Connect with us

MARKETING

The Ultimate Guide to Marketing Campaigns

Published

on

The Ultimate Guide to Marketing Campaigns

From P&G’s “Thank You, Mom” to American Express’s “Small Business Saturday” to Dos Equis’s “Most Interesting Man in the World,” marketing campaigns have a way of sticking with us long after an impression or purchase. Why is that? Well, campaigns make companies memorable. They promote a focused effort that guides consumers towards the desired action. They also give brands an identity, personality, and emotion.

Marketing campaigns can do the same for your business. That’s why we’ve compiled this guide — to provide a clear, concise approach to your next marketing campaign.

Keep reading to get started or use the links below to jump ahead.

Advertisement

Marketing Campaigns vs. Advertising Campaigns

Marketing is how a company raises awareness of its brand and convinces customers to make a purchase, while advertising is the process of creating persuasive messages around these broad goals.

In terms of campaigns, an advertising campaign might be one facet of a larger marketing campaign strategy.

Advertisement

Say shoe brand Nike launched a campaign surrounding the release of a new product. Its advertising would only reflect one facet of its marketing strategy.

The brand might also leverage email newsletters, social media, and paid search to meet its goal.

Now that we understand the difference between advertising and marketing campaigns, here’s a list of a few more types of marketing campaigns you might run.

Advertisement

Marketing Campaign Components

Multiple components go into the planning, execution, and results of a stellar marketing campaign.

How to Create a Successful Marketing Campaign

Creating an entire campaign is a big task, but the process is pretty straightforward.

Before you create what your audience will see, you must consider your end goal and the action you want them to take

I’ve organized this section as a marketing campaign template. All you need to do is answer the questions — as accurately and in-depth as possible — to ensure a thorough, successful approach to your next marketing campaign.

Advertisement

Planning Your Marketing Campaign

This step is crucial to the effectiveness of your marketing campaign. The planning stage will determine how you measure success and will guide your team when things go awry.

Featured Resource: Free Marketing Plan Generator

1. Set a purpose and goal for your campaign.

Let’s start simple. Why are you running this campaign? What would you like your campaign to accomplish for your business?

If you’re having trouble defining your campaign purpose, start broad. Take a look at the goals below. Which one is most aligned with your own?

Advertisement

This is hardly a definitive list, but it gives you an idea of general business goals that a campaign could help reach.

Let’s take this broad campaign purpose and turn it into a S.M.A.R.T. goal. We’ll use the third option as an example: Gather customer feedback or content.

The goal of my marketing campaign is to gather user-generated content from 100 customers via a branded hashtag on Instagram featuring our new product line by December 31.

The goal is specific (user-generated content), measurable (100 customers), attainable (via a branded Instagram hashtag), relevant (featuring the new product line), and timely (by December 31).

See how this broad campaign purpose instantly transforms into an actionable, attainable goal?

Pro Tip: Setting SMART Goals is simple when you have the right tools. Check out the free SMART Goal-Setting template below to get started on this critical piece of your marketing campaign.

Featured Resource: Free SMART Goal-Setting Template

Advertisement

2. Establish how you’ll measure your campaign.

This will look different for everyone depending on the channels you’re leveraging and your end goal. You might measure email open rates, new Facebook Page likes, product pre-orders, or a combination.

These answers will depend on your overarching campaign goal. Here are a few examples of metrics based on the campaign goals I mentioned above.

  • For promoting a new product or service: Pre-orders, sales, upsells
  • For increasing brand awareness: Sentiment, social mentions, press mentions
  • For gathering customer feedback or content: Social mentions, engagement
  • For generating revenue: Leads, sales, upsells
  • For boosting user engagement: Blog shares, social shares, email interactions
  • For advertising an upcoming event: Ticket sales, vendor or entertainment bookings, social mentions

If your campaign involves multiple marketing channels, it’s wise to define how you’ll measure your campaign on each medium.

For example, say I was running my user-generated content (UGC) campaign on social media, email, and on our blog. First, I’d define my key performance indicators (KPIs) for each medium, which may look like:

  • Instagram engagements (likes and comments) and profile tags
  • Email open rates and click-through rates
  • Blog views, click-throughs, and social shares

Then, I’d define my primary campaign KPI: Instagram branded hashtag mentions.

