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Archive for the ‘Customer-Centric Marketing’ Category

Customer-first Marketing: Understanding customer pain and responding with action

August 5th, 2016

It’s all too easy to think of our jobs narrowly: “I’m a marketer. I’m in ecommerce. I’m in the apparel industry. I work in tech.”

But what we really do, or at least what we should be doing, is much too big to be constrained by a single job title or industry.

To give you an example, I came across an interesting story while conducting interviews at the MarketingSherpa Media Center at IRCE 2016. As you would expect, most of the interviews focused around hot ecommerce topics like Amazon Marketplace, Snapchat, and funding a startup.

But I had a deeper conversation with Joe Peppers, the Ecommerce Market Sector Leader at The Weitz Company.

But previously, Joe went to West Point and served three tours of duty in Iraq as a Captain in the U.S. Army, before going on to work in ecommerce for Amazon, Apple, Fanatics.com, and now The Weitz Company.

I discovered some interesting lessons from military service that can be applied to ecommerce, so we sat down to talk about it…

Personally, I have two big takeaways from this conversation.

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Customer-first Marketing: Do you put your customers’ interests first?

June 21st, 2016

fiduciary-dutyFiduciary duty. These words have been in the news lately, as the government seeks to require that financial advisors have a fiduciary duty to their customers in certain cases.

A fiduciary duty is a legal duty to act solely in another party’s interests. So what this new regulation essentially means is, financial advisors must put customer’s interests before their own. And the financial industry has been fighting this.

As marketers – this should be crazy to us! This is what we should do every day: Put our customer’s interests before our own. How can a business, much less an entire industry, be against the customer?

 

Remember: You are not your customers

Customer-first marketing begins with the realization that our desires and goals are not necessarily the same as our customers’.

Let me give you an example. Mary Abrahamson is an Email Marketing Specialist at Ferguson Enterprises.

Usually if you go to marketing industry events, and a mobile vendor asks, “Who has a smartphone?” we see that everybody raises their hands. And so the vendor says – “See, everyone has smartphones.”

Well Mary realized – she wasn’t her customer. Her customers were plumbers and HVAC professionals. These people often had flip phones. So, when she launched a mobile campaign, she made sure that text messaging was an important part of her campaign … not just apps. The campaign ultimately generated more than $10 million in online revenue.

So next time you’re launching a campaign – take a fiduciary responsibility with your customers. Think of their needs … and not just your own.

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Maximizing Multiple Marketing Platforms for Success

May 20th, 2016

After 35 years in the industry, Chinese Laundry, a privately held women’s footwear company, continues to expand its influence season after season.

During Internet Retailer Conference Exhibition (IRCE) 2015, MarketingSherpa’s Courtney Eckerle spoke at the MarketingSherpa Media Center with Scott Cohn, Vice President of Ecommerce, Chinese Laundry.

Scott spoke about how marketers tend to establish processes or utilize platforms that work for specific projects or campaigns, but don’t always think about how it affects our customers.

“The biggest challenge we had is that they [platforms] were perpetually out of sync. So our inventory, pricing and a whole variety of other things that a customer expects to be consistent across channels, just weren’t consistent,” he said.

Whether you are looking to condense your blog platforms to update your content strategy or want to build product awareness, Cohn shared two key takeaways on maximizing multiple marketing platforms:

 

Be on the lookout

When undertaking a technology innovation, how do you begin to think about where you pain points lie?

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