The title of this post is based on an old Bob Dylan song. You see, and I have said this for years, most social media can be pretty effective at establishing trust and a relationship. Where it typically falls short is the consummation of the relationship, the marriage. Or, in advertising and marketing, the sale and doing business with the advertiser.
At least part of the blame lies with inbound marketing. If you have a great offer or message, you may get too many leads. Think quality over quantity. That’s where testing the right offer/message at the right time to the correct audience becomes so important. Test, test, test.
If you have leads that are less than ideal, they will not be followed up with properly (a big problem in most lead generation programs anyway) and the good prospects will become frustrated and the sales people will lose faith in your marketing because you are providing “bad” leads to them.
I have seen this countless times. With all this inbound marketing it’s actually become worse, because we can generate a greater number of leads faster than ever before, exasperating the divide between sales and marketing.
To begin, make sure you have a follow-up process... Read more
It's a losing battle.
At 360Connext, our Customer Experience Investigators™ have been working hard to gather evidence to build a case against showrooming. What we have found may surprise you.
Showrooming is here to stay. Here's why:
Instead of truthfully working to understand the way customers behave, many retailers are trying to combat showrooming in ways that are not truly customer-centric. Customers are not afraid to use the technology that brings more information to their fingertips. The ability to quickly and easily do some comparison shopping right from their smartphones is now commonplace.
What does this really mean for retailers? If you're going to try and battle showrooming, you are going to lose. Customers will most certainly, now more than ever, shop on their own terms.
Embracing showrooming for a win/win experience
Personal care and cosmetics retailer Sephora is winning the loyalty of milions of customers simply by offering a world of choices and encouraging them to shop on their own terms- from mobile, desktop, in real life, or a combination of any of the above.
It goes to show you, if you offer customers the shopping experience THEY want, and embrace their habits and preferences instead of trying to change their behavior, it may take some... Read more
If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more