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Stop being creepy! An essential guide for digital marketers

Advertising and marketing is becoming increasingly creepy as personalisation strategies lose the plot, writes JOAN OSTERLOH, authorised Forrester Research Partner for South Africa.

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Marketers need to be aware of the “creep factor” when deploying strategies of personalisation and individualisation in their marketing efforts, Forrester’s Brendan Witcher, VP and principal analyst serving eBusiness and channel strategy professionals, warned as early as December 2017.

Six months later, Forrester senior analyst Susan Bidel was even more direct in her message: “Marketers, you need to take control of your advertising strategies and adtech stacks now to better address today’s consumers.” She cautioned that those who didn’t, were at a high risk of annoying and creeping out the very customers needed for business growth.

In its latest research, “Marketers Versus Customers: Opposing Forces  Erupt” Forrester now finds that even though marketers set out with the best intentions to implement customer-obsessed marketing and customer experience strategies, they still end up alienating and ‘creeping out’ customers, resulting in lost loyalty.

Marketers use personalisation to make their marketing more relevant and to help it stand out, Forrester says in a blog on the study. The irony is that with all the customer data that marketers use to personalise, the one thing they seem to have forgotten to find out from consumers is whether they even want personalised communication at all, the firm writes. Combined with identity resolution and increased automation, companies have created adtech and martech stacks that are creeping people out. We think our phones are listening to us. And then Facebook admits it is doing this. So, what’s gone wrong?

The report by Melissa Parrish, Forrester’s VP and group director serving marketing professionals, highlights that marketers are ignoring their customers’ desire for anonymity, by assuming that they all want personalised experiences. They are foregoing the authenticity of their own brands by “giving lip service to brand values they think resonate with customers.” There’s an overt focus on martech at the expense of human creativity. Lastly, they’re profiling customers on precarious connections and getting it wrong, sometimes with harmful and even traumatic results, she explains.

The solution is to return to true customer-centricity by going back to basics by looking at the following, Parrish writes in the report:

  1. Remember that customers are different.  Here it’s not about customer segments or personas, but rather the extent to which they expect you to know them. Treat customers and prospects differently – e.g. prospects “want value, not a background check”.
  2. Customers are tired of lookalike ads and direct mail that is poorly personalised, trying to get them to buy things for which they’re not even in the market.  Choose your target audience, focus on them, and then let go of the others.
  3. Programmatic marketing has its upsides and downsides.  Avoid the two extremes of advertising at scale across multiple channels on the one hand and limiting advertising to channels where everyone seems to be at once, such as Facebook, on the other.  Instead, target your audience with responsible content and choose platforms on which you can reach them online and offline.
  4. Consider whether you should be using cookie, key-stroke and audience data at all for your brand.  Intent-based target marketing through search optimization might be a smarter choice.
  5. Don’t assume that personalisation will make customer experiences more relevant.  Rather interview your customers and test different variations of personalised content to find the right balance between information, recommendations, simplicity and empathy.
  6. Don’t ignore the 20% who don’t want any personalisation at all – use your customer insights data to identify them, and then meet their expectation of no personalisation.

Parrish offers important recommendations for the winning marketers of the future. Since the success of marketing is measured by the bottom line of revenue generation, truly customer-obsessed marketers need KPIs that are “fine-tuned” to understand what customers value, not what’s valuable to the brand, she writes. What customers want and value should be defined in terms of four dimensions along the axes of functional-experiential, and economic-symbolic.  Then, measure the dimensions along the entire customer life cycle, she explains. What this requires is the following:

Firstly, marketing and Customer Experience (CX) teams need to unify and leverage one another’s unique skills to deliver best-in-class customer experiences that drive loyalty, customer retention and growth.  Truly customer-obsessed brands will bring CX and marketing together to harness the best that both have to offer.

Secondly, brands need to rebuild trust.  As consumers become more privacy-savvy, they will become more selective about the brands with which they are willing to share their data.  Marketers need to develop ‘Privacy Personas’ as a new marketing segment to ensure that they deliver experiences their customers are comfortable with.

Thirdly, refocus on creative excellence. In Parrish’s words “new prospecting strategies will center on great creative making an emotional impact and contextual targeting driving relevance.”

Lastly marketers need to find ways to extend customer obsession throughout the enterprise. Employees need to be empowered to deliver on the brand promise, which must align to and be in harmony with CX.   The companies that thrive will be those whose CX truly reflects brand values, Parrish concludes.  

