• The customer experience disconnect

    What do customers think of your digital experience

    Today the customer experience is seen as the only source of sustainable competitive advantage as the effectiveness of traditional marketing continues to diminish in the face of new technologies, changing customer behavior, and rising customer expectations. But how effective are companies at leveraging this competitive advantage? Well, according to a new report ‘The Consumer Conversation’ from Econsultancy and IBM, many companies are quite pleased with themselves with 70% of companies stating that they deliver a good customer experience. But many brands might be prematurely celebrating the success of their customer experience initiatives. The report found that consumers that switched services in the last year did so for reasons companies should be able to prevent. Of the consumers that had a significant issue with their provider only 28% of them felt that the company dealt with the issue effectively. Furthermore, nearly one third of consumers that switched providers in the past 12 months cited experience related factors for their switch.

  • The personalization privacy paradox

    Every day marketers walk a tightrope between creating highly personalized experiences for their customers while ensuring they don’t take too many liberties with their customers’ data. This balancing act creates a paradoxical reality for marketers. On the one hand they have more and more data to drive personalization while on the other they need be conscious not to breach consumer privacy. Accenture reported that 73% of US consumers prefer to buy from brands that use their information to deliver more relevant shopping experiences. While on the privacy side, TRUSTe reported that data privacy concern is at an all-time high, with 92% of US internet users worrying about their online privacy.

  • Customer Experience 3.0 – Powered by first party data

    Thanks to the ubiquitous nature of technology, consumers interact with brands wherever, whenever and however they want. This means that customers are engaging with your brand across multiple screens at all hours of the day. Whether it is on your website or mobile app, today’s customers are experiencing your brand across multiple touch points all the time. This demands that you put the customer experience at the center of everything you do.

  • 5 reasons why you can't ignore Voice of Customer analytics

    Today customers are in control, shifting the power from the brand to the digital customer. This has completely overturned the traditional understanding of the customer journey ushering in the new digital customer lifecycle. According to research from Google and CEB the average customer had completed more than one half of the purchase decision-making process prior to engaging a sales rep directly. At the upper limit, that number ran as high as 70 percent! This means that digital-empowered customers often know more about products, services, pricing and reputation than the brands.

  • 3 ways to solve content marketing conundrums

    We are living in a content revolution. According to a 2012 study by AOL and Nielsen, 27,000,000 pieces of content are shared every day. More and more of this content is created by marketers with many marketing departments spending over 25 percent of their budgets on content marketing. It is little wonder why content marketing budgets have increased with 70 percent of consumers preferring to get to know a company via articles rather than ads. But content does more than that just drive eyeballs, it helps you differentiate your brand from your competitors and creates a brand experience that spans different channels. Many companies are adopting a content strategy however too often they forget to include their customers’ perspective when creating content or when analyzing their content’s effectiveness. Marketing Tech Blog cited a report that found only 26 percent of marketers are using customer feedback to steer their content strategies.

  • Top 3 ways to improve your retargeting in 2015!

    Retargeting has got a lot of marketers excited and for good reason. Digital Information World cited a comScore study that found retargeting advertisements increased branded searches by 1046 percent, and when online stores start retargeting campaigns, they experience a 726 percent improvement in site visits in only four weeks. Some businesses are turning to programmatic advertising letting data work for them, while others interpret data manually to craft retargeting strategies. But at the end of the day, all digital marketers need their campaigns to be relevant to see an increase in clicks. But how do you ensure your retargeting campaigns are relevant to your visitor’s needs?

  • Making Sense of the 2015 Marketing Technology Landscape

    From the rapid adoption of mobile technology to programmatic advertising to the promise of big data, the marketing industry is undergoing a seismic shift driven primarily by technology. As a result, the marketing technology landscape has exploded in recent years to meet the needs of a new generation of consumers and marketers. According to an IDC report, the marketing software industry is one of the fastest growing sectors in high tech, with a compound annual growth rate of 12.4 percent between 2014 and 2018. In 2014, global sales of software and other technologies represented around $20.2 billion, spanning a plethora of categories and verticals. By 2018, IDC expects spending will total near $130 billion.

  • 3 tips on how to spark a conversation with your customers

    We are living in the age of the customer. According to Forrester, “Technology-empowered customers now know more than you do about your products and services, your pricing, and your reputation. Technology has tipped the balance in favor of the customer.” This means the only way for companies to remain competitive in today’s customer driven world is to keep pace with their customers’ intent, needs and motivations. This starts by engaging your visitors at the moment of truth and striking up a conversation with them. 

  • Dx3 recap – the competitive advantage marketers can’t ignore

    Last week I attended Dx3 in Toronto. Dx3 is Canada’s largest conference dedicated to digital marketing, digital advertising and digital retail. With its five streams including targeting, advertising, engaging, buying, and supporting, Dx3 brings together digital marketers, agencies, and entrepreneurs to define what’s next for Canadian Business. Below is a snapshot of just a few of the innovative sessions that attendees got to experience.

  • Now more than ever, experience is the brand – recap of the Adobe Summit Day 1

    Yesterday marked the opening of the Adobe Summit, the largest digital marketing conference in the world. With over 7,000 attendees, from 44 countries representing 76% of the top Fortune 500 companies, this is a digital marketing rock show. Brad Rencher SVP at Adobe kicked off the festivities in true visionary style. He opened the conference with bold statements on the future of digital marketing, challenging us as a community to stretch our focus on the customer experience.

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