Ideas to revolutionise your marketing
People don’t just make decisions from the plethora of data available to them. They also use emotion. Antonia Wade, CMO at Thomson Reuters explained how she took the opportunity of building a new website to tap into an emotive appeal.
Research was undertaken to adapt the nine company personas, outline touchpoints, create user scenarios, collect honest feedback, and most importantly, measure emotions on a ‘feeling chart’. This guided the company to create a content strategy that produced articles and engaged with customers in a way that would make them happy and appreciative.
Antonia’s recipe for success:
From their research Thomson Reuters found three insights:
The working world is at a digital tipping point, according to Marije Gould, VP marketing EMEA at Verint. Technology has forced marketers to change their activities, but it’s also changed the way customers think and what they expect. And this is something marketers need to be mindful of.
Marije’s tips for the digital world:
Futurologists have seen the emergence of 3 characteristics:
The ethical consumer: Customers care more than ever about how you treat your staff, how environmentally-friendly you are, and how honestly you behave.
The sceptical consumer: People have never realised how many companies have suffered data hacks, but they’re waking up, and they’re more protective of their data.
Human touch: Despite chatbots, personalisation and automation, customers still want a human touch, they want emotion. It’s about striking the right balance.