The Two Marketeers Podcast

Map. It. Out.

Okay people, this topic has been a long time coming! It's finally time to: Map. It. Out.

Join The Two Marketeers as they explore the practice of mapping in marketing and advertising – journey mapping, empathy mapping, all of the mapping! Share the value of uncovering the fascinating range of conscious and subconscious emotions we all experience as consumers today.

But, what's the benefit of this practice? Is it simply to find ways to influence their purchase decision? NO! Sean and Lindsay adamantly agree that mapping your target audience and their experience can help you deeply tap into emotions and opportune moments to build a strong connection with your brand. Connections that ultimately drive sales and loyalty for the longer term. To quote the Harvard Business Review: "Fully connected customers are 52% more valuable, on average, than those who are just highly satisfied."

So if you're struggling with whether mapping (of any kind) is right for your brand, have a listen and do as The Two Marketeers do – Map. it. Out.

For reference:

Harvard Business Review, "The New Science of Customer Emotions"

Forbes, "What Is Customer Journey Mapping And Why Is It Important?"

Hubspot, "How to Create an Effective Customer Journey Map [Examples + Template]"

The New Experience Economy

Episode warning: This episode kicks off with Lindsay all "jacked up on serendipity" so whether you're into this topic or not, The Two Marketeers guarantee that the energy is infectious. So let's get into it...

Unsurprisingly so, The Two Marketeers have been magnetically drawn to The Drum's deep dive into "The New Customer Experience Economy." And in their defence, as a marketer, how could you not be?

Join Sean and Lindsay for this episode of The Two Marketeers podcast as they read up, explore and share how the new experience economy is picking up steam and thriving in a world that is constantly navigating the ups and downs of COVID-19. As they ask in The Drum article titled, "Has Covid changed how we design physical CX?", what impact has enforced isolation and social distancing had on how physical experiences are designed? Tune in to find out. 

Enjoy, Marketeers!

 

For reference:

Snippets from The Drum's deep dive into the New Customer Experience Economy:

The Drum, "Has Covid changed how we design physical CX?"

The Drum, "‘Customers are one click away from having a new brand that they love’: CX’s evolution"

The Drum, "Emotions take center stage for the future of CX"

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Plus! A best-in-class brand experience example: Lick, found at https://www.lick.com/uk

 

Human-Centered Design

To all the humans out there, this episode is dedicated to human-centred design. As Lindsay so insightfully observes, "Humans are a hot topic these days". And she is spot on!

Inspired by UX, CX and all the other “X” trends happening right, The Two Marketeers go deep into designing emotion-driven human experiences. And what that means for the new creators of experiences: Marketers, strategists and many other ‘design thinkers’ in marketing and advertising.

As AdAge states in their article, “Purposeful, Human-Centric Experiences Have These 3 Things in Common", great artists, storytellers and designers have always known that human connections enable action and change. As the new experience makers, progressive marketers are realizing this too. Instead of “giving people something to buy,” they are offering them “something to buy into” and acknowledging that the human experience is more powerful than marketing and advertising. Leading brands put purpose before product and work to bring humanity to every interaction they design.

Join Marketeers Sean and Lindsay as they celebrate the power of design thinking. Human-centered design extends far beyond design professionals and unlocks the creative doors to a variety of marketing and strategy roles. Exciting times y’all!

For reference:

Article - Boston Consulting Group, "Human-Centered Design is More Important than Ever"

Article - AdWeek, "How Digital Technologies Can Help Build a Human Brand"

Article - AdWeek, "Purposeful, Human-Centric Experiences Have These 3 Things in Common"

Article - Linkedin, "Why We Need Human-Centered Marketing"

 

 

Collaboration: The New C-Word

We've all heard it, the dreaded new c-word of the modern workplace... collaboration. What once was a bold workplace ambition has now been turned into that thing businesses and organizations of all sizes struggle to solve. Sure, the pandemic hit and companies across all industries were fearful all of their collaboration efforts would fly right out the WFH window. But as we've seen the last few years unfold, never has it become more clear that collaboration is not strictly a problem to be solved through tech but a people-first problem to be addressed at the human behaviour level.

The Two Marketeers were inspired to bring this topic forward after reading a compelling article in Fast Company called, "Your helpfulness at work is hurting your job performance". In the article it states that you can still be the go-to colleague at work but, at minimum, set up boundaries to stave off “collaboration overload.” This notion got Sean and Lindsay thinking... How do we best collaborate? What have we learned from the pandemic? And how can we optimize what's become the dreaded c-word for the future?

Let's dive in, Marketeers.

For reference: 

Fast Company, "Your helpfulness at work is hurting your job performance"

McKinsey & Company, "If we’re all so busy, why isn’t anything getting done?"