While the above KPIs indicate how well my campaign is reaching and engaging my audience, my primary KPI tells me how close I am to reaching my SMART goal.

Lastly, let’s think about another question: What does “success” look like for your company? Sure, it’s exciting to reach a predetermined goal, but that’s not always possible. What (outside of your goal) would constitute success for you (or serve as a milestone)?

Pro Tip: When determining how you’ll measure your campaign, consider setting up some checkpoints along the way. If your campaign involves boosting brand awareness and your goal is to reach 50 PR mentions by the end of the year, set up some benchmark notifications at 10, 25, and 40 mentions.

Advertisement

Not only will it remind you to keep pushing toward your ultimate goal, but it’ll boost morale within your team and remind you that your hard work is paying off.

3. Define your target audience.

Imagine constructing a bulletproof marketing campaign only to be met with crickets.

In that case, you might think you chose the wrong marketing medium or that your creative wasn’t witty enough. However, the culprit may be your audience.

The first step to resolving this problem is figuring out what stage of the buyer’s journey your campaign is targeting. Are you trying to bring in new customers, or attempting to gather feedback from existing clients?

Marketing your brand to those who recognize it, or are you introducing a new brand identity altogether?

Your marketing message will vary depending on whether your campaign audience is in the awareness, consideration, or decision stage. Even though your campaign may reach those outside of your target audience, it’s vital that you design your campaign with a specific target in min you know who it’s meant for.

Advertisement

Next, identify your audience’s interests and pain points. Here are some questions to ask yourself and your team to better understand your audience.

  • What are my audience’s general interests? What magazines do they read? What TV shows do they watch? How do they spend their free time?
  • Where does my audience hang out online? For what purpose do they use Instagram, Facebook, and other networks? Do they engage or merely browse?
  • What kind of content gets my audience’s attention? Do they respond to straightforward sales messages, or would they rather consume witty, humorous content? What cultural references would they understand?
  • What kind of problems do they have that my product, service, or brand could solve?

Becoming well-acquainted with your campaign audience will help you confidently answer these questions and any others that may arise during the campaign.

Pro Tip: To uncover more about your target audience, survey your existing customers as well as potential customers in your market. Then, use this data to create your buyer personas — you can even enter that data into a free buyer persona generator like the one below.

Featured Resource: Buyer Persona Generator

4. Set a concept for your campaign and get in contact with the right team.

Marketing campaigns require a mission, vision, and visual identity. Great campaigns are an offshoot of their parent brand, both visually and creatively — they stay consistent with the business brand but maintain their own identity.

When creating their campaign assets, some businesses use an in-house team while others opt for an agency. Another alternative is hiring a freelancer or contractor to complete a specific portion of the project, such as the copy or design.

Pro Tip: Depending on your specific campaign goals, I’d recommend starting with your in-house team and moving forward from there. They are the experts of your business and can speak to what your campaign needs to succeed.

Advertisement

This step will likely take the longest since you’ll be creating your campaign concept from scratch. Next, we’ll dive into how you’ll distribute your campaign assets and connect with your audience.

Featured Resource: Market Research Kit

Distributing Your Marketing Campaign

This stage is all about the public-facing part of your campaign, including what your audience will see and when. If you’ve combed through the previous section, you should have all the answers you need to guide you through this step.

5. Choose the channels on which you’ll run your campaign.

This choice depends on your audience preference, budget, and brand engagement levels, among other factors.

Take a look at the current media channels you use to promote your company. Which ones perform the best? Which ones allow you to pay for advertisements? Which ones have the best engagement? Most importantly, where are your customers hanging out?

Need a few ideas? Take a look at the PESO model, which breaks up distribution channels into Paid, Earned, Shared, and Owned.

Advertisement

marketing campaigns: choosing your channel using the PESO marketing model

Image Source

6. Set a timeline for your campaign.

Establishing a deadline for your campaign gives you a much better idea of when, how, and how often you’ll promote it. Here’s how to do this:

  • Build a general campaign timeline, then mark your campaign start date and deadline on a calendar.
  • Take a look at your marketing assets and chosen promotional marketing channels and work backward from the campaign launch date. Based on your resources, how often can you afford to post and promote your campaign content? With this information, create a promotional calendar for each marketing channel.
  • Decide on a cadence for each channel and map out your scheduled posts, emails, etc. on your calendar.

