KINSHIP is the web of social relationships that form an important part of human societies: connection. KINSHIP refers to the foundation of social relationships in human cultures; how human social groups are constructed – their patterns, meanings and obligations; and also why they are constructed at all. To understand KINSHIP, brands need to understand the patterns, the groups, the conversations, the people, and ultimately the data.
Data is the core catalyst in the future of marketing
We see the leading brands whittling down their tech stack to a lean set of primary solutions that integrate with one another. They first unify their social digital data and activities, and then integrate their social media management platform with their core legacy systems such as customer relationship management and email.
In doing so, they’re layering unstructured social data on top of existing customer data (like purchase history) and creating a more complete view of the customer. This provides the infrastructure for the future of marketing. The future of marketing is in connecting with people based upon data-insights about what themes and issues they find important. It is about crafting stories and content to be shared by employees, and ultimately about enabling stories from customers and employees to be captured and shared.
For us, data insights underlie the opportunity to humanise brands through relevant storytelling in relevant places for relevant audiences. It is by using rich, impactful storytelling that brands can create a compelling connection with their audience, and hence form a kinship. A data-driven strategy not only lays out kinship touch-points across the customer journey, but also looks outside of marketing and communications for sources of stories – areas like customer service, sales, product development, technical support, human resources, and customers themselves.
The linking of 360-degree customer data with content creation and performance, and employees and customers with brand storytelling, is the future of marketing.