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Digital Marketing

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HOW DIGITAL MARKETING WORKS

Digital marketing uses numerous ways of strategies to succeed in one key goal of successful business. All the different strategical ways of digital marketing will help an organization to generate website traffic, brand awareness, product / service awareness and convert leads into loyal customers. Like how equally all the employees work for an organization with one motive, the same way digital marketing strategies work towards flourish of the business.

That being aforesaid lets dive deeper into additional details concerning the major digital marketing strategies:

SEARCH ENGINE OPTIMIZATION

Every time when you like to purchase anything or get information or want to know more about any topic, you do a search in internet. There are many searching software’s like Google, Yahoo, Bing etc… are available to do this job. They are called search engines.

When you start your search in any search engines, the software will display the results based on your search words. These search words are called as keywords. Customer will find his requirements almost easily from first three pages form the result displayed by search engines. That’s where SEO part come into play.

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So optimizing your company website to be search engine friendly is called search engine optimization(SEO). It is very important to get a chance to grab potential leads into customers for your business. SEO takes lot of time, effort and patience to get organic traffic to your website.

SEO also help you to get more information on search behaviour, competitor analysis, ranking position of your company website in result pages, etc…  SEO is a gem changing strategy when you use appropriate keywords and phrase related to product or service search.

Visibility is the first step to grab customer attention towards your business. So SEO plays an influential role in digital marketing. SEO is an organic way of ranking your website in search engine result pages.

PAID ADVERTISING

The fastest and easiest way to reach customer is through advertisements. But advertisements are expenses to company as it is a paid method. The different medium to go for paid advertising are Google, Facebook, Instagram, pay-per-click (PPC) and many more. The focus and specifications of the advertisements are more related to user or customer specific.

As Google is the world’s largest among all other search engines, most advertisements are displayed here. These types of advertisements are called pay-per-click (PPC). PPC uses search engines to present the advertisement to users or customers. In the search engine result page, the results displayed with sponsored tagline are the paid advertisements.

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These advertisements are extremely effective as they grab customer’s attention very quickly and easily. These advertisements additionally involve retargeting. Retargeting mainly focuses on customer behaviour and customer specific, that they target only those customers who left their shopping experience in-complete.

Not only text and images, but also videos will play vital role in paid advertisements. Video advertisements are gaining more popularity in recent days. Video advertisements help customer to easily remember about company and its products. Some of the video advertising platforms are Facebook, YouTube, Vimeo, etc…  The PPC campaigns really boost the business’s performance. They also work great in bringing traffic to website.

WEBSITE MARKETING

One of the biggest marketing assets that facilitate the potential leads into customers is the website. A customer will spend more time on website to get all related information that he / she require. Customer will find his / her required product or service in the website and proceed for the final purchase. An average customer spends major quantity of time on the website, if it is of more interactive like an ecommerce website.

So to keep the customers more engaged, the website should be well optimized with very good content. The user experience of the website should provide better experience when customer visits your business website. Nowadays website is face of your business and creates best impression. So achieve your goal, the business website should be well optimized and well designed for user experience.

So concerns about website graphics, design, overall layout and good content are confine in customer mind and helps in yielding the results for your business. The different mediums that a customer can find your business website is like search engines, social media, etc…  There are two types of websites, static and dynamic.

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A product website represents the business’s products, while the service website mainly concentrates on customer interaction tool for their services. These types of websites are called dynamic website. The static types of websites are mainly used to convey general information or a catalogue type website, just do display the information. Static websites doesn’t interact with customers.

The major objective of the business website is to keep the visitors more engaged with your product or services that your business provide. The key points to recollect while designing and developing a business website are:

  • Website should be easy in use and navigation
  • Website should have a clear call to action button
  • Website should contain important pages like FAQ, Privacy policy, etc…
  • Website should be well optimized in terms of SEO
  • A search option in website will help customer to find the required
  • Website should be optimized for mobile view
  • Website should contain fresh and quality content, and many more to go.

CONTENT MARKETING

Content marketing holds a valuable place within the world of digital marketing. Without content marketing it’s very difficult to engage the audience into your business. The most important tool to get into audience mind is content marketing. It acts as a link between customer and your business.

Basically content marketing is used to get interacted with customers. The majority of the interactions between customer and business will happen through content marketing. The important messages related to business are conveyed to customers is through content marketing. The content marketing will help the business to build client base, brand and other associated interests related to business.

Different kinds of content marketing are: EBooks, blog posts, images, podcasts, infographics, testimonials, social media posts, videos and list goes on. All of these kinds will contribute in creating awareness among customers concerning to the business. Even the campaigns made using the content marketing will help the business to get grow in respect to customer maximization.

