I had a very welcome opportunity to talk to me in Brussels Matisse van den Brooke, MarketingFacts: After so many years, innovation in marketing. What a joy!
resource: Marketing Facts
In the run-up to The Next Web 2022 (today and yesterday), I spoke with keynote speaker, researcher, and former altimeter researcher Brian Solis. A beautiful reunion after 12 years.
Solis has had an impressive career so far, not only considering his current position (high-end advisor to Marc Benioff at Salesforce). He is not only a keynote speaker in advanced fields, but also a real researcher and a sincere digger. We talk about customer experience, challenges, sustainable living, personalization and more.
About Brian Solis
Solis Talk extensively about digital transformation, innovation and disruption, modern consumerism, culture and employee experience, and the digital society. Solis has been a Salesforce Global Innovation Evangelist since 2019, where his work focuses on thought leadership and research on digital transformation, innovation and disruption, customer experience, business and the cognitive enterprise.
Solis is stepping on Dutch soil more frequently, says the folks from CooPR one night about 12 years ago With him, then a lot about PR. The signer then did our pre-recorded interview technique, which seems to be lost somewhere in history.
Beyond Lifecycle (2019)
This book life scale (bol.com) Solis wrote when what was supposed to be the next book on digital transformation, technology, and disruptive business got stuck at the start (“I think it’s a writer’s block”).because of U.S always online Overstimulated, constantly distracted, we no longer truly live the life we want or can live. In an interview a year ago, Solis admitted that he felt like a “victim of technology,” he wanted to (obviously get rid of that feeling).
Not by going offline or throwing his phone or laptop out the window. Solis is, of course, a techno-optimist and does a solid soul search. He already published the book in 2019, long before Corona threw us in a digital pressure cooker.
In the interview, we also discussed the negative side effects of the algorithms of the big social tech giants that addicted us and actually ensured that we ended up in a sort of zombie state. Solis remains skeptical of the book’s impact: “People have to understand that change is wrong, to do it better, to do it better. You have to accept that the way you use your phone and social media is part of your own challenge.” well said† There is a lot of denial and ignorance among consumers. People are addicted and it’s become such a part of our daily lives that you don’t even realize it’s a problem anymore.
“You’re talking to billions of addicts,” I told Solis. Luckily, he laughed, only to say very seriously later that the same algorithm that keeps us obsessed with funny videos has also led to the complete polarization that is happening around the world right now.
On the challenges facing marketers and marketers
The challenges marketers and marketers face are the same as ours: it’s a combination of information overload, changing technology and always online It’s hard to know exactly where to go.
At Salesforce, Solis is investigating the impact of the pandemic on our behavior, and he sees an “umbrella generation” emerging, a generation novel† The idea is that everyone who has to do everything at home, intergenerational groups Encountered the same challenges, desires and aspirations. “Everyone has become a digital narcissist.”
We have changed, Solis thinks. But not marketing. There is a huge opportunity in this. We have data, we have tools, we can ask people’s permission, we can redefine the customer journey, one touchpoint at a time.
Marketing must fully own CX
These are times when new leaders and approaches will emerge and everything is changing. Most roles of people, including marketing roles, were defined in the pre-Corona era. Solis: “If you were flying in from a digital-first world, how would you perform your role?” Here’s an opportunity for marketing: “Marketing can reinvent itself as a customer experience discipline”. That’s a very big opportunity, Solis said.
Great customer experience, trust and transparency, that’s what consumers want. If customers are leading the way in their own customer experience, and if they think it’s the most important thing, then it’s about who actually owns that experience and who has ownership there? Marketing organizations must have this ownership.
Personalization becomes a hot topic
I actually want Submit the tenor of this article to Solis Hear what he thought, but he interrupted me early, “I have to tell you, I think you’ll appreciate it”. Fine, hey, what’s up with that, but keep going. Personalization for marketers is all about sending the right message to the right person at the right time, Solis said. But for the average consumer, personalization means: “know me.” Solis: “Those are two completely different things.” True† And do something with it, marketers.
