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Mark Schaefer, Marketing Rebellion — InnovaBuzz 324

Mark Schaefer, Marketing Rebellion

  • Why the job of any business and marketer is to cut through the noise and BE trusted
  • The complex maze of customer journeys and why it’s critical to connect with people where they are
  • Why providing insights and connecting the dots, rather than just sharing information, will be critical to success in the fourth marketing rebellion

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Show Notes from this episode with Mark Schaefer, author of Marketing Rebellion

  • A stranger’s advice is better than any advertiser.
  • 87% of customers aren’t loyal but they all want to be loyal.
  • Nobody sees advertisements anymore. If they do, they don’t believe it.
  • A study by McKinsey reveals that 2/3 of our marketing occurs without us.
  • Purchasing decisions come from conversations, recommendations, and reviews from other people.
  • There is no repeatable customer journey even for people who are searching the same thing.
  • We don’t want relationships with the products we buy 98% of the time.
  • Marketing today is a war for attention.
  • Anybody can produce content. We are in this era of infinite media. The job of any business, any marketer, and any employer today, is to be able to cut through the noise and be trusted.
  • Consumers have different expectations from businesses today, and it’s not to have a relationship but to trust them. They want to know who’s there and if there is a real person there.
  • Smaller companies who can pivot, get down in the trenches, and really help people and connect with people in real, vulnerable, and emotional ways, are the companies that are going to win.
  • Technology is good. We are addicted to it and we are obsessed with it. It’s cheap. You can get 9,000 email addresses for a dollar and you can spam all of them, but that doesn’t mean it’s the right thing to do, and that doesn’t mean it is what your customers want or expect from you.
  • Uncertainty is normal. If you dwell in uncertainty, you’ll go crazy. So much is unknowable and so much is changing fast. If you dwell in uncertainty, you will go crazy.
  • Begin to visualise how your customer is going to be different and how they are changing right now. People are learning new habits, and a lot of behaviours are going to be adopted and will transcend in this chaos we are in now.
  • Think about the core competencies of your business. Think about the highest probability that your customers are going to be changing. Think about the highest probability that some of your competitors will go away and new competitors will be coming in. Start thinking about the highest probabilities that you can start to collect and make a projection of what the world is going to be about after this crisis.
  • Content consumption is going down because routines are broken and people are exhausted. You have to be superior. Focus and create something that is really unique and superior. Create some point of differentiation that will allow you to stand out in all this noise and create an audience.
  • A personal brand is a brand. People want to know who’s behind it, who’s making it, and why. They want to know what you stand for.
  • A personal brand is a process.
  • Not everyone is going to make it. If you are known, you have an immediate and permanent advantage. Keep working on your personal brand. Creating something that is useful, helpful, and stands out in some way is what fuels a personal brand.
  • Having a personal brand that connects you with people who can help you is a big advantage that you can carry through the succeeding years.
  • Consumers have been rebelling against marketers and advertising people who take advantage of them for more than a hundred years. You don’t have a sales funnel anymore. Customers own their customer journey. They don’t want you to broadcast to them. They want you to come alongside them and help them.
  • Even in a recession, when people are conscious of price, cutting your price does not save your business. Differentiation saves your business. It is better to be different than to be low priced.

The Buzz — Our Innovation Round

  1. #1 thing to be more innovative — Relax. Be aware of the ideas, record the ideas, and take some quiet time to reflect on those ideas. Get in a space where you can free you mind and be creative, because you cannot be stressed and be creative at the same time.
  2. Best thing for new ideas — Endless curiosity and having the ability to see patterns. True breakthrough ideas come from combining boxes.
  3. Favourite tool for innovation — Reading.
  4. Keep project/client on track — Having the discipline to say NO. Identify the three things that will make you successful. Prioritise and focus on those three things. If the activities that are presented to you don’t connect or support any one of those three priorities, then, outsource it, delegate it, or eliminate it. Say NO.
  5. Differentiate — Be innovation-led and not guru led. Insight is what will let you stand out, not just information. Anybody could deliver information, but the real breakthrough in the point of differentiation will come through insight. Have a goal to zig whilst other people are zagging. When you start following everybody else, that is when you are going to lose.

To Be a Leader

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Cool Things About Mark

  • He was the seventh-most mentioned person by CMO’s on Twitter in 2017, and is among the Top 10 most re-tweeted marketing authorities in the world.
  • He was listed as one of the Top 10 authorities on Social Selling by Forbes.
  • He is a regular contributing columnist to The Harvard Business Review.

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Dr Jürgen Strauss

Founder of Innovabiz: TRANSFORMATION MARKETING — Building visibility, professional authority and connection with your dream clients