Global Digital Marketing & Retail by Alex 55
Global Digital Marketing & Retail by Alex 55
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.
📈Digital opportunities: especially in South Asia and Sub Saharan Africa
📺Ad principle example: Extreme hook then story
The Ad professor found this great ad with this principle: Extreme Hook Then Story
I think very well done, and with the videos, embedded of the team going to China it builds trust as well.
Hook then story
Why (explanation)
When you realize it is an ad, you enjoyed it already too much to watch
Via: https://www.adprofessor.com/
🧑💼B2B: You need to align with how THEY buy, not with how YOU want to sell.
I remember my time on the buying side, especially dealing with B2B and SaaS companies that were so annyoing with their sales tactics—“Buy today, this discount is only valid until the end of the day!”. I admit I have bought one time due to this pressure but that was also directly the last time. Having worked on the B2B sales side as well, I’ve seen the pressure to close deals fast. While these pushy sales techniques can sometimes work, I believe there's a better approach: focusing on the WHY and the HOW of the buyer's journey.
So, what does this look like in practice?
Why do buyers need your solution? It’s about truly understanding the problem they’re trying to solve, not just pitching your product’s features.
How do they compare solutions? They don’t just take your word for it; they’re exploring alternatives, reading reviews, seeking case studies, and watching demos. It’s fun to be creative and find the best ways to jump into this part of the buyer journey.
What content do they need to make a decision? Buyers look for valuable insights, not just sales pitches.
Who are they involving in the buying process? It’s not just one decision-maker anymore; it’s a whole committee involving end-users, influencers, and stakeholders from multiple departments.
The key is to align with how THEY buy, not just how YOU want to sell.
🌏🌍🌎Positive experience index: How Asian, African, and Latin American Nations lead the world in emotional resilience
Now, isn’t this interesting? The goal of this report is to measure positive and negative daily experiences worldwide, offering insights beyond traditional economic indicators like GDP. And what do we see in the Top list, not any Western Country. El Salvador makes sense, what is happening there is outstanding, I can imagine they might rank first in a few years (mark my words). Senegal is the only African country on the list, but that also makes sense, have been reading a lot about Senegal lately and it seems they are doing pretty well.
So for e-commerce or marketing this report is also useful if you do business in these countries. Focus at local values, positive messaging and design elements and community impact.
Details: https://www.visualcapitalist.com/wp-content/uploads/2024/06/Global-Emotions_2024-Report.pdf
🥨Jawohl! Coolblue opens 35 stores in Germany and goes full crossborder
I’ve been a big fan of Coolblue since the beginning. They’ve always put a strong focus on customer satisfaction, and more companies should follow their example. Sure, it’s not easy, but it makes the world a better place.
I suggest to read a previous post where I highlighted some slides from a presentation on how on and offline strengthen each other. They use the principle “product journeys”, so they optimize a journey for buying a fridge, differently then buying a laptop.
I encourage everyone who does not know this brand to dig into it, they have a very interesting approach.
Details:
https://www.crossborderalex.com/p/global-digital-marketing-and-retail-ed-42
https://www.retaildetail.eu/news/electronics/coolblue-raises-money-to-accelerate-in-germany/
https://aboutcoolblue.com/en/yearbook/welcome/
🖥️Kano prioritization model: focus on customer needs and satisfaction
Product managers are in the business of constant prioritization.The Kano Model helps break down customer needs and satisfaction into 5 categories to aid prioritization. I share it here, as I want to use it myself as well.
This Kano model perspective moves the impact closer to the user need and can add context in a PRD.
😎Cool: Bland.AI provides real conversations via a prompt script
Check this video! It’s an AI agent conversating. Things go really fast. This system uses prompts instead of call scripts, meaning it can have a real conversation.
Really cool I can imagine this will be embedded in customer journeys soon and will be pretty common in the future. If you just use it for “customer surveys” or even “customer service” there are many possibilities.
I asked ChatGPT to tell me the sentiment of the tool and this is what it tells me:
Positive Points:
Human-like Interaction: Bland AI offers highly realistic AI phone agents that make conversations sound natural and engaging.
Low Latency: The platform provides fast response times, making interactions smoother and reducing customer wait times.
Custom Voice Cloning: Allows businesses to personalize interactions with custom voices, adding a unique touch to customer service.
Scalable and Flexible: Handles a large volume of calls simultaneously and integrates seamlessly with existing business systems like CRM and ERP.
Dynamic Flow-Based Design: Uses adaptive, prompt-based conversational flows instead of rigid scripts, allowing real-time adjustments to customer needs.
Negative Points:
Complicated Pricing: The per-minute billing model is often seen as expensive and confusing, especially for larger-scale operations.
Steep Learning Curve: Advanced features can require significant setup time and may be challenging for those unfamiliar with AI-driven tools.
Potential Call Quality Issues: Some users report interruptions and inconsistencies in call quality, indicating the technology has areas for improvement.
Challenges Replacing Human Interaction: Despite its advancements, Bland AI still struggles to fully replicate the nuances of human contact, which can be limiting in more complex or sensitive interactions.
Pretty sure those negative points are adressed and will improve rapidly.
Details: https://www.bland.ai/
🤩Wow: V0 for product development/sketching/advice/coding
Wow this is nice! V0! Just playing with it. V0 is designed to streamline the process of creating user interfaces, particularly for React-based projects. It generates copy-and-paste friendly React code that developers can easily integrate into their applications.
See the video how I turn a screenshots into editable components, get advice and make changes, via AI-powered natural language!
Amazing. I can imagine this changes the process of sketching, concept validation, mockup design etc. It also makes it easier to develop as you can ask direct questions on the (generated) code. Best way to approach is using some developer and marketing e-commerce terminology with some trial and error its fun to do!
Quick video on it (but do dive deeper because it’s really cool) You can even integrate and deploy it to a domain quite easily with some additioal tooling, API connections.
Details: https://v0.dev/
That’s it for this edition. Thank you for reading, sharing and subscribing!