Is Touchpoint Marketing the Only Marketing Left?
APRIL 3, 2012
Obviously, content deserves the proper focus since it serves both business and – prospective – customer goals, across all touchpoints, channels and stages in the customer life cycle. It’s in aligning both and mapping mutual purpose that touchpoints occur and the basis for a relationship, potentially leading to tangible value, is laid. Touchpoints matter more than content.
How the Internet of Things is Creating a Proliferation of Consumer Touchpoints
It's All About Revenue
AUGUST 25, 2014
What’s happening is that this technology is enabling a proliferation of touchpoints, or points at which a consumer interacts with a product, service, or brand. Collectively these emerging touchpoints are redefining brands’ ability to interact with consumers, and consumers’ ability to interact with brands. Understanding Touchpoint Proliferation.
Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]
MARCH 3, 2015
This is the first in a series of three articles on a timely topic as marketers tackle synchronizing content and channels. Both Gartner and Forrester predict that by 2020, more than 80% of the buying process will occur without any direct human-to-human interaction. Content needs context, and that context is the customer’s buying journey. Connection. Conversation. Consideration.
How to Complete the Picture of Your Buyers Across Devices
Modern B2B Marketing
SEPTEMBER 12, 2016
Author: Bhumika Dadbhawala Omni-channel. properly implemented omni-channel marketing strategy leads to better targeting, stronger results throughout the customer lifecycle, more value for your buyers, and higher ROI for your business. But this requires taking into account knowledge about a buyer’s entire footprint across channels, which can often exist on different devices.
Top 10 Recommendations to Revitalize Your B2B Marketing
SEPTEMBER 4, 2015
You can only trace the customer’s interaction with your brand along that one path of receiving, opening and acting upon email stimulus. In an integrated marketing approach, we need to look beyond email to examine multiple channels, including social, where our customers are spending time. Consider niche channels where your target buyer spends time. The Customer Journey. Mobile.
8 Personalization Trends That Are Reinventing the Buyer's Journey
SEPTEMBER 24, 2015
If we think about offline buyer/brand relationships, customer loyalty results (in part) when a brand can form a relationship with the buyer through acts of thoughtful remembrance. It treats every interaction with care and consideration to bring value to the buyer’s journey and to help buyers reach their goals. But we’ll get to that …. This has given rise to demand generation.
Do You Know Why Integrated Marketing is So Remarkable?
AUGUST 15, 2016
It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. Boundless : Integrated marketing communications (IMC) is an approach to creating a unified and seamless brand experience for consumers across channels. People shop and make decisions through multiple touchpoints. Altimeter ).
Increase Wallet Share by Engaging Your Customers
B2B Marketing Traction
MAY 17, 2012
Increase your customer touchpoints (making each touchpoint a positive experience). Interact with them on social media as well as through traditional marketing channels. Increase your “Share of Wallet” through Customer Experience Management and “Trusted Relationships” by Rick Graves, CoreBrand, Interactive Intelligence blog.
March Madness: Why Brackets Are Powerful Marketing Content
FEBRUARY 24, 2016
It’s safe to say that any type of engaging, interactive experience available around popular events only excites audiences even more. Matt Beardmore from Psychology Today cites other powerful factors like social interaction, competition, and entertainment/ escapism, which are kind of undeniable given the popularity of non-sports brackets that have surfaced over the past few years.
5 Ways to Build Trust When Mixing Social and Marketing
APRIL 23, 2012
Be Consistent — The brand promise should remain constant across all channels. Create a collaborative environment so insights are freely shared across all touchpoints. Does it have personal relevance, for example, is it a reminder about loyalty program rewards that haven’t yet been redeemed? Some call this new era the Relationship era. Trust is an asset that must be earned.
B2B CRM / Branding Model
B2B Marketing Confidential
NOVEMBER 12, 2008
This relates to a previous post on CRM. I was thinking about how you build an interaction model between the firm and its customers if those customers are businesses. I was also thinking about the function of "branding"--creating consistent communications across all customer touchpoints. Basically the framework divides up the CRM value chain into four parts. View my complete profile
Ever-Changing Rules: New Era Challenges For CMOs
MAY 5, 2011
Also critical is a complete customer interaction history, plus supplemental data to indicate future behavior. Delving into third party data attributes, demographic and psychographic data has allowed companies to drastically improve their view, treatments and interactions. Once the segmentation is complete, the goal is primarily to use this data and information to improve interactions: replacing the same message sent to all customers with tailored direct mail, e-mails, phone scripts, etc., to the different segments. Lead Generation Companies | New Challenges for CMOs.
The Design of Buyer Experience
NOVEMBER 1, 2010
These monumental shifts occurring are calling for organizations to think differently and to design buyer experiences that create long-term buyer retention and buyer loyalty. Buyer Interaction Modeling : For every stage in the buyer’s journey, interactions that correlate to a buyer’s journey lead to successful buyer experience design.
How Haptic Technology Can Improve Brands’ User Experience
NOVEMBER 10, 2015
IT and marketing departments need to be on the same page in order to give customers a consistent experience across all touchpoints. Consumers have high expectations when they interact with a brand on a variety of channels: mobile, social media, customer service, email, live chat, Web, and others. Devices like game controllers and wearable tech can include haptics, too.
The Seven Phases of the Buyer Experience Journey
OCTOBER 18, 2010
B2B complexity has a robust chemistry of sales, content marketing, partners, and channels that all provide various touchpoints in the assessment phase. Insight gathering respective to the buyer’s practices and processes for renewal consideration can yield establishing buyer experience strategies aimed at customer retention and customer loyalty. Research. Assess.
How to Drive Your Marketing Automation Strategy Forward
JANUARY 9, 2015
According to Skyword’s content marketing trends survey , 68 percent of executives indicated their main content marketing goal is to engage customers and prospects, with 44 percent saying that enhancing brand awareness and loyalty is their objective. Believe it or not, email is the most effective channel for reaching prospects. Are these objectives on your 2015 road map? Actions.
March Madness: Why Brackets Are Powerful Marketing Content
FEBRUARY 24, 2016
It’s safe to say that any type of engaging, interactive experience available around popular events only excites audiences even more. . Matt Beardmore from Psychology Today cites other powerful factors like social interaction, competition, and entertainment/ escapism, which are kind of undeniable given the popularity of non-sports brackets that have surfaced over the past few years. .