🔥🎧 Podcast #10: Customer 🛒 Success

  
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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👯

George Simpson, @Keith Loria, @ShaneSavitsky, @BrettHyman, @BethStackpole

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🛍️  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 #BrandhackerStory?

👉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

Send some ❤️ & simply retweet this if you’re on Twitter. Thanks!

🔥🎧 Podcast #9: A.I. Playbook Anyone?

  
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Helping marketers translate trends into actions, Get Customer Productive (让客户富有成效) is a weekly Robb Hecht podcast newsletter that marketing execs read to empower their brands, marketing careers and their customers - keeping them ahead of societal automation, social eCommerce, data strategy and AI algorithmic CX trends 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!

👉Visit 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 tips do you give to your fellow marketers - to survive!?

[👀 The Week’s Insights👀 ]

👉Hello Automated Marketer,

👉3 Ways Asia Is Shaping Digital Consumers Of The Future. LINK (via Forbes’ Michelle Evans @mevans14 who claims: Asia will continue to write the digital consumer story for years to come). The three ‘ways’ are:

  • Marrying social life with commerce

  • The super app revolution (A super app is a multifunctional mobile app combining several features, such as communication, lifestyle, social, financial and retail, in a single platform)

  • A hotbed for digital wallet exploration

    SO WHAT? Asia/China are increasingly leading the global digital/mobile only transformation. Michelle notes that 40% of China’s consumers find recommendations from families and friends “extremely influential”, compared to only 32% in the US and 26% in the UK - Euromonitor International’s 2019 Lifestyles Survey.

    ASK & INSPIRE YOURSELF: Am I effectively using TikTok to reach my customers?

👯 This Week’s Influencers👯

@mevans14; @blakemorgan, @Shwanika, @hilarymilnes, @adexchanger, @natives, Piers Fawkes, Husam Machlovi and Patrick Toner

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🛍️  Your Marketing Strategy: How to Build A D2C Subscription Brand

👉Le Tote & Lord & Taylor: the just 7 year old Internet clothing rental D2C retailer called Le Tote bought a US department store, 'Lord & Taylor', for $100m.  LINK. SO WHAT? (Everything that the Internet did to media is happening to retail.) Rent is the new customer acquisition cost. And, retail location is now a Customer Acquisition Cost. ASK & INSPIRE YOURSELF: What’s next? Warby Parker buying LensCrafters?

👉Shopify Continues Efforts to Become the ‘Operational Amazon of D2C’. LINK. SO WHAT? Shopify is powering the entire D2C economy. While Amazon charges merchants 30% of a sale it fulfills, Shopify negotiates pricing with customers. ASK & INSPIRE YOURSELF: While I may have that Amazon presence, certainly I gain reach and delivery efficiency, but is the % taken from my sales efforts worth it?

👉The Hottest D2C Buzzwords & What They Mean: LINK(If you are still fuzzy on what CAC, LTV, AOV mean, this link is for you.)

👉Clorox’s DTC Playbook. LINK. Nutranext’s DTC group will launch its first new brand for a wellness product targeted to Gen Xers. Eventually, Clorox wants to leverage the data it gleans from DTC to build a customer data map that sits across all of its brands at Nutranext and Clorox, online and offline. SO WHAT? On the new brand, Clorox’s media plan is very much multichannel: build awareness but it’s more mid-funnel using Facebook, Instagram, even Pinterest, supplementing it with influencers, display and video for retargeting and for reinforcing the message. And then traditional closers like paid search. ASK & INSPIRE YOURSELF: Is this what you’d recommend for Clorox? How would I do it differently?

Build Your Omni-Channel Marketing Strategy

👉Blake Morgan interviews Michelle Peluso, SVP Digital Sales & Chief Marketing Officer at IBM for the Modern Customer Podcast, where she speaks about driving customer experience with data, how her marketing teams use IBM Watson to pinpoint areas of improvement everyday, blockchain, and so much more. LINK.

