Marketing to Mindset: Knowing Your Audience in a Multi-Generational Market

Show Notes   Welcome to another captivating episode of The FeedCast! In today's spotlight, we're delighted to introduce Eric Lent, a distinguished senior executive and former CMO of Prezzee, renowned for his exceptional contributions in brand-building, growth strategies, and team leadership across diverse sectors. With over three decades of experience, Eric's journey spans the CPG, hospitality, and technology industries, leaving an indelible mark on each. Notably, he's held prominent positions, including CMO at Prezi and IHG Hotels and Resorts, garnering numerous accolades including multiple Effie Awards.   Best Practices to Create “Stickiness” in Digital Channels    Across his rich experience, Eric's keen eye has spotted key best practices that consistently shine across various domains: the pursuit of personalization and relevance, the value of community, and the allure of gamification.   Driving customer engagement hinges on great content, which, in turn, springs from a deep understanding of the customer journey. The most successful brands excel by identifying highlights and pain points within these journeys. The cornerstone of crafting meaningful content lies in data. But how to decipher mixed signals from the data points customers provide? As the world shifts from mass marketing to tailored experiences, owning first-party data becomes paramount, enabling targeted communication.   In today's digital age, seeking feedback from others with brand experience is common practice. Creating an environment where past buyers share their reviews and experiences can greatly impact purchasing decisions. Eric asserts that facing negative reviews head-on is crucial. In a world where social platforms double as reviewing spaces, it's essential to steer conversations offline for personalized, one-on-one interactions.   Building customer loyalty necessitates creating subtle nudges along the way. The goal is to make customers feel genuinely special. Loyalty isn't given – it's earned consistently over time. A brand's strength lies in the collective impact of every interaction with consumers. In Eric's hotel industry experience, value is initially provided to lure customers into the funnel, and this value is escalated to foster loyalty. Yet, true stickiness emerges when promises of personalization are upheld at every touchpoint. Execution, indeed, is key.   Important Steps for Every Marketer to Take   A successful marketer isn't just a strategist but a change agent within an organization. Combining IQ and EQ is vital for perfecting strategy execution. Marketing's journey to securing a seat at the table took time; to earn validation, marketers must collaborate seamlessly with their peers. Understanding customer pain points requires stepping into their shoes, occasionally hitting the road to meet and empathize directly with them.   What Companies are Getting Things Right?    Eric points to Delta as a gold standard in seamlessly merging digital and physical channels. This integration minimizes friction, creating a smooth customer experience. Companies like Amazon and Apple have mastered this too – they've streamlined purchasing processes while fostering community and personalization. These exemplify the principles discussed.   The conversation also touches on the challenge of maintaining continuity when brands collaborate, where systems and people can falter. Eric underscores the importance of cross-functional alignment to prevent such breakdowns. Collaborative efforts across departments are key to avoiding finger-pointing scenarios.   Marketing to Multiple Generations   We're in a unique era with four distinct generations. Eric advises against generational marketing, favoring a mindset-based approach. By catering to needs rather than generational labels, marketing becomes more effective and inclusive.   Conclusion   Eric's journey began with an act of cutting school to meet his cousin, a seasoned account supervisor. His cousin's advice to become a student of business resonated deeply – understanding clients' businesses is the path to adding real value. It's the crux of this episode's themes. Authentic conversations fueled by comprehensive understanding leave lasting impressions on potential clients.   Don't miss out on this value-packed episode of The FeedCast, where Eric's insights encapsulate a wealth of wisdom and experience, promising to elevate your understanding of marketing's nuances.   Key Points  [03:37] Best practices to create “stickiness” in a digital channel [17:43] Important steps for every marketer to take  [21:53] What companies are getting things right?  [28:40] Marketing to multiple generations