At the heart of digital marketing is creativity and boldness. Without an emotional connection with consumers, data is absolutely meaningless. While data can amplify or direct a sense of storytelling, ultimately a human approach is what counts. Stories evoke emotions and emotions drive change. But changing mere numbers to tell a story at scale is not easy. Despite having cutting edge technology to spot trends and topics, data can still be hugely overwhelming for many.
In fact, a quick survey of the 10,000 attendees of the summit showed that 27% still felt that they were rookies with digital marketing skills and only 30% felt they were great at it. Approximately 43% of people felt they had some skills and their organisations were slow and steady when it came to adopting new digital tech. So how do you refrain from getting data-paralysis? No matter where your digital capabilities are, you just get down to business and get personal with the customer.
Getting personal isn’t always about getting the consumer to open up. Sometimes, it is about opening up first. One example of a company which was ready to do so was Cirque du Soleil. Creating an extravagant experience has always been at the heart of the company, but with the strips in Las Vegas getting more and more crowded and shows constantly drumming up noise for footfall, Cique du Soleil felt that it would benefit more by turning the volume down. The brand decided to get more intimate with its consumer. “Our product doesn’t translate [visually] onto other mediums easily,” said Alma Derricks, CMO of the company.
One way the show decided to get more intimate with its consumers was by inviting them in back stage to get to know its designers and musicians and telling their stories as well. Just 10 days ago, Cirque du Soleil launched its first ever half day Master Class, teaching dance to the public. Derricks added that the plan for Cirque du Soleil is to grow this into regular master classes to invite more of the public to get closer to the brand. “It is a completely different way of engaging our customers from the past.”
{ SOURCE: Marketing-Interactive | http://goo.gl/U5tN5w }