🧬 How to Drive Your Marketing AI, Algorithms & Automation

👉How the Instagram algorithm works & what it means for business: LINK

👉How to get started with TikTok for Marketers: LINK

👉How TikTok holds our Attention: LINK

👉Have you started taking courses at Pinterest Academy yet? LINK

 🦁 Build an eCommerce everywhere / Amazon Strategy

👉Amazon Tests Data Sharing. Via AdExchanger.LINK. One reason CPG and household product brands have resisted selling on Amazon is that they can’t accurately forecast lifetime value scores or see how many placements it takes to convert shoppers, said one agency executive. SO WHAT?: Legions of D2C brands use Shopify, but if they could just get access to this Amazon data, Amazon could usurp Shopify’s customer base. ASK & INSPIRE YOURSELF: Does my eCommerce strategy use just Amazon, or a fusion of Amazon + Shopify. Why or why not?

🇨🇳 Chinese Big Tech & New Retail AI Innovations

👉 Alibaba’s New Retail Explained. LINK (Via Alizila). What is “New Retail”? New Retail has paved ways for traditional retailers in different verticals in China to digitize their operations by combining online and offline shopping experiences seamlessly using technologies. It has transformed companies and brand partners in categories from grocery and fashion to food and beverage and home. SO WHAT? If you’re working at a startup or legacy brand, start to observe if your business model is becoming antiquated vs. New Retail because China trends are going to be projected across the Pacific Pond. ASK & INSPIRE YOURSELF: Is my business truly mobile friendly? Do I have a CRM system that activates text messaging with customers?

👉 30 Minutes Delivery. LINK (Via ChinaSkinny). “One of the most powerful innovations in delivery is what happens behind the scenes. Like many things in China, companies are utilizing their enormous pools of data, and making sense of it with Artificial Intelligence - to improve delivery. Meituan’s Smart Dispatch system, for example, calculates 2.9 billion route plans every hour to optimize the delivery for its 600,000 electric bike riders to pick up and drop off up to 10 orders at once in the shortest time and distance. SO WHAT? China Skinny reports that this 30 minutes delivery is not just a ‘metro area thing’ - rather it’s an ‘all over China’ thing…increasing efficiencies and productivities. ASK & INSPIRE YOURSELF: How does my delivery service work in comparison? How can I improve my customer journey purchase journey with data?

#ModernMarketer Leadership Corner

👉CMO Confidence: the WSJ @natives reports that despite an ongoing trade war and looming predictions of a recession, marketers expect their budgets to grow next year. LINK.SO WHAT? While marketing budgets the past few years have been flat, the key point to note is that CMOs will need to expand their budgets to invest in more technology (not necessarily on actual working media). ASK & INSPIRE YOURSELF: if I had to buy one martech, AI or CDP tool this year for your company, which would it be and why?

🤡  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

🎧 What’s Your #BrandhackerStory?

👉Visit Brandhacker Stories and provide your perspectives now. We need your D2C brand building, digital transformation, eCommerce & subscription marketing insights and tips. As the D2C marketplace gets ever more crowded, what marketing tips do you give to your fellow marketers - to survive?

🎙️What Are You Working On?

👉Got Feedback or news? Hey, thank you for reading. 👨I’m @robbhecht - your Get Customer 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.  Now, tell me what you’re working on and let’s capture you in our next episode.

Have a great week - Robb

🎙️Readership Notes

👉Shout outs to those who have reached out and updated me on what they are up to: Piers Fawkes, Husam Machlovi and Patrick Toner.

PS. While this version will stay open for all, please support my work by recommending Get Customer Productive to your network as a resource. Send some ❤️ & simply retweet this if you’re on Twitter. Thanks!

Episode 8: ⏰ TikTok'ed?

  
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🔥 mary meeker for 🖼️ visual marketers, addictive candy = TikTok, the disruptor CMO 🤽‍♂️playbook; marketing 💸 1/2 budgets = content; D2C 🔑 key = retention. Will your brand be filtered 🚬 ‘in’ or filtered ‘out’?

