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The Future of Marketing is Now: Personalization, Values & Emotion
- 1. 2020 and Beyond: The Future is Now Presented by: Julie Lyons President Zenzi: The Values Marketing Agency @julie_zenzi 1multifamily-social-media.com
- 3. Tell me: what kind of marketing do YOU enjoy? multifamily-social-media.com 3
- 4. The marketing landscape is changing • People no longer want to be marketed to; In fact, they probably never did. • Technology is enabling a massive shift in how we consume media. • The growing popularity of online ad blockers is threatening the $60 billion online ad industry (WSJ, 2015). • These changes position social media as an effective means to connect with customers, but you have to understand how to make it work. • Snapchat is the fastest growing social network with over 100 million daily active users; Social media is getting more private and less produced. • Livecasting networks like Periscope appeal to a desire for more authentic, two-way content. multifamily-social-media.com 4
- 7. 4 ways society is changing multifamily-social-media.com 7
- 8. Shift #1: We want it all; We want it NOW multifamily-social-media.com 8
- 9. Louis C.K.: A prophet for our time multifamily-social-media.com 9
- 10. multifamily-social-media.com 10 Jargon Alert: Contextual Omnipresence “Forget omnichannel marketing. Your customer doesn’t need you to be everywhere. But they expect you to use contextual understanding to be there when they need you.” - Trendwatching 2016 Trend Report
- 12. Shift #2: Demographics are Dead multifamily-social-media.com 12
- 14. Success = going deeper than broad demographic categories • Women over 18 now represent a larger proportion of gamers than boys under 18. ESA • Baby Boomers spend more on technology than any other generation. Tech.co • There are 19-year-old guys who watch 'Dance Moms', and there are 73-year-old women who are watching 'Breaking Bad’. Netflix multifamily-social-media.com 14
- 15. A Profile of Two Renters multifamily-social-media.com 15
- 16. Shift #3: It’s about to get personal multifamily-social-media.com 16
- 17. Reality Check: No More Mass Marketing • Only 10% of people think that brands ask about their needs, listen and respond thoughtfully, and conduct business in ways that align with their values (Edelman, 2014). • The answer to this disconnection is in serving up content that is more personal and more finely targeted. • By 2020, all advertising will be planned and bought using household- level and individual-level data (Acxiom, 2015). • Behavioral analytics- what we viewed, what we bought, what we read- will form the baseline for the content we receive from advertisers. • Values-based marketing will take it one step further, using psychographic profiling to predict future actions. multifamily-social-media.com 17
- 19. Shift #4: We are not rational creatures multifamily-social-media.com 19
- 20. Most purchase decisions are ultimately led by the heart multifamily-social-media.com 20 According to Gallup Research: • The vast majority of customer loyalty and buying decisions are influenced by emotional as well as rational factors. • Behavioral economists believe that rational considerations actually account for less than one-third of human decisions and behaviors. • This means that the majority of a customers’ buying decisions are made from the heart rather than the head.
- 21. Example: airbnb “Dear Stranger” multifamily-social-media.com 21
- 22. Tips from the Future multifamily-social-media.com 22
- 23. Tip #1: Share your Values multifamily-social-media.com 23
- 24. multifamily-social-media.com 24 The Kimpton Experience #Kimpton
- 25. Tip #2: Segment and Personalize multifamily-social-media.com 25
- 26. Tip #3: Embrace your inner data scientist multifamily-social-media.com 26
- 27. Tip #4: Remember, we are all human beings multifamily-social-media.com 27
- 28. Thank you so very much!! Julie Lyons President Zenzi www.zenzi.com julie@zenzi.com multifamily-social-media.com 28
Notes de l'éditeur
- Hello, everyone! I am so happy to be here. My name is Julie Lyons, and I’m president of Zenzi communications. At Zenzi, we use data science and psychology to help brands communicate more effectively with their customers, both via social media and other platforms. So while I don’t possess a crystal ball to predict the specific social platform we’ll be marketing in in 2020 who could have EVER predicted the rise of Snapchat into the mainstream?), I do have a lot of insight to share about the psychology of today’s consumer- AND the consumer of tomorrow- and how we can use those insights to predict broader human behavior. So, let’s get predictive!
- But before we dive into the good stuff, I want to acknoweldge that I am well aware that I am the last presenter on a Friday at the end of a conference. In Napa. I know. You guys, I KNOW! Here is my promise to you… I will get you out of here on time, and I will give you an interesting- heck, even a mind-blowing- glimpse into the future of social media. My promise is that I will get you out of here- and to the wineries- as quickly as possible. I also promise to give you an entirely new way of looking at our customers to help create more effective social campaigns. Deal? OK, let’s get started.
