Overview

This is our fourth report in our ‘Masters of CX’ series. Written by the President of digital marketing agency Twist Image, Mitch Joel, Why Brands are Stuck on Like and Failing at Love explores what brands can do to move their mindsets away from likes and clicks –  and move towards falling in love with their consumers.

We applaud a cookie company for posting something relevant and timely on Facebook while the rest of the world was trying to figure out how a blackout happens at a major sporting event.

From there, we watch this cookie manufacturer rack up over thirty-five million likes on Facebook, and we bow in reverence. A new king arises. A new viral sensation.

What you’ll learn from this report

This report explores how can we all capture this lightning in a bottle. How can we turn this real-time marketing stunt into millions-upon millions of followers who are talking up our brands and pushing sales up to near double-digits?

You would think that brands would “get it” by now. Sadly, most don’t. Social media (and online social networks in particular) are the best channels brands have ever had for truly engaging in a powerful and profound direct relationship with their consumers.

We must recognize that ultimately, it boils down to great customer experiences for the simple reason that they are relevant. Interacting with customers in real time, often through mobile and out-of-home, may be the best way to produce that differentiating relevancy.

Features of the report

Mitch Joel breaks down the key tricks to move your brand from ‘one night stands’ to something deeper and more meaningful with consumers. 

  • Digital marketing is about key the opportunity of relationship building with consumers, which doesn’t have to happen quickly. 
  • Love isn’t always found in the never-ending fire hydrant of content known as the newsfeed.
  • Customers love, and become loyal to, the right story based on the right insight. 
  • The true winners are the ones who are putting in the serious time to move from like to love.

About the author

Mitch Joel

Mitch is President of Twist Image – a WPP owned digital marketing agency. Marketing Magazine dubbed him the “Rock Star of Digital Marketing” and called him, “one of North America’s leading digital visionaries.”

About the series

The Masters of CX is a series of briefings from industry heavyweights on the new keys to outstanding customer experience.

We’re delighted to be working with some of the most influential authors within digital marketing: Brian Clark, Mitch Joel, Lee Odden, Ted Rubin and Mark Schaefer.

Econsultancy will be releasing these unique reports over the coming months, along with dedicated webinar sessions where you can gain insight from the authors on the key issues raised.

Watch the webinars

Join best-selling author Jay Baer, and Econsultancy’s Vice President of Research, Stefan Tornquist, for two webinars from the authors of the series.

These one-hour sessions will bring together the renowned authors of the six reports to discuss the themes, issues and opportunities brought up in their work.

With an emphasis on questions from the audience, these web events will cover new ground and new examples of great, innovative customer service, customer experience and customer insight.

  • Webinar one (November 5), featuring Lee Odden and Ted Rubin – Watch now
  • Webinar two (December 10), featuring Brian Clark, Mitch Joel and Mark Schaefer – Watch now