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There was about two or three years ago, we we rebranded a customer experience. But what was useful about that was that we were able to create one asset that had multiple uses. So it was a really useful leave-behind for execs. But also at the point of rebrand, it was also a very good digital asset that could be shared globally, internally, as well as externally, so that people had a shorthand reference to our branding and what we were selling and why it mattered and so on.
So it was a very useful tool for that as well. So it was an interesting exercise and the CX insights was the thought leadership piece that came with it. Jack Dyson Yeah, sure. So the shortest version is to think of it, I guess, a bit like CRM. I mean, we, we create tools that allow companies to understand, engage with their audiences, and also deliver to them. But it was also very sophisticated in terms of being able to reach them, where and how they want and to see the customer as a holistic person, you know, rather than just in that, just in that specific moment.
Carlota Pico Okay, thank you. On that note, Jack, companies are expected to spend billion US dollars on marketing by So what is that, like four months from now? And a big chunk of that will obviously be spent on digital marketing. But I also want to know about B2C customer experience marketing. What role do you think customer experience will play within marketing budgets? Or mobile phones, right? Why do you change? Carlota Pico Okay, excellent. What role does content marketing play in delivering the optimal experience across the buyer journey?
Jack Dyson Well, content marketing is an interesting one. But if, yeah, if you think about the touch points that that you have, in a, you know, not just awareness, but also after, you know, awareness, consideration, and then and then purchase, and then during the purchase, and so on.
Content is involved in everything. And content can also allow you during a selling process, as well, reasons to reach out, you know? And you can share with your company on Monday morning, during your meeting, your stand up meeting. Carlota Pico Okay, well, spinning off that response, Jack, how would you do content marketing on a shoestring budget? Jack Dyson I would say start small. And then the other thing I would do is say, what can you squeeze out of that asset. But and you can afford to be reactive as well.
Carlota Pico Definitely. But how do you create content that drives both at the same time? Jack Dyson Well, I would add a third goal then, which is to drive reputation. So it has to be authentic. And then also what happens afterwards. How do you follow up? How do you make people feel better? Carlota Pico Okay. You mentioned genuine, how important it is to create genuine content.
But what does that really mean? You know. Jack Dyson Yeah. Would you like to zoom into any companies that you believe have just really been able to relate well with their audience during COVID times, during the Black Lives Matter movement, other social movements like that in our times? Their clothing and how you can buy with them as well also reflects that which is really interesting. And that sends such a powerful message around purpose and around belief, and you know, where their priorities are.
Carlota Pico So interesting. I mean, you know, also, like Nike have been really interesting throughout the Black Lives Matter and championing Colin Kaepernick even before the more recent stuff. I think they did that very well, you know.
And, and so, you know, we see people, young people leaving school, taking jobs that are lower paid, but with a company that shares their vision. And I think these things matter, you know? Carlota Pico Jack, thank you so much for sharing your personal opinion with us.
Jack Dyson I mean, it evolves right, throughout the day, sometimes—nevermind over time. But I think the biggest challenge we have is working out what platforms we can invest in best as a business. First is what platforms resonate most with such a broad variety of customers and audiences, right? So you might be a LinkedIn person, someone else might be a Twitter person, you know, we all have our ways in to content from various platforms.
I think that we all in content face and in marketing, because the classic thing of getting to the right person, but also in the right way, and then and then continuing that conversation. The hardest bit is, is executing them really well, with enough stand out, you know. And so, I think all companies have exactly the same, the same thing. And some of them lean heavily on franchises, you know, on like repeat stuff, which is useful and important.
But providing a fresh perspective for people, one that will have an impact on how easy it is for them to do their jobs and ones that allows them the freedom to kind of concentrate on what they do best, which is what our tools are for, right? This is how the conversation needs to develop, I think. Carlota Pico Okay, very interesting that you said that about ideas. Jack Dyson Yeah, exactly.
Like for example, you might get need to get your Chief Technology Officer on board with a marketing idea with a content project. How do you do that? Jack Dyson Ready politely and with a big smile! You can be quite tactical with things like that, right? You can understand who the stakeholders that matter are, you know, and then invite them in. Make them a part of it, you know, give them literally a stake in its success.
Jack, if you had to give your former self one piece of advice about pursuing a career in marketing, what would that be? I think, I think it would simply be that there are so many ways into marketing now, more than ever, right? And so, you know, experiential marketing is something that I was super into, you know, 10 years ago, like really fascinated by it.
And to encourage clients to be a bit more guerrilla, you know. Excellent, thank you. Well, we are going to be moving into our rapid fire set of questions, which are basically your recommendations for audience. This guy! Because he really, genuinely has so much kind of cast iron self belief, right, which is something I wish I had more of, and clearly has a great team with him as well.
But yeah, this kind of confidence to sell direct to people. Donleavy, who died two years ago, I think. Fascinating man, really interesting and the most amazing letter writer. And yeah, and quite frank, like refreshingly frank, sometimes to the point of rudeness. So I would, I would love to be able to write like him. And the other thing is, is hashtags. All right. So follow a hashtag on Instagram around mobility, or like stretching or something like that.
So those are my two recommendations there. In that season he scored what would be his only first-class hundred, not out against Scotland. Dyson was a controversial figure throughout his career, he was a free spirit and it ended up costing him his job at Lancashire. In the Lancashire committee charged him with "a serious breach of discipline and an act of insubordination and insolence to the captain".
For the next two years Dyson played with Staffordshire and in league cricket. In September the Lancashire committee was overthrown and Dyson returned to the county for two more seasons, but was released again at the end of the season. Manchester City F. From Wikipedia, the free encyclopedia. For the Australian cricketer, see John Dyson cricketer. For the rugby union footballer of the s for England, and Huddersfield, see John Dyson rugby. English cricketer and footballer. Source: Cricket Archive.