The Hidden Power of Google Business Profile: Small optimisations, big impact
The google business profile is an extension of the brand and guest journey, says Yenni Maelianawati, Director of Marketing and Revenue at Island House LVM. To keep the profile aligned brands need to audit profiles regularly from guest’s perspectives and keep categories, photos, videos and information updated. Adding virtual tours, services and direct booking links also keeps the guest experience enjoyable. These small optimisations build trust, visibility and more inquiries. Therefore, the business profile should be treated as your digital front door to entice customers.
View Presentation here
Depth: a human centric approach to CRM
CRM has been pigeon-holed as automation that the email team needs to look after. However, according to Gianfranco Cuzziol, Founder of CR(M)BA, CRM is the link between brand promise and customer, especially in this data driven world. Firstly, data should not just be collected but also interpreted with curiosity and creativity, asking the question what is the intent? The environment also needs to be considered, with context of where the customer is coming from and where the context is placing them. The internal engagement is just as critical as external engagement and firms shouldn’t use the latest tools but the ones best suited to them. Finally, CRM is at its best not just about automation but also about human understanding. CRM isn’t just about sending emails but also building relationships with depth.
View presentation here
What’s wrecking marketing decision-making?
Dave Heywood, Senior Marketer at Ocorian says creating content, products and campaigns is easier than ever, deciding what to do is the real challenge. Business decisions are often distorted by cog biases such as the survivorship bias where the focus is only on success stories and the availability bias where they are mistaking hype for value. Better decisions come from questioning success stories, data, hype, expert opinions, future predictions and your own assumptions.
View presentation here
The culture problem hiding inside every business transformation
70%+ of transformations fail due to cultural and behavioural barriers, not just strategy and tech says Clare Eagle, Principle Lead, People and Culture at Signal42. Psychological safety matters, people need to feel safe to speak up, challenge ideas, raise risks and admit mistakes. This is more from data but acting insights only create value when they lead to decisions and actions. The approval tax needs to be reduced, excessive sign offs and bureaucracy slow progress, increase costs and limit innovation. Empower teams with clear decision making authority and accountability. Strong leadership and culture is critical for successful business transformation.
View Presentation here
AI in the inbox – blessing or curse
The death of email is greatly exaggerated, exclaims Kristian Tucker, Product Evangelist at Spotler. There are four things that are shifting: delivery, signals, content style and conversations, this is all affected by AI. A key thing to remember is that you are writing to humans thus the email and subject line should be written in natural language terms. Email needs to be segmented into who they are getting sent to to avoid over sending useless emails to customers. Personalisation makes the questions feel personal, adding to the experience. Furthermore, the context needs to be clear and precise. This is how to win with AI in the inbox.
View Presentation here
What makes us brilliant — and what marketing can learn from it
In the new world of AI the one thing that hasn’t changed is the fact you are marketing to humans. There is nowhere to hide with inauthenticity, brands need trust to appeal to consumers, says Jonathan Griffiths, Senior Director of Marketing at Staffbase. There is a disconnect between what people value versus what marketing optimises for, people want kindness and empathy and this is where the biggest marketing success stories come from when brands listen to this. Kindness and empathy should be the engine while creativity and innovation should be the vehicle.
View presentation here
Before you optimise the funnel, fix the proposition
Brands create avoidable barriers to purchase, buyers don’t owe you work required to understand you says John Lyons, Fractional CMO. Only 3% of brands are meaningfully different from each other, this means customers won’t remember you and you can’t create that relationship important for purchasing. This is a commercial issue, not a creative one. When this happens, price becomes the default differentiator when positioning doesn’t create one. Thus brands need to stand out from the get go in the subject line and email itself in order to stand out from the rest and create a valued relationship with the customer.
View presentation here