Brands, companies and marketers who see their sole role as to constantly flog customers (be they new or existing) more product are ultimately going to just piss people off says Teradata’s Simon Bowker.
Speaking at yesterday’s O1NE data marketing conference in Sydney, Bowker argued that a lot of marketers were so busy trying to bombard customers with ads, promos, EDMS, pop-ups etc that they’d completely lost the value of being quite for a while.
Instead, Bowker argued they’d do well to simply listen and learn to what the customer actually wants rather than bombard them with a host of new ads and products.
Bowker told the audience that the “hottest topic of the last 12 months (for marketers) had been about having conversations, real-time interactions with their customers”.
However, he argued that marketers also needed to start understanding the value of being quiet for a bit, too.
“(For marketers) it’s all about knowing when not to sell but to actually to serve; and sometimes (it’s best) to stay quiet.
“It’s a difficult challenge because marketers need to create a way of seeing data points at the right time and having (the technology) available to connect the dots.
“It’s about being agile on the one side but having the tools and techniques that enable you to connect with the interactions and conversation and with that huge hub of data and analytics that drive everything,” he said.