Category Archives: Consumer First

GDPR, the best thing since spliced breadcrumb trails

Every site is ‘thanking us for our data choices’ but are we really taking the time to understand what our choices are? We all have a data footprint but to what extent we may not be entirely aware.

Since the beginning of the transactional web these footprints have been collected, stored, connected and maybe now and again actually used. I say now and again, because most businesses I come across haven’t really worked out the value of data to inform anything beyond their CRM program. It’s often left to one side when it comes to shaping a business model, design approach or even NPD. More often, instead the point of view comes from inside the boardroom or with an eye to the competition and what they’re doing.

But that time has passed, relevance centred businesses are servicing an ‘Age of You’ – the internet era that goes beyond eco-systems and leverages insight to inform purchase journeys and their wider experiences around a users actual needs and desires.

In this web 4.0 world where the IoT is starting to pivot around the individual not the brand, GDPR has come into force in order to harmonise data laws whilst protecting consumers who don’t quite know what the data cost of all this connectivity is. And it’s putting emphasis on businesses to be held more accountable. HOORAY.

The age of ‘my data, my internet’ is on the horizon and the exponential rate that technology will advance this far outpaces nearly every legacy data lakes in place today. So what to do? Now that is a question I’m getting asked in an equally exponentially increasing rate.

I have some simple starting questions that have helped me shape some of the data strategies I’ve been working on with clients embracing GDPR as a chance to positively shake themselves up (Chapeaux). These are just starting points and they will open up more questions but I have found if you keep coming back to them every time you disappear down rabbit hole, they help.

First things first, there are three main types of data:

1st party; the stuff you collect directly and that you ask for the permissions to own

2nd party; essentially someone else’s 1st that they share with you (normally advertisers and publishers)

3rd party; the kind of stuff you can buy from anywhere and is generally diluted and generalised (i.e. not very useful to anyone so I’m not going to cover this)

Your starting point is likely to be a ton of archaic stuff that’s been collected for years, decades even, and not really modernised. Or if it has been modernised it will have been done so through a brand or business lens therefore adding to it’s linearity.

You don’t need to chuck it all out though, where there is data there is insight you just need to know how to mine for it, so my first question: What can this existing pile of data tell you?

There will be many assumptions, heed caution. If you don’t believe the assumptions (and trust your gut on this one) get a data wizard (some call them scientists) to mine it for you. They will be able to develop a question set with you then deploy speedy algorithms and methodologies to offer up a different set of useful insights.

Once you know what your data knows, you’ll have some gaps against your objectives which leads to the next bit…

It’s likely you’re working for or with a brand or business who think they need to own all the data. You don’t. In fact it’s quite greedy to assume you should. I’m not saying a big bank of addresses is all redundant (do not underestimate the power of email) BUT 2nd party data can be a super useful shortcut to getting to know the answers to the gaps that the data you already have doesn’t give you right now.

Google for example, know quite a bit about most audiences you are likely to be trying to reach and engage. “Google conquered the advertising world with nothing more than applied mathematics. It didn’t pretend to know anything about the culture and conventions of advertising — it just assumed that better data, with better analytical tools, would win the day.”

And Google was right.

I didn’t say that by the way, Wired’s Chris Anderson did a little while back. I totally agree – as does most of the internet.

So, question number two: Who are your trusted 2nd party data partners?

Your lead agencies should have a good view on this, but you will too. Within your organisation you will have worked with media and publishing partners on initiatives and activations, plus a whole host of other partnerships will have proved useful along the way. Look at what’s worked and bring them into the fold then widen your horizons to the likes of Google. Once you a clear view you can work out how you’ll use each one to plug your 1st party gaps. Make two tidy lists; one for 1st party and one for 2nd party, then put them to one side for now.

The next bit is more tricky, and that’s working out a data roadmap to get you over your immediate hurdles and propel you into a consumer centric model so you can effectively operate in the ‘Age of You’. So, question number three: How are you going to map and further extend your two data sets to give you the answers you need, now and for tomorrow?

Using data to; inform the creative process, brand storytelling or simply just for personalised targeting and messaging requires using data to generate a contextual, or even better, an emotional connection. But there is a line, and this is where GDPR is reinforcing the interests of consumers. Balancing the digital data economy, with commercial opportunities and consumer rights is a minefield unless you truly start thinking consumer first. Your data map should flip every question you’ve asked yourself as a business or brand thus far to be just this, so instead of ‘data will help us do X and Y’ instead ask yourself ‘by knowing this piece of information about our consumer we can help them do X and Y’.