- We’re going to do a quick group exercise to kick things off: How many of you watch The Walking Dead? OK, how many of you patiently wait during the many, many commerical breaks,, no DVRing, no fast forwarding? You are politely learning about the new flavor of Special K while waiting to find out if Glenn is really dead? OK, how many of you listen to commercial free radio services like Spotify or Sirius/XM? How many of you prefer traditional radio, and listening to commercials while sitting in traffic? OK, here’s the biggie: How many of you regularly surf the internet? Oh, come on… every hand should be up. How many of you regularly click on banner ads? Yeah, I thought so! OK, now I’m about to get real, and please be honest: how many of you, either in your won role or somewhere in your company, spend your budget on online banner ads? Radio? TV commercials? How many are paying for promotional ads on social media?
- Look, you’re not alone, but the time has come to recognize that our society has evolved. Guess what? We don’t really have to watch or listen to ads from invasive brands anymore. We can hit mute, fast forward or “close window”. Ad blocking technology is growing in leaps and bounds. Why am I taking you through this painful exercise? It’s not to make you uncomfortable or scared. God knows we all have enough of that in life. But for some inexplicable reason, much of the marketing industry keeps doing things the same old way, and expecting a different result. Here’s the deal: advertising isn’t inherently ineffective. We should blame the message, not the medium. As a society, we are evolving. We’ve come to expect more from brands. We want connection and authenticity, not canned marketing messages. As channels like Snapchat and Periscope gain even more popularity, brands will have to focus more on raw, unedited content to reach their target audience. When scrolling through Instagram and Facebook there is so many beautifully stylized photos and ads that probably took hours and hours to make, but it no longer does the trick in attracting the right people. People now are looking for ways to connect with brands in an organic, authentic manner, which means brands have to take away all of the filters and instead focus on relationship building through raw content. The traditional methods aren’t working… that’s the bad news. Or the glass half empty viewpoint. Let’s choose to walk on the bright side, fill that glass halfway up, and think about the opportunity this societal shift has opened up for us.
- In other words- there is always hope!! What if I were to tell you that there is a way to reach your customers without having to annoy them? What if I said there is a platform to ask your customers what they want, what they love, what is important to them as human beings? What if you could find out directly and honestly what will make your prospects rent from you, and what won’t? Here’s the real holy grail: what if I said you can magnetically attract more of your best customers, just by being yourself? You wouldn’t be here at a social media conference if you didn’t know the answer. As social marketers, we’re already sitting on all of these amazing communities that enable two way conversation. Indeed, they were BUILT for that. But as marketers, we’re often just standing up high on Marketing Mountain shouting about benefits and features and modern open floor plans, and hoping there are people out there listening. Guess what? They are not.
- I’m going to spend the first part of our time together talking about WHY this has happened. Why is our job so hard now?? But seriously, but taking a close look at the major shift in consumer behavior, we can start to predict where we will go next. I’m going to take you quickly through 4 major shifts happening right now in society, and the impact they will have on the future of marketing. After we talk about what is happening now, I’ll give you some specific tactics and strategies that will transform your approach to social marketing, both now, and in the future. Without further ado, let’s talk about What is going on with Human beings??
- Here are the 4 ways society is changing.
- 1. We want it all, we want it now: We are a society of impatient people. Technology has created a “need it now” mindset coupled with an expectation for personalization. People want what they want, and they want it now. Doubt that’s true? Look no further than my favorite philospher from New York City, Louis CK.
- Louis has hit the nail on the head. As technology has evolved, so has our level of expectation. With how quickly we are given better, faster and cooler, how can you expect to excite people if you’re using the same old tactics in the same old way?
- The follks at trendwatching call it Contextual Omnipresence. It’s a fancy word for a fairly simple idea: people want information where they want it, when they want it. Over the past several years, the pervasive school of thought has been “Be everywhere! Be on Facebook and twitter and instagram and pinterest and be a blogger and a media pundit and also make sure you’re sending an email every other day, and twice on Fridays”. Hey, guess what? You can take a deep breath now. As TrendWatching says….
