Email marketing is among the most effective methods of reaching and converting your audience. In fact, one study found that 76 percent of subscribers make purchases after receiving marketing emails, which is probably why 97 percent of businesses use email marketing these days.
Social media is an increasingly popular channel for digital marketing activities. It’s ability to reach wide audiences, in a targeted and engaging way, has encouraged many organisations to build this channel into their digital marketing plans. Social media can help drive awareness, drive brand engagement and has a lot more offer – but how do we know that we are using the right measures to track its success?
While attending the Fortune Brainstorm Tech this year, I heard from leading executives of companies like Walmart, Mattel, Ford, Intel, Qualcomm, Target, Macy’s, and others on a wide range of topics, including the challenges on leading digital transformation and innovation. Most of the top executives from mature incumbent companies outside of the tech space amplified the extreme challenges and impediments put forth in The Incumbent’s Nightmare. Transformative innovation—often thought of as digital transformation—is extremely difficult for incumbents, as markets have given companies like Amazon and Google an incredible and unfair advantage.
Here is everything you need to know about moving to digital customer service, as we help you to put together a strategy to make a smooth transition.
No matter what you are selling, every sales cycle has 3 points in common. These ‘sink or swim’ points define the success or failure of that sale; and every salesperson needs to be able to recognise to control those moments.
Today, marketing professionals have access to more data than ever before. Digital marketing is providing quantifiable measures and KPIs across channels covering interactions with customers, behaviour, choices, feelings, purchasing history, etc. At the same time, technology has significantly evolved, allowing us to collect, process and utilise data at any stage of planning and delivery of integrated campaigns.
Most companies acknowledge the importance of innovation, but few actually know how to be innovative. They don’t realize that innovation must be a cultural imperative to truly succeed.
Studies show that as companies become more prominent, leaders become more distant from customers. They spend more time managing the organization and investors, less time with customers. They believe their role ends with training employees. A 2017 HBR survey of 1,000 CEOs found that, on average, CEOs spend 10 percent of their time with clients, 7 percent with suppliers and the rest with internal groups. In other words, unless you’re a big customer, you likely won’t get any attention from the CEO or his/her leadership team. The C-Suite is very isolated from its customers—at companies that ultimately fail.
As both an influencer for brands and a marketer who develops and manages influencer campaigns for clients, I am well aware of the value of influencer marketing. Add to the equation the fact that I’m also a consumer, and I see in real time the value of influencer marketing—because I make purchases based on influencer recommendations. So what, really then, is the impact of influencer marketing on consumers? Let’s take a look.
Customer journey mapping is becoming more prolific in B2C, as companies realize that to understand how customers interact with their websites, products, and utilize customer support, they need to conduct deeper research into all of their brand’s touch points. But interestingly, in B2B, customer journey mapping isn’t nearly as popular.