In this clip from Thulium CEO Tamara McCleary’s keynote on Branding Disruption, she discusses the power of brand clarity and why it is critical you can share your message in a concise way, particularly on social media. Recorded in 2016 at IMPACT Denver
In this clip from Thulium CEO Tamara McCleary’s keynote on Branding Disruption, she discusses the power of building relationships vs broadcasting your message. Recorded in 2016 at IMPACT Denver
“There are lies, damned lies and statistics.” – Mark Twain
Beyond the current disruption to bricks and mortar retail, the National Retail Federation’s (NRF) Big Show demonstrated the growing power of data. Not just any data, but big, dark, and unstructured data. Sexy, right?
It gets even better. You see we are doing things now we’ve never had access to doing before because now we have the accumulation, as well as, the technology to analyze and use data to position consumer experience as more personal and engaging. We all want to be special, and now Big Data reminds us that we are.
“Enjoy your big data, but please use responsibly.” ~Tamara McCleary
Yes, it’s powerful. It’s Big. And as powerful as “Big Data” is, it comes packed with a message of caution. The use of data, privacy, security, et al. is of utmost concern and top-of-mind for all of us. (Or should be.) The conundrum perplexing brands currently is the dichotomy proposed by consumers between “I want you to know and understand me” and “stop looking you perv!” Consumers want a personalized experience, however, they don’t want to feel violated or invaded by the method used to achieve this level of personalization.
Truth or dare? Do you want to be reminded that all of your movements are being tracked on your smartphone? However, do you demand that brands treat you like a special customer through the use of data to personalize your experience?
“Big Data, Personalization, UX, Security: We The People Want Our Cake & Eat it Too.” ~Tamara McCleary
Flag on the play: being reminded that I left a digital trail from my weekend trip to Las Vegas with the girls. (Oh dear! Remember that New Year’s resolution to decrease intake of alcohol units?).
Touchdown: push notification to my phone alerting me that my favorite designers shoes are on sale, or notified because I live in the Denver metro area, Broncos apparel is on-sale as we head to Super Bowl 50!
(*Note to find out more about this phenomenon, watch my video Big Data: Crazy, Sexy or Creepy presentation from IBM Amplify, or my video presentation to Appboy LTR entitled, Futurecast Beyond Mobile, Data & UX: The RelationShift Revolution.)
“Channel Customer” and The Eyes Have It!
Of course you’re not surprised to hear that Omni-channel was all the buzz at the Big Show, but honestly you have to embrace Omi-channel if you hope to be where your customer is, so it’s essentially “Channel Customer.” If you’re not a marketer, the idea behind and beyond Omni-channel marketing is bringing a unified experience to consumers no matter where they shop for products and services. This means customer eyeballs online, on their phones or in-store.
“Marketing is the newest agility sport in the 21st century.” ~Tamara McCleary
Success is being flexible and adaptable, which makes it’s Job #1 for the marketer to create a personalized customer experience paired with portability across all marketing and sales channels. (a.k.a. Where are my customer’s eye balls right now?) Yes, it’s a moving target, and we have to be keen to move around various platforms. This is true for not only B2C customers but B2B transactions as well. The phenomenal growth of Big Data analytics and Cognitive Computing is making all of this possible.
One example I observed from IBM Commerce was the use of IBM Watson Analytics in an eCommerce application (IBM Commerce Insights) for Carhartt. The cognitive computing capabilities of Watson allow workwear retailer Carhartt to adjust their eCommerce offerings across all their channels in real-time based on sales, physical inventory and a variety of other factors. Instantaneously businesses can see trends, where even a few years ago, sales, special offers and more would have taken weeks to collect and analyze the data to put a new campaign into action.
An additional advantage of the growth in Cognitive Computing is the ability for companies to begin collecting and analyzing data which have never been looked at before. According to IBM, almost 80% of the world’s data is unstructured, which means it is not collected or analyzed in any real form. Whether it be conversations across social networks, images, or geospatial data, cognitive computing can now look across the internet and generate actionable analysis. If that doesn’t get you hot-n-heavy with mind-blowing potential and opportunity, just wait till we geek-out on this next piece! Oodles of companies have vast stores of so-called “dark” data. Dark is delicious. Dark is good. Dark can be chocolate or data. And this slice of dark happens to represent all of the data collected by companies which is never used in analytics or sales. Imagine all the data! Data that can be fed into the cognitive computing process! This is a mind-expansion trip that is completely legal.
