Another way to talk about marketing like customer insight in Disney

Marketing is entering a new era. At the forefront of this change is allowing consumers to interact with brands in a very different way. We see this in many areas of reinventing marketing landscapes such as gamification, wearable technology and smart interfaces.
But without consumer insights, these innovations will not happen. Any brand can conduct customer insights in three ways, and successful customer insights can lead to unique marketing interactions.

Do customer insight like Disney, simplistic like Disney
Just saying that Disney World brings you a multi-faceted experience is a bit understated. Parking alone is an adventure! Not to mention the entire theme park tour – to shuttle between various rides and various special features of the park, to bring together friends and relatives to choose a restaurant that everyone recognizes, and decide who will pay the bill. From a brand perspective, such a customer experience sounds like a hard-won nightmare. But by taking a deeper look at the experiences that visitors have gained, Disney has launched a revolutionary and innovative product, the MyMagic+ bracelet, which allows visitors to store park tickets, room keys, bonus points and even credit card information in this product. Although this technology is very complicated, the origin of this solution comes from simple observation: consumers have become overwhelmed and overwhelmed with various touch points, so how can we make tourists' activities Is it easier to connect visitors with yourself? This bracelet is an integrated device for all of Disney's experience project information, and the stored information and the bracelet itself are a marketing element. Similar to Nike's Nike+FuelBand bracelet and Jabone's UP bracelet, Disney's bracelet will continue to remind you to follow the brand, and the shape is cool, so you are happy to share it with your friends. Ask yourself, where do you simplify the process of interacting with brand touchpoints? The answer to this question is to cultivate the fertile ground for marketing solutions.

2. Open the door like Orapup
Ask consumers to tell you what they need, not only to let you develop the right products, but also to pull them into your marketing activities. Orapup, a product developed by former senior vice president of Procter & Gamble, started a crowdfunding campaign at Indiegogo, which raised more than $20,000. The product is very simple - a brush used to brush the dog's tongue, and the smell of the dog's breath can be improved.
As an experienced business person in an innovative company, Shekhar Mitra could have used other funds to develop his own products. But by raising product development funds in the way of crowdfunding in Indiegogo, consumers can play an active role in the product development process.

3. Connect with grand themes like Hyundai
In 2013, Hyundai won two Ex Awards awards. This prestigious award focuses on superior experience marketing practices and the brand's interaction with consumers through channels other than television and print media. The reason for Hyundai’s awards is to connect its brand with the theme that transcends its own industry.
The dynamic RE:MIX Lab, hosted by Hyundai Motors, is an event in five major cities in the United States that explores culture, music, technology and technology in an alternative way. The Show Your Loyalty event connects your brand to the dynamic world of college football.
Both events answered the question that all brands are thinking carefully: can their products be linked to anything else? In fact, every brand can connect itself to the wider world. Hyundai has integrated young drivers with their favorite arts, music and sports. Using your brand to connect consumers with their passionate things is the only way to increase their participation.
Customer insight is the key to the success of all brands. Ask yourself: How can your brand simplify the interaction between consumers and brands? How to create products and services together with consumers? How do you connect your brand to a more ambitious theme? The answers to these questions can lead you to marketing practices that are successful again and again.
(Author: Josh Epperson Josh Epperson: Feast RVA non-profit organization co-founder, Orphaned Stories podcast host.)

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