Marketing Inspiration #38.1: Top Tips from the Shiny New Object Podcast
Your weekly dose of data-driven marketing insights - The Shiny New Object podcast
On the Shiny New Object podcast, senior brand leaders share their vision for the future of data-driven marketing and their best tips to improve creative effectiveness.
“We cannot be afraid of asking questions.” - Philipp Schuster, Agency & Marketing Partnerships Director, Global Strategic Marketing, Consumer Health at Bayer
Continuous learning for marketers needs to start with asking questions and being open minded, says Philipp. When we interact with the same type of people, we hear the same facts and opinions. This doesn’t allow us to grow, expand our understanding of markets and consumers, and succeed in data driven marketing.
Instead, Philipp advises marketers to surround themselves with a vast, diverse network. Putting yourself in uncomfortable positions and hearing what you may not like helps you build a more complete picture of any topic. “The more diverse set of people you know, the more objective your picture becomes.”
Learn how to “learn the right things” on the podcast.
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This month’s ‘Best Data Driven Marketing Tip’
"The audience you’re marketing to is irrational.” - Shafique Gajdhar, Director Product and Solutions Marketing at Karix
However much we’d like to think all we do is backed by rational thought, the truth is that both consumers’ choices and our marketing logic are affected by irrationality. Shafique thinks marketers tend to miss the fact that “we are marketing to humans… and we are not the epitome of rationality we claim to be.”
Customers make irrational decisions - this is why poor products with good marketing sell well. At the same time, even in the presence of data, marketers suffer from their own biases. The takeaway? Firstly, be cognisant of your own bias to ensure your data driven marketing approach actually works. Secondly, remember that you need to address your audience at a human level. And humans often choose to act in irrational ways, so use this to inform your creative.
Find out more on Shafique’s episode of the podcast.