Trends

Legendary Links: worthwhile reading 9/18/16

Important List On Blackboard

 

What’s up with Legendary Links? From time-to-time, we’ll post some of the interesting articles that we found interesting and that you may have missed. Please let us know if you find them interesting or if you’d like to share other links that we may have missed.

Which Type of Voice Actor Should You Use for Your Explainer Video? [Original Research]

In this ConversionXL Institute study, we tested four different voices, which differed by gender and whether they were professional voice actors or not. Question is, did it make a different in how people perceived our video content? Yes, and the results were somewhat surprising.

21 ways Amazon changed the face of retail

“Amazon is a case study in ceaseless innovation and interminable disruption,” says Artemis Berry, vice president of digital retail for Shop.org and the National Retail Federation. To toast Amazon’s 21st birthday, STORES uncovered 21 times it changed the dynamics of selling, came up with fundamental new ways of doing business and altered how customer satisfaction is measured.

What will the iPhone 8 be made of? [Quora]

Apple will create an iPhone primarily from ZrO2 – Zirconian Ceramics. The journey Apple has taken to adopt Zirconia Ceramic as their fundamental design material translates like an epic movie plot. We will begin at the end.

How Optimizely Shrunk Google’s Market Share by 92%

Then in 2010, Optimizely launched. By thinking deeply about who needed to do this job rather than just what needed to be done, then designing a tool specifically for that market, Optimizely revolutionized A/B testing on the web. And all they had to do was take out steps.

The Five Disciplines of Customer Experience Leaders

Bain & Company analysis shows that companies that excel in the customer experience grow revenues 4%–8% above their market. That’s because a superior experience helps to earn stronger loyalty among customers, turning them into promoters who tend to buy more, stay longer and make recommendations to their friends. As a result, promoters have a lifetime value that can reach 6 to 14 times that of detractors, depending on the industry.

When your boss is an algorithm

In the gig economy, companies such as Uber and Deliveroo manage workers via their phones. But is this liberating or exploitative?

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Ignore The Top 7 Marketing Trends for 2015

Facepalm GirlNot so long ago Jason Demers listed what he thinks are the 7 Top Marketing Trends Of 2015 in his Forbes.com column.

Here is his list…

  1. Mobile-optimization will become more important than ever
  2. Social media ad spend will sharply increase as brands realize the importance of social media marketing
  3. Content marketing will be (even) bigger than ever
  4. Email marketing will receive a renewed focus
  5. The lines between SEO, content marketing & social media will become more blurred
  6. Brands will scramble to humanize
  7. Marketers will find new ways of making native advertising less promotional and more relevant

It’s a reasonable list and these are the trends. You can’t really ignore them. However, can you spot what’s missing?

Apparently the customer got lost in the shuffle. There is remarkably little emphasis on delivering delight to customers despite all the new technologies available for gathering data about what the customer wants. Every one of these seven trends is about the changing nature of message delivery.

The one overwhelming marketing trend of the past decade is the ever increasing control the customer has over a company’s marketing story. Have you noticed?

Brands are no longer what the marketers say they are, they truly are what customers say they are. Marketers can no longer rely on telling a powerful story alone no matter what medium they use. Their brands have become transparent, open for the world to see, and technology is the medium not so much for shouting a message but for listening for one.

I’d like to believe that all marketers are focused on the customer, but it is demonstrably untrue.

I wish that 2015 would be the year of legendary marketing but I’m not holding my breath.

I hope that 2015 is the year when your customer becomes the hero of your Buyer Legend; you’ll be a legend in my mind.

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