Visually mapping your marketing campaign will help you evenly disperse your campaign promotions and publish equally on each medium. It’ll also give you an idea of where your time and energy are going so that you can look back when assessing the effectiveness of your campaign.

Pro Tip: If your promotional calendar seems full, don’t fret. Social media and email scheduling tools can alleviate the pressure of posting daily. Check out tools like HubSpot and Buffer to help you schedule and manage your campaign promotions.

Converting Customers Through Your Marketing Campaign

This stage — the conversion stage — is all about how your campaign can lead to a specific result.

7. Ensure your campaign is driving users toward a desired action.

Even if your campaign is effective and drives a ton of traffic, it still needs to complete its desired action. By “the desired action,” I’m talking about that SMART goal you initially defined. Let’s take a moment and reiterate that goal.

For my sample campaign, my SMART goal was “to gather user-generated content from 100 customers via a branded hashtag on Instagram featuring our new product line by December 31.”

Advertisement

This step is all about calibrating your marketing efforts and channels to lead your customers to complete your desired goal. This is done through conversion assets like calls-to-action, landing pages, and lead forms.

Pro Tip: Lead conversion assets can be used separately or in conjunction with one another, such as featuring a lead form on a landing page, or creating a call-to-action asking your audience to fill out a form.

8. Monitor the right metrics.

The campaign effectiveness metrics you’ll monitor will depend on what type of marketing campaign you’re running and what channels you’ve chosen. This section merely serves as a baseline list to give you an idea of what to watch.

Also, it’s tempting to focus on vanity metrics like generated traffic, click-through rate, and impressions. A bump in these areas is definitely a good thing, but since they don’t necessarily indicate a bump in revenue, they can’t be the only metrics used to measure the effectiveness of your campaign.

Pro Tip: Bookmark this link to all the marketing metrics to watch. It’s organized by marketing channel so you can quickly scan the list for new metrics to track for your campaigns.

Assessing Your Marketing Campaign

The post-campaign stage determines your success just as much as the planning stage. Measuring and analyzing your campaign data can provide unique insight into your audience, marketing channels, and budget. It will also inform future campaigns.

Advertisement

9. Establish success numbers and metrics.

The easy way to figure this out is to understand whether or not your campaign met the initial SMART goal outlined in step one. If it did, great! If it didn’t, you can dive into the data to assess why.

For example, if your goal was to increase organic blog views by 100K, any bump in views would be considered successful. But there’s a difference between a campaign that works and a campaign that’s worthwhile.

A worthwhile campaign gives you an ROI that’s proportionate to the time and energy you put into it.

Pro Tip: While it’s OK to celebrate any bump in pre-orders, leads, views, or engagements, don’t assume that’s enough. There’s a reason the very first thing to do is set a campaign goal. Sticking to that goal and calibrating your investment will ensure your campaign is worthwhile.

10. What will you do with the campaign data?

This step helps maximize your campaign’s business impact.

When you analyze and apply your data, its value increases tenfold — not only did it help you measure and assess your campaign results, but it’ll also give you direction and clarity on your audience, marketing methods, creative prowess, and more.

Advertisement

Let’s return to my UGC Instagram campaign.

In addition to meeting my goal of 100 posts with UGC, the data I collect in the process also offers insights into who my audience is, when and how often they post on Instagram, what language they use, and how they use my product.

Whether you collect lead information, pre-orders, social engagements, or offer downloads, your data can equip you to not only meet your campaign goal but also expand your marketing efforts as a whole.

Pro Tip: The campaign isn’t over once you’ve pulled that final report. Spend time with your team in a retrospective meeting. Ask yourselves questions like:

  • What could’ve been done differently?
  • How could we have saved money?
  • For anything that went wrong, why do we think it went wrong?
  • What did we learn about our audience or marketing channels?
  • What kind of feedback could we gather from participants or customers?