Helping marketers translate trends into actions, Get Customer Productive is a Robb Hecht curated newsletter that marketing execs read to empower their customers, their careers and to keep their brands ahead of societal automation, social commerce & algorithmic CX trends coming out of Amazon, Facebook, Apple & Google + China’s BAT (Baidu, Alibaba, Tencent). Let me know how you think it can be improved, simply hit reply or reach me here.

[👀 The Week’s Insights Rollup]

👉Hello Automated Marketer,

From D2C companies being overly focused on acquisition to the detriment of extending their CLV metrics through loyalty and retention efforts, to Mary Meeker’s annual report highlighting the true rise of visual marketing and strong growth of ‘shoppable commerce” across social platforms, the past few weeks have been a mix of Cannes news and the growing realization that martech is now at the center of marketing communications. Content now takes almost half of today’s marketing budget. And it’s official, the key to D2C is to gamify customer delight. Moving forward, to ensure your brand is not ‘filtered out” of the social platforms algorithms you’d best build campaigns on value, emotions and generating customer reviews. And are you ready?…YouTube announces shoppable videos are coming. Hey by the way - if you’re ‘digitally transforming’ (really means ‘data transforming’) your company, make sure you’re transforming your culture too.

To the East, China’s Tencent increases its power by offering brands the leveraging of its massive database of detailed, customizable, user profiles derived from across the Tencent ecosystem, connecting Adtech to Martech to smart retail. As for the addictive TikTok everyone is talking about, the Wall Street Journal had a piece outlining its U.S. strategy right in the middle of the trade negotiations - saying “Using high-end artificial intelligence, TikTok has figured out how to serve up the fun parts of social media - focusing on fluff - and to create a viral user-made video network that none of the other giants have managed to pull off”….noting that, Zhang (TikTok’s founder) learned early on “that consumers don’t always know what they want and are highly open to suggestions.” Sounds a little communist/socialist to me, but at the rate TikTok’s growing; it, like the Chinese economy over the past 20 years - they’re doing something right.

PS. Have you gotten your CEO’s permission to disrupt yet?

👯 Spotlight:this Week’s Influencers👯

Hugh Williams, Luck Koch, Nikhil Lai, @StevenVBe, @danielnewmanUV, @rainbowbex, @marymeeker, @Brionic, Mobvista team, @MarkWalkerFord, James Chadwick, @natalieLsach

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🛍️  Marketing Strategy: How to Build A D2C (Direct to Consumer) Subscription Brand

👉Retention is Key to D2C. LINK by Hugh Williams, Exchange Wire. SO WHAT? DTC brands have no problems getting customers, says Hugh, because they’re interesting and people want to try new things. But, in terms of that second sale, D2C can literally run out of potential buyers to convert, because in some categories there are too many challenger brands and differentiation is hard to achieve (they are all innovative, minimalist, and offer great terms of use) making it hard to win a larger piece of the pie. What’s the solution: Retention. ASK YOURSELF: Are you too focused on customer acquisition, only to the detriment of building community and a loyal retention customer base?

👉Traditional Retailers Invest in D2C Strategies. LINK. eMarketer Analyst, Luck Koch. SO WHAT? D2C companies face a different set of realities compared with legacy brands: mature companies, traditional retailers, wholesalers or brick-and-mortar-first brands (who often must first please shareholders with profits). Legacy brands have a different set of growth goals and internal stakeholders to please—and to not mince any of Luck’s words: D2Cs get to burn a lot of money. For some traditional brands, it’s not feasible to do a total overhaul of their marketing stack to unify customer data, at least not all at once. Legacy brands aren’t able to respond as nimbly as D2C brands because of the profit expectations their shareholders have. ASK YOURSELF: if you are working for a legacy brand, will you ever truly be ever to shift the internal paradigm; or will you recommend acquisitions instead?

👉Consumer Intimacy: The Essential Value Of First-Party Data. LINK. by Nikhil Lai. SO WHAT? Birchbox entices consumer loyalty by adding novelty to its transactions and designing opportunities for self-expression.  Each month, Birchbox enfranchises users to customize their box by selecting a sample of their choice. (Users learn about their choice of samples by monitoring Birchbox’s Facebook and Instagram channels for routine Sample Choice revelations.)  Throughout these touch-points, Birchbox celebrates its consumers’ agency with a mix of self-interest and altruism.  As it gamifies customer delight, Birchbox is guided by its first-party data to know what and for whom it should create. ASK YOURSELF: how are you gamifying customer delight?

