3 Listening Lessons for Marketers
Your phone, its apps and your favorite brands are listening to you right now, whether you know it or not. At the Forrester Consumer Marketing Conference held in New York on April 6th, marketing and insights leaders from Adobe, Forrester and Cision shared how they listen to improve marketing communications.
Brands have thousands of touchpoints with audiences and George Sadler, Customer Marketing Insights Leaders at Adobe, has leverage points into many of them. “The only way brands work well with people is by behaving humanely,” said Sadler.
Cision’s Chief Marketing Officer Chris Lynch discussed that it isn’t enough for brands to just listen and collect data but they have to act on it and do it in a novel way. He presented in how earned media is more effective than an ad as a customer engagement channel.
“Earned media is the most trusted content out there but it gets the least budget and that’s because of attribution,” said Lynch.
It is easier to track the success of an email than longitudinal trends in brand perception and the customer behavior changes that are created by media engagement. At the same time customers have become more values based. Forrester shared that 52% of customers choose brands based on their values and actions. It is clear that brand perception monitoring is becoming mission critical.
Of course once you have an insights based on data it is integral that it is supported by second or third data points of fact. Sri Sridharan, VP research director at Forrester, explored that our assumptions of fact actually endanger our brands. If we listen to our gut, rather than gathering and analyzing data we could be in trouble.
“The biggest risk isn’t ignorance; it is instead the assumption that we know something, anything,” said Sridharan.
In essence, we might not know enough to know that we know nothing at all. She suggests that brands triangulate their insights with multiple sources, and that marketers should constantly challenge assumptions and insights as part of a process to avoid missteps.
Check back on the Cision blog tomorrow for further verifiable insights from the Forrester Consumer Conference.
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