• How to effectively optimize conversion using customer feedback

    As a digital marketer you are probably entering the New Year with many plans to increase your revenue and general performance from your online operations. I am sure you will be looking at how to increase conversion by optimizing your purchase funnel and reducing the number of people who slip through the cracks.

  • Deloitte’s TMT Predictions interpreted through the lens of the customer experience

    2015 is here and Deloitte’s TMT Predictions have arrived. Since 2001 Deloitte has published an annual Technology, Media & Telecommunications (TMT) report which shares their predictions for the upcoming year. Yesterday, I attended Montreal’s 2015 edition where Duncan Stewart, Director of Research TMT at Deloitte, shared some insights of what we could expect in 2015. Below I highlight a few predictions that I believe are relevant from the perspective of the customer experience.

  • Top 5 Voice of the Customer Trends for 2015

    2015 is here and it is shaping up to be a big year with a ton of big technology predictions– from the emergence of 3D printing to the year of the Internet of things. With marketing budgets set to increase by 8%, according to a recent Gartner’s CMO Spend Report, marketers are looking for the next big thing that is going to put them ahead of the competition. This year, I think Voice of the Customer (VoC) analytics is set to play a major role. Below are a few of my predictions on the big customer feedback trends for 2015.

  • Intent brings powerful precision to personalization

    The era of personalization is well and truly here. Over 75% of B2C marketing decision makers rank personalization as very or extremely important for short term success (eMarketer). According to Jeff Fuhrim from Adobe, “Highly personalized experiences perform better, compelling more visitors to sign up, subscribe, download, or buy. But even Apple, a leader at delivering flawless digital experiences, is struggling with getting personalization right.

  • Retargeting 2.0

    With the holiday season upon us, we all expect our site traffic to spike. Forrester states that online sales will soar this holiday season, coming in at $89 Billion, a 13% increase. And one of the best tools to take advantage of this spike is retargeting. The question then arises, how can I use retargeting to reach these visitors and maximize my potential revenue?

  • First Party Data is King

    Today, digital marketers have an enormous amount of data at their fingertips, but it’s important to understand that not all data is created equal. In an article in AdExchanger, Peter Kim said that, “More than ever, first-party data represents a critical foundation for future marketing plans because it’s the only data that your competition will never have.”

  • Everyone loves benchmarks - especially your boss

    Is my performance good or bad? This is probably a question you have asked yourself when trying to evaluate your website’s performance. Benchmarks provide context to understand your performance and how to evolve your site.

  • The power of intent-driven retargeting

    Retargeting, which encourages previous website visitors to return to your site, plays a vital role in converting visitors into customers. Over one quarter of visitors will return to a website thanks to retargeting. Display retargeted visitors are three times more likely to click on an ad and, after returning to the website, they are 70 per cent more likely to convert.

  • Want to address the challenges of retargeting? Just ask the user

    Today, retargeting is regarded as one of the most powerful tools of digital marketers. Retargeting is a form of online advertising which encourages previous website visitors to return to your site. Digital marketers turn to retargeting because it delivers results, but as pointed out by Catherine Tucker, an MIT Sloan School of Management professor, “Ads are too often shown to those who have already decided whether to buy or not buy the product, or who have bought it already.

  • The importance of integrating the visitor into the digital ecosystem

    Opening remarks at the Cornell Hospitality Research Summit articulated the key challenge for service based organizations today – their ability to integrate the customer directly in to the design and delivery of their product. Compounding this challenge is the growth of big data and trying to keep the customer as part of the marketing and delivery of hospitality services within the context of data driven solutions.

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