New discoveries in science and technology are constantly giving marketers a much-needed boost by making available tools that help marketers better understand their customers, the journey they’re on, and how to create experiences that will keep them coming back. Customers are always at the center of any effective marketing strategy, but several of our recent CMO.com contributors discussed some of the tools they use to better understand their customers and create experiences that drive revenue.
Andrew Watts, founding partner of KHWS, discussed solutions for marketers facing the challenges of tracking consumer behaviour online. CMOs are challenged with the task of closing “the gap between brand experience and sales experience,” which helps them to drive online revenue. Watts went on to share some of the “cost-effective, technology-driven techniques that marketers can use to understand the purchase process,” such as FMRI scanners and wearable tech. Drawing on a foundation of behavioural science, Watts encourages brands to harness “technology and creativity to provide shoppers with a Brand Commerce experience.”
Christian Ward, head of media and marketing at Stylus, discussed the concept of “third spaces,” a term inspired by the sociological term, “Third Places,” which are the locations that people visit between home and work. Ward described these physical and emotional third spaces as creating untapped opportunities for marketers in any industry. Brands are encouraged to identify these spaces and target their marketing messages to consumers in these spaces.
Catherine Newman, chief marketing officer for 200-year-old newspaper the Times, recently sat down with CMO.com to discuss how the newspaper is changing in today’s mobile-dominated market. Part of its strategy is learning what it gets someone to read the content provided by the Times. What causes someone to subscribe? “What is it that creates sustained behavioural change, and what makes someone a Times reader?” The Times strives to understand the psychology of its readers in order to stay relevant and provide content readers want.
Harvey Cossell, head of strategy for We Are Social, discussed the potential role that livestreaming could play in your brand’s marketing strategy. Livestreaming offers to immerse the viewer into an experience that takes them deeper than simple text or still images. In fact, viewers feel more involved with the content because the experience is occurring in the moment. Because our brains process video 60,000 times faster than text, livestreaming gives marketers the ability to create content that is more inviting and easier to engage with.
Klaus Sommer Paulsen, CEO, creative director, and founder of AdventureLAB, outlined some key insights for brands to create the next great brand adventure for their customers. Your goal, Paulsen says, is to “a memorable, shareable experience” for your customers. An adventure includes an experience that removes customer from their comfort zones, exposes them to potential risk, and taps into their emotions. Paulsen addressed several questions brand adventure creators need to ask themselves.
We invite you to engage with our exclusive content on CMO.com. Please let us know what you think.