Tagged 'Digital Marketing'

5 Things Startups Think About Themselves That Are Wrong

Posted by David Murdico on May 29th, 2014 at 4:44 am

The easiest thing in the world is to have an idea. The hardest thing is to successfully execute on that idea and turn it into something that creates customers and actually turns a profit.
I talk with startups every day, and the one thing many of them have in common is that their self perception is often out of whack with what people actually want or need. Lots of valuable time, money and most importantly, energy, get lost this way via development, marketing and PR.
1. We’re Changing The World!
Not yet you're not. Your vision includes the potential to change some part of the world and people’s lives, but until you’ve attracted enough customers, subscribers, media attention, or social media swagger to actually start making a difference,  you’ve changed nothing.
Take a realistic look at when that moment will be that you go from the "idea" of changing the world to "actually" changing the world. That’s what you’re shooting for, and if you're smart, driven and talented you'll get there.
2. We’re Revolutionary, A First, Unique!
Are you sure? Have you really looked? Are you really as unique as you think or are? Are there others like you out there? Don’t be afraid to look.... Read more

Dispelling the Myth about Customer Touchpoints

Posted by Jeannie Walters on May 20th, 2014 at 7:41 am

Creating an inventory of all of the touchpoints within the customer journey helps define a lot of moments, both good and not-so-good. When done thoroughly, a touchpoint inventory can be a great launch pad into your customer experience improvement initiative.

But what exactly IS a customer touchpoint?
According to Wikipedia:
Touchpoint (also touch point, contact point, point of contact) is business jargon for any encounter where customers and business engage to exchange information, provide service, or handle transactions.
Wikipedia is spot on, if you happen to be viewing your customer's journey from within the vacuum of your own organization. And too often, that happens to be the case. Customer touchpoints generally are not well understood or appreciated from the customer’s perspective. And they are definitely not just "business jargon." But they can be meaningless unless the company understands them as a complete inventory and as individual opportunities to improve the customer experience.
Awareness and understanding of  your customers’ current situations, and what drives them toward loyalty or defection, is the essential to delivering a superior customer experience. Understanding the actual touchpoints your customers have with your organization is a basic part of that understanding.
Most companies, when defining their customer touchpoints, list things like:

Direct Mail
Web Sites
In-Store Sales Associates
Welcome Letters/Customer Communications
Customer Service Call... Read more

How To Take Your First Step Toward Targeting Consumers With Behavioral Data

Posted by Ann Breckenkamp on April 4th, 2014 at 11:03 am

Although many marketers talk about the importance of tapping into "big data" to improve their customer experience, a recent study by Razorfish and Adobe sheds light on the fact that a vast majority of marketers fail to use behavioral data in segmentation analysis and targeting execution. Many businesses struggle to incorporate behavioral data into their customer engagement practices for a variety of reasons: the data is difficult to access, they are unclear which data to use, they have trouble gleaning actionable insights from the data, and so on.
But when you approach it systematically, getting started isn’t as difficult as you might think.
In case you are among the 76% of marketers who are looking to take your first step towards sending more targeted communications to your customer base, we have put together the following process for how to think about developing your new campaign strategy.
Step #1: Define Your Goals
As with any new marketing campaign, the first step is to clearly outline your business objectives and definition of success. Your campaign strategy will differ depending on whether your primary goal is to acquire new customers, engage existing customers, drive profitability or something else altogether. Although it may sound obvious, you can expect... Read more

Courting Your Customer: Signing Up is Just the Beginning

Posted by Ann Breckenkamp on March 11th, 2014 at 12:43 pm

According to ExactTarget’s “2014 State of Marketing” report, only about 40% of marketers are currently using some type of Welcome Series to introduce new customers to their product or service. Given how expensive it can be to acquire new customers and how fleeting most customer relationships tend to be in this day and age, not having any type of onboarding flow is a lost opportunity that most marketers cannot afford.
Whether you already have some type of onboarding campaign and you’re exploring ways to improve your existing flow, or you’re part of the majority looking to create an onboarding flow for the first time, this post offers a few best practices on how to execute a welcome strategy that will drive real results. Below we’ll provide tips for not only keeping your newest customers around for the long haul, but for turning them into loyal advocates who can help drive your business success.
1) Welcome new customers immediately with a clear call-to-action.
Thank your new customers right away for signing up and introduce them to the best aspects of your product or service. You can adapt the content of your first welcome message depending on your end goals, but the important part is that... Read more

The CMO's Guide to "Her"

Posted by Ann Breckenkamp on February 27th, 2014 at 10:08 am

As marketers, we should all take lessons from Spike Jonze's "Best Picture" nominee, "Her," when crafting the strategy for our next campaign. This futuristic film features Joaquin Phoenix as Theo, a lonely soul who falls in love with his intelligent computer operating system (OS) named Samantha. Samantha is the embodiment of artificial intelligence—although she is just a piece of software, she adapts and evolves her behavior by synthesizing personal experiences and knowledge, building humanlike relationships along the way.
From the very beginning of the film, Samantha tries to learn Theo’s preferences, needs and desires so she can tailor her communication with him accordingly. She collects data from a variety of sources to inform her interactions: she reads his emails and other computer files, views the world around him through the lens of his mobile phone, and even converses with him about his feelings. Because Samantha is a sophisticated technology, she can quickly process these loads of data and immediately apply them to create very personalized and meaningful interactions with Theo.
Based on Theo’s past behavior, Samantha learns to anticipate his needs in her role as his personal assistant, friend and confidant. She knows when and how to most effectively offer encouragement, tell... Read more