I’ve been meaning to post up my paper to this blog for a while but, as with many things, its easy once you’ve finished something to push it to one side and forget about it!
My paper looks at the balance of data versus experience. Its a conundrum many online brands are faced with. Do they capture all of the data on consumers that the research department wants (to understand), that the marketing department needs (to prove effectiveness) and the business insists on (for commercial understanding) OR do they throw caution to the wind and put the brands digital experience with their consumers ahead of registrations, locked content or tracking.
data means the possibility for brands to have an appropriate and personal dialogue with you, the consumer, has never been more achievable, with the tools and data allowing tailored insight, and messaging that simply wouldn’t have been possible 20 years ago. It’s become a partnership that can be made as simple or as complex as the brands marketing team dictate, but it’s a process that’s made relationship building a statistical science rather than an emotional hunch.
The paper goes onto explore these looking at the likes of Tesco Loyalty card, Amazon, Bailey’s and Gurgle as differing examples of how data can enhance as well as dictate the whole consumer experience.
Comments and thoughts welcome!
I’m 2/3 of he way through Wikinomics… For those of you not familiar with the work of Tapscott and Williams, and to quote the title, it looks at “How mass collaboration changes everything”.
Perhaps the notion of everything is used a little bit loosely as a title but as a manner of thinking and, in particular pushing it into the context of relationship marketing it poses an interesting theory looking at prosumers and the collective as a group worth counting on.
The old, hardwired “plan and push” mentatility is rapidly giving way to a new, dynamic “engage and cocreate” economy
Its back to that old notion of web 2.0 (or is it now 3.0) and how as the digital space (and consumers) are evolving are marketing techniques to change with it. It remains pointless to use the same tactics with the old web as some might use with the new but how do you move a brand straight into v3.0 when they haven’t really come to terms with 1.0 yet…
I think that agencies and brands alike need to understand that evolution can’t happen at different rates. It’s not an iterative journey whereby a brand will get from A to B and, by chance, one day, they might catch up and be bang “on trend”. It instead needs to bypass the first 2 steps, be brave, and go straight to the point where it matters.
As the book goes on and talks about the idea of “prosumption” and even alluding to its future which, at the rate of the webs expansion could be very soon, the notion of collaboration and customers wanting a
genuine role in desiging the products of the future”
Is increasingly becoming something that needs to evole. The relationship, where as previously was brand to consumer, became a 2way conversation and we’re now moving a phase on to where the consumer powers that conversation with the brand. Can that really realisticly happen? Has the “prey” really become the “hunter…”
Its not an answer I’m there with yet but as I continue on my quest I’m hoping that I’ll start to build an insight into how (and if) that relationship can really stand.