In this era of independent world, content marketing will increase the leads into three times more as compared with the earlier topic, i.e. paid advertising. Thus it is well worth of adding more effort in developing an amazing content.

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Effective content marketing will educate and inspire customers who are seeking information about their requirements, i.e. a product or a service. So you should add your effort in creating a content in such a way that it should reach to relevant audience. The information provided through content marketing should be more resourceful and trustworthy in terms of your business.

SOCIAL MEDIA MARKETING

One of the foremost trending and effective way of doing digital marketing is social media. The revolutionary changes happened in social media has delivered an incommensurable level in business marketing. As consumers behavioural information is available completely from social media platform, helped the businesses to throw darts at targets successfully. Social media marketing will help the business owners to reach the potential leads and convert those leads into useful customers.

With the ever growing variety of social media users around the world, exposure of your business is also growing. Social media is a golden platform as users spend their majority of time in these platforms. This will help the business to get connected with users and convert potential leads into customers. Not only for customer service, we can also use the social media marketing to get engage with customers from other options like running ad campaigns, contests, etc….

You can use social media platform as a peer-to-peer sharing opportunity about your business. The key to effective social media marketing is to be active in social media business accounts. Lots of audience will get impressed with the content that you posted in social media platforms. That content will also inspire the audience to share it with their peer members and will boost them to become your potential lead.

Few famous social media platforms are:

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  • Facebook
  • Instagram
  • Twitter
  • YouTube
  • Pinterest and many more

EMAIL MARKETING

According to Forbes, a person checks their mail fifteen times a day or even more. Email marketing may not be the primary tool in digital marketing but is a very important medium to communicate to customers about your business. The more often used form of communication in sending business updates to customers is email marketing.

Email marketing will help in creating loyal customers and increases the chance of repurchasing. Most of the business use email marketing to send newsletters, promotional offers and any other updates related to business.

To get succeed, your marketing emails should satisfy the main core attributes. The important attributes that your email campaign must contain be engaging, relevant, informative and entertaining. With more than two decades, email remains the fastest and most direct way of reaching the customers. Email marketing is trustworthy, relevant and good strategic channel of digital marketing.

AFFILIATE MARKETING

As the name suggests itself, affiliate marketing involves association with another person so that he/she acts as a brand ambassador for your business. That brand ambassador will help in engaging with potential customer to promote your business products and its services. The successful individuals and influencers will become brand ambassador for your business.

Reaching to large number of audience and promoting your business is more effective through these brand ambassadors. You can choose the affiliations according to your business structure and niche. Structure of your marketing strategy will help the ambassadors to execute them and do digital marketing of your business products and services.

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The influencers or the ambassador will use different mediums to reach out for large number of customers. Influencers will get connect to their audience by social media like Facebook or Instagram etc…. and other way is through blogs and video channels. Affiliate marketing will help the business to bring brand awareness among large audiences.

CONCLUSION

Knowing the above basic information provided in this blog will not make any one successful. The digital marketing is very vast subject and most time consuming. So to become a good digital marketer one has learnt more deeply by dedicating time in learning the topics.

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Lessons From Air Canada’s Chatbot Fail

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Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?

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AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.

Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

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I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.

Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

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ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.

It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

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That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand

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Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

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  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952

Methodology

The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).

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Crafting Effortless Sales Through ‘Wow’ Moments in Experience Marketing

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Crafting Effortless Sales Through 'Wow' Moments in Experience Marketing

Crafting Effortless Sales Through Wow Moments in Experience Marketing

In an era where consumers are bombarded with endless choices and digital noise, standing out as a brand is more challenging than ever. Enter experience marketing – a strategy that transcends traditional advertising by focusing on creating immersive, memorable interactions. This innovative approach leverages the elements of surprise, delight, and reciprocity to forge strong emotional connections with customers, making the sale of your core product feel effortless. But how can businesses implement this strategy effectively? This guide delves into the art of crafting ‘wow’ moments that captivate audiences and transform customer engagement.

The Basics of Experience Marketing

Experience marketing is an evolved form of marketing that focuses on creating meaningful interactions with customers, aiming to elicit strong emotional responses that lead to brand loyalty and advocacy. Unlike conventional marketing, which often prioritizes product promotion, experience marketing centers on the customer’s holistic journey with the brand, creating a narrative that resonates on a personal level.

In today’s competitive market, experience marketing is not just beneficial; it’s essential. It differentiates your brand in a crowded marketplace, elevating your offerings beyond mere commodities to become integral parts of your customers’ lives. Through memorable experiences, you not only attract attention but also foster a community of loyal customers who are more likely to return and recommend your brand to others.

