To fight the online eCommerce onslaught, add emotion

I recently had the opportunity to give a talk before a wonderful group of small community bankers. Their number one concern — common to many businesses these days — is how to fight back against digital disruption.

This is a tricky problem. In some cases there is little you can do because the world is changing and it’s not going back. Just ask Blockbuster.

But in the case of something like banking, which in many cases is still a personal service, the answer is, “add emotion.”

The challenging of the missing emotion

I’ve written extensively about how the consumer world is changing. Our customers are hyper-empowered, internet savvy, and easily distracted by a new deal. But the research says that loyalty is still within our grasp if we can insert emotion into the equation.

Some customers don’t want emotion. They want to complete their transaction with digital ease, not a relationship or a conversation.

But some want that human connection. Again, in the case of banking, you may want a real person in your corner if you’re buying a home, starting a business, or saving for retirement. Building relationships are still important, and a key strategy to combat pure internet plays.

Emotion and beyond

In the latest episode of the Marketing Companion, Brooke Sellas and I tackle this topic by examining a case study from Nordstrom.

We also look at the weird history of social media “de-metrification” and the implications for marketers.

Finally we look at a new idea from Amazon — influencer-specific buying channels. Will it work? Brooke and I disagree on this one but it is a fascinating idea!

And oh yes, over on The Marketing Companion video channel, Brooke teaches me her best moves from her days as a fashion model. Smile with your eyes? You have to see it to believe it!

Well if you want to see it … OK.

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