Once you’ve built out your consumer maps based on what (1st and 2nd party data points) you need to know in order to deliver on their needs and desires, you’ll be in a good place to start mapping your own goals to them, but another watch out – never reverse them or you’ll be right back to where you started in no time.

The GDPR applies to all businesses that are established in the EU, regardless of whether the data processing takes place in the EU or not. And if you think you have a loop hole, even non-EU established businesses will be subject to GDPR if your business speaks to consumers in the EU. You can’t stick your head in the sand over this one and the world isn’t go to wait for you to figure it out, so best to get cracking.

Bottom line? You need to know what your data knows, work out what you don’t understand and shift to a consumer first approach.

GDPR data post

Image found on Google courtesy of gigaom – thank you

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Success in 2017 means Disruption as standard

One thing stood out to me this year more than anything else; the fact that senior clients are finally seeing disruption as the new norm within their businesses.

Good news for me. Great news for them.

In 2017 more brands and industries will be shaped by technology and models that challenge their internal legacy frameworks. In marketing ‘traditional’ is no longer broadcast, that’s simply archaic. Traditional encompasses straight forward digital advertising, social at the heart of your conversations with consumers and hopefully semantic designs and processes.

So brands looking to be ahead of the game, or even just quick to follow, will need to go beyond sticking digital plasters over the cracks in their swim-lane plans for reaching and engaging audiences.

Mobile centric should now be standard, consumer concentric planning should be something your agency is talking to you about on every brief, and if you’re not already thinking about smart solutions that step towards AI integration into your service offering at the very least, then be prepared for next year to be the year you fall behind.

The internet is no longer contained in our laptops or phones. The Internet of Things (IoT) is here and very much a part of consumers’ lives. So if you’re a senior marketer then get ready to disrupt your marketing, chuck out the old rinse repeat model and shake up the business.

Brands that embrace innovative thinking next year will be the ones that establish new rules of engagement in a window of opportunity to explore and be brave.

Consumers want to work with brands and more importantly buy from brands that are seen to be innovative. The key is to take that first step, getting it 100% right doesn’t necessarily matter as long as you involve them in your journey, bring them into your beta; innovate, deploy, ask, listen, innovate, deploy… you get the picture.

So as you look to 2017 and wonder what it holds for you and your business, my advice is simple; disrupt your norm.

 

fish

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Behaving Badly

As a transformation strategist one of the biggest challenges I come across every week is getting planners and brand managers to shift from thinking like a brand to thinking like their intended audience. Too many briefs I see only have demographic customer profiles, which fall short when you’re planning for a digitally connected world.

To shift from broadcast to joined up storytelling, just knowing characteristics like; gender, age, marital status, geographic location, socio-economic status and so on simply isn’t enough and to make assumptions is lazy and will frankly lower your ROI.

I’m encouraging inclusion of behavioral insights, or customer modeling as it’s also known, into all the briefs and plans we’re creating with clients and here’s why:

1. Nearly every digital marketing touch-point is intended to invoke an action
2. An action is more likely to be taken if encouraged in a relevant way at the right time in a customer journey
3. A customer journey is made up of a customer behaving in a certain way
4. These behaviors are encouraged by a certain mindset at each touch-point
5. These mindsets are triggered by insights both implicit and explicit
6. Understanding what those insights are better enable us to invoke the intended action

Simple really.

Demographic profiling gives you just enough to paint picture of a typical persona in a hypothetical group of people. Behavioral profiling will give you a much higher chance of success because it’s a stronger predictor of what your relationship can be because it’s action orientated.

If you want to know more, I recommend this book; Misbehaving, written by Richard H.Thaler who pretty much invented the field of behavioral economics. It’s insightful and tells a great story. Not surprising when you think about it.

 

the-brain-009

Photograph: Kiyoshi Takahase Segundo/Alamy/Alamy

 

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Click to Predict

Last year eCommerce saw a rise in click to collect behaviour, pop up millennial hubs, drone deliveries, shoppable store fronts and mobile payment systems like Apple Pay leapfrog forwards. So what does this year hold?

Here are three things I think will start to take off:

  1. sCommerce: 2015 saw all of the major social players roll out their version of the ‘buy now’ button in order to bring shopping to the masses acting on impulse in social media around the world. The trend is set to spike into this year as the tracking of associated likes and comments enable brands to quickly grasp and react to what consumers want.
  2. Pre-cognitive commerce: Is the art of knowing what consumers want before they know they want it. In a connected world where immediate gratification is an increasing expectation, brands will need to be reactive more quickly, not to what shoppers ask for, but to what they may ask for next. 
  3. Truth-based purchasing: Technology has provided a level of connectivity that means brands will not be able to hide anything about their products in the future. Clothes will communicate with washing machines as to how they need to be washed, food will talk to fridges about when they’re going out of date, the national grid will talk to homes about when they are switching to ‘bad’ energy. The margin for creative license in communicating brand truths has narrowed further and will continue to do so.

