Last week we had the pleasure of hosting a panel at the Digital Marketing World Forum conference at the Javits center in New York. The panel focused on customer centric marketing (CCM) and how a selection of four leading companies are approaching it.
Here’s a quick roundup of the panel, insights and key takeaways from each panelist.
The panelists were Max Nevins, VP Marketing for Six Point Brewery, Luca Boschin, CEO of LogoGrab, Christine Carzo, Marketing Director of Digimind and Lee Somerhalder, Digital Marketing Manager at Triumph Motorcycles.
Max Nevins, Six Point Brewery
The key thing Max drove home was that because of the distribution channel for alcohol, theircompany doesn’t have any access to end user sales and retention number. Because of this, they do most of their digital marketing measurement by proxy. Things like engagement on Instagram, hashtag tracking etc. are all they are able to reliably track. This is a departure from the norm at this conference where everyone is focused on granular tracking and getting complete customer data.
The takeaway here is that even if you’re in a business where traditional email marketing, CRM and web analytics tracking isn’t possible because of your business model, you can still be creative in finding other ways market to and quantify your customers.
Luca Boschin, LogoGrab
Image identification, quantification and reporting was a major focus for many of the startups at theevent. We had the pleasure of hosting Luca, a leader in the space on the panel. His take on customer centric marketing was that a company, particularly in B2C has to be tracking and somehow processing images from their customers to be properly customer centric. In the current state of information overload most of us are in, images have come to to the fore as a communication medium that’s both bite sized and can be stuffed full of information.
This is a space to keep an eye on. From Google identifying birds to LogoGrab building brand preference profiles based on scanning an instagram feed for logos, it seems likely image processing and quantification is going to be the next social media tracking.
Christine Carzo, Digimind
Christine’s approach and take on customer centricity is focused on social media. Her take on the subject is that your average customer now, particularly if you market to millennials, is living most of their digital life on social media.
What this means for you as a business is that to stay relevant and understand the intent of your users, you need a way to track and quantify their social media activity. Filling out forms and unlocking gated ebooks is very 2010, the new name of the game is social. Between Instagram, Twitter, Linkedin and Facebook you can get a holistic view of your customers and what makes them tick.
Lee Somerhalder, Triumph Motorcycles
Lee, a late addition to the panel represents Triumph Motorcycles, a very old and very American motorcycle company. They, like Six Point Brewery primarily work through dealerships (distributors) so the data flow from customers to marketing team is very high friction.
The most interesting thing for us was when Lee started talking about the amount of data and real time information that their latest bikes can stream back to them.
Imagine for example, if your bike could in real time detect an accident and push you a notification and discount for your local dealer / repair shop.
Or, what if the bike was able to quantify your efficiency and performance on a winding road, and coach you through becoming a better, faster and safer rider. A layer of gamification could be added to your bike, all powered by the brand and loyalty team at Triumph. Very excited to see how IoT affects this space in the near future.
One thing was clear from the panel. Each business has a unique case. For them to stay customer centric it was not about following any best practice playbook. Each of them had a unique set of circumstances, customers and technologies that they use to stay customer centric.
For marketers reading this, even if you have a nearly unreachable customer, find, scrape and innovate using everything available to build your own customer centric marketing model.