Great Marketing Campaign Examples (and Why They’re So Great)

This wouldn’t be a HubSpot Ultimate Guide if we didn’t share some examples from the pros.

1. The Lip Bar‘s “Something BAWSE is coming”

In 2022, The Lip Bar celebrated its 10-year anniversary. It also release a new product called “The Bawse Bundle.”

In early February, the brand launched a multi-channel campaign, from website and social media to billboards.

Advertisement

marketing campaign example: homepage of the lip bar websiteImage Source

The campaign is built around a story of resilience and perseverance, focusing on the CEO’s negative experience on the show Shark Tank.

Why The Lip Bar’s “Something BAWSE is coming” campaign is so great:

It accomplishes multiple things through a single campaign: It gives the audience a peek into the brand’s journey. It builds on that journey and beautifully connects it to a product.

So, not only can current customers share in this excitement because of the 10-year anniversary, new customers will be drawn in by the personal story shared by the CEO.

2. Meta (Formerly Facebook): “The Metaverse”

In Q4 2021, Facebook announced the rebranding of its parent company. The new name, Meta, comes with its own marketing campaign that introduces the world to a new concept called the “metaverse.”

marketing campaign example by meta

Image Source

The campaign is still in its infancy stages, but it has taken over social media networks, including the Facebook app itself.

Advertisement

The video posted to the new @meta Instagram account showcases an alternate reality in which people can interact in 3D.

Why Meta’s “The Metaverse” campaign is so great:

Reception of the campaign is still developing, but so far, it’s successfully stopped the world in its tracks — and that’s a recipe for success with just about any marketing campaign.

The idea of a Facebook rebrand had been speculated prior to the launch of the campaign which piqued the public’s interest. That meant even if they didn’t like the change, they would still be interested in seeing what happens next.

3. Popeyes: “Megan Thee Stallion Hottie Sauce”

If Popeye’s wasn’t sure that it hit the ball out of the park with the chicken sandwich marketing campaign, then it nailed it for sure with the Megan Thee Stallion Hottie Sauce collaboration.

marketing campaign from popeyes

Image Source

Arguably, Popeyes created one of the best chicken sandwiches on the fast-food market in 2019. At the same time, artist Megan Thee Stallion was becoming the hottest rapper in the industry.

Advertisement

So, it made sense that in 2021, the two would join forces to debut a remix of the successful chicken sandwich.

Why Popeyes’ “Megan Thee Stallion Hottie Sauce” campaign is so great:

This marketing campaign was intentional about targeting the younger crowd with not just chicken sandwiches, but merchandise, too.

Popeyes was able to tap into this segment of the market and increase sales while continuing to capitalize on its success without the campaign coming across as stale.

4. Cheerios: #GoodGoesRound

marketing campaign example from cheerios

Image Source

General Mills ran a non-profit campaign called Good Goes Round via its Cheerios brand, lobbying to raise enough money to fund one million meals.

Why Cheerios’ “Good Goes Round” campaign is so great:

The campaign featured its own landing page, video marketing assets, and hashtag (#GoodGoesRound), separating it from its parent brand and making it shareable among its audience.

Advertisement

It also paid to promote the “Good Goes Round” URL on Google, giving the campaign even more visibility.

5. Apple: “Shot on iPhone”

marketing campaign example from apple

Image Source

Apple’s “Shot on iPhone” series highlights the high-quality videography and photography that customers can capture on the iPhone X.

It’s a product launch campaign that focused on one specific feature of the new Apple smartphone.

Why Apple’s “Shot on iPhone” campaign is so great:

This campaign was unique, because it’s similar to a user-generated campaign but was also promoted heavily by the brand itself.

Apple launched its own Instagram account to share the #ShotoniPhone content, collaborated with professional photographers and videographers, and ran official TV advertisements.

Advertisement

6. The General: “Re-brand”

When it comes to cheesy commercials, The General’s old marketing strategy fits the bill.

The brand became synonymous with pixelated animations and low-quality production which inevitably had a negative effect on the way potential customers perceived the quality of service.

In 2020, the company changed its marketing campaign to target a more rational customer who appreciates a little humor.

