Empowered customers, real connections and the decreasing emphasis on advertising impressions
This week’s guest is Mark W. Schaefer. Mark is a globally recognized educator, business consultant, and author. Now Executive Director of U.S.-based Schaefer Marketing Solutions, Mark has worked in global sales, public relations, and marketing for nearly thirty years. His latest book ‘Marketing Rebellion – why the most human company will win’ provides an achievable and realistic framework to help you stay ahead of the curve by reimagining marketing.
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Today’s brands need to provide an expedient, convenient service with a human face
Why should businesses be built on human impressions instead of advertising impressions, what is driving this change? Mark and Geoff discuss how marketers should adjust to the changing tides as well as overall consumer perceptions and what it means to surrender control to the customer. It can be difficult to refrain from turning every piece of content your business creates into a branded overt marketing opportunity. However, the key to succeeding amidst this upheaval is creating an emotional connection with consumers, and that often means leaving the traditional sales pitch at the door.
With customer loyalty and trust decreasing (and in some places gone completely), The onus is on the marketers to cater to the human needs of the consumer. Mark offers some useful tips on how to communicate in a more human way and talks about how we can alleviate the tangled mess that is the customer journey. We also look at a few case studies of companies with a human, forward thinking brand, in Jeff Bezos with Amazon and Tesla with Elon Musk.
What you will learn in this episode:
- What is the ‘Marketing Rebellion’
- Understanding the chasm between consumer and business perceptions
- How to create loyalty with the empowered consumer
- The difference between personal and personalization
- How to communicate with your customers in a more human way
Links from Today’s Episode:
- Mark’s Website
- Marketing Rebellion – the most human company wins
- The Business Grow Blog
- The Marketing Companion Podcast
- Contact Mark
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