Technology as a facilitator
Posted: Sun Jan 19, 2025 4:01 am
Influence, not influencers
You know them. The stories about tweeters who, because of their number of followers, are helped much faster and often better than tweeters who only have a hundred followers or less. Toe-curling. A customer is a customer, right? Besides: it could well be that that tweeter with relatively few followers 'offline' has a lot of contacts with whom he shares his negative experiences. Focusing on 'influencers' is really no longer possible in 2020. Instead, ask yourself how you can turn every customer into a satisfied customer.
Providing decent service implies believing in influence, not influencers
Technology is becoming increasingly important in marketing. romania mobile phone number list In fact, according to Steven, an increasing portion of the IT budget in organizations is shifting to the marketing department. Technology therefore offers wonderful opportunities to greatly improve the customer experience. A great example that Steven mentioned was MyMagic+ from Disney. A wristband that you can wear when visiting Disney World and with which Disney tries to make your Disney experience even more fantastic. This is done in the following ways:
This way, they know – thanks to the dates on the tape – when it's your birthday, so that in the restaurant you no longer have to whisper that someone has a birthday, but you can just walk in 'spontaneously' with a cake and candles.
You no longer have to pay for your purchases in Disney stores, they are simply booked to your hotel room. This will not only have a positive contribution to the fantastic customer experience, but will also be very good for sales in the stores.
You can check in at attractions in advance, which will eliminate queues.
MyMagic+
Selling without selling
If you don't put your product in the right context and tell it with the right story, it's often a worthless product. Think of Red Bull . The story of this brand is not a story about a tasty energy drink. It's not about the ingredients. It's not about how it's made. In fact, energy drinks are just plain gross. Red Bull has managed to create a world around its drink. A world of adventure sports. A world full of challenges. You could almost forget that this junk is undrinkable. Now imagine if Red Bull were to talk about its product in advertisements. What do you think that would do for the product experience?
It's not about your product, it's about your story
Commitment of a Samurai
Are you ready for 2020? How does your marketing team score on the above-mentioned three dimensions? Get ready. Close the gap! The consumer is changing, and fast. As a marketer, you are close to the consumer. So you will have to change along with them! But above all, it is about commitment. Do you dare to put your little finger on the table?
You need the commitment of a Samurai
The full presentation by Steven van Belleghem (in a slightly different order and with some extra slides) is on Slideshare. Of course I have inserted it for you:
Steven van Belleghem is a great speaker. If you get the chance to attend a presentation by him, seize it. Not only is his story very good, he also delivers it with infectious enthusiasm. This makes your hands itch to get started with the subject during his presentation.
Photo intro courtesy of Fotolia.
You know them. The stories about tweeters who, because of their number of followers, are helped much faster and often better than tweeters who only have a hundred followers or less. Toe-curling. A customer is a customer, right? Besides: it could well be that that tweeter with relatively few followers 'offline' has a lot of contacts with whom he shares his negative experiences. Focusing on 'influencers' is really no longer possible in 2020. Instead, ask yourself how you can turn every customer into a satisfied customer.
Providing decent service implies believing in influence, not influencers
Technology is becoming increasingly important in marketing. romania mobile phone number list In fact, according to Steven, an increasing portion of the IT budget in organizations is shifting to the marketing department. Technology therefore offers wonderful opportunities to greatly improve the customer experience. A great example that Steven mentioned was MyMagic+ from Disney. A wristband that you can wear when visiting Disney World and with which Disney tries to make your Disney experience even more fantastic. This is done in the following ways:
This way, they know – thanks to the dates on the tape – when it's your birthday, so that in the restaurant you no longer have to whisper that someone has a birthday, but you can just walk in 'spontaneously' with a cake and candles.
You no longer have to pay for your purchases in Disney stores, they are simply booked to your hotel room. This will not only have a positive contribution to the fantastic customer experience, but will also be very good for sales in the stores.
You can check in at attractions in advance, which will eliminate queues.
MyMagic+
Selling without selling
If you don't put your product in the right context and tell it with the right story, it's often a worthless product. Think of Red Bull . The story of this brand is not a story about a tasty energy drink. It's not about the ingredients. It's not about how it's made. In fact, energy drinks are just plain gross. Red Bull has managed to create a world around its drink. A world of adventure sports. A world full of challenges. You could almost forget that this junk is undrinkable. Now imagine if Red Bull were to talk about its product in advertisements. What do you think that would do for the product experience?
It's not about your product, it's about your story
Commitment of a Samurai
Are you ready for 2020? How does your marketing team score on the above-mentioned three dimensions? Get ready. Close the gap! The consumer is changing, and fast. As a marketer, you are close to the consumer. So you will have to change along with them! But above all, it is about commitment. Do you dare to put your little finger on the table?
You need the commitment of a Samurai
The full presentation by Steven van Belleghem (in a slightly different order and with some extra slides) is on Slideshare. Of course I have inserted it for you:
Steven van Belleghem is a great speaker. If you get the chance to attend a presentation by him, seize it. Not only is his story very good, he also delivers it with infectious enthusiasm. This makes your hands itch to get started with the subject during his presentation.
Photo intro courtesy of Fotolia.