Shaquille O’Neal became the face of the brand, appearing in commercials alongside other notable celebrities like Montell Jordan and Ernie Johnson.

Why The General’s “Re-brand” campaign is so great:

The General listened to its customers’ opinions of the brand before moving forward with the new campaign and saw great success as a result.

Advertisement

The tone of the marketing campaign remained light-hearted but took a more mature approach to the humor — toning it down and letting the key selling points of The General shine through.

7. Airbnb: “Made Possible by Hosts”

In the face of the COVID-19 pandemic, travel companies such as Airbnb saw unprecedented losses in profit.

How did the company respond? It created a series of videos called “Made Possible by Hosts” that shows appreciation for the hosts who have continued to accept guests on the platform.

What’s most curious about the campaign is that it doesn’t put Airbnb customers at the center.

Instead, it spotlights the hosts who accept customers in the first place. In doing so, Airbnb focuses on the human aspect of its platform: You’re not renting an Airbnb property, you’re renting someone’s home.

Advertisement

Over to You

Marketing campaigns aren’t easy, but they’re valuable and integral to growing a successful brand and business. Campaigns set apart certain deliverables from general promotional efforts and touch your audience in creative and exciting ways.

If you’re not sure where to start, consider what would be valuable to your audience, and go from there. Your audience is, after all, the lifeblood of your campaigns and company.

Editor’s note: This post was originally published in August 2017 and has been updated for comprehensiveness.

New Call-to-action




Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

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

Published

on

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.

Advertisement
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:

  • 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).

Advertisement

Get MarTech! Daily. Free. In your inbox.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Crafting Effortless Sales Through ‘Wow’ Moments in Experience Marketing

Published

on

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.

1709033181 544 Crafting Effortless Sales Through Wow Moments in Experience Marketing1709033181 544 Crafting Effortless Sales Through Wow Moments in Experience Marketing

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.

1709033181 790 Crafting Effortless Sales Through Wow Moments in Experience Marketing1709033181 790 Crafting Effortless Sales Through Wow Moments in Experience Marketing
  • 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.

1709033181 656 Crafting Effortless Sales Through Wow Moments in Experience Marketing1709033181 656 Crafting Effortless Sales Through Wow Moments in Experience Marketing
  • 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.


Disruptive Design Raising the Bar of Content Marketing with Graphic

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

The Current State of Google’s Search Generative Experience [What It Means for SEO in 2024]

Published

on

The Current State of Google's Search Generative Experience [What It Means for SEO in 2024]

SEO enthusiasts, known for naming algorithm updates after animals and embracing melodrama, find themselves in a landscape where the “adapt or die” mantra prevails. So when Google announced the launch of its Search Generative Experience (SGE) in May of 2023 at Google/IO, you can imagine the reaction was immense.

Although SGE has the potential to be a truly transformative force in the landscape, we’re still waiting for SGE to move out of the Google Labs Sandbox and integrate into standard search results. 

Curious about our current take on SGE and its potential impact on SEO in the future? Read on for more.

Decoding Google’s Defensive Move

In response to potential threats from competitors like ChatGPT, Bing, TikTok, Reddit, and Amazon, Google introduced SGE as a defensive maneuver. However, its initial beta release raised questions about its readiness and global deployment.

ChatGPT provided an existential threat that had the potential to eat into Google’s market share. When Bing started incorporating it into its search results, it was one of the most significant wins for Bing in a decade. In combination with threats from TikTok, Reddit, and Amazon, we see a more fractured search landscape less dominated by Google. Upon its launch, the expectation was that Google would push its SGE solution globally, impact most queries, and massively shake up organic search results and strategies to improve organic visibility.

Advertisement

Now, industry leaders are starting to question if Google is better off leaving SGE in the testing ground in Google labs. According to Google’s recent update, it appears that SGE will remain an opt-in experience in Google Labs (for at least the short term). If SGE was released, there could be a fundamental reset in understanding SEO. Everything from organic traffic to optimization tactics to tracking tools would need adjustments for the new experience. Therefore, the prospect of SGE staying in Google Labs is comforting if not entirely reliable. 

The ever-present option is that Google can change its mind at any point and push SGE out broadly as part of its standard search experience. For this reason, we see value in learning from our observations with SGE and continuing to stay on top of the experience.

