VIDEO INTERVIEW with Bryan Eisenberg, special guest at GPeC Summit: “Voice will be the next big thing in marketing”
Bryan Eisenberg is coming for the second time at theGPeC Summit, this time for a whole special day on November 16, 2016! #GPeC_AllDayBryan
We asked Bryan to answer a few of our questions about innovations in online marketing, the e-commerce market and his training and Q&A at the GPeC Summit.
Persona marketing, offline marketing, content marketing
Bryan Eisenberg considers that, in their majority, people have a large marketing strategy in mind, but the problem is that, when you try to address everybody, you actually don’t reach anybody in particular. So by using personas, you will really understand the different types of customers that come to us and provide them with the great experiences and the content they need.
“So persona marketing can be very powerful tool to be able to tell the story of your customers all the way from your stockroom to the boardroom. It’s a very important part of marketing today.”
The most important thing for an online shop is to create a remarkable experience.
“Think about Uber, about Google who overcame all the other search engines before, I can go on and on abou tall these great brands that are now large but weren’t large years ago. The simple thing to differentiate with is great experiences, a great voice and that you come in focused on providing the ultimate customer experience. We’re definitely be talking a lot about that when I’m in Romania.”
Although in Romania the offline marketing is not the first to come in a promotion campaign, Eisenberg gives an advice to online shop owners: invest in any channel that’s not used by the competitors.
“Go ahead, use radio, use TV if you can do it cost effectively, print. Use any communication channel to reah your customers intelligently!”
The e-commerce guru believes in content marketing, because “people crave for content all the time”. He thinks that “the point of content marketing is to answer customers’ questions, to make them buy”.
Voice will be the next big thing
Bryan Eisenberg is piecing together what is happening now in the industry and he thinks that voice will be next hit in marketing in the next two years.
“The truth is that it’s difficult to interact with keyboards and touch screens. Voice is such a more natural processor. It’s gonna take a few years but i think over the next couple years we’re going to see quite a bit of advancement, we’re going to see more people doing it. I mean on Amazon Echo today you can go ahead and you can reorder any product you want. Voice is going to be huge over the next two years.”
Marketplaces are developing fast worldwide and they are making their first steps in Romania. Bryan said that marketplaces can be a challenge in terms of economic balance, they can have an impact on the margin. But he advises Romanian online shops to enter the marketplaces after they weigh in the positive and the negative points.
Watch the video interview with Bryan Eisenberg:
Agenda GPeC All Day Bryan Eisenberg, 16 November 2016, București
09:30 – 11:00 The 4 Pillars of E-Commerce Success
Amazon has laid out a playbook for how to succeed with today’s customers and anyone can do it. From the largest online retailer to the smallest, these pillars characterize a cultural shift that every business should use today:
1. What does “customer centric” actually mean?
2. How to organize your teams for today’s business environment
3. What is the simple formula that empowers your organization from boardroom to stockroom?
11:00 – 11:30 Coffee Break
11:30 – 13:00 A Process for Creating a Legendary Brand
Buyer Legends was developed after working two years with one of the largest digital companies in the world. Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer. You will learn how this process aligns strategy to brand story to the buyer’s actual experience on their customer journey.
1. How to choose the right hero for your story that guarantees customer success
2. Learn insider techniques to make your persona’s come to life
3. How missing one key part to your persona can guarantee people won’t use them
13:00 – 14:00 Lunch Break
14:00 – 15:30 The Unexpected Technique to Improve Customer Experience
Some of our largest conversion wins over the last two decades ever were the result of our clients going through this exercise. This technique is not for the faint hearted as it may show you things about your precious baby that are not as attractive as you wanted to believe. This will include an exercise for you guys, my friends who will attend GPeC.
15:30 – 16:00 Coffee Break
16:00 – 17:00 An Unusual Twist to Mapping the Customer Journey
This step requires you to get very specific about how and why every decision and action needs to be taken in the buying journey. It’s specificity also makes this step important to measuring and optimizing your customer experience when you finally implement it. Your Buyer Legend isn’t fiction so every detail must be accounted for, not only that but you must create persuasive momentum at every step. This will include another great exercise for you.
17:00 – 17:30 Q&A Session “Ask Bryan Anything”
17:45 – 18:45 Dinner
19:00 – E-Commerce Awards Gala
Details, full agenda and tickets on our website!
