The MarketingMel team of Mary Ellen Miller and Sarah Kinsler meet Gene De Libero of Digital Mindshare
(The following blog post is co-authored by Mary Ellen Miller and Sarah Kinsler.)
“In marketing the primary objective is remarkable customer experiences.” That’s what Gene DeLibrio of Digital Mindshare said during a recent presentation to the Ad Club of Northeast Tennessee recently. Gene admitted we all sometimes feel “overwhelmed by the digital space.” He added, “Remember, the user is always in control. We freely give out our information.”
“Sometimes we have trouble keeping up,” said Gene as he pointed to a visual graphic of the adoption cycles of well known brands. The adoption cycle of a telephone was 75 years. Angry Birds? 35 days! That’s how long it took to get to 50 million users; the same amount of time it took the phone to get to that number of users in 75 years! He said that Smart plasma screens that “know” who you are and recognize your attributes are replacing old fashioned poster kiosks at movie theaters. “Music is smart, they get it. They adapt to users preferences,” he said using Pandora as an example.
Here are five takeaways from this marketing technology expert.
1. Change is Happening, Be Proactive
The way we communicate and gather information is forever changing. Make sure you are adapting to these changes by engaging in the new technologies. You don’t want to get left behind!
2. Don’t Underestimate Data
While most of us only think of analytics when studying data, there are many functions of this sometimes stuffy information. Data can uncover ideas for new opportunities and help transform customer experience. Utilize these findings to your advantage.
3. Marketing is FAST, Sometimes too fast
While technology is great, it can hinder you in certain situations. When dealing with the public, things such as “Auto Tweet” need to be watched carefully. Ex. Boston Marathon/ Tweet Disaster when some companies were using pre-scheduled tweets rather than empathizing with the victims, thus making them look cold and uncaring. Gene said some of the companies tweeting that day are still cleaning up from their P.R. disaster.
4. Don’t be Greedy, Share Your Information
Although contrary to the popular belief, it’s actually a positive to give away your information. Helping others by volunteering your expertise will make you more valuable.
5. Use (and Be) T-shaped Talent
Understand your business end to end.”Be fluent in business strategy and technology as at least one language and be literate in many,” said Gene. He also said we must employ agile marketing in a world of constant change. “Testing and data is the new normal of modern marketing.”
Which tip resonates with you and why?