A Brief Recap of the Digital Marketing and Design Panel – part of Saturday’s GeekFest events
In a continuation of the day’s theme of emerging trends in the technology and communication landscape, this panel featured experts sharing their experiences and perspectives on new ways to foster connections. While each of our four experts shared their very approaches, all of them were all rooted in active listening and seeking more meaningful connection points.
Learning from each other
Daina Middleton, Head of Global Business for Twitter, shared her personal passion for seeking connection through identifying the unique perspectives different team members share in approaching leadership and problem-solving. Middleton has been studying communication phenomena in different time periods, specifically the Old West, when traditional male and female work roles expanded because of need and the harsh environment. Her research has focused on identifying how to create stronger teams by recognizing and valuing the different approaches women and men generally take in the workplace.
Middleton organizes these different approaches with the monikers ‘grace’ and ‘grit’, with ‘grace’ representing the attributes females tend to employ, and ‘grit’ representing the male approach. Middleton explained that, “women use communication as a tool to enhance social connections and create relationships,” while “men use communication to achieve tangible outcomes and establish power.” While neither approach is patently right or wrong, each can be polarizing or limiting. It is only by listening to each other, and working to each team members’ best strengths that we overcome the limitations of a single viewpoint and have the greatest chance to succeed.
Pattern identification on social
Matthew Zito, VP of Products at Synthesio, shared his approach to listening to and exploring social patterns and data to create behavior-based profiles of customers and more individual buying journeys. These highly personalized profiles offer insights into customer preferences and personalities in a way that goes beyond demographics or clicks, and demonstrate a much deeper need for marketers to get to know their users as humans, not just buyers.
Zito shared examples of how profiling customer interests (beyond just interest in your product), brands can align their marketing plans with more personal and directed customer journey steps. These plans can even include specific times of day that will be most relevant to your customers. As Zito says, “don’t just measure your customers, understand your customers.”
An anthropological approach
The best way to learn how to help customers is to immerse yourself in their personal experiences through living them – challenges, successes, and
all. That’s the message from Jon Kolko, Director and Founder of the Austin Design Center, speaking about how to listen better and use empathy to create products people love. Sharing some of the principles of his newly-released book, Well Designed, Kolko shared some of his experiences in designing products that are natively customer-first.
For Kolko and his team, customer-first means literally living with your end-user to get hands-on with their experience, hear how they absorb the world in their own words. Kolko shared that in one project, this immersive process involved living with college students, recording and analyzing their comments, and then designing an app to offer specific recommendations about the job application and recruiting process. This work highlighted expectation gaps between the students and recruiters who were filling jobs. Without having that deep experience, Kolko said the team would not have learned certain key insights, including what messages to focus on, what platforms and language to use, and how to make the app useful, while still being fun and appealing to students.
Learn by watching
In a presentation called ‘Personalization – Are the ads from the movie Minority Report almost here?’ Kurt Holstein, President of Azoic Ventures, shared the current status of dynamic ‘DOOH’, or Digital Out of Home display advertising. This is the kind of advertising that is often placed in large environments like Times Square, but is also emerging in smaller footprints like interactive digital signage (think directional kiosks) and in proximity sensors like beacons. In keeping with the theme of learning from listening, Holstein shared the benefits of these types of dynamic ads – both to the marketer and to the end user.
End users will soon have the opportunity to have a much more personal experience with a brand based on customization (assuming they opt in) to share data with brands. In its current form, these beacons and personal approaches rely on apps and active input from the customer, and are best for driving offers or location-based information.
For marketers, new technology like Active Camera Technology (ACT) can recognize visitors and respond to visible demographic data. Age, gender, ethnicity can be combined with location, time of day, dwell time, as well as more individual characteristics like facial emotion markers – all to allow a display to respond and react to the identified characteristics. Combining the more personal beacon technology with the ACT will allow marketers to achieve the ‘Minority Report’ level of personalization – but only if our customers want it. It will be up to us to keep listening to them to balance promotion and privacy and foster good relationships.
For more information on our SXW2O events and speakers, please visit our website: http://w2oevents.com