🧬 How to Drive Your Marketing AI, Algorithms & Automation

👉Automated Commerce: Will Your Brand be Filtered in or Filtered Out. LINK. By WARC’s @StevenVBe (Steven Van Belleghem). SO WHAT? Steven points out that it won’t be long until we have an always available, omnipresent AI platform for every consumer. AI will bring big changes to everyday commerce – and brands have a limited window in which to act to avoid becoming invisible to customers. He predicts branding will change and be constructed around 1) strong brands built on emotions, 2) great products AI will recommend due to good reviews etc; 3) brands filtered out due to lack of value and bad reviews. ASK YOURSELF: will your brand be ‘filtered in’, or ‘filtered out’?

👉How Marketers Are Using AI And Machine Learning To Grow Audiences. LINK by @danielnewmanUV (Daniel Newman). SO WHAT? In looking at what Daniel outlined last Sept, we are tracking nicely in 2019:

 🦁 Build an eCommerce everywhere / Amazon Strategy

👉Key Retail & eCommerce Trends from Meeker’s Internet Report 2019, by @rainbowbex Rebecca Sentance, @marymeeker. LINK. SO WHAT? Of particular importance in this year’s Mary Meeker Internet Trends Report is the intense rise of shopability becoming integrated into social platforms, apps and services of every kind, offline retail increasingly becoming digitized, and eCommerce reaching new communities and demographics. Consumers now start their product searches on Amazon than search engines like Google and Bing now, but Jeff Bezos still relies on other services like Facebook and YouTube to inspire people to want things. With eCommerce growth now reaching 13% of all retail purchases (and parcel shipments rising swiftly) -signals point to big opportunities for new shopping apps. With the rise of social shopping - Kevin Systrom, co-founder of Instagram also made a key statement in the report insights, "People have always been visual—our brains are wired for images. Writing was a hack, a detour. Pictorial languages are how we all started to communicate—we are coming full circle, I suppose." ASK YOURSELF: are you now building a visual-first Amazon + ‘eCommerce is everywhere’ digital strategy?

🇨🇳 Chinese Tech & Retail AI Innovations

👉Why China’s Tencent is About to Leapfrog the Competition, by @Brionic (Brian Monahan). LINK. SO WHAT? Had to include this as part of my #PATCI (pay attention to Chinese innovation) series, Brian describes the new data-driven marketing power rising in the East, observing that if Tencent executes on its vision, they will leapfrog the current generation of marketing platforms. Tencent Data Cloud = its end-to-end marketing platform creates detailed, customizable, user profiles derived from across the Tencent ecosystem, connecting Adtech to Martech to smart retail. The gist of Tencent’s offer is for marketers to simply bring an interesting idea that provides value to users. From there, Tencent will help:

  • Build that experience inside their walled garden.

  • Tell you who will be interested in your thing and everything about them.

  • Source key opinion Leaders (KOLs) who influence your target.

  • Deliver targeted ads with zero waste.

  • Use dynamic offers in the payment process to drive conversion.

  • Incentivize pass along and advocacy.

  • Use its messaging platform to drive repeat engagement.

  • Connect to retail partners to track true ROI.

  • And drop machine learning on top of it all to optimize performance in real time.

  • *One note to this news piece - don’t forget, the Chinese use Tencent tools as a gateway to the Internet, vs via Google and Amazon in the States. What’s that mean- well, it means companies like Tencent effectively have much more weight than is revealed to the ‘Western’ eye - due to their massive databases

👉 Where Instagram Goes, China has led the Way. LINK by Mobvista team. SO WHAT: the western world still lags behind China when it comes to social shopping. YouTube is believed to be considering launching shopping services towards the end of the year through which products in its videos- or related formats, will be made available for purchase. China, which is more advanced with social shopping, could offer Western marketers very crucial tips in getting the products right and ensuring the imagery and video are enticing enough to hook browsers and turn them into customers. ASK YOURSELF: Are you prepared for video shopping? How must your video creative be developed to ensure a seamless customer experience?

