E-Commerce Marketing: Past, Present, & Future: Tyler Sickmeyer [Podcast]
Owner & CEO, Fidelitas Development
This week’s episode – 031: Tyler Sickmeyer
March 6, 2019
If 2018 was a year of tech experimentation and adaptation, 2019 will be a year of understanding, integration, and execution on these capabilities. The majority of marketers are aware of them, they know they need them, but they’re still figuring out how to do “it” and integrate all the pieces. This week’s guest, Tyler Sickmeyer, CEO of Fidelitas Development, shares his take on where marketing has been, where it stands now, and where it’s going as we look forward.
As Tyler explains, more brands are investing in their own content. Serial, the most popular podcast of all time, for instance, began as a content marketing experiment by GE! He also explains why the regulation of B2C influencer marketing is well-warranted, and wonderfully ad-libs our intermission ad… a can’t miss!
Show details and highlights
► (1:36) Did you hear about the new tactic where you co-create content with ill celebrities?
► (3:12) The origins of Fidelitas Development
► (4:46) 2018: a year of technological adaptation/experimentation with AI, automation, and segmentation
► (6:25) CX in e-commerce — cater to your customers (listen up, Kroger!)
► (10:33) Why does B2C influencer marketing need to be regulated?
► (12:14) The funnest commercial break you’ll ever hear
► (13:43) Implications — and opportunities — of AI marketing
► (18:40) Rapid Fire!
“Did you hear about the frog that got fired from the marketing dept? He was ‘lilly padding’ his stats!” says @tsickmeyer CLICK TO TWEET
“The next step for marketers is to sort of connect the dots between all these different silos that they have of emerging technologies and figuring out, ‘okay, how do we tie this together for a better customer experience across the fold?’ So when I ask a question about a product in a chat bot, and I get an email with an offer about that exact product, I’m not weirded out about it because I’ve already talked to the brand about it.”
Tyler on the future of marketing: what will AI replace?
A lot of marketers are concerned, rightfully so, about what AI will do to the marketing profession. The left-brained, analytical aspects of some marketing tasks may be automated and achieved by machines. But, as Tyler shares, the right-brained, creative thinking, and strategic analysis tasks will be the most valuable human activities which AI will never take over. Tyler also addresses the concept of “empty software” — as well as the software adoption gap.
“I think there’s a lot of risk with ‘Shiny Object Syndrome’ moving forward… as AI becomes more commonplace, personalized conversations with consumers will give them a better customer experience! Guided brand interactions will create superior shopping experiences on the e-commerce side. The implementation is still coming as brands are catching up. Most brands aren’t using it [the technology available today] to its full potential or anywhere close to it.”
“#AI will enable #personalized, guided #ecommerce shopping experiences – most brands aren’t using #tech to its full potential or anywhere close to it” says @tsickmeyer CLICK TO TWEET
It’s less about what tools you have and more about what you do with them. Marketers are going to be asked to achieve more and more with less. But better use of the tech will make it easier.
3 Key Takeaways
- Not everything that counts can be counted. And not everything that can be counted counts. Yes, data is critically important. Yes, you should measure as much as you’re reasonably able. And yes, it’s imperative that you analyze results. But these components don’t tell the entire story. You still must interpret this information, decide what it all means, and get creative with what it’s telling you.
- Give yourself a break. All the pressure you’re putting on yourself — or that others may be putting on you — to do more, be better, implement all the technology, get into all the latest tools and platforms, build up your tech stack… EVERYONE is feeling it. That includes those that have larger teams and budgets than you, your competitors, and even industry leaders. Everyone is struggling to get ahead of the curve. Just keep swimming.
- Branding, authenticity, experiences, strategy, content, and creative all matter, perhaps now more than ever. In a world where we’re surrounded by technology that can do more and more, it’s up to us and our uniquely human brains to deliver meaningful human experiences. It’s up to us to create resonance and win over the hearts, wallets, and algorithms of consumers.
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Resources and links discussed
- The Lion’ Share Marketing Podcast
- One of Tyler’s favorite books, The Five Dysfunctions of a Team (the author, Patrick Lencioni, joined Tyler’s podcast)
- Connect on Twitter, @tsickmeyer, on LinkedIn, or visit Tyler’s agency