SGE User Experience and Operational Challenges

If you’ve signed up for search labs and have been experimenting with SGE for a while, you know firsthand there are various issues that Google should address before rolling it out broadly to the public.

At a high level, these issues fall into two broad categories including user experience issues and operational issues.

Below are some significant issues we’ve come across, with Google making notable progress in addressing certain ones, while others still require improvement:

  • Load time – Too many AI-generated answers take longer to load than a user is willing to wait. Google recommends less than a 3-second load time to meet expectations. They’ll need to figure out how to consistently return results quickly if they want to see a higher adoption rate.
  • Layout – The SGE layout is massive. We believe any major rollout will be more streamlined to make it a less intrusive experience for users and allow more visibility for ads, and if we’re lucky, organic results. Unfortunately, there is still a decent chance that organic results will move below the fold, especially on mobile devices. Recently, Google has incorporated more results where users are prompted to generate the AI result if they’d like to see it. The hope is Google makes this the default in the event of a broad rollout where users can generate an AI result if they want one instead of assuming that’s what a user would like to see. 
  • Redundancy – The AI result duplicates features from the map pack and quick answer results. 
  • Attribution – Due to user feedback, Google includes sources on several of their AI-powered overviews where you can see relevant web pages if there is an arrow next to the result. Currently, the best way to appear as one of these relevant pages is to be one of the top-ranked results, which is convenient from an optimization standpoint. Changes to how attribution and sourcing are handled could heavily impact organic strategies. 

 

On the operational side, Google also faces significant hurdles to making SGE a viable product for its traditional search product. The biggest obstacle appears to be making the cost associated with the technology worth the business outcomes it provides. If this was a necessary investment to maintain market share, Google might be willing to eat the cost, but if their current position is relatively stable, Google doesn’t have much of an incentive to take on the additional cost burden of heavily leveraging generative AI while also presumably taking a hit to their ad revenue. Especially since slow user adoption doesn’t indicate this is something users are demanding at the moment.

Advertisement

While the current experience of SGE is including ads above the generative results now, the earliest iterations didn’t heavily feature sponsored ads. While they are now included, the current SGE layout would still significantly disrupt the ad experience we’re used to. During the Google I/O announcement, they made a statement to reassure advertisers they would be mindful of maintaining a distinct ad experience in search.  

“In this new generative experience, Search ads will continue to appear in dedicated ad slots throughout the page. And we’ll continue to uphold our commitment to ads transparency and making sure ads are distinguishable from organic search results” – Elizabeth Reid, VP, Search at Google

Google is trying to thread a delicate needle here of staying on the cutting edge with their search features, while trying not to upset their advertisers and needlessly hinder their own revenue stream. Roger Montti details more of the operational issues in a recent article digging into the surprising reasons SGE is stuck in Google Labs.

He lists three big problems that need to be solved before SGE will be integrated into the foreground of search:

  1. Large Language Models being inadequate as an information retrieval system
  2. The inefficiency and cost of transformer architecture
  3. Hallucinating (providing inaccurate answers)

 

Until SGE provides more user value and checks more boxes on the business sense side, the traditional search experience is here to stay. Unfortunately, we don’t know when or if Google will ever feel confident they’ve addressed all of these concerns, so we’ll need to stay prepared for change.

Experts Chime in on Search Generative Experience

Our team has been actively engaging with SGE, here’s a closer look at their thoughts and opinions on the experience so far:

Advertisement

“With SGE still in its early stages, I’ve noticed consistent changes in how the generative results are produced and weaved naturally into the SERPs. Because of this, I feel it is imperative to stay on top of these on-going changes to ensure we can continue to educate our clients on what to expect when SGE is officially incorporated into our everyday lives. Although an official launch date is currently unknown, I believe proactively testing various prompt types and recording our learnings is important to prepare our clients for this next evolution of Google search.” – Jon Pagano, SEO Sr. Specialist at Tinuiti

