Friday Five: Why marketing is about the whole business
Zone’s Ross Basham handpicks and shares the five best new stories on digital trends, experiences and technologies…
1. Why marketing is about the whole business
The key to better serving customers? It’s all about putting your employees first, according to Boots CMO Pete Markey. This is what Boots tried to achieve when it rolled out its ‘Feel Good as New’ repositioning last summer. The aim was to reinvent the health and wellbeing of the nation, as well as Boots’ own brand image.
Speaking at the DX Summit, hosted by the Festival of Marketing in partnership with Zone and Cognizant Digital Experience, Markey explained that helping employees across the board to get behind the mission benefits both the employee and customer experience. “It’s about the whole company, not just marketing,” he said.
2. Multiple Apple services suffer outages
A number of Apple services experienced outages on Monday, Apple’s support page has confirmed. The areas affected included the App Store, iMessage, Maps, Apple Arcade, the iTunes store, podcasts and Apple TV+. Apple’s system status page now shows that all of its services are back up and running.
Some of Apple’s network was down for three hours. A number of iCloud services had been affected, including calendar and mail. According to outage tracking website Downdetector.com, more than 4,000 users had reported issues with accessing Apple Music, while nearly 4,000 reported problems with iCloud.
3. Heineken’s virtual beer sends up metaverse
Heineken has created a virtual beer to highlight the extremes businesses will go to to grab a slice of the next big thing — the metaverse. The brewer set up a virtual launch to promote the “product” — an experience described by one attendee as surreal. The firm said it was “an ironic joke… that pokes fun at us and other brands”.
The mock launch — to which real journalists were invited — took place in a virtual brewery in Decentraland, which is a virtual world owned by its users. And the beer was described as being brewed with “binary-coded hops grown by NPC (non-player character) farmers”.
4. Brand purpose needs to be driving force
‘The customer is always right’ is still a mantra for many. But neither consumers nor employees should be the very core of a business’ operations, argues Patti Alderman, AVP digital experience at Zone and Cognizant Digital Experience. Instead, brand purpose needs to be the driving force behind everything that a company does.
Consumers are holding businesses accountable on social issues and want to engage with brands that reflect their values. Deloitte reports that almost one in three consumers stopped buying from brands due to sustainability-related issues. That purpose must be reflected inside and out, which means investing in your workforce.
5. Zoom launches animated animal avatars
Last year, the story of a lawyer turning up to a hearing on a Zoom call with a cat filter went viral. It was hilarious and absurd. But the folks at Zoom seem to have liked it so much, they’re introducing animated animal-based avatars to sit in on your video calls. Think of this as animoji, but for conferencing.
When you turn on your avatar, your background will disappear, and your face will turn into an animal (there are 11 to choose from, including cow, cat, dog and racoon). By following your face using your webcam, the avatar will be able to mimic your expressions to some extent. But maybe don’t try this in a job interview, eh?