How to Win at Social Commerce / CX

👉Almost half of marketing budgets are now spent on content. LINK by @MarkWalkerFord. SO WHAT: I remember telling an interviewer once that content would be the biggest line item in their marketing budget in the near short future. Turns out the prophecy has been fulfilled with this infographic. ASK YOURSELF: Are you leveraging written content, video content and SEO in your marketing plans to rise to the top of the social platforms?

Modern Marketer Leadership Corner

👉The Disruptor CMO Playbook (19 strategies CMOs can use to take charge, adapt faster, and optimize the metrics that matter): LINK by James Chadwick. SO WHAT: Chadwick lays out 19 (why 19?) marketing principles modern marketers should drive their brands by. ASK YOURSELF: can you implement 75% of these with your marketing team by year's end?

👉What is the role of the Chief Digital Officer? LINK. By Natalie Sachmechi @natalieLsach. SO WHAT?: Natalie defines how the CDO’s role is to help companies stay competitive in an age of increasing digitization, striving to implement new digital models; while the CIO looks to improve existing models. A common trait of CDOs seems to be their ability to help companies grow not only technologically, but culturally. “Digital is not only about technology,” says a source. “It’s also about people.” ASK YOURSELF: if you are looking to your IT leads for your true organizational digital transformation; look elsewhere.

👉New Job: Director, China Expansion @ Away SO WHAT? You will partner with the VP, International & Managing Director, China in all aspects of market entry strategy & execution, from market research & discovery to in-market CX, retail, & operations - resourcing to liaising with potential third party vendors, ensuring that all strategic decisions take into account both local & HQ contexts. Developing a strategy for how Away can enter the market via both e-commerce & physical retail & ensuring it is coordinated with Away’s strategy in mainland China. Experience in both e-commerce & physical retail operations prior familiarity with Tmall operations is a must. ASK YOURSELF: don’t you want this job?

👉Need Career Advice from someone at a FANG (Facebook, Amazon, Netflix, Google) company? Look here.

🤡  What’s On my Amazon Wishlist?

👉Agency: Starting a Creative Firm in the Age of Digital Marketing (Advertising Age) by Rick Webb

👉Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy by Cathy O'Neil

👉Rockonomics: A Backstage Tour of What the Music Industry Can Teach Us about Economics and Life by Alan B. Krueger

🎧 What’s Your Brandhacker Story?

👉We need your D2C, digital transformation & subscription marketing insights. Visit Brandhacker Stories and provide your perspectives.

🎙️ Brandhacker? What Are You Working On?


👉Got Feedback or news? Hey, thank you for reading. 👨I’m @robbhecht - your Get Customer 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.  Now, tell me what you’re working on and let’s capture you in our next episode.

Have a great week - Robb

☕ PS. If you fancy buying me a coffee, I’ll return the favor :-)

🎙️ Readership Notes

👉Shout outs to those who have reached out and updated me on what they are up to: Piers Fawkes, Husam Machlovi and Patrick Toner.

PS. While this version will stay open for all, please support my work by recommending Get Customer Productive to your network as a resource. Send some ❤️ & simply retweet this if you’re on Twitter. Thanks!

Episode 7+: 🛍️ Let's Brandhack

  
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🔥 🏖️ the D2C funnel, ⏰ TikTok as Trojan Horse?,🤱The ‘Reliance Economy’, 🐷 Influencers & AI, Say 👍 to MarTech Certificates, 🙌 Stay human

Check out the full newsletter at: https://getcustomerproductive.substack.com/

Episode 7: 🛍️ The ‘Reliance Economy’

Staying Human in an Automated Marketing World

🔥 🏖️ the D2C funnel, TikTok as Trojan Horse?,🤱The ‘Reliance Economy’, 🐷 Influencers & AI, Say 👍 to MarTech Certificates, 🙌 Stay human

GCP is the newsletter that marketing execs read to keep their brands up on societal automation, social, commerce + algorithmic trends coming out of Amazon, Facebook, Apple & Google + China’s BAT (Baidu, Alibaba, Tencent). Let me know how you think it can be improved, simply hit reply or reach me here.

