After spending the last 10 years of my career working with marketers and leading customer experience with some of the world’s most trusted brands, I thought it was about time I grounded myself in my own research project – to speak with and learn from 50 marketers in just 50 days.

To be honest it seemed like an achievable challenge – didn’t anticipate that organising 50 different marketers diaries was near impossible. I was successful however and the conversations were invaluable. I was lucky enough to meet with CMOs from all over Asia Pacific across retail and banking to not-for-profit.

Importance of customer experience
​One thing that we all agreed on during the 50 days was how customer experience continues to become more important and is quickly becoming the new competitive battleground for brands. The investment today in global customer engagement is north of $3.6 billion dollars according to multiple marketing reports. Marketers understand the importance of technology and data to deliver great customers experiences, however most aren’t achieving the results they were promised or thought were possible.

Decreasing budgets
The fact that many marketers aren’t getting the return on their technology investment may have something to do with the fact that marketing budgets have decreased for the first time in four years according to Gartner’s latest Spend Survey. Marketing leaders must now justify their past spend and show the returns they deliver. It is clear that expectations in the boardroom are not being met and it’s time to show results that are actually delivering real business outcomes.

The biggest hit has been the investment in martech as it has fallen by 15%. CMOs are pulling back on last year’s high spending commitment amid concerns over marketing’s capability to acquire and manage technology effectively. The need today is far greater than it has ever been in re-evaluating your technology investment, reviewing the capabilities of your resources internally, and creating alignment across the whole business.

Setting Priorities
So what becomes extremely important as marketing budgets are shrinking? Combining the right marketing platform with the right people to execute your strategy successfully.

Over time the obsession for marketers investing in shiny objects has led them to some cold hard truths. In the Mad Men era marketers invested heavily in agencies to think creatively about how they could advertise and communicate their brand to the masses. Many strategically sound concepts were presented. Fast-forward to today and marketers are investing heavily into marketing clouds and futuristic-sounding technology to advertise and communicate their brand at a 1-to-1 level. Technology is not a strategy. It is an enabler to help you implement and achieve your strategic vision.

Mark Ritson, award winning columnist and marketing professor, said shiny objects such as virtual reality, augmented reality, artificial intelligence etc. are distracting us from our real jobs and the big challenges that we are all facing. He said, “The history of marketing is not filled with death. It is filled with evolution and change. Disruption use to look like a VHS recorder. When it was launched in Australia we all assumed that cinemas would die. Except they didn’t. They thrived and they had their best decade.” History tells us we learn to live together and blend together. Things slow down. This same theory goes for marketing. The tactics may be changing but the fundamentals stay the same.

Use design thinking
Elon Musk has pioneered and transformed industries with the launch of Tesla and SpaceX. Musk is the type of businessman who learns by doing. His businesses thrive using the principles of design thinking, in which they are constantly prototyping and failing quickly in order to progress. Tesla however has faced mounting public pressure amid a production slowdown for its Model 3, its lower-priced car. The company recently revealed that it missed its target to produce 2,500 cars a week, disappointing investors.

Musk made a bold statement following the news. “Yes, excessive automation at Tesla was a mistake. To be precise, my mistake. Humans are underrated.” In this one statement he summarises the issue most marketers are facing: the relationship between people and technology. Many of us have shifted to relying more on technology than human beings.

Rely on people
​In today’s marketing landscape, you should be increasing your reliance on people and partnerships that align with your desired business outcomes. Businesses need to create internal alignment across five key organisational pillars: Brand, Strategy, Technology, Performance, and Experience.

There isn’t a magic marketing machine that will do all of this for you. You need great colleagues. You need excellent marketing partners. And in many cases, you’ll want a level of service with your marketing technology. Software has led many companies to create self-service portals and automated support, and marketers are starting to feel this backlash. Despite technological advancements, sometimes you need a pat on the back and to hear someone say, “we’ve got that covered for you.”
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People aren’t talked about as much these days. We’re intrigued by AI, machine learning, VR, AR, and other newer technologies. After many years of marketing to marketers and cramming in 50 meetings with marketing leaders into 50 days, it is clear to me that we can start to solve the marketing performance problem with people, strategic alignment, and plain-old execution.

​How do you get people to change behaviour and do the right thing? How do you incentivise doing good? Volkswagen answered these questions with The Fun Theory. They staged four different public interventions: a piano staircase, a bin with a fifty-foot drop, the bottle-bank arcade, fast lanes in supermarkets and subways and a speed-camera lottery. Another example of a smart strategy and great design!

I was on the phone to a friend of mine the other day, and I was talking about how much I was craving Vegemite. A few hours later, when I opened up Facebook, the first thing I saw was an ad for Vegemite!! How weird!! Has Facebook been listening to my phone calls? Does this sound familiar?...Well it could actually be true!

