The customer journey – A 360º view of your customer interactions
A lot has been written about the customer journey, or path to purchase, and about the importance of communicating the right message at the right time according to what stage of the journey your customers find themselves.
At their annual Awards Gala, the Relationship Marketing Association (AMR) and the Flèches d’or Awards (Golden Arrows) jury recognized the excellence of our marketing campaigns by awarding four Top Awards and a certificate of merit including the Best Multi-channel Marketing Campaign as well as Gold in three categories.
We are honored by this industry recognition of the quality of our team’s great work. It’s thanks to our clients and the confidence they place in our strategies that we are able to shine.
Email marketing is a powerful tool…if you know what you’re doing
Email marketing is sometimes equated with sending out newsletters. But it’s so much more! Simply put, Email Marketing is the systematic and structured use of email in order to initiate, build and consolidate a relationship between brands and people. Email is the most popular media for Relationship Marketing. This is largely because of its impact, its ROI and its ability to grow sales.
I often ask my workshop and conference participants – typically seasoned marketing executives – what the role of marketing might be? Their answers are, by and large, always the same. They revolve around advertising and marketing communication.
They tell me it’s all about branding and image. About differentiation and value. This, of course, is all true and essential. Part of what we are tasked to do as marketers. But is it enough?
Marketing : beyond the four Ps
Strictly speaking, marketing encompasses what we all know as the four Ps. This is how marketing is taught in most business schools on the planet. Price, Place, Promotion and Product. This model for marketing management was first published by E. Jerome McCarthy, back in 1960. But has it kept pace with the times?
Collaboratory: [Coˈlæbrəˌtɔrɪ] noun :
The word collaboratory (pronounced co lab ratory) is a blend of the words collaboration and laboratory. The term is borrowed from the scientific community and is defined as a virtual collaborative environment. It’s a place where scientists and researchers from around the world work together on research projects.
This environment allows them to share resources, research and knowledge. The objective is to achieve innovative solutions faster by leveraging collective knowledge.
My, how time flies! The year is quickly coming to a close. And most of us busily preparing for the new marketing challenges that lie ahead. Fine-tuning budgets. Tying up loose ends. And perhaps looking forward to some time off with family and friends. But before we break for the holidays, why not take a few minutes to reflect on how we hope to change and improve in the coming year. Here are three 2018 Marketing Resolutions : dumb things you should stop doing in the next year. Heck, why not stop doing them right NOW!
Relationship marketing is a form of marketing that focuses on creating, maintaining and growing business relationships between an organization and its customers. Relationship marketers focus on the quality, longevity, depth and value of the relationship with customers on an individual or personal level.
One of the most popular forms of personalization used on eCommerce sites is the “people who bought this, also bought that” recommendation. The assumption is that people have similar tastes and so if other people are buying the same things, so should you. Sometimes, the intention is to ensure that someone who buys an item requiring additional accessories be reminded of all that is needed before checking out their shopping cart.
Some sites use an algorithm to predict which products should be paired with each other. Others simply tag products and bucket them into groups. Now the latter can same time and money, but sometimes leads to some strange recommendations as seen below on the Tiger Direct website.
One of the guiding principles of B2Me is to use simple language and familiar terms in order to clearly communicate what you need to say to your customers. Get rid of jargon and marketing speak — Make it a priority!
American insurer Cygna clearly understands the importance of simple and effective communication. The company prides itself on systematically simplifying the language it uses in its marketing communication and more important, in its contact between their employees and customers.
If you’re trying to persuade people to do or buy something, it seems to me you should use the language they use every day. -David Ogilvy
To help achieve this goal, they created a program for first-line staff that dictates what words should be used to describe insurance concepts, products, terms and conditions. The program is called “Let’s be clear”, and is designed to help employees “translate” the obscure language of the insurance industry into plain English.
Here are a few examples: “you” instead of “claimant”, “process your claim for payment” instead of “adjudication” and “start date” instead of “activation”.
The goal is to make customers feel comfortable, to create a climate of trust and allow the customer to feel valued – not diminished by the use of language they don’t understand.
Cigna even created a website that provides a dictionary of common insurance terms and their translation into plain English in order to be clearly understood by a customer.
At the end of the day, it simply a question of respect for “me”, the customer. Do you speak the same language as your customer? Or are you forcing your customers to speak yours?
There’s an interesting article on B2Me™ on the Retail Experience Blog, by Paul Flanigan, former director of brand communications for Best Buy.
Here are a few lines from his post:
We have all heard B2B (business to business) and B2C (business to consumer). But this has now evolved into B2ME. The simple definition is the practice of marketing to the individual based on the desires of that individual. It’s not about closing a sale, it’s about developing a relationship with every single unique individual.
This doesn’t (or shouldn’t) seem like a new way to market. We have been doing this all along, right? Well, the advent of personal technology has quite a bit to do with it. Marketing has had to catch up with individuals who are mobile, savvy, and in control of the sales cycle in pretty much every type of buyer/seller relationship.
Read more on RetailExperience.com