Asking what’s the big deal and why should marketers care, Get Customers Productive (让客户富有成效) is a ‘translating trends into actions’ podcast/newsletter by Robb Hecht that marketing execs read to help empower their brands, marketing careers and their customers - keeping them ahead of actionable marketing tips on societal automation, social commerce, customer success, data strategy and AI algorithmic CX advancements coming out of Amazon, Facebook, Apple, Google + China’s BAT (Baidu, Bytedance/TikTok, Alibaba, Tencent). Let me know how you think it can be improved, simply hit reply or reach me here!
👉We’re on a hunt for insights…visit D2C Brandhacker Stories Now - and provide your D2C brand building, digital transformation, eCommerce & subscription marketing insights and tips. As the D2C marketplace gets ever more crowded, what marketing leaders, stories and insights you feel other marketers should take note of?
The Week’s Insights👀
👉Hello Automated Marketer,
👉Should You Be Advertising on TikTok? Read: “TikTok’s U.S.Data Strategy”. WHAT‘S THE BIG DEAL? While China has blocked Facebook, Google and Twitter from their consumers, the U.S. gives TikTok wide open access. In fact, Axios says, “While the video-based app simply seems like a benign platform for GenZers to make and share funny memes, it could become a Chinese vacuum for coveted American data.” WHY SHOULD MARKETERS CARE: American consumers may one day wonder why their data is being offered up to foreign powers. @ShaneSavitsky
This Week’s Influencers👯
How to Be D2C
👉D2C Acquisition Costs Need Not Bankrupt Them: LINK. WHAT‘S THE BIG DEAL? “If you wake up on a Casper mattress, work out with a Peloton before breakfast, Uber to your desk at a WeWork, order DoorDash for lunch, take a Lyft home, and get dinner through Postmates, you’ve interacted with seven companies that will collectively lose nearly $14 billion this year. -said MediaPost’s George Simpson WHY SHOULD MARKETERS CARE?: legacy brands are at a turning point of becoming more like D2C brands or learning harsh lessons from them. It’s TBD.
🤖 New Retail & Omni-Channel Marketing Strategy
👉What Are Key 2020 Marketing Success Principles? Read: Forbes Piece On Marketing Success Principles for 2020: LINK
Advertise Your Value, Not Your Cost
Create Meaningful And Helpful Content
Understand Where Your Leads Are Coming From
Talk Less, Listen More
Spotlight Your Current Customers
Answer Your Audience's Questions
Think Like The Buyer
Leverage Your Good Reviews
Have A Strong Website
Rank High In Search
Align Your Marketing With The Customer Journey
Driving Your Marketing AI, Algorithms & Automation
👉Customer Engagement: what are the top Marketing Challenges of 2019? Kelton Research says #1 is customer engagement.
🦁 eCommerce Everywhere
👉Should You Be Using A Customer Journey Anymore? Read: “The Need for A Customer Journey Is Over”: LINK. WHAT‘S THE BIG DEAL? Many in marketing share this belief, arguing that it is unreasonable and impossible to create a completely predetermined, sequential customer journey these days. - Via PostFunnel. WHY SHOULD MARKETERS CARE?: “Instead of designing journeys, marketers should be focused on real-time customer engagement. By this, they mean observing the interactions and behaviors that customers have directly with the brand or the environment the brand operates within and acting on it.”@Keith Loria
Chinese Big Tech & New Retail AI Innovations
👉 What’s Pushing Chinese Tech So Far Ahead? And Why Should You Care? Read: Rebecca Fannin’s new book “Tech Titans of China”. LINK. WHAT‘S THE BIG DEAL?The book describes how its technology sector has grown so rapidly in the last two decades that it is pushing the United States out of its long-held position at the top of the digital food chain. Advancements by companies like Huawei, WeChat, Baidu, Tencent and others are helping the Chinese economy grow at an unprecedented rate and influencing the global economy. China and the U.S. are battling to be the leader in 5G technology, a fight it seems that Chinese tech companies are winning. WHY SHOULD MARKETERS CARE?: As Chinese tech trends grow globally, you may be asked to tweak your product or services to meet ‘new retail’ customer functional expectations being driven out of Beijing.
👉Should We Marketers Worry About The Rise of Digital Nationalism?: Read: LINK. WHAT‘S THE BIG DEAL? The Wall Street Journal reports that across the world, nation-states have been responding to a series of crises on the internet (some real, some overstated) by asserting their authority and claiming various forms of digital sovereignty. WHY SHOULD MARKETERS CARE? Given the dark side of the Internet, scams and privacy issues - is a more ‘controlled’ version of the Internet actually a ‘'bad’ thing? Digital nationalism could increase separate spheres of the web, e.g. an Asian version, an African version, an American version etc. - things global marketers cringe at.
👩💻 Your #ModernMarketer Leadership Corner
👉Why the Rise of the CXO (Chief Experience Officer) Is Significant? Read: LINK. WHAT‘S THE BIG DEAL? As companies bear down on customer experience as a key differentiator, they are carving out a new CxO role. Are CIOs a natural fit for the new post? The answer is, it depends. WHY SHOULD MARKETERS CARE? The GCP view is that the CXO should be tied to a planner or a marketer, alongside a technologist. Why? Impactful customer experiences are tied to customers and their persona needs - its these insights which need brought to life through planning. @BethStackpole
👉How Can You Connect Your Brand to Cultural Communities? LINK. WHAT‘S THE BIG DEAL? Brett Hyman pens an excellent piece on how CEOs need to understand the true value their companies bring to communities — and how to leverage that value to grab people’s attention. WHY SHOULD MARKETERS CARE? Gone are the days of your hired influencer holding your product on Instagram; today you must assess your customers and build community around their interests. @BrettHyman
What’s On Your Amazon Wishlist?
Well, here’s whats on mine:
👉Schism: China, Trading & the Fracturing of the Global Trading System, by Paul Blustein
👉The Stakes: 2020 and the Survival of American Democracy, by Robert Kuttner
👉Tech Titans of China: thorough new book by Rebecca Fannin which outlines how China companies have moved from copycats to innovators ready for global expansion
Cool New Productivity Apps
👉Brill: Save time when capturing your handwritten notes. Share to email, Slack, Jira, Trello and more
🎧 What’s Your D2C #
👉Visit D2C Brandhacker Stories and provide your perspectives now. We need your D2C brand building, digital transformation, eCommerce & subscription marketing insights and tips.
What Are You Working On?
👉Got Feedback or news? Hey, thank you for reading. 👨I’m @robbhecht - your Get Customers Productive modern marketing coach. Fancy sending some feedback on how we can make GCP better for you? I’m honored that you’re reading, and delighted that I am learning from you all. Tell me what you’re working on and let’s capture you in our next episode.
Have a great week - Coach Robb