Insights powerful What lessons did I learn from the lectures at the largest marketing and sales event in Latin America?
RD Summit 2019 exceeded expectations in every way. If in the previous post I talked about structure, organization and atmosphere, today is the day for content
Each person takes away insights
from the lectures based on their pain, their czech republic phone number list moment, their position, etc. And, of course, I brought here some that really impacted me and left me sleepless these days.
The truth is that when human behavior changes, everything changes. And those who don’t change, say goodbye.
No alt text provided for this image
Check it out!
The future of work and the work of the future
Besides his undeniable charisma, Piangers what is linkbuilding in digital marketing and how can it boost your digital strategy? brought something extremely valuable for us to discuss: is it possible to be happy at work?
In his reflection, he based himself on very interesting research, with frightening and worrying insights:
– 98% of workers are tired;
– 63% are not engaged at work;
Eonsider their bosses stressful.
So, what should we do with this information? It seems insights powerful like ignoring it would be a huge shot in the foot.
No alt text provided for this image
In several testimonies revealed, Piangers makes rich data it clear how fundamental the disruption of the traditional work model is: remote work, changes in the hierarchy structure, flexibility… all of this brings a feeling of gratitude in the employee, generating more productivity.
Another striking factor was the sampling of people who are looking for the purpose and culture of companies.
They are willing to earn even less, as long as they are proud of the shirt they wear, the values of the organization, and how prestigious they feel.
most importantly: how much they can learn there
In one of the most sensational insights of the talk, he introduced us to Google’s hiring policy, which clearly demonstrates this new trend.
The last criterion was technical knowledge, science, technology, engineering and mathematics. Before that, human values such as kindness, curiosity, team spirit, etc.
Our whole lives we have been conditioned to have the most trained and brilliant brain possible.
Well, the era of the heart has arrived. It is the heart that will lead you to the best opportunities.
ANN HANDLEY: Opening session
Known as “the queen of content marketing,” Ann Handley opened the second day of RD with an engaging, informative, and very entertaining talk. Using interesting analogies, she portrayed an important warning:
– 73% of companies are producing more content than they did a year ago;
– Only 35% know if the content strategy is effective.
No alt text provided for this image
The checklist mindset of “I’ve already posted it” and insights powerful “I’ve already sent the email” needs to be broken. We are forgetting to listen to our audience and understand their problems and pain points, and treating content as if it were just a matter of following a frequency schedule.
The word Ann used most often was
“slow down.” She asks for patience and calm. Understanding the audience requires observing and listening.
Among the campaigns mentioned, an interesting one was from the Case brand, made for knife collectors.
When they really went to understand and study their audience, they discovered that cooks, artisans, artists and “regular people” were customers and were being forgotten. Without this information, how are you going to get the conversation right with your real audience?
Another highlight was the real importance of the content of a newsletter for our customers. Creating a direct, targeted dialogue, the strength of the voice… As an example, he showed the way Warren Buffet writes his emails to shareholders – he pretended he was writing to his sister.
It was a way to make the language simple, caring and explanatory. The lesson is that when we can connect and care about the person on the other side, we really create bonds.
Ann’s formula for a quality newsletter? Customer Empathy + True Story Told Over Time + In a Human Voice. In short: Truth + Affinity.
EDNEY SOUZA: The end of the era of likes
This is an old acquaintance from my journey in Digital Marketing. I had the opportunity to take classes with Edney Souza , known as “Interney”, on metrics at ComSchool.
During this time, I have seen about three of his lectures, and what impressed me was the repertoire: each one with a very different and current theme.
In this talk, the most alarming point was not only the demoralization of likes, which is a “weak” index in terms of engagement. Sharing and getting involved always made much more sense, didn’t it?
The main issue for me was the strength that voice mechanisms already have. In other words, we are no longer talking about a trend, but a reality.
“In the US, around 30% of homes have a voice assistant, which could reach 50% by the end of 2019.” Ah, but that seems far away in Brazil, right?
Get ready to fall off your chair: 34% of Brazilians already use this practice on a regular basis.
What’s interesting about all this is that
with voice control in play, everything changes. The way we search on Google changes, people’s lives change (hands-free, for example), and smart phones emerge.
Another point is that the voice is more inclusive, eliminating motor difficulties, literacy, vision, etc.
Edney also showed a very impressive video, in a presentation of the Google Assistant functionality.