[👀 The Week’s Insights RoundUp]

👉Hello Automated Marketer. This week’s roundup keeps we marketers thinking ahead of the curve on topics like how should we flip our funnels to be D2C; how we can build our products and services to be a part of the ‘Reliance Economy’ - but perhaps built with technological functionalities that improve our customers lives with convenience and productivity - not just focused on habitual addictive use of the product. And as AI increases its push into our automated marketer daily lives, we still have a love/hate relationship with its ‘take over’ - because we know its efficiencies, yet we need more time to get trained to manage it. The question is, will we fully ever manage the marketing technology going forward? Finally I leave you with the “Near Me” generation. As we wish to remain relevant to our users we must recognize that our customer’s mobile phone is now effectively their new ‘home’ - wherever they are physically - that is their ‘home’ - with their entire lives controlled and managed by that mobile phone as a remote control. How can we increasingly redefine commerce and provide customer experiences where we meet the needs of the “near me” generation (allowing our users to order, receive deliveries, and return items from wherever they are “home”)? Remember, team always: 🙌 Stay human .

[👯 Spotlight:this Week’s Influencers👯]

Gerard Keeley, @mahoney_sarah, @TobyNwazor, Jesse Weaver, @conniechan, @TaylorLorenz, @PCMag, @AWS, Matthew Humphries, @AWS, @JorgeGregonis, Pandu Danzinger, Amit Sharma, Seema Gupta, Phani Manpaka, Daniyal Malk, @TechNote, Nick Frisch, , Jack Loecher, @mp_research, Ray Schultz

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[🛍️  How to be D2C & Subscription First]

More than half of consumers expect a response from customer service within an hour, even on weekends. *Edelman Digital

👉4 ways next-gen D2C brands can crack creative marketing. Link by Gerard Keeley. SO WHAT?: 1) understand your audience; 2) hang on to that funnel: use content to ignite interest and bring a product to life, use paid social ads to deliver those messages, and employ pixels to facilitate retargeting and drive purchases directly through social platforms with features like Instagram checkout; 3) develop a test-and-learn creative mentality. 4) budget for multiple formats - brands that want to go truly direct must now factor in Amazon as part of their growth strategy, understanding how to use it as a distribution tool for their products. ASK YOURSELF: Moving to D2C? Taking these steps?

👉The secrets of D2C powerhouses. Link by @mahoney_sarah. SO WHAT?: If you want to be D2C, traditional [legacy brand] companies put brands on top, and build on an “industrious dedication to creating products,” quoting Jim Stengel, P&G’s former CMO. Insurgent [challenger] brands “reverse that process, starting with personality, then tribe, and then brand and product.” ASK YOURSELF: How can I flip my funnel? How can I refocus my marketing on my audience first vs product?

[🧬 Improving AI, Marketing Automation & the Engineered Algorithms Incentivizing Us]

As technology advances, we have begun offloading more and more of our cognitive functions and skills to our devices -Jesse Weaver

👉Welcome to the “Reliance Economy”. Link by Jesse Weaver. SO WHAT?: Some might define it as ‘getting customers productive” or making their lives convenient, but Jesse outlines that today, much of our existence centers on the attention economy, where our focus and time are mined, and the resulting data is manipulated and sold as a commodity in service of driving advertising revenue and feeding algorithms. He believes that despite the way we position it, technology is no longer a tool to solve problems; it has been twisted into a tool to grow profits. “Capitalism isn’t geared to solve problems. If a company truly solved a problem, it would put itself out of business. Instead, the system [the algorithm] is geared to keep consumers perpetually in need,” he says. ASK YOURSELF: Are we trying to addict users or solve their problems? How about we meet somewhere in between and develop an addictive solutions app?

