NIMA Marketing Day: 6 key take outs
We were also present at NIMA Marketing Day 2019. What a day full of inspiring speakers, keynotes and sessions! What technological challenges do marketers and organisations face in the Mid-Digital Age we live in now? How do we reach our target group in a fragmented media landscape where the amount of content is only increasing? Weren’t you there? No problem, we have listed a number of key take-outs for you!
Confusion, fragmentation and complexity
Guest speaker Tom Goodwin opens NIMA Marketing Day. In addition to being Executive Vice President (EVP) at Zenith in New York, Goodwin is also a frequently asked speaker worldwide. His personal mission is to make people and organisations aware of the current role that technology plays in our lives. According to Goodwin, we are currently in The Mid-Digital or ‘Interim Age, (the period between the pre-digital and the post-digital age), where people are confronted with a lot of possibilities but also with complicated technology. This brings confusion, fragmentation and complexity:
“We are more connected, but also more lonely than ever. We are searching for what mechanism to use when and how, and that makes people insecure. Yet the resistance to change is not new in the history of humanity. Every revolution or change brings uncertainty with it. A good example is the industrial revolution.”
Technology offers opportunities for marketers
Goodwin and other speakers at NIMA Marketing Day advise us to really investigate and celebrate the power and possibilities of technology and, above all, to be positive about the future. There are so many opportunities for organisations and marketers! 6 key take outs that we would like to share with you:
#1: Lines blurr. Don't think in boxes, but in people
Is your content or marketing campaign ready to share? Don’t think in terms of platforms or technology, but in terms of your target group. If someone wants to stream something, they don’t care how or where. You can stream your favourite Netflix series on different devices, for example. So be everywhere, and forget about technology. Goodwin says: “Don’t think about artificial lines, think about people.”
Raymond Klompsma from sprs.me, a travel agency specialised in surprise holidays, totally agrees with this. His company is build on relationships and trust: “Make friends with your clients and act from the heart instead of with your mind”. The CEO of sprs.me explained that the growth of the company is entirely due to fans, commitment and word-of-mouth advertising.
#2: Be hyper-relevant
By using data in the right way, you can be hyper-relevant to your target group. An example is Hotel Tonight. This search platform gives you a very specific choice between a number of hotels within an X range of kilometers of your location. By doing this, it’s relevant at that exact time and place which make it easy to quickly find a place to sleep instead of you searching for hours.
Image: Marketing Tribune
#3: Customer UX is the new advertising
Remember that everything you do is a type of marketing. It does not matter whether the customer orders or returns something online or in the store. Always put the customer and user experience first!
Market research agency Validators also underlines that we are too focussed on the conscious part of our brain, while most decisions are made in the subconscious. As marketers, it would be better to focus on the subconscious (90%) and thus less on the ratio, the conscious (10%).
#4: AI is the driving force behind technical progress
AI makes almost all the technological developments we are currently experiencing possible. But what happens after the data? Think carefully about how you use data instead of marketing it.
A good example is ticket provider Ticketswap, where their revenue model is based on data collection. Anthony Hodge explains how TicketSwap had to change the entire business and revenue model after Facebook changed its privacy rules. Hodge advises that we must make sure that only data collection is sufficient. It’s all about the applications and possibilities you can do with data, and those are endless.
#5: There is no such thing as the Millennial!
How is it possible that we have labelled a very large group of people from one age group as a target group and give them the same characteristics? These people differ per person, cultural and social backgrounds and last but not least the country where he or she was born. The same applies to the elderly. Stop generalizing generations.
#6: Be relevant. And get the attention of your target group.
Do you find it difficult to attract the attention of your target group, due to the wide range of media and content that is offered? A frequently heard ‘complaint’ from marketers is that your target group cannot focus and has no attention or time for you. Then question yourself how is it possible that people can binge watch Netflix series or that children can play Fortnite for hours in a row? The trick is to be relevant. How? Again by putting customer experience first.
De Vrije Universiteit Amsterdam (VU) has done research for marketing research bureau Energize. What is attention, how do we get attention and how do you retain it? These 6 attention triggers came out of the research:
- Reward: this does not always works, make sure to apply it well;
- Inclusion: have a feeling of belonging;
- Status: the feeling that you are important and appreciated;
- Help: the feeling that you are heard when you need help
We have learned a lot today. Thank you NIMA and Marketing Tribune for the organisation and see you next year!