FREDERIC KALINKE
Managing Director, Amigo Technology
DIGITAL MARKETING
As data science and artifi cial
intelligence become more important in marketing, the individual marketer’s most important responsibility will remain the same as it always has been, to come up with good ideas.
How To Have Good Ideas
The most disruptive thing you can do as a marketer today is to listen to your customers. You can come up with great new ideas by harnessing not artifi cial intelligence but your customers’ intelligence. Take Direct Line, for example. Initially,
like all major insurers, Direct Line had been struggling with the disruption of the industry by new technologies like price comparison sites. They successfully reinvigorated their entire brand around the concept of ‘The Fixer’, complete with a TV ad starring Harvey Keitel. The fi rm is now in rude health, with a growing market share, in large part
jumping on the next new tech bandwagon, Direct Line simply did a better job of the fundamentals of marketing.”
because of a marketing strategy inspired by their customers. Insurance customers do not just want the lowest price, they want the reassurance that someone is going to fi x their problem. Direct Line’s customers inspired the
successful rebrand. Rather than trying to compete with price comparison sites by jumping on the new tech bandwagon, Direct Line simply did a better job of the fundamentals of marketing. Another great example is PensionBee, a pensions provider that is revolutionising one of the economy’s most important sectors. The brand doesn’t just listen to its customers, it uses them in its advertising campaigns. As VP of Marketing Jasper Martens
Rather than trying to compete by
puts it, “The only way for a fi nancial brand to grow is to gain trust from its customers. We involve customers in building our product, selecting new plans, and we meet them for a coff ee where they live and work.” After all, who knows your brand’s selling points better than the people who have just been sold them? PensionBee not only displays positive
interactions between itself and the customers on its website, but it also uses Amigo to get closer to its customers via content marketing and referral marketing campaigns. From these initiatives, Pensionbee gains “insight into how our audience engages and shares content with their friends and network,” as Martens explains. “Previously we were able to track interactions with our prospects once they were known in our database. Going one step back before they start to sign up is crucial because it changes the type of content we produce to serve prospects at that stage of their journey.” The data from their content marketing
prompted PensionBee to realise the power of customers sharing a brand with their friends and run a referral marketing campaign, with incentives for both advocates and their friends. Customers can recommend PensionBee through social media shares with embedded user-generated content, which enables PensionBee’s customers to articulate the brand’s message on its behalf. Again, the customers are the messengers. Those user-generated
recommendations represent valuable data too. The PensionBee team can see what its customers are saying about it at the point of referral, a moment of highly-focussed positive consideration. In fact, it can even use algorithmic text analysis to identify frequently used terms and evaluate sentiment. That marriage of customer and
artifi cial intelligence could be how you too come up with your next great idea.
amigotechnology.com
45 issue 31 spring 2018
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