In parallel, over the last year, we have witnessed the convergence of content and search engine optimization (SEO).
Intelligent marketers are utilizing these trends and building integrated marketing frameworks to provide marketing benefits far beyond the organic channel. Early adopters of these smart SEO and content frameworks are successfully implementing optimized content in paid search, email and social media campaigns and utilizing SEO insights to drive cross-channel performance.
https://searchengineland.com/enterprise-seo-cross-channel-performance-activation-integration-292442/
When I was a student at Duke I wasn't much of a student—at least when it came to academics. Vastly preferring the lessons offered via extra-curricular activities, I gained a practical introduction to advertising by promoting various film series but in truth. Also, taking an actual marketing class was not an option. Well, that was a long time ago and the interest in and importance of understanding marketing has increased dramatically since then. There are now substantial curriculums at both the undergraduate and graduate levels, at Duke and across the country.
http://adage.com/article/cmo-strategy-columns/business-a-student-marketing/312276/
Can a large incumbent company rediscover how to act like an agile start-up?
I believe the answer is yes, though success depends largely on another question: Can the executive team learn to get out of the way?
Behaving like an agile start-up implies speed, a sharply defined mission, and a deep understanding of customers. Those qualities allow a company to consistently formulate the right strategy and execute it cleanly—but also to pivot decisively when conditions change.
https://hbr.org/2017/11/figure-out-your-companys-make-or-break-strategic-problems-then-use-small-teams-to-solve-them/
https://www.business2community.com/ecommerce/how-b2b-ecommerce-marketers-can-use-the-voice-of-the-consumer-to-boost-sales-02133114/
In this highly competitive environment, how can you optimize your people-based marketing? People-based marketing is only as powerful as the data you feed into it. By fleshing out your consumer profiles with a wealth of first-, second-, and third-party data, you can ensure more accurate targeting and personalization. Marketers often leverage their CRM or loyalty database to build people-based marketing profiles, however many have now also begun to tap into one of the richest sources of first-party data — the voice of the customer captured through their phone calls to businesses. Below we’ll discuss how using voice analytics from your inbound calls can enhance your people-based marketing.
https://www.business2community.com/marketing/how-brands-and-agencies-can-use-the-voice-of-the-customer-to-improve-people-based-marketing-02104904/
The stakes for digital have never been higher, and neither has the pressure on marketers and agencies to optimize campaign performance to win the most customers at the lowest costs. As costs rise, every conversion counts — especially those that lead to appointments, sales opportunities, and revenue. And for mobile advertising, that conversion is often a call. When consumers run searches and engage with digital ads, emails, and website content on their smartphones, it’s easier and more natural to call the business rather than fill out a form on their small screens and wait for the business to call them.
Inbound calls are often the most valuable leads — callers convert to customers on average 10x–15x more than online conversions. Someone who calls a business usually has higher purchasing intent and is further along in the customer journey than someone who fills out a web form. Plus, a caller is a live lead that businesses can close and upsell right away.
Below are 3 examples of how you can use voice analytics to capture valuable marketing insights and, in turn, optimize the performance of your digital advertising campaigns.
https://www.business2community.com/marketing/how-marketers-can-leverage-voice-analytics-to-optimize-roi-02097617/
So it’s 2018, and with the New Year come new objectives and new challenges. For many executives at least part of those objectives probably includes achieving a target NPS score. The target scores could, in theory, range anywhere from +100 to -100 (based on a calculation of top two-box minus bottom-seven box responses to the likelihood to recommend question). But, of course, it’s unlikely that a company could stay in business too long if it were continually being scored by customers at those extreme lows. No brand is loved by each and every one of its customers.
http://mailchi.mp/c918b443de9c/this-weeks-topic/
Voice of the Customer (VoC) programs have become a strategic asset for the most forward thinking and customer-centric CEOs, CMOs and customer experience leaders. In fact, in the most recent Best Practices of the Best Marketers Research Report, Chief Marketing Officers whose performance ranked them in the top quartile used VoC programs a whopping 48% more often than their lower performing peers.
It’s been my experience that most companies think they know what their customers’ want—and more often than not they are either partially correct or incomplete. Either scenario results with a cascading effect that degrades product R&D, marketing communications, sales effectiveness, services delivery and customer experience (CX) objectives. The negative financial impact incurred in any one of these areas is a significant hidden loss than goes unrecognized by most business leaders.
http://www.crmsearch.com/voc.php/
It’s their service, the experience you go through and how they treat you. Customer experience is more officially known as the sentiment associated with a company’s ability to provide positive experiences to their customers. Services range from one-on-one interactions where a support agent resolves a customer issue, to exchanges with the brand on a more public scale.
You can think of it as the product of an interaction between an organization and a customer over the duration of their relationship. And it’s a critical component of today’s marketing mix.
http://business2community.com/customer-experience/is-customer-experience-driving-your-2020-marketing-focus-02269889/
Marketers are too obsessed with their Net Promoter Score. They’re not seeking feedback for improvement, they’re trying to hit a KPI.
But unsolicited feedback is where the good stuff happens.
One of my most successful strategies used old Facebook comments from customers enquiring about a discontinued product. The client had previously dismissed them with a generic apology.
https://mumbrella.com.au/marketers-should-stop-asking-for-feedback-and-start-listening-to-it-526697/
