On June 19 & 20, we proudly hosted our third CommerceNOW online event, where 12 amazing marketing, sales, and eCommerce experts shared their knowledge with the audience. Over 1,200 people registered for the event and over the more than ten hours of live-streamed sessions they learned about the latest strategies and tactics for eCommerce, digital marketing, conversion rate optimization, customer experience and more.
This is the first of a series of blog posts where we’ll share the key takeaways from several of the CommerceNOW ’19 sessions. Don’t forget you can also register to watch all of the recorded webcasts here.
We start off with two experts whose presentations tackled marketing teams’ struggles with the advent of new technologies like AI, voice, and personalization and the tactics that might, just might, be the “silver bullets” that will lead to robust and lasting success. Their overall takeaway? Make your marketing as customer-centric as possible.
John Collins, Director of Content for Intercom, explained this in his CommerceNOW webinar with two excellent examples of successful companies that leverage the emotional resonance of their content to sell their products: Patagonia and Tesla.
Just take a look at the homepages of these two companies’ websites, Collins points out, and you’ll see that they are selling a lifestyle, not just their products. Not only that, their message is clear: they are providing the products that will make their customers’ lives richer and better. Their content then lays out the proof like a road map.
Collins’ key takeaways:
Karl Gilis, the co-founder of AG Consult, echoed Collins’s sentiments in his own CommerceNOW session. Gilis emphasized that tech bells and whistles don’t matter to your company’s success as much as making your customers happy, showing you care about the problems they are looking to you to solve, and essentially “making them the center of everything.”
“You need to trigger the hearts and minds of your customers,” he asserts.
A recent Bain & Company survey, he pointed out, showed that 80% of companies said they were customer-centric, but in the same survey only 8% of their clients agreed.
Another Gartner study showed that 95% of companies request feedback from their customers, but only 50% alert their staff of the feedback, only 30% use those insights, only 10% deploy and improve based on the feedback, and only 5% share the feedback with their customer base.
How do you overcome this disconnect between your company and your clients? Gilis offers the following advice:
According to Collins and Gilis, unless your company’s efforts are laser-focused on the customer, their experience, and creating an emotional connection with people, all the tech tricks and algorithms may lead to little but hard work and only average conversions.
Your most essential goals should be creating the emotional connection between your brand and your customers and convincing them you care about the problems they are turning to you to solve.
To learn more about the trends, insights and tips & tricks that some of the greatest minds in eCommerce, digital marketing, CRO, and customer experience shared at CommerceNOW ’19, you can sign up here to access all the sessions.