Retail Relevancy has never been more… relevant. In part one of my conversation with my friend and business partner John Andrews, we touched on Alexa, Amazon, and the evolving way that consumers experience retail. In part two, we’re continuing that conversation, and digging into how the modern retail experience (when it’s done right) should empower both employees and customers to engage on a human level. Let’s dive into some of the highlights:
No matter how you slice the demographics, young people hold a lot of sway on social media. They influence social conversation, establish trends, and tend to help social sites thrive when they show up in large numbers. Part of this is the power of numbers. According to Pew Research, 82 percent of US adults age 18-29 actively use Facebook, though the 65+ demographic is no slouch at 48 percent. However a recent study highlighted by MediaPost suggests that one in three young social media users qualify as influencers.
If you’re aiming for omni-channel excellence, or simply looking to thrive on your channels of choice, don’t forget about the human side. In fact, it should be your first priority. With every new trend and communication channel comes new opportunities to connect, so it’s natural for marketers to seek out the most promising tools for the job. The challenge is that every trend has an expiration date, and it’s too easy to sacrifice the fundamentals in favor of the hot, new tool with an unknown shelf-life.
What does it mean to build a reputation? I’m not talking about brand recognition, or even the quality of the products or services you offer. Those things are important; however, a reputation is something more. It’s the little things…those moments of unprompted kindness and consideration that stick with you for a lifetime. In other words, the stuff that you truly remember.
If I had one piece of advice to give marketers who are beginning a career in 2016, it would be this: Millennials are not a new species. Keep that in mind the next time someone tells you they have the “secret” of marketing to Millennials, Gen Z, or whatever generation comes next.
One of the biggest trends I’ve seen in 2016 is that more marketers have decided to stop talking past their customers, and start talking to them. It’s what I like to call “Looking People in the Eye Digitally,” and it’s great to see people embracing the concept. That’s the good news. On the other side of the ledger, the brands that have embraced personal, relationship-focused marketing present a stark contrast to the many that are still locked into the old, impersonal status quo. Industry-wide change takes time, when it happens at all, but your business doesn’t have to wait for the rest of the industry to catch up.
The path to purchase is not just evolving – it has evolved. How are brands responding? I sat down with long-time friend and business partner John Andrews, for a live stream discussion on the path to purchase, the evolution of retail, and even some inside insights on our Amazon purchasing habits (spoiler alert: John’s a big fan of peanut butter).
For years companies have been trying to find ways of using social media to promote their businesses, but have been tamping down on the social asset that’s right under their noses: their employees. You can’t ask an employee to be a true advocate for your business on social if you forbid them from accessing their personal profiles at work. Nor can you expect them to be advocates without the proper knowledge of how to “be” social in their own right.
Focusing on the user experience rather than worrying solely about conversion rates shouldn’t be a novel idea, but too often the numbers take precedence over how we reach them.