When was the last time you spoke to a customer? Or let me rephrase that: when was the last time you listened to a customer?
Everyone knows you have to listen to your customers.
Practically the entire business of marketing revolves around customer insight.
The logic is simple: if we can understand them more clearly, then we can better connect with and serve them, with timely, relevant, useful and helpful information.
I love to use the word meaningful content, and so meaningful content is what is needed to connect with them.
Marketers are fooling themselves
Tell me honestly: when was the last time you really listened to customers?
I am not talking about a customer satisfaction survey, a net promoter score, a market research report. Not even a focus group session or formal ITIL “voice of the customer programs”. Read more
Marketers are trying to collect a lot of data, in a move towards big data. But Google and users are fighting against it : keyword not provided, cookie not accepted, location turned off, notification turned off.
On the other hand, we are leaving more data trails than we have ever done before. Even garbage cans are scanning our mobile phones to get the MAC address from your phone to understand how many times you came by (they’ve stopped that now due to protest).
Next thing is you’ll get an iBeacon alert trying to sell you something because they know you’ll pass by on monday at 8u30.
Think about this for a second how addicted we are to our mobile devices and how addicted we are to using cool technology like Google. In many ways you could say Google knows us better than our wives or our husbands because all the stuff we put in there lasts seven years.
Google’s über cookie is coming
Google is in a way walking a very thin line. On the one hand they claim to protect our privacy (keyword not provided), but on the other hand Google is reinventing the bowser cookie into an über cookie: AdID.
The stuff you browse on your laptop and the stuff you browse on your smartphone could all be lumped into one big profile on you. Advertisers will be able to tap into this information, because that’s where the money comes from for Google. Some even speculate that Google will connect your online behavior with your real profile.