Pay attention to the next commercial you hear — Odds are a man is doing the voiceover. Here’s why that’s a huge missed opportunity for anyone doing the selling.
By Carrie Faverty
Tampons. Diapers. Fruit juice.
Odds are if you’ve seen a commercial for one of these products, you’ve heard a woman’s voice on it. Still, most high-profile companies are almost always voiced by a man. Cars, electronics, financial institutions…all men. Why is this? You could argue that, historically, men were seen as authoritative figures and “the decision-makers,” so it made sense that they were the ones selling the products on TV–from one man to another. But the times they are a-changin’.
Or at least, they should be. Research from a recent Pew study shows that women are the primary or sole breadwinners in four out of 10 households–a statistic that’s gotten certain people shamefully riled up. Compared to where women were 30 to 40 years ago, it’s a staggering number, to be sure. The research begs the question: If women are the decision-makers in so many families today, why are we still not selling to them?
Think about it: When was the last time you heard a woman as the voiceover on a commercial for a car? Or a bank? Or a fast food company? Sure, there are exceptions. You might remember Stockard Channing as the voice of AIG for years, and Pizza Hut commercials used Queen Latifah’s voice for a time, but examples like these are few and far between.
See full article: http://ow.ly/shMmB
By Sam Mallikarjunan
December 27, 2013
Marketing automation can be an extremely powerful tool, particularly for B2C ecommerce marketers that have to create a highly personalized experience for hundreds of thousands of customers a month. However, used improperly, marketing automation can have the opposite of the intended effect and create a user experience that’s simply evil.
1) Treating B2C as faceless entities and B2B as real people
It’s impractical for most ecommerce retailers to manually go through all of their customer records and engage personally with each of them like they do in the B2B world, and this is where marketing automation gets it’s great value. In the B2B sales world, a real human being can manually review a given contact record and make human decisions about how to create a personalized and contextually relevant buying experience. In the B2C ecommerce world, that’s impossible given the sheer volume of customers we deal with.
Because of this, many ecommerce marketers have decided that if they can’t treat manually each contact as an individual person that they’re going to treat all contacts the exact same. They blast their entire email list three times a week with a coupon and call that email marketing. They show everyone the exact same content on their website. They sometimes even ignore messages and comments coming in through social media because of the sheer volume of them instead of using marketing automation to solve these problems by collecting contacts into similar buyer personas that can receive a more targeted engagement.
See full article: http://ow.ly/s0lX7