Tagged 'Digital Marketing'

Ready For The New Facebook Ad Format?

Posted by Katya Constantine on July 8th, 2014 at 11:49 am

In April, Facebook announced plans to overhaul the right-side column ads. Long-term concerns about engagement and visual quality led to these changes. Facebook is selectively rolling out the new right-side ads with a complete transition occurring August 1st. Here is what you need to know about the new format along with expected impact of the change.

Infographic: The Next Generation of Consumer Engagement: Search, Social Discovery, Mobile, Aggregration?

Posted by Courtney Wiley on July 7th, 2014 at 5:07 pm

The numbers are staggering: By 2017, the global social network audience will total 2.55 billion.  And of the 42 percent of users that have multiple social accounts today, nearly three in five (58 percent) wish there was a solution to help them better use and monitor all of their social networking profiles at once.
So how do firms stay ahead of social marketing and optimize their present-day strategies? The above chart outlines where the majority of marketers are today and where intelligent customer engagement is going. Consider it a sneak peek into a digital marketing crystal ball . . .
Disclaimer: I currently serve as Advisor to Sparksfly Technologies, Inc., and assisted the team with the aforementioned research.

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