids to think of themselves as Americans.
Today’s topic, the Dollar Menu. We see these are many fast food restaurants. But it turns out, it was a big mistake to create these. It was inevitable that inflation would make anything in this category as a losing proposition for the restaurant. We saw the serving size get smaller and smaller, but there is only so far that can take us. But the restaurants found themselves unable to change the menu to the “Dollar and ten cents menu.” The round number of the Dollar had created a strong mental schema of the value proposition that a dollar ten just couldn’t match…
I am not sure if this is on your radar but I think it is really cool.
An e-resident will be a physical person who has received the e-resident’s digital identity (smart ID-card) from the Republic of Estonia.
It enables you to access Estonia government services online and smooths out the ability to conduct business in Estonia and throughout the European Union…