- One great example is Dominos. The pizza chain has continuously expanded the variety of ways that impatient and hungry pizza-lovers can place their orders. They knew that their customers are adverse to talking on the phone, and also are heavy users of Twitter. So guess what they did ? Customers can voice order using the Siri-like app Dom, or by tweeting or texting the pizza emojiji. Yes, the day has come, everyone. You can order your pizza with an EMOJI? So cool. After ordering, you can track their pizza’s arrival time via the Domino’s smartwatch app. How is this relevant to you? Start by asking why customers might embrace you using a channel. Next, challenge whether existing channels really satisfy the deep needs and wants of your customers. Could you create any new ones? Finally, imagine entirely new contexts you could leverage. Bring all those together and deliver contextual omnipresence: being in the right place at the right time.
- First, for those of you who just commissioned an expensive study of millennial preferences: DON”T PANIC. You can still use the information, but I’m here to tell you, both today and in the future, you need to go deeper. Demographics aren’t going to give you enough information to inspire and connect with your audiences. The truth is, every single one of us is just like my friend Ron Burgundy here…You’re kind of a big deal. Marketing of the future will be about transcending pr-conceived categories and recognizing the unique needs and motivators within each of us. How do I know?
- First of all, Consumers aren’t behaving as they should… just ask President Obama with his selfie stick. Just as technology has changed when and where we want our information, it’s also given us more access to information than ever before. We’re constantly exposed to more new ideas, concepts and trends, and that’s causing us to move outside our expected categories and transcend stereotypes.
- Here are a few stats to drive the point home:
- Here’s an example for your industry. No joke, I entered the word “millennial” into google images and came up with these two lovely people. Note the ever-present smart phone! So, for the sake of argument, let’s say you want to turn both of them from prospects to renters. They are both millennials, so we should talk to them the same way, right? For the sake of this example, let’s say they are both 28 years old, college educated, and are looking for an apartment in Portland, OR. By most standards of demographic targeting, you’d market to them the same way, right? They are millennials, so we know that they are tech savvy, seek purposeful connections with brands and like to be praised for their achievements. Right on! Now, how does that help us market to them on social? Here is where it gets interesting: Joe is about to be a dad for the first time. He craves connections to his past, and wants to be in a neighborhood very much like the one he grew up in. He works full time and goes to school at night, so craves a quiet, tranquil place to call home. He’s a US Veteran, just like his dad and his grandfather before that. He is socially conservative and gets uncomfortable with rocking the boat. Meet Cindy. Because she likes to be taken seriously at work, she works hard at a busy marketing agency, and loves the sponteneity and ever-changing aspect of her job. She is easily bored and really loves a good party. Her house is full of friends all of the time, and she loves nothing more than spontaneous games of indoor basketball. She is a hedonist, and her primary driving force is personal pleasure. She craves a neighborhood that is dynamic, loud and just a little bit messy. Let me ask you, would you market to them the same way? I'm sure you're industry is as guilty as any of having long-held ideas about who uses your services and what they are like. Be prepared to question, reimagine, and even overturn the decades of assumptions you've made about your consumers.
- Just because demographics are dead doesn’t mean we can’t or shouldn’t segment our customer base. I’m just saying that we need to stop segmenting based on birth year, and start segmenting based on the things that matter: values, personal beliefs and inner motivators. So, why did I include this hashtag meme? Now hashtags are everywhere- my 72 year old mom used one the other day!- but originally they were invented as a way to segment the enormous amount of content on social media. Rather than scrolling through millions of tweets looking for something interesting, you could search for HASHTAGTheWalkingDead, and immediately find your people. Or in this case, your tribe of fellow undead worshippers.
- WE are in the midst of a fundamental shift in the way brands interact with customers. Remember what I told you about ad blocking? Remember how no one raised their hand when I asked if you like to watch TV commercials? The traditional and digital ad agencies are suffering because they haven’t moved fast enough to personalize their content and make it relevant. The reality is people want to have meaningful connections with brands, but the industry is falling short.
- So, how can marketers change the way they market their products or services? Look how Compass.com segments their apartments for rent in New York City. They are allowing their tenants to choose their neighborhood and apartment based on what is truly important to them and fits their lifestyle. They are not just talking about glossy amenities and skipping over the more polarizing parts. Rather, they are recognizing that not every property or neighborhood will appeal to every kind of tenant. By being truthful and up front about who will enjoy living there, they will maximize tenant happiness, minimize turnover and avoid all of those nasty Yelp reviews. They are magnetically attracting their best customers! Joe, from the example earlier, would never want to live here. He wouldn’t be happy in the East Village. But guess what? Cindy would. Getting to know your audience on this psychographic level and speaking to those needs in your marketing will speak directly to their heart… which brings me to the next point.
