Tagged 'buyer experience'

The State of Human Interaction in Marketing

Posted by Grant Johnson on February 5th, 2014 at 1:15 pm

A funny thing is happening with the proliferation of social media, it is making way too many people LESS social. Walk down almost any high school hallway and you will see. The kids’ text each other rather than converse. Or they Snap Chat, Tweet or use Instagram.
In business circles we seem to prefer email to voice messages and rarely seem to talk to each other, conducting a lot of business electronically via chat, email, webinars and/or, sometimes, conference calls. What about meeting face-to-face?
This may further divide the role of sales and marketing. It’s curious why so many firms still put the two together in one job title. From my experience, they are two different types of thinkers. Most great sales people are not great marketers and most great marketers are not stellar sales people.
It is true that marketing needs to sell today, and input is crucial from both parties. However, when it comes down to it, especially in bigger, considered purchases like in the B2B space, a great sales person can make all the difference in closing the deal.
But it is not limited to B2B. A great retail sales person can turn you into a loyal customer faster than most marketing... Read more

Why You Should Call a Truce with Multichannel Showrooming

Posted by Jeannie Walters on January 21st, 2014 at 9:23 am

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

How to Calculate ROI for Customer Experience

Posted by Tony Quin on November 8th, 2013 at 9:45 am

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

Retargeting 101 for Small and Mid-Size Businesses

Posted by Katya Constantine on November 1st, 2013 at 10:33 am

Simply put, “Retargeting” is the action of displaying a banner ad to a user online that has either been to your website, or has shown intent on your type of product of service.

There are many different types of retargeting- behavior, contextual, site, search and audience extension. The terminology can be overwhelming at first, but we would like to break it down for you and show you how this could benefit your business. According to Digiday:

1 in 5 marketers has set aside budget for retargeting campaigns.

Types of Retargeting:
Site Retargeting targets two types of people: existing customers you want to bring back to your site, and potential customers who visit your site, but leave without making contact, or a purchase. Re-engaging folks that have been to your site often time leads to conversions or an increased awareness of your business.

How Does This Impact My Business?
Most marketers that are doing some type of Digital Marketing (PPC, SEO or Social) drive clients to your website to complete some action. Search Retargeting allows you to capture that audience AGAIN and in a different environment, often times triggering that “Ah-Ha” moment. By engaging in Site Retargeting, you can continue the engagement once a user has left... Read more

The Case for Cookies: 5 Ways They Make Life Better

Posted by Nick Matarazzo on October 14th, 2013 at 10:05 am

Recent talk around big data, retargeting, and the potential impact on consumer privacy has unleashed a torrent of criticism and controversy, especially in the wake of the NSA shake-up.
Individual privacy is important, and no (sane) person supports identity theft. But we should be talking more often about how credible businesses are using data to create better consumer experiences.
Recent research has turned up a few insights into how consumers feel about retargeted advertising. An August 2013 eMarketer article citing a study by Adroit Digital and research company Toluna revealed that, “Thirty percent [of those surveyed] had a positive or very positive reaction to retargeted ads vs. 11% who felt negatively about them.”
Our search engines anticipate our queries, music streaming sites know what we want to hear, and our favorite e-commerce companies know what incentive will get us to “add to cart,” so why wouldn’t we want advertising with relevancy?
Here are the five reasons I’m making the case for cookies.

1. We Get Relevancy
The age of unleashing a barrage of ads on every user is over. Attention span is short, space is limited, and marketing dollars are being spent as efficiently as possible. If I’m in the market for a new luxury... Read more