👉Influencers & AI: 6 ways top influencers are implementing AI and machine learning to grow their followers. Link by @TobyNwazor. SO WHAT? You may be posting, you may be leveraging automation, but are you using AI like influencers are? ASK YOURSELF: Will I lose ground if I don’t leverage the latest AI?

👉How TikTok is different. Link. by @conniechan. SO WHAT?: In another step towards a “Reliance Economy” subservient to the decisions of ‘the algorithm', Connie Chan teaches us that TikTok stands unique among other social platforms because of its use of AI. Whereas Netflix, YouTube, and Facebook’s news feeds all use recommendation algorithms to push users a curated list of options, TikTok removes choice from the experience all together. Its algorithms give viewers only one video to watch at any given moment and uses subtle cues like how much time you spend on it, whether you like it, or even how quickly you swipe away to determine what video you get to watch next. ASK YOURSELF: Are you yourself comfortable with algorithms making this many decisions for you based on your behavior?

[ 🦁 eComm Everywhere: Amazon Prime, Alexa, Shopify]

One-third of all purchases during the 2018 holiday shopping season were made on smartphones. *TechCrunch

👉Amazon Web Services: check out this global infrastructure interactive map of Amazon’s web services. Link by @AWS. SO WHAT? The Verge says Amazon is thought of as retail, but it is clearly becoming something much more massive than just that. ASK YOURSELF? Is your company tapping the real Amazon yet?

👉Over 40 percent of Amazon's sellers are based in China. Link by @PCMag/Matthew Humphries. SO WHAT?: Turns out that U.S. Amazon addicts could be responsible for the current trade deficit? Says Matt: “If you're not buying direct from Amazon, chances are you're dealing with a Chinese merchant regardless of which regional Amazon website you shop with.”ASK YOURSELF?: As we increasingly become addicted to convenience, productivity and ‘near me” - should we be personally concerned about how much power we’re handing over to foreign product manufacturing via Amazon?

[Building A Marketing Strategy for the 4th Industrial Revolution]

Omni-channel customers spend 4% more in store and 10% more online than single-channel customers. For every additional channel they use, customers spend more money. *Harvard Business Review

👉Ditching omni-channel for a new 'harmonic' model? Link by Pamela N. Danziger @Forbes. SO WHAT?: says Pam,Retailers are still trying to force the customer into channels, be they physical or digital, so that the retailer can manage them…the idea of omni channel retail still forces the customer along predetermined paths to purchase that are aligned with the organizational structure in order that results can be measured and quantified. The solution? Become D2C, right?! ‘Harmonic sure sounds like ‘becoming D2C’. ASK YOURSELF: can we merge our omni channel KPIs together so it becomes one KPI – the lifetime customer value.

👉The Instagram Aesthetic is Over? Link by @TaylorLorenz. SO WHAT?: While on Facebook we all put on the best to ‘beat’ the Jones’ next door, on Instagram “everyone is trying to be more authentic,” says Lexie Carbone, a content marketer at Later, a social-media marketing firm. ASK YOURSELF: How can I be more authentic on IG?

👉Why Marketers should focus on the “Near Me” Generation. Link, by Amit Sharma SO WHAT?: As consumer increasingly use their cellphones as remote controls that makes their lives more convenient, they’re expecting that a retailer will provide service to wherever they are [kind of like when you’re walking alone in the park and you so want to ask Alexa what’s the temperature]…..meaning their ‘home’ is wherever they are with their phone. He notes that Google searches for “Near Me” and “Can I buy….” have skyrocketed 500%. ASK YOURSELF: How could I ever implement this if I wasn’t working with Amazon/AWS?

[🧬 Surveillance Advertising]

76% of consumers think companies should understand their expectations and needs. *Salesforce

👉Promote Mode: the machine behind Twitter’s strangest promoted tweets. Link by Sophie Kleeman. SO WHAT?: At its core, Promote Mode, which launched in 2017, is simple: Users pay to have their tweets automatically beamed into people’s timelines. Twitter calls it an “automated, always-on advertising solution,” intended for people who don’t have the money or time to devise an ad campaign but who want to build their brand or their company’s brand. In practice, this means paying $99 per month to send your first 10 tweets of the day to an audience that matches certain interests or locations. (Quote tweets, replies, or retweets aren’t included, and selected tweets must adhere to Twitter’s quality filter.) ASK YOURSELF: Do I need Promote Mode, or should I remain an ‘old-school’ influencer?