“It’s been exciting to watch SGE grow through different variations over the last year, but like other AI solutions its potential still outweighs its functionality and usefulness. What’s interesting to see is that SGE doesn’t just cite its sources of information, but also provides an enhanced preview of each webpage referenced. This presents a unique organic opportunity where previously untouchable top 10 rankings are far more accessible to the average website. Time will tell what the top ranking factors for SGE are, but verifiable content with strong E-E-A-T signals will be imperative. –Kate Fischer, SEO Specialist at Tinuiti

“Traditionally, AI tools were very good at analytical tasks. With the rise of ChatGPT, users can have long-form, multi-question conversations not yet available in search results. When, not if, released, Google’s Generative Experience will transform how we view AI and search. Because there are so many unknowns, some of the most impactful ways we prepare our clients are to discover and develop SEO strategies that AI tools can’t directly disrupt, like mid to low funnel content.” – Brandon Miller, SEO Specialist at Tinuiti

“SGE is going to make a huge impact on the ecommerce industry by changing the way users interact with the search results. Improved shopping experience will allow users to compare products, price match, and read reviews in order to make it quicker and easier for a user to find the best deals and purchase. Although this leads to more competitive results, it also improves organic visibility and expands our product reach. It is more important than ever to ensure all elements of a page are uniquely and specifically optimized for search. With the SGE updates expected to continue to impact search results, the best way to stay ahead is by focusing on strong user focused content and detailed product page optimizations.”  – Kellie Daley, SEO Sr. Specialist at Tinuiti

Navigating the Clash of Trends

One of the most interesting aspects of the generative AI trend in search is that it appears to be in direct opposition to other recent trends.

Advertisement

One of the ways Google has historically evaluated the efficacy of its search ranking systems is through the manual review of quality raters. In their quality rater guidelines, raters were instructed to review for things like expertise, authority, and trustworthiness (EAT) in results to determine if Google results are providing users the information they deserve. 

In 2022, Google updated their search guidelines to include another ‘e’ in the form of experience (EEAT). In their words, Google wanted to better assess if the content a user was consuming was created by someone with, “a degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person has experienced. There are some situations where really what you value most is content produced by someone who has firsthand, life experience on the topic at hand.” 

Generative AI results, while cutting-edge technology and wildly impressive in some cases, stand in direct opposition to the principles of E-E-A-T. That’s not to say that there’s no room for both in search, but Google will have to determine what it thinks users value more between these competing trends. The slow adoption of SGE could be an indication that a preference for human experience, expertise, authority, and trust is winning round one in this fight. 

Along these lines, Google is also diversifying its search results to cater to the format in which users get their information. This takes the form of their Perspectives Filter. Also announced at Google I/O 2023, the perspectives filter incorporates more video, image, and discussion board posts from places like TikTok, YouTube, Reddit, and Quora. Once again, this trend shows the emphasis and value searchers place on experience and perspective. Users value individual experience over the impersonal conveyance of information. AI will never have these two things, even if it can provide a convincing imitation.

The current iteration of SGE seems to go too far in dismissing these trends in favor of generative AI. It’s an interesting challenge Google faces. If they don’t determine the prevailing trend correctly, veering too far in one direction can push more market share to ChatGPT or platforms like YouTube and TikTok.

Final Thoughts

The range of outcomes remains broad and fascinating for SGE. We can see this developing in different ways, and prognostication offers little value, but it’s invaluable to know the potential outcomes and prepare for as many of them as possible.

Advertisement

It’s critical that you or your search agency be interacting and experimenting with SGE because:

  • The format and results will most likely continue to see significant changes
  • This space moves quickly and it’s easy to fall behind
  • Google may fix all of the issues with SGE and decide to push it live, changing the landscape of search overnight
  • SGE experiments could inform other AI elements incorporated into the search experience

 

Ultimately, optimizing for the specific SGE experience we see now is less important because we know it will inevitably continue changing. We see more value in recognizing the trends and problems Google is trying to solve with this technology. With how quickly this space moves, any specifics mentioned in this article could be outdated in a week. That’s why focusing on intention and process is important at this stage of the game.

By understanding the future needs and wants SGE is attempting to address, we can help you future-proof your search strategies as much as possible. To some extent we’re always at the whims of the algorithm, but by maintaining a user-centric approach, you can make your customers happy, regardless of how they find you.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS