A protestor outraged by the introduction of the European Super League held a sign that said, "Fans, Not Customers." The nascent soccer competition felt its customers’ — excuse me, fans’ — wrath and shut down, all within four days of announcing its existence. Four. Days.
That’s extraordinary. And it’s a testament to how fans feel about the brands, the organizations, the experiences they identify with. And given that few brands would ever feel the same outpouring of emotion from their customers — and they are customers in these cases — it’s a sign of how far most brands have to go. Worse, digital often plays a small role in driving those passionate responses… or only encourages negative passions.
Airbnb and others are trying to change that. In fact, Airbnb has pivoted away from performance marketing — the go-to method for most digital marketers — in favor of brand marketing. They’re trying to cultivate a passionate fan base, one that will choose them first. And, consequently, lower their customer acquisition costs and reduce their dependency on Google and other gatekeepers.
In this episode of Thinks Out Loud, we’ll look at Airbnb’s plans. We’ll discuss how digital can contribute to your customers’ brand experience. And we’ll review whether digital can help you create not just customers, but fans for your brand too.
Want to learn more? Here are the show notes for you.
Thinks Out Loud Episode 326: Are You Using Digital to Create Customers or Create Fans? Headlines and Show Notes
Show Notes and Links
As always, here are the "regular" show notes, detailing links and news related to this week’s episode. Take note, there are a lot of links this week based on the wide-ranging discussion. Be sure to check out all those that matter for your business once you’ve given the episode a listen.
* Digital Transformation is All About Customers (Thinks Out Loud Episode 323)
* Day One at Amazon and Developing a Digital Culture (Thinks Out Loud Episode 325)
* Reaction to the Super League? Super Anger | The New York Times
* Airbnb’s brand vs. Booking.com’s performance marketing – is there a playbook for recovery? | PhocusWire
* Digital Gatekeepers and the Death of Organic Traffic (Thinks Out Loud Episode 247)
* Gatekeepers Gonna Gate: Apple, Google, and Antitrust (Thinks Out Loud Episode 258)
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