I wonder who will get it right…

Keep-Your-Heels-Head-and-Standards-High-Coco-Chanel-Poster-Textual-Art-A89P389P1824

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FFS

For many businesses I’m working with at the moment memberships are becoming the new subscriptions. The bar for a credible value exchange is set higher than ever before with freemium models saturating the market, so our hungry audience are no longer satisfied by exclusive content and a glossy cover, pixel enabled or not. 

Today wants tailored and timely, relevant and resonating. Brands are expected to know what their audience want, on a 121 basis, which is fine if you run the coffee shop round the corner and you’ve been there for 20 years watching the town around you grow up and evolve. It’s not so straight forward when you’re scaling beyond your inner circle into a model that not only makes money, but enables you to create a viable business that pays other people money too. 

This shift from having customers to members is a step change for how businesses build everything from their CRM programs to their technology stacks, because in today’s world every piece of data matters, because those pieces of data allow you to be relevant, to everyone. 

It’s easy to get dragged down into the detail, so I’ve put together a little checklist to help:  

Be Focussed

Decide wich parts of your paid membership are going to add the most value and invest on making those amazing first. If you do too many things at once it will not only cost a lot in production, but also in technical development and promotion. 

Be Frictionless

Make it really easy for your audience to receive, digest and share. There is nothing more disappointing to users, or more costly to you, if this doesn’t meet expectations. 

Be Selfless

Listen, analyse and adapt your model as you go. The most successful businesses are those that put their audience first and their business second. Think of them as your insight tool, fusing the next phase, they are not the end game. 

I appreciate the last one is the hardest, especially with financial goals and deadlines, but it’s the most important in the long run. 

We should all be thinking FFS for the right reasons. 

Image found on Pinterest via wework.com - thank you

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OMMMMMM G

We’re living in an omnichannel world, but what does that actually mean?

I’m getting a lot of questions around this at the moment, whilst the concept is fairly easy to understand, the minutiae of what it means to a brand is not quite so simple to grasp, so here’s a quick digest…

The word itself is derived from the word Omnis which can mean all or universal. And rather than linear use of channels, most of us are used to cross channel planning so really, omnichannel is the evolution of cross channel planning, done really well. 

To take that one step further, I would summarise it as; the true continuity of a brand or content experience that extends beyond a single place and crosses through multiple channels.  

Consumers are exposed to brands at multiple touchpoints, often at once, they could be looking at something on a mobile whilst in a physical store for example. As a brand therefore, planning for both the mobile experience and the physical store experience to be consistent would be part of omnichannel planning, it should be woven together with an invisible thread.

Essentially those brands that connect the components of an experience and the data around them; research of product, purchase, price, customer service and so on, will be the ones that shape a new dimension of customer decision.

It is indeed an intricate web we must weave.

Spider_Web_by_Autar

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It’s Hard to be a Diamond in a Rhinestone World

Meet ‘The Millennial’; a sophisticated and digitally savvy shopper, looking to be excited as much by the product as by the experience of researching it and flaunting it.

For today’s time poor, money flirtatious audience this is no longer just about Tiffany earrings Dahling; it’s also about the ‘to die for’ set of champagne flutes, the ‘totes in’ beach bag and even the simply ‘must have’ centre piece for the dining table.

The make up of luxury is getting a make over, and if it’s not pixel perfect then brands will need to prepare to be considered mainstream. 

Not only do consumers want to be enveloped in a beautiful, seamlessly immersive experience, they expect it, so when working with premium brands, I have these three key points as my guide:

  1. Are we sparkling: To be a cut above the rest, we must have the edge when it comes to going from design diamond in the rough, to top quality grade. If we can’t cut through and achieve stand out, we’ll quickly become mediocre. 
  2. Size matters, but not in the traditional way where whoever shouts loudest wins. Today consumers can access content wherever they are and will do so with whatever they have to hand, so our diamond needs to make the most of every screen size out there. I aim to be creating for 5 screen optimization at least, and an extra little tip; think mobile first, and mobile last. 
  3. Less is more. If we haven’t got something interesting to say, then I encourage not to say anything. With the rise of social continuing to grow it doesn’t mean copy and paste everywhere, we don’t have to be ‘always on’. We should be authentic, inspiring, but most of all we must be relevant, be always there, when our consumers want us to be. 

Getting it right takes research, time, dedication and constant evaluation. We must know and understand our audience in order to take our brand to their space in a meaningful way. 

