Table of contentsKey takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology
Learn all about shift from traditional marketing strategies and mobile marketing with John Andrews in this episode of Engati CX.
John Andrews is a career marketer in the consumer packaged goods and retail industries. He helps companies reimagine retail marketing. Leveraging 20+ years of experience in CPG marketing coupled with 13 years of ground-up social media knowledge to build new media formats in the shopper marketing space.
He is the founder of Collective Bias Social Shopper Media Company, and the creator of Walmart Elevenmoms content marketing platform.
He is a serial entrepreneur and intrapreneur that seeks to not only adapt to a rapidly changing marketing environment but to help create and lead the future of the industry.
Interview with John Andrews
The following section contains a summary of our interview with John Andrews. But if you’d like to listen to the full interview, there’s a link to the Spotify podcast below.
Mobile has changed our entire life. How we interact on a day-to-day basis is now literally in the palm of our hands all the time. And marketing has followed that in some ways successfully, but there’s definitely room for improvement.
The problem with marketing in mobile environments is the constant push marketing that still exists. Now push marketing is an ancient model which existed back when we had magazines, television, and other sit-back media. Today, many marketers still try to push in a very personal way, but on a very personal media. And it feels invasive. So it’s not a good environment to interrupt with messaging.
On the other hand, anything a customer wants to do to connect with the brand can be done instantly from their device. With this change, marketing becomes an always-on activity allowing customers to always get help. For example, someone might need help with restaurant hours, or maybe they need help navigating their life with COVID-19. This information can easily be accessed with their devices, using a chatbot.
Marketing has now evolved and become a pull, or need-state activity, where the customers and connecting with us when they want to.
With retail chatbots now being used by many companies, John interacts with them often. John urges businesses to think about how to use retail chatbots for content. Nowadays, people rarely want to speak with another human. We need to provide a continuum of service that’s needed. Think about virtual assistants. There’s always this sense and comfort with conversing with another person, so that’s something we need to think about.
This is just the beginning. It’s only going to get better as systems learn how to converse like humans.