Three Things I Learned at the WebCam Conference
The Bend WebCAM conference is held once a year and offers a chance to learn hot marketing techniques from dynamic speakers. This year, the topics ranged from the “Geek” to the “Chic” to the “Super Freak,” meaning a balanced combination of technical aspects (such as improving your SEO on mobile devices), and creative/emotional aspects in marketing (such as the creative agency of the future).
1. The customer is (still) at the center of marketing, but newer trends are emerging for predicting the products and services they want.
One of the keynote speakers, Mike King (affectionately known as the Don Draper of SEO), reminds us that often customers have no idea what they want (as he said that, I remembered a Henry Ford quote: “If I had asked people what they wanted, they would have said faster horses.”) Research shows that people are terrible at predicting what will make them happy and quite often lie in their responses when asked what they want from a product.
So how do you figure out what customers want before they do? Mike King recommended to use automation to understand customer experiences. These days, most medium- to large-size companies have the ability to use predictive analytics and study patterns in shopping behavior. This is possible because in the past few decades, the science of habit formation has been at the center of neuroscience. Behavioral research and mathematicians are suddenly sexy. So if you can afford it, link your site to a predictive analytics tool to figure out where your customers are likely to go next. Tie your business strategies to these findings instead of simply operating by assumptions or focus groups.
2. Organic reach is on the decline.
Organic reach means the total number of unique people who are shown your post through unpaid distribution.Take Facebook for instance. With more content generated by users, businesses, and groups, the digital space available is shrinking. This equals more filtering, and more posts that will never appear automatically on someone’s timeline.
3. Be generous in all your business goals
Whatever your marketing efforts are, it pays to be generous. Bruce Kasanoff, founder and storyteller at Now Possible, reminded us to constantly help business professionals by introducing like-minded people to each other, and constantly serving instead of constantly selling. Bruce’s performance was a welcomed “cherry” on top of technology-oriented content for marketing.
The challenge is to actually remember information about a customer, which is why it is critical to know how memory works and how it can be improved. Join the Rexi Media 1-Day session in San Francisco to learn more about memory and brain science and how you can use them in your next presentation.
Kristin Luck, president and CMO of Decipher Inc., sponsored my keynote (thank you, Kristin!), and picked 3 winners at the end of my speech: Noelle, Kiki Dohman, and Renee Patrick. The winners will receive a 50% off pass to our 1-Day workshop as a reward for their authentic pictures and stories they sent during speech on brain science in presentations. We look forward to seeing you at the workshop.
The Rexi Media team