A Marketing Rebellion: Why The Most Human Company Wins With Mark Schaefer Author Of Marketing Rebellion [AMP 141]
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- Ready for a wake-up call? Traditional marketing strategies don’t meet customer expectations today
- Customers Takeover Control: Marketers are losing control of brand’s story, voice, and customer journey
- Where the action is: Shift focus from relying on technology and automation to actually talking to customers
- Human-centered Marketing Approach: Resonate with consumers and remove barriers by remembering what it’s like to be a customer
- Purpose of Marketing: Build emotional connections by bringing people together
- Experiential Marketing: Create encounter worthy of consumers giving brands their attention and sharing their story
- Testimonial Stats: Content about a brand created by a consumer gets 600% more engagement than content created by brand
- Taking Social out of Social Media: Easy button for automation and technology is opposite of what customers want; marketers have a way of ruining every medium
- Hurdles to Overcome: Organizational, cultural, leadership, and measurement
- Meaning is the New Marketing: Consumers want brands that represent values
- Levels of Loyalty:
- Shared Values: Take a stand to connect in a way that pushes loyalty
- Show up and Represent: Unifying and uplifting to display beliefs
- Dangerous Territory: Not every company needs to take stand/political view
- Words of Wisdom:
- Remember what it's like to be a customer
- Be more human in everything you do
Links:
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- Mark Schaefer
- Marketing Rebellion: The Most Human Company Wins
- Marketing Companion Podcast
- The new battleground for marketing-led growth
- Talk Triggers by Jay Baer
- Tesla
- An Emotional Connection Matters More than Customer Satisfaction
- Earth Day
- Habitat for Humanity
- Nike Nearly Dropped Colin Kaepernick Before Embracing Him
- Write a review on iTunes and send a screenshot of it to receive cool CoSchedule swag!
Quotes by Mark Schaefer:
- “Two-thirds of our marketing is occurring without us. The customer is in control. Advertising, loyalty, and the sales funnel are sort of in decline... or, they’re gone.”
- “Marketing is about building emotional connections. It's hard to create an emotional connection to an ad, or a logo, or to a branded content; create connections to people.”
- “We'd rather not have a human voice in our company. We'd rather use personas and do automated messaging. Our social media presence has become soulless.”
- "People want to know what you stay in for, what do you do, how do you treat your employees."
Why The Most Human Company Wins With @markwschaefer
Click To TweetTranscript:
Eric: Technology can be a sneaky son of a gun, almost a double-edged sword, if you will. On the positive side, just think of the processes we’ve streamlined, think of the productivity we've been able to achieve because of technology. But I think there's also a dark side to technology especially because people become codependent on technology. I'm raising my hand because I'm included. The iPhone tells me every week about how much screen time I have. I think it comes at a cost. I think we become desensitized to a lot of things. We over-rely on technology for things that we should be thinking about instead. I see this with marketers. We have an array of shiny objects that we can go to. We've got AI, chatbots, marketing automation, and all these tools that we can use to make, I guess, ourselves, better marketers? The hope is that we'll be able to achieve more, to be better at our jobs, to connect with our customers at a more personable way. Well, that's the hope. Is that reality? That's the topic of this week's Actionable Marketing Podcast. I have just the guest to talk about it. He's the incomparable, Mark Schaefer. He's the author of Marketing Rebellion: The Most Human Company Wins. He's also an accomplished keynote speaker. We break all these down because in Mark's eyes, marketing needs to become more human. Marketing should be about creating amazing experiences at peak moments. Somewhere along the line, technology has gotten in the way and we're leveraging it in the wrong way. We're interrupting. We're using it in a way that is not helping our customers connect with our brands in a way that feels well, that feels human, that feels authentic. It's killing our marketing productivity. We're going to break it all down. He's got tons of research. He talks about the main insights in the book. It's a fantastic conversation. I'm excited to introduce you to Mark. My name is Eric Piela. I'm the host of the Actionable Marketing Podcast and the Brand and Buzz Manager here at CoSchedule. It's going to be a goodie. Buckle up, because it is time to get amped. Welcome to another episode of the Actionable Marketing Podcast. I am super pumped. I'm always pumped. You guys know me. This is a really fun episode. I've been listening to this gentleman for years on The Marketing Companion Podcast. Now, I get to have him on our podcast here at CoSchedule. Mark Schaefer, author of the Marketing Rebellion. Welcome to the podcast. Mark: I am delighted to be here. Thanks for having me. Eric: Absolutely. This is going to be a great show. This book, there's just so many truthbombs that are packed into one book. I know, as I talk with all authors, I say this that there's so much time, energy, and passion that goes into writing these books and then seeing them into book launch. A lot of times, these podcasts are a good opportunity for you to really kind of share that story and hit some of those highlights. Again, I think, if anything, I'm going to evangelize the book to our listeners. I think it's a great mindset, as every one that listens is a marketer, mostly, on this show. Tons of different mindshifts in the marketing that we'll talk about today. Mark: Thank you. I'm glad you enjoyed the book. Eric: Absolutely. Mark, first of all, this is really fun. I know you're a podcast host yourself. Hopefully, you're not quietly judging me on my podcast hosting skills. Mark: I'm lurking here. Just judging your every word. Eric: Well, that's fun. On our show, I like to begin, Mark, I'm assuming unless they've been living under a rock, they may not know who you are, they may not know a little bit about your background. If you could, give us a quick rundown of the Mark Schaefer marketing journey for us. Mark: I think there are probably lots of people who don't know who I am, but thank you for that. I've been in marketing for more than 35 years now. I spent most of my career working for a Fortune 100 company and started my own business about 10 years ago. If you can kind of imagine what that world was like 10 years ago, social media was getting really hot. I got really interested in that, sort of immersed myself in the social media space, and started blogging. The blogging led to books, the books led to speaking and consulting, so that's kind of where I am today. Marketing Rebellion is my 7th book. I don't really have a plan to write books, but I write a book when I get really curious about something. When there's something going on in the world that I don't understand and I get obsessed with it, I try to figure it out and when I figure it out, it becomes a book. Eric: I love it. It's as simple as that, everyone. It's extremely well. All of your books are extremely well thought out. I love whenever I have authors on this show to allow you the opening opportunity to say, "Hey, if you had to summarize what this book is about—what Marketing Rebellion is all about—what would it be?" We'll peel that on a little bit more to get to some of the nooks and crannies inside this book. Mark: The book is a wake up call. The problem that I saw happening this time is that many marketers feel like they're falling behind. They feel like they're stuck and maybe don't even know why. As I became immersed in research about where customers are today, what their expectations are today, it occurred to me that many of us in marketing, including me, we’re sort of asleep. We were counting on some of our traditional strategies and the fact is, they really don't work anymore. Two-thirds of our marketing is occurring without us. The customer is incontrol. Things like advertising, loyalty, and the sales funnel are sort of in decline or in some businesses they're gone.
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