Sources: “Marketers Versus Customers: Opposing Forces  Erupt18 Sept 2019. By Melissa Parrish with Sharyn Leaver, Brigitte Majewski, Caroline Robertson, and Stephanie Liu.

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Samsung A51: Saviour of the mid-range

For a few years, Samsung has delivered some less than favourable mid-range devices compared to the competition. The Galaxy A51 is here to change all that, writes BRYAN TURNER.

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It’s not often one can look at a mid-range phone and mistake it for a flagship. That’s what you can expect to experience when taking the Galaxy A51 out into the open.

Samsung went back to the drawing board with its new range of devices, and it shows. The latest Galaxy A range features some of the highest quality, budget-friendly devices we’ve seen so far. The Samsung Galaxy A51 is one of the best phones we’ve seen in a while, not just aesthetically, but in what it packs into a sub-R7000 price tag.

Looking at the device briefly, it’s very easy to mistake it for a flagship. It features a four-camera array on the back, and an Infinity-O punch-hole display – both of which are features of the high-end Samsung devices. In fact, it features a similar camera array as the Galaxy Note10 Lite but features an additional lens in the array. The cameras line up in an L-shape, clearly avoiding looking like a stovetop.

Apart from the camera array, the back of the handset features a striking pattern called Prism Crush, a pattern of pastel shades that come in black, white, blue, and pink. For the review, we used the Prism Crush Blue colour and it looks really great. The feel is clearly plastic, which isn’t too surprising for a mid-range device, but the design is definitely something that will make users opt for a clear case. It’s also great to see a design pattern that deviates from the standard single iridescent colours many manufacturers have copied from Huawei’s design.

Along the sides, it features a metal-like frame, but again, it’s plastic. On the left side, we find a SIM and microSD card tray while the right side houses the power button and volume rocker. The bottom of the phone features a very welcome USB Type-C port and a 3.5mm headphone jack, which isn’t too uncommon for mid-range phones.

On the front, the device is pretty much all screen, at an 87.4% screen-to-body ratio, thanks to a tiny chin at the bottom and the small punch hole for the camera. The earpiece has also been hidden inside the frame in attempts to maximise this screen-to-body ratio. When powered on, the 6.5-inch display looks vivid and sharp. That’s because Samsung opted to put a Super AMOLED display into this midrange unit, giving it a resolution of 1080 x 2400 (at 405 ppi) in a 20:9 format. This makes the display FullHD+, and perfect for consuming video content like Netflix and YouTube in HD.

Hidden underneath the display is an in-screen fingerprint sensor, which is very surprising to find in a mid-range device. While it is extremely accurate, it takes some getting used to because the sensor is so large that one needs to put one’s entire finger over the right part of the display to unlock it. Most other types of non-in-screen fingerprint sensors don’t mind a partial fingerprint. The display itself feels nothing like the back and that’s because it’s not plastic, but rather Gorilla Glass 3, to prevent the screen from shattering easily.

What’s interesting about this device is finding accessories which aren’t quite available in phone stores yet. When browsing online for screen protectors, one has to be on the lookout for screen protectors that are compatible with the in-screen fingerprint sensor. Make sure to check out the reviews of users before purchasing them.

In terms of software, Samsung has made a great deal of effort to make the experience slick. Gone are the days of TouchWiz (thank goodness) and now we have OneUI in its second version. OneUI makes the phone easier to use by putting most of the interaction on the bottom half of the screen and most of the view on the top part of the screen, where one’s thumbs don’t usually reach.

Out of the box, the device came with Android 10. This is a huge step forward in terms of commitment to running the latest software for major feature updates as well as for Android security patches to keep the device secure.

It also has most of the cool features from the flagship devices, like Samsung Pay, Bixby, and Link to Windows. Samsung Pay is an absolute pleasure to use, even if it still confuses the person taking your payments. From linking my cards, I have stopped taking my wallet out with me because all merchants that accept tap-to-pay will accept Samsung Pay on the A51.

Bixby is useful if you’re in the Samsung app ecosystem, especially for owners of SmartThings devices like Samsung TVs and SmartThings-enabled smart home devices. Otherwise, Google Assistant is still accessible for those who still want to use the standard Google experience.

