How to get people to love you
In the world of big data, it can be easy to focus on metrics and conversions as signs of success. However, there are other, less easily quantifiable KPIs that marketers need to consider. Watch as Ruth Harper, Chief Marketing and Sustainability Officer for ManpowerGroup, speaks to Roslyn Casey Shaw, Co-Founder of Casey Wishart and Partners, about how to build brand loyalty, and why asking customers to trust you without a full-funnel marketing strategy will lead to disappointment.
Speakers: Roslyn Casey Shaw - Co-Founder of Casey Wishart & Partners and Ruth Harper - Chief Marketing and Sustainability Officer for ManpowerGroup
Roslyn Casey Shaw: You're in this role at a very complicated time because you've got the challenge to legacy media, digital media facing its own headwinds, the rise of AI, which is affecting content marketing... How do you succeed in this environment? Is it still about the big idea or is it more about big data or is it something else?
Ruth Harper: We're right at a transformation for marketing. So much is going on.
I think that we've quite rightly begun to obsess a little bit with the big data. What what can we learn from the data? What is the data telling us about our audience? What is the data telling us about the performance of a campaign
Measuring clicks and measuring traffic and measuring all of those things is important but if our content isn't right, if our big idea isn't there, then we're churning.
We're not going to begin to be able to build relationships. We're not going to be able to unleash emotions in our audiences.
Roslyn Casey Shaw: I want to jump on data. So now that certain parts of marketing are acutely measurable with data, is it becoming harder to justify channeling spend to parts of marketing, such as brand awareness that are very, very hard to measure?
Ruth Harper: There is the constant debate around the brand awareness and the brand marketing at the top of the funnel verses, and I use that word quite deliberately, the performance marketing in the lower funnel.
The answer is, look, you've got to do both, because if you begin to neglect what's going on at the top of your funnel, you have not got a very sustainable model in terms of the longevity of your brand, the depth of the relationships that you begin to build, and the clarity with which your organization is known for what it does.
And if you imagine the bottom of the funnel being the equivalent of will you go out on a date with me? Will you go out on a date with me? Will you go out on a date with me? How annoying and how impersonal that is in terms of why would I go out on a date with you?
Who are you? What do you do? What have you come from? Who do you know?
If you think about the top of the funnel, in contrast to that, that's your opportunity to begin to woo from afar. To get to know Roslyn's friends. To begin to kind of hang out in the same places in a nice, kind of way.
So that eventually will you go out on a date with me...
Roslyn Casey Shaw: I would go out on a date with you!
Ruth Harper: You are wooed, right? Because you know what I stand for, you know what my values are, you know what I do.
You are way more likely to to say, yeah, I'm going to have a go. Yeah. I'd like to know more about you.
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