Tagged 'Strategy'

It’s Time to Bust Marketing Silos, Get Integrated

Posted by Scott Vaughan on June 23rd, 2014 at 8:47 am

Marketing has clear marching orders to define, discover, engage and delight customers every day, along each step of the buyer’s journey—from prospect to loyal customer. While this has always been a business goal, the impetus is now squarely on marketing chiefs and their teams to make it happen.

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

7 Brands generating more engagement on Instagram than on Facebook

Posted by Doug Schumacher on April 30th, 2014 at 4:46 pm

We recently launched a new data view at Zuum: The Social Engagement Leaderboard. It ranks the volume of engagement for a set of brands across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. We applied this data view to some of the top social brands in the world, and found that a number of them are getting higher numbers of engagements on Instagram than on Facebook.
This report looks at the benchmarks and content of 7 of them: Coca-Cola, Oreo, Red Bull, Chevrolet, Maybelline, Calvin Klein and Burberry.
Key Data Points

86% of the total fan count is on Facebook while only 20% of the total engagements are on Facebook
1.6% of the total fan count is on Instagram, while 72% of the total engagements are on Instagram
The ratio of engagements per post to fan count was 100 times higher on Instagram than Facebook
The Instagram accounts are gaining fans at a rate 5 times faster than the Facebook pages
Brands are posting about the same volume on Instagram as they are on Facebook

Curious to hear of other smaller brands generating more engagement on networks other than Facebook.

What The NCAA Tournament Teaches Us About Marketing

Posted by Grant Johnson on April 7th, 2014 at 1:54 pm

I always enjoy the NCAA Men's Basketball Tournament. My memories date back to 1977 when Marquette (from my hometown of Milwaukee, Wisc.) won the dance card and took home the trophy. After that victory me and a buddy ran outside hooting and hollering and played some hoops and pretended to be the players we had just witness win it all. What pure fun.
The NCAA does offer some great insights to marketers as well. Here are seven takeaways you can apply to your marketing:
1.) The small can dominate the big. If you have a small ad shop, a challenger brand or are a start-up, the NCAA tourney should give you renewed hope that you can compete -- and win -- even against larger competitors who will likely outspend you.
2.) It takes a great team and awesome leader (coach) to be at your best and push one another. The best individually deep team rarely wins the games; it's the best coached unit that excels as a team that wins more often than not. A great coach only helps.
3.) A bit of luck helps, so if you get lucky, take advantage of the opportunity you have. Very few had Connecticut and Kentucky in the final. If you... Read more

How to Help Millennial Employees Look Ahead to Retirement

Posted by Morgan Sims on March 26th, 2014 at 7:12 am

The last thing that millennials are likely thinking about is retiring, but that's what they should be focused on. Granted, bills stack up and student loans can haunt us for decades, but focusing on retirement is equally important. Here are a few ways that you can help your millennial employees look ahead to retirement.
Deciding When to Retire
One of the biggest and most important decisions about retiring is figuring out when you should actually do it. If you don't have a financial adviser on the company payroll, at least have one come in and talk about retirement plans. Too many people go into retirement without a financial backup plan, which usually ends with them taking a part time job somewhere just to get by. Younger people should make investment plans now, especially when it comes to annuities. Fisher Investments provides helpful tips, and if you're near Washington, you can look on YouTube to find driving directions to visit the Washington office address.
Advertising Your Retirement Plan
Never stop informing employees that you offer a retirement plan. They should be made aware when they start work with you and periodically throughout the year. Let them know what kind of plan you offer, whether it's... Read more