During the afternoon sessions at 2015’s SXSW Interactive, Jay Wilson (Director of Technology) and Laura McDaniel (Vice President of Marketing Strategy and Analysis) at SapeintNitro gave an incredible talk on the Human Brain vs. Innovation Overload. They touched on the topics of memory, one’s capacity to retain information as its received, and technology’s role in crossing or connecting all of those wires. In today’s competitive marketing environment, the way consumers attach to your brand’s products and experiences is important in order to stand out. Here’s what Jay and Laura had to share to help marketers embrace Innovation Overload.
“Big data is the ultimate serendipitous thing, because what it does is define patterns. 9/10 those patterns are not what people expect.” – Laura McDaniel
The amount of information available to marketers regarding the consumer is endless. From social engagement to SEO, the spreadsheets are getting longer and less actionable each time technology expands. But the core way to reach consumers always stays the same — make them feel something. It’s not easy for a company to find a way to make consumers feel for its brand or products, but big data is the answer to that challenge. Find those moments when your brand has an opportunity to make impact and try to be there every step of the way.
“One of the biggest challenges in marketing these days is building relevancy. But when you can do that, people are looking for those connections.” – Laura McDaniel
Laura McDaniel talked about the idea that the goal should always be serendipity. The data marketers have regarding their customers should allow them to be available to that consumer in their exact moment of need. Studying and trusting in what data says, ultimately allows for a serendipitous opportunity to surprise and delight the consumer in a seemingly uncalculated way that was truly anything but. Consumers are looking to connect, make sure its with your brand.
“In order to think outside of the box, you have to respect the box.” – Jay Wilson
Embracing the opportunities the current state of Innovation Overload gives brands is so important. With endless options, so much information, and so little time to digest it, consumers are tired of the same. Be different by being a brand focused on making customers feel something. The more customers learn to define those serendipitous moments with your brand, the more your brand will be defined by those moments to them.