​Earlier today I came across a tweet from Dylan McKay claiming that he'd downloaded his Facebook data as a zip file and it bizarrely included his entire call and sms history. See for yourself.​

So I decided to do some digging into my own Facebook data. After downloading my personal data directly from Facebook I realised the immense amount of data they have available on me i.e. my posts, messenger activity, timeline, friends, places I have been, ads I have interacted with, instagram specific interactions and strangely my entire phone contact list. I admit, I was aware of most of this data being available however not my phone contact list.
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​Access your own Facebook data by going to settings and clicking on the "Download a copy" link. Example below.

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Companies regardless of them being a fashion retailer or technology giant need to give control back to their customers. Allow your customers access to control the information you have, the information you collect and more importantly the information you use. This should also be designed in a way that is clear and simple to understand - not designed in a way that is strategically complicated so users abandon the process.

It seems Facebook has worked tirelessly over the years to gather as much data on users as it can – and to profit from it. As of the fourth quarter of 2017, Facebook had 2.2 billion monthly active users. Facebook's revenue grew from 7.87 billion in 2013 to 40.7 billion US dollars in 2017, it accumulated a net income of 15.9 billion US dollars and majority of that revenue was generated via advertising.
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In 2004 Zuckerburg used the term “Dumb fucks” when he described the users of Facebook for trusting him with their personal data.  Zuckerberg also talked about what Facebook insiders called radical transparency, an idea that partly amounted to an insistence that old ideas about privacy were becoming outdated. “To get people to the point where there’s more openness – that’s a big challenge,” Zuckerberg said. “But I think we’ll do it. I just think it will take time. The concept that the world will be better if you share more is something that’s pretty foreign to a lot of people, and it runs into all these privacy concerns.” 

Facebook has gone to great lengths to convince members of the public that it’s all about “connecting people” and “building a global community”. In 2016 this became the tale of Facebook & Cambridge Analytica, a saga that highlights the awful mess that the biggest player in billions of online lives has enabled. If you aren’t familiar with the story Cambridge Analytica spent more than $1 million dollars harvesting personal data through Facebook so they could micro-target you with advertising. Advertising which Christopher Wylie (ex Director of Research at Cambridge Analytica) claims is grossly unethical and uses new constructs of psychology to target you based on personality. He say’s they used apps such as games that have special behaviours that harvest your data and pull all your friends data while they are at it. Once they have this data they know how to talk to you, via what medium and how often they have to show you a message in order to change your behaviour. This strategy is what most claim was used in the 2016 US presidential election which led to Donald Trumps success and in the same year Brexit. Chris says they are responsible for creating the worlds largest psychological warfare tool and full service propaganda machine who can influence how people behave and react. They did this by whispering in the ear of each and every voter using Facebook. In my opinion this is one of the worlds biggest data breaches.

To dig more into the revelations surrounding the Cambridge Analytica scandal click here.

​Well I’m not Elon Musk and won’t make headlines about joining the #DeleteFacebook movement, but I plan on taking a stance. Data should be treated like a precious gift and until Facebook start to take peoples data more seriously I will be deleting my personal account.

Actions speak louder then words Mark. Make it happen!

2015 was the year of the Customer Journey, 2016 was the year of Design Thinking....so what's does 2017 have in store for businesses and marketers across the globe?

To find an answer I decided to do some research on how the economy has changed over the last 50 years. It was evident that consumers are willing to pay a premium for a product or service based on it's perceived value; such as does it save me time? does it create a memorable experience? does it have long lasting qualities?

Thanks to Joseph Pine II and James H Gilmore they made it quite simple to understand with an article on HBR called 'Welcome To The Experience Economy.' They simplify the entire history of economic progress across the four stages of evolution using a birthday cake as the example:

1. The Commodities Economy: As the agrarian economy advanced, mothers made birthday cakes from scratch, mixing farm commodities such as flour, sugar, butter and eggs. That together it would cost a dollar - however it took time to buy the ingredients and make the cake.
   
   
2. The Goods Economy: As the goods-based industrial economy boomed, mothers paid a few dollars to Betty Crocker for premixed ingredients, where all you had to do was follow the recipe and bake the cake - you saved time and ingredients by buying it all in one box.
   
   
3. The Services Economy: When the service economy took hold, busy parents ordered quality made cakes from the bakery or grocery store. It would cost $10-$15, far more then packaged ingredients however it was convenient, desirable and saved you time in the kitchen.
   
   
4. The Experiences Economy: In the time starved late 90's, parents neither make the birthday cake nor even throw the party. Instead, they spend $100 or more to outsource the entire birthday event to Mc'Donald's so they can stage a memorable event for the kids - and the cake is thrown in for free.
   
   

An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates memorable events. Experiences have always been at the heart of the entertainment business - think Walt Disney. However if you could charge admission for consumers to interact and engage with your brand, what would you do differently? - thats a good place to start brainstorming.