A single bad review can have a huge impact on your business, which is why customer service is key. A customer journey map can help improve conversion
Are you facing issues while trying to provide a stellar customer experience? The onus is on the businesses to rectify this situation quickly because customer experience has been a cornerstone of business since the very beginning. However, today, the business landscape is growing increasingly competitive. Businesses are doing more than ever to get customers' attention than ever before.
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Not so long ago, the need or want for a product meant we were supposed to drive miles to get to a brick and mortar store to spend hours looking for the desired product. From test driving…
The scientific method of measuring marketing effectiveness
As seasoned marketers, I’m sure you’ll be familiar with the quote (often attributed to John Wanamaker):
“Half the money I spend on advertising is wasted; the trouble is I don't know which half”
The ability to effectively measure marketing effectiveness is the Holy Grail for CMOs and marketing leaders. With so many established, new and emerging channels at our disposal, it’s more important than ever to identify and prioritize those that drive the most value for our businesses.
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Many marketers believe that evaluating the impact of marketing is straightforward - simply compare the outcomes from one campaign to another and look at which channels generated value.
However, simple or even more complex…
Many businesses make the mistake of plunging ahead without due attention to translation quality or write something that proves offensive to the local mindset
Often the most cost-effective way to grow your business is by entering foreign markets. But that's easier said than done. One relatively low-cost key to foreign expansion is successful translation and localization: letting prospective customers know that you speak their language and take into consideration their local culture. We'll consider the challenges and pitfalls of these processes and how to get from here to there most successfully.
It’s a cliché that you don’t get a second chance to make a first impression. But the fact is that many businesses make the mistake of plunging ahead without due attention to translation quality or write something that proves offensive or inappropriate to the local or cultural mindset. The result can be that your message and meaning is “lost in translation” as…
Chatbot increases conversions, not just dialog, which is why you need to understand how best to use chatbots
Live chatbot is not just for customer support anymore; it’s a proven engagement and revenue booster. Kayako.com shares some compelling statistics that show just how powerful live chat can be when it comes to engagement and conversion.
Analytics and conversion expert Neil Patel also shares some conversion math related to chat. He asserts that, with chat available, 10-50% of your visitors will engage with you on your website. If implemented correctly, one-third of those visitors should go on to become buyers.
Even using his conservative estimates, that means a conversion rate of 3.3% through the use of chat. That’s nothing to scoff at. For large-volume sites, these conversion rates and revenues add up quickly.
Here are six tactics you…
Millennials want the same thing as every other age group, it's just the channels for delivering it that have changed
They have youth, influence, and spending power. They can also spot BS from a mile away, and it’s not easy to win their hearts.
EContent even predicts that Millennials – or Generation Y – will "become the world’s most powerful customers".
Indeed, it seems that the demographic has reached an important point where its purchasing power is approaching its peak.
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It’s also a huge generation, born anytime between the early 1980s and 2000. Of course, there are major differences in life experience and expectations between someone born in ‘83 and someone born in ‘99, but the important…
Discover the digital skills your agency needs and how to develop your team
Our guide to developing digital skills in your agency came about through conversations I have had with agency clients over the past few years. And from my time running large teams in agencies, recruiting or developing new digital talent.
I’m biased but the teams I recruited and developed (both as employed ‘Head Of’ and for agency clients in my consultancy role) have been excellent people, across all disciplines. But oh-my-goodness .. they took some recruiting on occasion!
I can’t think of a time where they were enough digitally skilled people in the market. And that dearth of skilled practitioners is only increasing, as we look to bring in those conversant in machine learning, AI, analytics and ever-evolving media channels and tech tools into agencies. And recruiting digitally-savvy client-facing or planning / strategic team members can…
If you want to achieve success with your marketing campaign, you’ll have to ensure that your every marketing effort is measurable.
Goals for your marketing campaign can be improving lead generation, increasing brand awareness, boosting your ROI, or anything in between.
Whatever the case, measuring and analyzing your marketing campaign data will provide you with insights that will help you thrive.
This is, naturally, easier said than done. The following measurement and analysis practices will allow you to learn exactly what went right and what wrong with your marketing campaign.
The knowledge you gain this way will improve your future marketing strategies.
KPI Identification for your marketing campaign
If you want to track the performance of your marketing campaign, you’ll first need to identify your key performance indicators (KPIs).
Which indicators you’ll track will depend entirely on your own marketing goals. Over 54% of marketers have the goal of increasing sales leads generated.
…
From annual to 90-day planning that rocks
Has this happened to you?
You spend a ton of effort creating your marketing plan, you feel great about it. You’re going to move forwards with clarity on those important initiatives.
Tasks are planned week by week and resources allocated...
The ink has barely dried before the first curve ball arrives. You’re back to the plan, juggling and adjusting, trying to hold it together.
That’s frustrating enough, but it’s not long before the next curve ball. Redraw plans again. Soon you wonder why you spent the time trying to plan in first place.
The sand shifts so fast planning seems pointless.
You are not alone. I’ve seen it happen too many times.
The net result is:
People outside the team are frustrated because those bold initiatives with planned dates rarely happen as planned
People inside the team are frustrated. Continual chop and change kills productivity and is frankly demoralizing
You end…
Five steps to creating a 1-2-1 marketing plan that will generate results
Customers sit at the heart of every business. Whether you’re a sole trader or a large corporation, how you interact with your customers helps define who you are as a brand. It’s therefore important to determine how you interact with customers and outline the type of messages to communicate at different stages of the customer journey.
Some businesses are more focused on marketing to existing customers than others. Companies within the FMCG sector, for example, will be more interested in reaching all buyers within a particular category via mass marketing. As a result, Coca-Cola, P&G, and Unilever will have a smaller database of ‘loyal’ customers to reach out to businesses within the banking or telecommunications sectors where customer relationship management (CRM) plays a much more prominent role within the marketing mix.
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Businesses that see the value in customer relationship management must…
Six steps to writing research questions that get the best results
Eureka! You’ve got an idea for a business, product, service, or new functionality, a solution to a problem, or a hypothesis about why something is happening. Unfortunately, it’s a fact that not all ideas and solutions are good, and not all hypotheses are right. It’s a shame, but there it is. Before investing significant time and money, you’ll want to get a better idea if you’re on the right track. This is where primary research comes in.
There is a lot to consider when conducting market research, far too many elements for one blog post. However, writing great research questions will go a long way to getting the answers you need to move forward. There are lots of market research methods but we’ll focus on writing great questions for an online survey, where the questions have to work their hardest.
Step 1:…
