Three leaders in technology and marketing riffed on a wide variety of topics at the CUNA Marketing and Business Development Council Conference’s “Tech Talk” session.
Patrick Adams, CEO of St. Louis Community Credit Union, guided the conversation with:
Here's a rundown of some highlights:
Parrish: Try stuff out. “Our first live video was three and a half hours of an ice cream cone melting.” You can use video to highlight community partnerships.
Lay: When you use technology to turn the spotlight on others, people are more likely to trust you with their story and their narrative.
ON TECH INTERACTIONS
Kumar: Technology is no longer a barrier. It is a lot easier to be efficient and more productive, but humanizing the interaction is still a challenge for many.
ON THE NEXT BIG SHIFTS
Kumar: The next shifts in tech will be about what you can do with your data (artificial intelligence) and also the way in which humans interact with machines (conversational user interfaces and augmented reality).
ON CREEPINESS AND DATA
Parrish: Don’t think of yourself as a creepy stalker; you’re a helpful friend.
Lay: Creepy is when it moves into product sales. “People want to be helped. No one wants to be sold to.”
Kumar: “There is a line that can be crossed and businesses should be conscious about it.”
Lay: It is all about content and context.
Lay: Failure in financial services is often frowned upon. But in digital marketing it is good. You can learn from it and adapt your campaigns fast.
Kumar: You are constantly being measured by the pipeline you are creating. But real marketing is beyond this pipeline. It is the lifetime value of a customer that you bring in. You are responsible for the customer journey and satisfaction. The metrics of how we talk about marketing need to change.
Parrish: The value of the metric is determined by the actionable steps that you can take with it.
ON ADAPTING TO CHANGE
Kumar: “You have to go back to what your core is.” You have to stay true to that. Use tech to do that.
Lay: “We can be so future-focused that we miss the opportunities in the present… It is easy to feel overwhelmed and frustrated... and feel left behind.” Instead of looking at the horizon all the time, why don't we measure progress by looking how far we've come?
Parrish: “You can make a lot of things work, just by doing your best.”
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