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The Official ICSC Blog

Get To Know MOCIAL Speaker: Peter Shankman

PeterShankmanRaised on the streets of NYC, a public school kid who learned from an early age that the people who help other people are the ones who get the best out of life. (They’re also the ones who don’t get beat up.) Also learned that the majority of people expect crap when it comes to customer service and even friendship. If you go out of your way to do better, you can have the world at your fingertips.

With society’s increasing dependence on technology, what changes in marketing strategies has it made in last few years?
It’s about personalization. Be nice. Machines are great, social media is great. But at the end of the day, people still want to feel like they matter, and that has to come from the company, from a person, and has to be real.

What have been the benefits of incorporating digital marketing and mobile apps into your corporation?
Anything that helps save time and grow your business is beneficial. Anything that leaves more time for customer service and one-on-one interaction is a benefit, as well.

In what ways has the digital age revitalized your industry?
50 years ago, people chose what to do based on who they talked to. Think “The sewing circle.” That went away. It’s back now, in a social world. So it all starts with treating your customers better. Do that, and the digital age will allow your customers to spread the world about how awesome you are. Remember – No one believes how awesome you are if you’re the one who has to tell them.

How important is consumer engagement? How do you bring attention to your brand through you social media channels/mobile apps?
Reach out. Talk to people. Apps are great, and they work. But companies who take the time to listen first will bring the best results, because the users of those apps feel INVESTED.

What do you hope participants will gain by attending your MOCIAL session?
Pretty much everything I just said above. You get the customers you want by being awesome to the customers you have.

Is the increasing number of online shoppers a concern to you?
No. Online shopping is fine, but there will always be a place for one-on-one interaction.

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