- OK, this is not such a shift. This has always been true. But sometimes we forget in the face of big data and segmentation and conversion analytics and lead generation that we’re actually dealing with human beings. Don’t go data blind. Human beings are not rational, which means we almost always lead with our emotions.
- Example about most searched YouTube how to video: world’s information at our fingertips, and we’re searching for the most basic of human interactions: how to kiss. Gallup research shows that most decisions we make are emotional, not fact-based. What does that mean to your social strategy? People want to have meaningful relationships with brands. To achieve this, we can’t be all things to all people. First step is recognizing your values as a brand, then attracting people who align with those values
- So, rather than talking about the lower cost of vacation rentals over traditional hotels, or the bells and whistles on their newly designed website (which are all functional benefits), instead they tapped into the universal desire to experience new things, while at the same time feeling safe, accepted and at home. They’ll have plenty of opportunity to share functional benefits later, but they led with emotion, which is a smart way to go.
- So what can you do now to begin shaping a successful social presence in the future? First of all, please don’t wait until 2020 to do these things. If you take one thing away from this talk, it’s that the future is now. We can’t predict which new social platform will blow up, but we can take steps to speak to our customers in a more candid, authentic way, and to give them what they want, when they want it.
- The second thing I hope you’re taking away today, is that you can’t be all things to all people. According to a recent study, 92 percent of people want to do business with companies that share their beliefs (Edelman). But so many brands are so focused on functions and benefits that they’re forgetting (or even actively avoiding) showing who they truly are as a brand. Don’t be afraid of turning people off. The bigger risk is turning nobody ON. So, embrace the core values of your brand. Go public with your brand culture. People want to know who they are doing business with and understand how your values align with theirs. That’s the road to building brand fanatics and growing your business. Over time, you will magnetically attract the people who share those values. If you think of the brands you love, you’ll know that it’s true. You love them for something more than a feature or a service. You love them for the values that you share. That makes you soul mates.
- One great example of this is Kimpton hotels. They are very clear about who their customer is. They celebrate the unique and customizable nature of the Kimpton Experience. On their Instagram feed, the only call to action is for their guests and fans to share their own experiences via the #kimpton hashtag. The results are a brilliant glimpse into what it’s like to actually stay at a Kimpton property. Sure, you get a feel for the rooms and ameneties, but more than that… you understand the soul of Kimpton, and why they are different than the Hilton down the street.
- The next step is to start segmenting and personalizing based on values.. Are you viewing people by their true identities or by predefined segments? One example is from one of my own client’s e-newsletterr campaign. They are a luxury home builder, and like most home builder, sends a monthly email to prospects with a variety of different types of content. There was one article about their new environmentally friendly designed homes that result in huge electric bill savings. Another article was about trends in outdoor landscaping. Now, their hope was that one of these articles would entice a prospect to take a home tour or at least move deeper into the purchase funnel. We started looking at it as a source for consumer insights. How many of their customers clicked on the environmentally friendly home article? Everyone who clicked on it went into one database, because we know that they either care about the environment, or care about saving money. We still don’t know everything, but we know that content was important to them, so we started serving them more social and email posts about the environmentally friendly building practices, and also practical articles about how to save money for a big home purchase, or how to minimize closing costs. We were then able to segment further based on those preferences, and as a result started to get to know what they wanted and needed much more than ever before.
- Embrace your inner data scientist: don’t just look at what, look at why. Analyze your most engaging posts and content, and ask yourself… why did my audience like this so much? That gives you valuable clues to their values and what is important to them. A/B test everything. There is little risk in social media as long as you stay true to your brand. Curious if your customers will like something? Put it out there and see what gets the most engagement. Are you still not getting the answers you need? When in doubt, ask (surveying and polls). Before we start any campaigns, we survey customers on social and via email as a matter of routine. Asking your customers opinion doesn’t bother them. On the contrary, it makes them feel valued and connected to your brand decisions. Stop guessing! The answers are there already.
- The most radical idea of all: remember we are all human beings. When all else fails, ask you audience what they want. Put yourself in their shoes. Really listen, and give them what they want. Everyone in this room has bought or rented a home, moved to a new place and embarked on a new adventure. Remember what it was like? Some of you may have been scared. Some may have been excited. Some may have seen it as just another place to drop your stuff. The one thing I guarantee is that no two experiences were exactly the same. Our job as marketers is to find our people, and give them exactly what they want, when they want it. So sure, we live in a world in which you can order a pizza via a text emoji, but also remember that brands that make emotional connections are the brands that win.