Global Digital Marketing & Retail by Alex 47
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans. Welcome back! I summarized some great links again, I stumbled upon this week.
📺Welcome to the brand-new rules of advertising
FastCompany, published a very nice article on new rules of advertising. I will share the highlights:
They mention the following new rules of advertising:
Rule 1: From People Story to Product Story
Brand stories are shifting from “people stories” to product stories. Take a look at this Heinz Campaign, where exactly this happened. Very well done, I think.
Rule 2: From Emotional Connection to Trusted Differentiation
Trust isn't built just by emotional stories or flashy advertisements, but by consistently providing something valuable and reliable. They write on the Yeti example (that by the way is very interesting to follow in the marketing and product field), which builds trust by working with knowledgeable experts such as regular people who are experts in outdoor activities, like fly fishing. They don’t use influencers or anything the like.
Rule 3: From Brand Ecosystem to Brand Universe
So the old view: Build and maintain a comprehensive brand ecosystem. That can be very expensive. The new view is to collaborate with existing platforms and communities to expand your brand's reach.
In the new era, we don’t need to build everything ourselves. Look for a new universe where your brand can step into and grow in imaginative ways.
Rule 4: From Scalable Model to Repeatable System
Old view: Find one scalable model for everyone. Let’s say to be everywhere.
New view: Develop a repeatable system for consistent, targeted engagement, for example, be only on LinkedIn or focus on. small-scale engagement with your audience.
Interesting article from Fast Company and when I read it, I think maybe this is how many startups already work. So this might slowly be dripping into the corporate world now.
Details: https://www.fastcompany.com/91145777/welcome-to-the-brand-new-rules-of-advertising
⏪Reverse Thinking: Why relying on AI won’t improve the customer experience
It’s always important, I think, to try to “reverse think” to see things from multiple perspectives. Many people hype on AI, and I agree, I like it a lot and use it a lot. But it is not always the perfect answer to everything. That’s why I share this article that emphasizes on real-world experiences.
A few years ago, I followed a course on customer experience at “Beeckestijn business school” it was very nice, and there we already talked about “memorable experiences”, so it’s so nice to see exactly that phrase, now years later again.
Creating memorable experiences goes beyond integrating AI. Focus on small touches, employee empowerment and anticipating customer needs.
My wife is a member of a neighborhood book club. She, like me, brought her book with her to read and enjoy our newly found free time. The book was left on the ledge of the bathtub and the person who provided the cleaning service to our room noticed that she didn’t have a bookmark.
There, carefully placed on top of the book, was a resort-branded gold tassel bookmark. Impressive! If that attention to detail doesn’t earn you a star, I don’t know what will.
Read the article, it has many nice examples!
Details:
https://martech.org/why-relying-on-ai-wont-improve-the-customer-experience/
🫡Respect for Pawell Huryn: a complete list of PM templates free to download
Ok, all, have big respect for
who is sharing a complete and huge list of Product Management templates. Follow the guy for excellent PM content.
XLSX: https://drive.google.com/drive/folders/1-0B3qFwkG9Q4Vl-AX3z4Z211gL7UQ6T1
PPTX: https://drive.google.com/drive/folders/1-0B3qFwkG9Q4Vl-AX3z4Z211gL7UQ6T1
PDF: https://drive.google.com/drive/folders/16Fktk2SRo31xlneiVx-MtoPlY0nXRGI7https://drive.google.com/drive/folders/16Fktk2SRo31xlneiVx-MtoPlY0nXRGI7
🪮A guy with smoothly combed hair & whiteboard goes viral
I fully agree with him and hope more companies have this policy. Trusting employees to get their job done is essential. However, it's also important to ensure that your direct colleagues are informed if you're late or need to step out or work on things later, as effective collaboration relies on clear communication. To me, colleagues and relationships are the most important aspects of a job.
Details: https://x.com/RobDance_
💳Revolut: 70% of new customers joined organically or via referral
I have been a happy user of Revolut for a long time, although I now also use Amex, but this is only for the travel perks, not for the app environment or experience. The Revolut app experience is by far superior to Amex. Revolut sets a very high standard, they constantly innovate and improve.
That’s not only me saying, but you can also see that in the data. 70% of new retail customers joined Revolut, organically or were referred by someone they know. That’s very impressive and lowers the acquisition costs massively. This can only be achieved if people are happy with your service.
I also like they continuously expand to new markets, it’s a very international-orientated company.
Revolut solves people’s problems (.f.e. security online, international cheap money transfers, multiple currency hold etc) and, they constantly innovate and add/remove features. It’s very worth while to follow them and to use the card if you are interested in these topics.
Global Reach: In 2023, Revolut continued its aggressive international expansion. The company entered new markets including Brazil and New Zealand, marking its first foray into South America and further strengthening its presence in the Asia-Pacific region.
Details: https://www.bobsguide.com/revolut-shatters-profit-records-with-545m-in-2023/
https://www.revolut.com/annual-report/2023/
🤖Claude Sonnet: generate interactive reports in seconds
Wow! Everyone talks about ChatGPT, but check out Claude Sonnet. It’s a bit more developer focused, I think, but it is awesome. It can create interactive reports from a simple PDF (or excel).
You need to switch on “artifacts” to do so, and it also works in the free version, it is just limited to not such large files.
Just tried and it really works. This video is not from me, I found it on X, but it inspired me to play a bit with this AI platform. I can recommend it so far, give it a try it’s free.
🇨🇳More and more common in China: Robot delivery trucks for parcels
Robot delivery trucks. Totally not available here in Europe, but more and more common in China, like here in Shanghai. Works with a mobile app and secure compartments.
Via: https://x.com/macastel3/status/1809745223536505332
🇳🇱 Product diversification: use routers to detect intruders and protect elderly
Cool product diversification for a boring category like WiFi routers. Gamgee is funding on Indiegogo, for a router that uses AI to detect motion and recognize people via the WiFi signal.
According to the company, a two-week training phase lets the system learn to recognize the “body prints” of residents, regular visitors, even kids and pets. After that, unfamiliar motions will trigger a notification to the user, letting them label a new guest – or alerting them to a potential intruder, even down to the specific room or part of the house they’re in.
One of the company’s other use cases is also worth mentioning: elderly home care fall detection. In my immediate surroundings, an elderly person had fallen, and it was only discovered after one and a half days. With this system, it would have been detected much earlier. Many use cases I think, not only for home use but also in elderly care or hospitals.
Details:
https://newatlas.com/around-the-home/gamgee-wifi-home-security-system/
https://www.indiegogo.com/projects/next-gen-home-alarm-wi-fi-that-watches-over-you#/
🇸🇬 Changi Airport: helping travelers get the best experience
I stumbled upon this picture of Changi Airport (Singapore) and it grabbed my attention. A small reminder: Changi is the best airport in the world and an example for most other airports. An airport is the first thing visitors to a country see. It should be an optimum experience.
So what do we see here in the picture:
Focus on international travelers: many (international) ride-hailing services are available and promoted at the airport, including QR downloads. Come to that at most European airports, where ride-hailing services are either refused or in a difficult-to-find place.
International payments for Grab, including Korean Kakao Talk. Great it to see it also has Alipay integrated, as WeChat pay unfortunately does not work outside of China, if you are not registered in the mainland.
Advise on which type of car to book, just to make it that little easier to quickly get to your destination.
This is customer-first thinking! I like it.
Details:
They even made a landing page with offers for visitors to the Taylor Swift concert:
https://www.grab.com/sg/inside-grab/stories/tourist-transport-taylor-swift-concert-singapore/
That’s it for this edition.
Greetings,