[🇨🇳 The China BAT: Baidu, Alibaba, Tencent]

China has not only successfully isolated its billions of citizens from the rest of the internet behind the Great Firewall—it has also built its own parallel tech industry. It has its own Google (Baidu), its own Twitter (Weibo), its own Amazon (Alibaba), and its own Facebook (Tencent).

👉 Alibaba’s world domination playbook. Link & Link by TechNode. SO WHAT?: Alibaba’s “new retail” wants to use data and technology to transform retail, including offline retail, which accounts for 82% of the total. New retail is Alibaba’s strategy to redefine commerce by enabling seamless engagement between the online and offline world. It’s not about converting online users to offline customers or vice versa. It’s about building a retail ecosystem that blends online and offline channels in a unified way that features the consumer at the center, often in new and unexpected ways. ASK YOURSELF? Time to call AWS?

👉Global Data Harvesting: Is TikTok a Cambridge Analytica data bomb ready to explode? Link. SO WHAT?: Nick Frisch, a fellow at Yale Law School’s Information Society Project, warned of China’s newest growth export: the surveillance state. He said we should be concerned by these “illiberal innovations,” and included the lip-sync social media sensation in his inventory of reasons to be more skeptical of the “Made in China” tech movement. ASK YOURSELF? do we feel comfortable that the hottest algorithmic driven app in the iTunes app store today collecting data on U.S. users and stored in China? Would we feel comfortable if China were building a huge database profiles of all Americans for as yet undisclosed intensions?

[🤖 Our Automation Nation & Your Job]

63% of Millennials start their customer service interactions online. *Microsoft

👉Should We Be Worried About AI? - Link, by @JorgeGregorio SO WHAT?: Nice infographic at this link to visually show how while AI certainly is advancing past humans in marketing decision making, humans are still going to be ‘brothers in arms’ with AI. #stayhuman

👉How Marketers Need to Evolve to Embrace AI. Link, by Seema Gupta. SO WHAT?: AI can be used in marketing in all the three layers of the pyramid – Bidding, Targeting and Messaging. 

👉Martech is evolving more rapidly than marketers use of it. Link, Jack Loecher, @mp_research. CMOs need to spend less on Martech and more on training for Martech. Link by Ray Schultz. SO WHAT?: Those martech certifications may become more valuable than an MBA?

[🦄 Unicorn Life]

👉Are you taking chatbots seriously yet? Link, by Phani Marupaka. SO WHAT?: Prediction: in five years your company website will be a giant chatbot.

👉Pooling User Data: My 2020 Facebook, Instagram and Whatsapp strategy just became more clear! Link, by Daniyal Malik. SO WHAT?: Facebook is now looking at your brand and the customers who interact with your brand from a holistic cross platform perspective across FB, IG and Whatsapp.

[🤡  What’s On my Amazon Wishlist?]

👉The Age of Continuous Connection - received an advanced copy from Norbert Beatty and just read their cover story in the HBR. To be honest the book is really about taking what Facebook does for a brand in its walled garden platform and showing companies how they could apply that same approach to its other channels. Well done, was wondering when someone would articulate the secret of Facebook for the rest of digital marketing channels.

[🎧 Got Your Brandhacker Story?]

👉We need your marketing insights. Visit Brandhacker Stories and provide your perspectives. We’re launching carpool karaoke type resource of marketing influencers, like you. Care to be in the spotlight? Our podcast is work in progress (iTunes, Stitcher, Google, Overcast).

[🎙️ Got News? What Are You Working On?]


👉Got Feedback or news? Hey. Thank you for reading. Fancy sending us some feedback? I’m honored that you’re reading, and delighted that I am learning from you all.  Now, tell me what you’re working on.

Have a great week - Robb

👨I’m @robbhecht - your host and Get Customer Productive modern marketing coach

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