Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
Scores of pundits and prognosticators awake and arise this time of year from their marketing crypts to make predictions, outline scenarios on what they see as hot digital marketing trends for the upcoming year. And we see a lot of those aforementioned terms – and others – you know what some of them are - year-after-year, being bandied about and re-purposed.
To use some pirate vernacular, “arrrggggghhhhhh!”
All good-intentioned, most impart a lot of useful info-nuggets but it’s easy to get lost in the morass.
So is there anything really interesting that might help drive awareness of products/services, and ultimately sales next year?
Internet Retailer recently did a search marketing survey (full results being published in November) from mid-September to mid-October encompassing responses from 95 participants; about two-thirds identified themselves as working for web-only retailers.
Some interesting survey snippets:
• 46.2% reported increased traffic to their e-commerce sites over the past year through natural, or organic search;
• 32.9% generated at least half of their online sales through their paid search and organic search programs combined;
• 40.3% said their search marketing budgets increased over the past year;
• 53.3% said they would increase their pay-per-click search spending... Read more
This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement. In the second article, we discussed each of the four steps in more detail.
Now that we have an understanding of the long-view customer experience philosophy from an engagement lifecycle perspective, let’s talk more about audiences and expectations. There are four primary expectations that one can have about this type of user experience:
A user’s emotional connection to your brand grows as they progress through the 4 steps
Not all audiences can be expected to reach the end of the process
Each stage in the process takes a considerable amount of effort
How the brand addresses a user’s “filters” determines both short-term and long-term success
Now, let’s go into each in more detail:
1. A user’s emotional connection to your brand grows as they progress through the 4 steps
The explanation here is fairly obvious. As you go from just learning a product’s name, through the purchase process and ultimately to using it on a regular basis, the place that product... Read more