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The Importance of Efficiency

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The opportunity for us as marketers is with the efficiency of the shopper

I had the privilege of speaking at the Australian Marketing Institute conference in Brisbane earlier in the month. I have recorded a version of the presentation for everyone's benefit.

The presentation builds on the theme that I recently blogged about: how does this make our customers' lives easier?

The world has changed, from a digital perspective, it's not slowing down, it's accelerating. If I could pinch a quote from William Gibson that sums up all the disruptive technology, it is that "The future is already here, it's just not evenly distributed."

Customers are using a combination of online and offline to make decisions, so we have to make it easy for them. The underlying primary point of this presentation is that we need to help buyers buy. The opportunity for us as marketers is with the efficiency of the shopper. The efficiency, with which shoppers spend, is the same as the efficiency with which the store sells. Help a shopper buy and both parties benefit from the exchange.

Focus on efficiency, with things like navigation, being suggestive - online and offline, focus on driving the top selling products and services because they are the ones that people want to buy, so help the shopper buy them. Look at ways to speed up the sales process; you have to do this by focusing on the customer and making their life easier.

I heard Carol Kane speak a fortnight ago; she's a fashion designer and the CEO of Boohoo.com. She said something that really resonated with me, and that was; "I didn't understand anything about marketing but I did know the customer." So here we have a CEO of one of UK's top five retail pure-play companies, something they achieved in just a few years, and she admits knowing nothing about marketing. But, she did know the customer.

Carol Kane had no idea she would take her design skills into the eCommerce world and own it. She talked about fast fashion, which was her focus. The conclusion of her presentation was inspiration for mine.

Her advice; Understand the market, understand competition, understand where you have an advantage, get help when needed, never make assumptions, tailor messages, travel to your markets, listen and learn something new, use the correct language, understand what your customers are looking for, find gaps, communicate with your team, be consistent with messages and always remember your customer, stay close to your customers and always communicate with them.

Focus on the efficiency of the shopper and help your shoppers buy; you can only do this by becoming a listening brand.

Dominic Byrne, Chief Digital Officer Tyres4U / Tyreright
My time in the digital industry: Eight years. My inception to digital was the mid 90's, right at the transition of web1.0 to web2.0. This is the time where SSL encryption and third party payment services for credit cards arrived on the scene. A period where online banking transactions came into mainstream and the big players like Amazon, Ebay and Google were revolutionizing the online world as we know it. It wasn't until around 2007 that the Iphone and social media became part of the eCommerce model, so from a marketing perspective I've been immersed in digital in the most progressive and exciting times.
My mission at (current company): Our company's mission is "the easiest organization to do business with." My team has adopted a simple philosophy of consistently and rigorously asking ourselves, how does this make our customers' lives easier? My personal mission is to ensure we go to market with an online competitive advantage, capitalize on first mover advantage and continue to innovate. As well as succeeding with online marketing initiatives, my mission is to ensure technology automation, customer relationship management, knowledge management and enterprise level technology implementation is happening with the right tools, people, investment and return
My special blog topics: All things digital marketing, I love marketing and consider myself an early adopter with technology, so as long as its topical and relevant, I'm keen to talk about it
Digital trend I'm most excited about: The Internet of things has got me excited. In years, not decades, there will be billions of 'things' connected to the Internet, equipping all objects in the world with minuscule identifying technology, transforming our daily life. The Internet of everything!
Brand whose marketing I admire: Red Bull. Not just because I'm a massive extreme sports enthusiast, they just do it right
Favourite digital campaign of all time: An oldie but a goodie, is Blendtec, they nailed it with a viral marketing campaign consisting of a series of infomercials (Will it blend?) by their founder Tom Dickson, demonstrating attempts to blend various unusual items in order to show off the power of his blender
Digital tool/gadget I cannot live without: Evernote on all my devices, I don't know what I would do without it
If I wasn't working in digital, I would be: A skier, I would love to be a professional skier, if I wasn't successful at that, well, I'd be a ski bum.


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Guest Friday, 28 October 2016