Reaching the correct customer at the appropriate moment presents a more controlled environment for digital marketers. And customers cherish their privacy, which is why this new environment exists. Marketing automation firm Marigold and digital marketing consultant Econsultancy recently conducted a survey to examine consumer perceptions of marketers’ strategies and messages. These revelations offer direction for marketers looking to increase client trust and establish closer relationships. When the research was discussed at The MarTech Conference (free registration to access the complete program on demand), a number of winning techniques surfaced. Key conclusions from the conversation and some of the study’s results......
Continue Reading
What will customers remember about your website, product, service, or people? What will they say to their friends and coworkers about their experience? Will they even mention it? A huge amount of attention and resources are being directed toward incorporating AI into the customer experience, ranging from automating responses to social media comments to improving call center experience. Who knows where OpenAI’s Voice Engine will finally lead us? Do you think customers will discuss how “wowed” they were by their AI experience? I am willing to bet they won’t notice. AI-created experiences will be more “expected” than “exceeding.” So, how......
Continue Reading
As a senior marketing leader, you’re all too aware with the bottlenecks and train wrecks produced by silos and a lack of alignment among various teams and departments in the marketing ecosystem. CMOs frequently cite this as one of the most significant impediments to smooth marketing operations and attaining desired outcomes. However, the solution does not just involve improved communication or coordination among discrete teams and roles. The most effective marketing organizations (MEMOs) understand that meaningful cross-functional collaboration to bridge organizational barriers necessitates a fundamental adjustment in marketing structure and work flow.......
Continue Reading
According to Gartner, martech utilization fell to 33% in 2023, down from 42% in 2022 and 58% in 2020. Underutilization of martech results in unforeseen consequences. For example, it may result in future budget cuts depending on previous platform utilization. Inadequate use of martech might also impede the advancement of marketing processes. There are several reasons why martech is underutilized. As the landscape moves rapidly, CMOs and other leaders may wish to investigate new technology. Many martech users may not profit from utilizing a specific platform. Users may also not be properly......
Continue Reading
I recall when the internet was spanking new, unfamiliar, and frightening to many people. The organization I worked for was quite conventional, and they promised never to create a website or allow staff to use email. Well, that was in 1996, and as you could expect, a few years later, they couldn’t fight it because the world had changed. It appears that AI is creating the next paradigm change. And instead of being a recent college graduate, I’m now one of those elderly folks who are dubious of what’s going on. But......
Continue Reading
Any company that does it needs to think carefully about rebranding. A rebranding takes a lot of time and money, whether it’s because of a merger or acquisition, changing customer wants, or a crisis. The ROI, on the other hand, can be huge. A good rebranding can give a business a new look, boost its value, and open up new growth opportunities. Here are seven important lessons I’ve learned in the 15 years I’ve worked as an internal team member and an external expert for global B2B technology companies during rebranding projects.......
Continue Reading
In the ever-changing world of consumer packaged goods (CPG), my interests have centered on brands, consumer behavior, behavioral economics, and the fascinating field of artificial intelligence. What fascinates me the most about this scenario is AI’s ability to boost efficiency and innovation. AI: A Driver of Creativity and Efficiency AI is more than simply a tool; it is a revolutionary force for innovation that complements rather than replaces human intelligence. AI will significantly impact the workplace and the roles of those who work in creative fields. Many people I meet with discuss......
Continue Reading
Artificial intelligence (AI) is establishing itself as a game-changing force in the consumer experience (CX). AI’s capacity to process massive quantities of data and drive automation at scale enables organizations to provide tailored, frictionless CX journeys that inspire loyalty and satisfaction. This article looks at how great firms use AI to change the customer experience in three key areas: clear messaging, frictionless interactions, and tailored experiences. Clear messaging. Effective communication is the foundation for developing a great brand. It is also one of the most commonly disregarded parts of the client experience.......
Continue Reading
The consumer experience has completely transformed from anonymous transactional to individually helpful. To continue to be useful to consumers, retail brands must seamlessly integrate and be present throughout the customer journey. They must deliver genuine value in the right place at the right time. Consumers base their purchasing decisions mostly on web research, rather than on product packaging, benefits, or customer service. How does that research look like? Searches for comparison guides, ingredient descriptions, brand and product reviews, and so on. Brands that proactively deliver the information their audiences seek will develop......
Continue Reading
As much as we would like to think differently, only some products or services are actually suitable for some. And, while some products or services can (and do!) benefit almost everyone, certain categories are far more inclined to buy than others. A target audience is a group (or groups) of people for whom your product or service is intended and to whom your marketing efforts are directed. Why is having a target audience important? Without a target audience, your sales and marketing approach is essentially flinging spaghetti against the wall and hope......
Continue Reading