Why We All Hate Sales People: Marketing Insights Expert

Why We All Hate Sales People: Marketing Insights Expert

Research shows that sales and advertising professionals are listed fourth in the least trusted professions, behind the likes of lawyers and car sales people, and it seems wherever we go, our reputation precedes us. So why don’t people like advertisers and sales people?

“Because they’re slimy and try to get us to do something we don’t want to,” said principal of marketing insights at Salesforce, Matt Sweezey.

Instead, Sweezey insists we have to be “contextual, authentic and help someone fulfil a purpose”.

“Then you’re no longer a slimy advertising professional, you’re something positive and relevant in their life. But you might be relevant in this moment and not the next, so you have to know when you’re relevant and contextual.”

Context is everything, according to Sweezey, who stressed at the Salesforce Future of Marketing conference that you’ve got a limited amount of time to convince a person your services are relevant.

IMG_8327

B&T’s fantastic photography skills snapped this slide from Sweezey

“How many pages on average does a person go to on a website?” he asked. The answer, 1.7 pages, means that most people never make it to the second page of your site.

“So when you land on that website and don’t find what you want, you bounce. The moment a person lands on your website you have to give them exactly what they want or you’re going to lose them.”

This then comes down to authenticity, Sweezey says, and in the eyes of most consumers, Google is the authoritative and authentic voice they’re looking for.

“Google can give me what I’m looking for much faster than your website can. So I’m not going to spend time on your website, I’m going to go back to Google.

“If you’re going to buy something worth $1000 you’re going to go to Google and ask some questions. Research shows that each time you go back to Google, you’re asking new questions. And you’re going back on average two to three times.

“These are not in entire life cycles, that’s just in the time period before going over to sales.”

IMG_8328

Sweezey explained the process of a ‘micro journey’, wherein you might be scrolling through your Facebook feed in the middle of looking for something else. You see a video that piques your interest – a new bike perhaps – and before you know it you’re watching the video, looking at the new bike on their website, before you realise you’ve fallen down the rabbit hole and go back to what you were doing to begin with.

“That journey,” Sweezey says, “lasts about 70 seconds, and usually goes across about four different websites.

“You’re competing in a world where everyone has a deeper level and assumption of permission, and when everyone has permission to market to people, only the most contextual message gets engaged with.”

Think about the value of social media, he said, and in particular, the very moment your consumers are bored, looking for something to engage with.

IMG_8329

“Social media is the modern day smoke-break,” Sweezey said. “You can’t smoke within 15 metres of the door in this place but you can go on Facebook and waste 15 minutes and get the same satisfaction.

“The idea social media doesn’t work is wrong, you’re just using it in the wrong way. Context must be dynamic.

“You’ll only be engaged with if you’re the most contextual option available.”

 




Please login with linkedin to comment

Advertising Standards Bureau matt sweezey Rob Creekmore

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]