What does this translate into for business? A future of instantaneously actionable opportunities and an understanding of customers of which we have never known or been privy to before. The future goes beyond customization, personalization, user experience (UX), and for that matter even price discrimination. For consumers, business transactions and marketing offers will become even more personalized and hyper-localized, and through focus on the user’s experience and preferences, the digital touch of the future will feel more personal.
(In the desire for full disclosure, I attended the NRF Big Show on behalf of IBM, one of my clients.)
Tamara’s advice on the power of brand story and identity, along with her advice on connecting with customers is featured in a recent story by Appboy in their RELATE blog. Read an excerpt below and follow the link for the rest of the story:
Amazon.com CEO Jeff Bezos said, “Your brand is what people say about you when you’re not in the room.” As marketers, we know that our brand identity has to be more than what we say about ourselves—it has to be what people say about us. It has to be a fully rounded expression of who we are as a company. It’s more than the voice we use in our messaging. It’s our self portrait. It’s our story!
We spoke with Tamara McCleary, an expert on relationships and conscious business, and a speaker on business relationships, to get her input on approaching a marketing identity. Her experience has helped many companies determine theirs: she was the third most mentioned person on Twitter by Chief Marketing Officers in 2015.
Of storytelling, she has this to say: “We’re all wired for story. It’s why we love to watch TV and read books. If your marketing isn’t working, it’s because your story doesn’t inspire or motivate. It doesn’t fire people up.”
Read the rest of the story and get Tamara’s advice on building customer engagement in Appboy’s RELATE blog.
For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.
This kind of convenience is powerful, teaching customers to expect frictionless experiences from the brands they engage with regularly. Meeting that expectation can be a challenge, especially for companies holding onto old ways of doing business. But the benefits of providing that kind of crowd-pleasing experience can be big: customers who are convinced to engage consistently with your brand are significantly more likely to stick around.
These challenges and opportunities were the focus of a discussion earlier this month at the LTR conference in New York City. The panel, The Power of Human Habit, featured Lara Balazs, senior vice president and head of North America marketing at Visa, and Tim Holley, senior product manager for growth at Etsy, and was moderated by relationship expert Tamara McCleary.
Read the rest of the article here at business2community.com
Build Genuine Relationships
When building a solid base of advocates it’s critical to create a group that is loyal and excited about your brand. Just as I teach when I consult with brands on growing their social media, the same truth holds true here, build genuine relationships. Real relationships are built around a two-way conversation of give and take. All too often when we have our marketing hats on, we think of broadcasting out our latest pitch. While this works with radio, television and print campaigns it is woefully inadequate in the social world of advocate-building.
One part of building relationships is creating personal connections. Finding ways to meet face- to-face is still a critical part of relationship-building. This doesn’t mean you have to put on an extravagant conference like IBM, but it does mean finding ways to create get-togethers in person or via webinar or even a simple Twitter chat. Talk to and interact with your advocates and you will find they are willing to go the extra mile to share your message.
Know Your Brand
One of the worst things you can do besides not interacting with your potential advocates, is not knowing your brand inside and out. Your connections want to know more about you and they need direction to spread the word about you. If you aren’t sure what you or your brand is about yet, look for your advocates to reflect this. Not knowing your brand and your message leaves your advocates confused as to how to advocate for you and it is a missed opportunity for growth on your own part.
Share the Rewards
While I’m not saying you should create a rewards program for your advocates, I am saying you should find ways to say “thank you” to those who are sharing your message. Most advocates are talking about you and your brand with little regard for compensation. They do so because they either love what you are about, or they love the personal connection they have built with you. What better way to acknowledge your advocates than to do a few little things for them.
Send thank you notes, reach out with a personal phone call, hold a yearly “partners party,” or better yet, reciprocate and share your advocate’s message with your customers if there is an appropriate fit.