Principles of Experience Marketing

At the heart of experience marketing lie several key principles:

  • Emotional Connection: Crafting campaigns that touch on human emotions, from joy to surprise, creating memorable moments that customers are eager to share.
  • Customer-Centricity: Putting the customer’s needs and desires at the forefront of every marketing strategy, ensuring that each interaction adds value and enhances their experience with the brand.
  • Immersive Experiences: Utilizing technology and storytelling to create immersive experiences that captivate customers, making your brand a living part of their world.
  • Engagement Across Touchpoints: Ensuring consistent, engaging experiences across all customer touchpoints, from digital platforms to physical stores.

Understanding Your Audience

Before diving into the intricacies of crafting ‘wow’ moments, it’s crucial to understand who you’re creating these moments for. Identifying your audience’s pain points and desires is the first step in tailoring experiences that truly resonate.

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This involves deep market research, customer interviews, and leveraging data analytics to paint a comprehensive picture of your target demographic. By understanding the journey your customers are on, you can design touchpoints that not only meet but exceed their expectations.

  • Identifying Pain Points and Desires: Use surveys, social media listening, and customer feedback to gather insights. What frustrates your customers about your industry? What do they wish for more than anything else? These insights will guide your efforts to create experiences that truly resonate.
  • Mapping the Customer Journey: Visualize every step a customer takes from discovering your brand to making a purchase and beyond. This map will highlight critical touchpoints where you can introduce ‘wow’ moments that transform the customer experience.

Developing Your Experience Marketing Strategy

With a clear understanding of your audience, it’s time to build the framework of your experience marketing strategy. This involves setting clear objectives, identifying key customer touchpoints, and conceptualizing the experiences you want to create.

  • Setting Objectives: Define what you aim to achieve with your experience marketing efforts. Whether it’s increasing brand awareness, boosting sales, or improving customer retention, having clear goals will shape your approach and help measure success.
  • Strategic Touchpoint Identification: List all the potential touchpoints where customers interact with your brand, from social media to in-store experiences. Consider every stage of the customer journey and look for opportunities to enhance these interactions.

Enhancing Customer Experiences with Surprise, Delight, and Reciprocity

This section is where the magic happens. By integrating the elements of surprise, delight, and reciprocity, you can elevate ordinary customer interactions into unforgettable experiences.

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  • Incorporating Surprise and Delight: Go beyond what’s expected. This could be as simple as a personalized thank-you note with each purchase or as elaborate as a surprise gift for loyal customers. The key is to create moments that feel special and unexpected.
  • Applying the Principle of Reciprocity: When customers receive something of value, they’re naturally inclined to give something back. This can be leveraged by offering helpful resources, exceptional service, or customer appreciation events. Such gestures encourage loyalty and positive word-of-mouth.
  • Examples and Case Studies: Highlight real-world examples of brands that have successfully implemented these strategies. Analyze what they did, why it worked, and how it impacted their relationship with customers.

Best Practices for Experience Marketing

To ensure your experience marketing strategy is as effective as possible, it’s important to adhere to some best practices.

  • Personalization at Scale: Leverage data and technology to personalize experiences without losing efficiency. Tailored experiences make customers feel valued and understood.
  • Using Technology to Enhance Experiences: From augmented reality (AR) to mobile apps, technology offers myriad ways to create immersive experiences that surprise and engage customers.
  • Measuring Success: Utilize analytics tools to track the success of your experience marketing initiatives. Key performance indicators (KPIs) could include engagement rates, conversion rates, and customer satisfaction scores.

Section 5: Overcoming Common Challenges

Even the best-laid plans can encounter obstacles. This section addresses common challenges in experience marketing and how to overcome them.

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  • Budget Constraints: Learn how to create impactful experiences without breaking the bank. It’s about creativity, not just expenditure.
  • Maintaining Consistency: Ensuring a consistent brand experience across all touchpoints can be daunting. Develop a comprehensive brand guideline and train your team accordingly.
  • Staying Ahead of Trends: The digital landscape is ever-changing. Stay informed about the latest trends in experience marketing and be ready to adapt your strategy as necessary.

The Path to Effortless Sales

By creating memorable experiences that resonate on a personal level, you make the path to purchase not just easy but natural. When customers feel connected to your brand, appreciated, and valued, making a sale becomes a byproduct of your relationship with them. Experience marketing, when done right, transforms transactions into interactions, customers into advocates, and products into passions.

Now is the time to reassess your marketing strategy. Are you just selling a product, or are you providing an unforgettable experience? Dive into the world of experience marketing and start creating those ‘wow’ moments that will not only distinguish your brand but also make sales feel effortless.


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