No pressure, no diamonds.

pixie dust

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Technology enables, trust endures

I’ve been handed an influx of briefs recently from brands wanting to adopt copycat approaches, spending their budgets on stepping into their competitive space with ambitions to shout louder and ‘become the authoritative voice’, it’s sadly reminiscent of the work I was doing ten years ago.

Every brief looks the same; ‘we want to drive traffic to our website’, ‘we want to increase our share of voice’, we want consumers to buy our products and love us for it.

Technology has given us access to anything we want, whenever and wherever we want it, which should be exciting. Yet in this increasingly cluttered space, brands have reverted to vanity exercises based on the assumption that their consumers have the time to seek out their content and care enough to do so.

Technology needs to be respected as a powerful enabler, it means so much more to consumers to have a personalised and useful experience in our immersive Internet of Things, so the focus for brands has to go beyond content.

Leading brands to understand that content and functionality must work together to reflect what consumers are trying to achieve is a key part of my everyday, yet convincing key stakeholders to put the needs of their audiences first in order to serve them is hard.

I truly believe that the brands who don’t make consumers the focus of their decisions will continue to drown amongst those who do. Those that succeed will command attention through engaging and value adding experiences.

In today’s omni-channel world great consumer experience is both necessary and advantageous, the bar is set high, it’s no longer about developing loyalty schemes, today an engaged consumer is worth more than a loyal one.

An engaged customer is one that has had an expectation met, which for a brand means, being relevant and adding value.

Less noise and more cut through is called for.

image courtesy of http://zeteo.wpengine.netdna-cdn.com/wp-content/uploads/2014/06/silence-conserve.jpg

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Concierge for all

I spent 94 minutes on the phone to British Gas on Saturday morning, trying to set up paying for my bills for the 3rd time since I’ve moved into my new home, and couldn’t because of system issues their end. The guy at the end of the phone could not have been less bothered, and all I wanted to do was be able to go online and set up everything myself, but I couldn’t.

Going online is always my first port of call, anything that spares me giving my D.O.B umpteen times and spelling my postcode out more so. For the duration of the call, I sat in a state of denial, hitting the refresh button at 10 second intervals hoping some magical 5xx error state would relieve me of my frustration, trust me, this user experience gives 418 I’m a teapot a run for it’s money!!

This isn’t the only awful experience out there though, I mean there are so many, I’m sure as you’re reading this, you’re nodding your head and recalling a twitchy ‘I AM CALM’ online moment… So it got me thinking (not for the first time) what would make me happy, make you happy, and therefore all users of the World Wide Web… happy.

I’m the kind of person who will choose a restaurant with good food and excellent, personal service, over an excellent culinary experience but average service, every time. Over the last year or so I’ve started doing the same with shopping, I avoid shops with bad layouts and moody checkout chicks, I will pick theatres with nice door-staff and bar-staff and I will stay in hotels that have good concierge.

That’s what I believe we’re missing online; an online concierge service as standard, what could that protocol look like? As someone who obsesses with the detail when designing experiences, how could we democratise the luxury unrivalled personal service and exclusive privileges to save time and effort for everyone…

Well if I told you, I’d be out of a job, but you want it don’t you?

Now where’s my FAB 1… Home James!

Lady Penelope

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Does your Ad Add?

Because if it doesn’t, then it’s just pollution.

Brands broadcasting their message online; from TV ads whacked on YouTube to tiny irritating banner messages (that are frankly a bit like an annoying buzzy mosquito), have been the advertising stance for too long.

Before you ask, yes, I hate banners. (Oh c’mon, when did you last click on one??).

Give me a brand genuinely willing to listen to their consumer, rather than trying to out shout their competition in a vanity exercise, any day of the year.

It’s refreshing when you finally get to ‘engage’ with someone in their moment of need online and help address that ‘Oh Crap, I just need to cook something quick, scrummy, yet healthy for the kids’ moment, or the ‘Bugger, my skin is rivalling a prune this morning’ moment… or the ‘What the hell is twerking??’ moment (yep, I’m in Google’s annual report for this one).

Taking that first step to move beyond an arbitrary KPI that doesn’t prove a thing, to owning a moment that lasts beyond the search result is the single bravest decision any brand can make.

So as a brand, are you ready? Not sure? Then simply ask yourself; as an individual, if you were a brand, what would you want people to say about you if you weren’t around to broadcast yourself?

The power of impression influences the conversation. Conversation is a two way thing. Oh, and it often happens ‘offline’.

Add, don’t Ad.

Think consumer first.

A Cool Add

This is a cool Add

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