Link to Windows is an interesting feature that started with the Galaxy Note10 and has since trickled down into the mid-range. It allows users to send SMS messages, view recently taken photos, and receive notifications from the phone, all on a Windows 10 PC. This can be enabled by going to the Your Phone app found in the start menu.

The rear camera is phenomenal for a mid-range device and features a 48MP wide sensor. The photos come out as 12MP images, which is a common trick of many manufacturers to achieve high-quality photography. It does this by combining 4 pixels into a single superpixel to get the best colours out of the picture, while still remaining sharp. It also performs surprisingly well in low light, which is not something we were expecting from a mid-range device.

The 12MP ultra-wide angle lens spans 123-degrees, which is very wide and also useful for getting shots in where one can’t move back further. It’s not as great as the main lens but does the trick for getting everyone in for a group photo in a galley kitchen.

The 5MP depth-sensing lens supplements the portrait mode, which adds a blur effect to the background of the photo – the same lens as its predecessor, the Galaxy A50. It features a 32MP wide-angle selfie camera, which is perfect for fitting everyone into a large group selfie.

The processor is an Exynos 9611, which is an Octa-core processor. It performs well in most situations, and there is software built in to give games a boost, so it performs well with graphically intensive games too. In terms of RAM, there are 4GB, 6GB, and 8GB variants, so keep an eye out for which one you are trying. For the review, we had the 4GB, and it performs well with multitasking and day-to-day tasks.

For storage, it comes in a 128GB model on Samsung’s website, which seems to be the standard size. This is extremely welcome in the mid-range segment and is the largest we’ve seen for internal storage capacity as a starting point.

At a recommended selling price of R6,999, the Samsung Galaxy A51 marks the beginning of a great era for Samsung, because it provides a feature-rich handset at an affordable price.

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Prepare now for 2030

Traditional businesses are toast unless they start preparing for the future now, warns ARTHUR GOLDSTUCK

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Don’t say you haven’t been warned. Various forecasts point to the likelihood that technologies using artificial intelligence will generate up to 15% of the world’s gross domestic product by 2030. PwC suggests that it will add $15.7-trillion to the global economy. 

That, in turn, will ensure that a sizeable proportion of the world’s business will be conducted on advanced digital platforms. In other words, the 15% is just the springboard for vast swathes of activity that will dominate business. Those that stick to the old way of doing things will simply be left out of the new economy.

This means traditional businesses are already toast, but only if they decide not to start preparing now.

“This future economy is something that should be on everybody’s mind and in every government’s strategy,” says Mohammed Amin, Dell Technologies senior vice president for Middle East, Russia, Africa and Turkey. During a visit to South Africa this week, he said it was no longer a matter of selling technology for its own sake.

“If you’re not part of this wagon to the future, you need to jump on it. The world’s IT companies are not pushing digital transformation and multi-cloud strategy just for the sake of selling technology. We’re doing it to optimise your business and to help make you part of the future.”

He says three primary trends need to be leveraged by business.

“I believe that artificial intelligence is the ship that is going to take us for the future. The fuel is going to be data. And infrastructure will be software-defined. You have to build an agile, dynamic infrastructure to thrive in this future.”

Amin, an Egyptian-Canadian, points to the sensation created by his late compatriot, the Egyptian diva Umm Kulthum, who died 45 years ago. Last year, she appeared in the world’s first hologram concert, at the World Youth Forum in Egypt. Then, in December, she performed – as a hologram – for paying audiences in Saudi Arabia and Dubai. 

“Imagine people paying for tickets to watch a hologram. It means the world is open to this. It is moving so fast, and we are in the heart of this.”

It is also an example of how technology companies are no longer focused only on technology but also on enhancing human lives. 

“We’re involved in so many projects, from healthcare to education. Education especially is very important, because it is shifting from ‘what to learn’ to ‘how to learn’. It’s an amazing shift. You need to know how to learn because you will need to experience and learn in so many fields to be qualified for the future.”

Amin does not believe doomsday prophecies of much of the world’s population being rendered jobless by robots and AI. However, some “straightforward” jobs will be readily replaceable. Even lawyers and general practice doctors, for example, could be replaced by smartphone apps.

“The job market will grow, but the profile required is going to change. Jobs will be available, but for certain profiles. By 2030, 85% of the job market will be for jobs we don’t know today. This is the challenge that education faces.” 

  • Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee

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