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Tools that a Marketer Should Use to Boost Their Marketing Efforts Digitally

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Tools that a Marketer Should Use to Boost Their Marketing Efforts Digitally

Getting to know more about Digital Marketing

Digital Marketing commonly refers to marketing a product or service on the web. This type of marketing revolves around the use of the following: the internet; technological devices such as mobile phones, laptops, and tablets; and other digital media. One of the most important aspects of digital marketing is its ability to reach a large audience with relatively little investment. This is because digital marketing platforms, such as search engines and social media networks, are extremely cost-effective channels for reaching potential customers.

There are numerous digital marketing techniques including Search Engine Optimization (SEO), Paid Search Advertising (SEM), Social media marketing, Content marketing, Influencer marketing, Email marketing, Mobile marketing, and Affiliate marketing. All these marketing techniques can do a lot in leading your business to success. It is not necessary to use all of them, but make sure that you are implementing any of these digital marketing techniques.

Keep reading to learn more about why you should incorporate digital marketing in your business and what tools should you need for its success.

Incorporating your Business with Digital Marketing Tools

Digital marketing is a relatively new marketing channel. In fact, there are still businesses that don’t incorporate digital marketing in their marketing system. Either they lack the experience and knowledge to use digital marketing platforms effectively, or they do not have the budget to invest in one. In spite of this, digital marketing doesn’t mean that it is impossible to start a business. In fact, anyone can benefit from digital marketing. They just need to place the right online marketing strategy.

So, what does it take to start a business with digital marketing? First and foremost, it is important to have a clear understanding of your target market and what needs and wants they have. Being knowledgeable about these factors will allow you to create content that is relevant and engaging to your audience. It is also important to have a solid plan in place to promote your brand on major digital marketing platforms, such as search engines and social media networks.

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When you market your business online, having a website is imperative. This can involve creating a website, optimizing your site for search engines, and utilizing other methods of online marketing to increase the reach of your business. These methods include creating video content for your website. And videos play a very important role in marketing your business’ product. With videos, you can communicate with the audience in a way that text could not.

Leverage with Digital Marketing Tools

Digital marketing tools are essential for businesses of all sizes. Integrating your business with digital marketing tools can lead you to reach a wider audience more efficiently. With the right tools, you can target your advertising to the right people, measure your results, and improve your strategy over time.

There are many reasons to use digital marketing tools for your business. One of these is that digital marketing can give results to your investment. Investing with tools can help you achieve better results than traditional marketing methods.

Utilizing tools for your business can improve your website’s search engine rankings, which will lead to more website traffic. One great example is using a tool to improve your video marketing campaign. The secret behind an effective video marketing campaign is a video editing tool that lets you create engaging video content. Utilize a video editor online that allows the user to crop, add subtitles, compress a video, and record your screen. The online screen recorder lets you easily record your screen online with just a few clicks. Using this tool, there is no need to install software which means you can use it right the moment you need it.

The screen recorder tool has a very easy-to-use interface. All features you need can be seen easily inside. While if you still are confused, you can definitely rely on the tutorials that tell how to screen record on Mac if you are using a Mac device. Don’t worry for Windows users, there are also guides on how to screen record on Windows.

Whether you’re just starting a business or looking to improve your existing strategy, these features can help you better reach and engage your customers. Keep on reading and find more of the marketing tools you might need to boost your digital presence.

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Top 5 Best Marketing Tools

Promoting your products and services can be done easily with the help of utilizing various digital marketing tools. There are a lot of tools out there that you can rely on and all serve different purposes. Listed below are a few of the best tools that you must have to bring your business to success in digital marketing.

1. ProofHub

ProofHub is a project management tool that helps you manage and deliver projects within or across organizations. It provides easy-to-use features such as online sharing, files and documents sharing, Gantt charts, timesheets, custom reports, and discussions in one place. This makes the process of managing tasks fast and simple. Teams can stay connected and on the same page with ProofHub’s mobile apps and desktop clients.

ProofHub is an essential tool for managing projects in small businesses as well as large enterprises. It offers a variety of features that make project management simpler, more secure, and hassle-free.

2 .Todoist

Todoist is a cloud-based task management tool that helps you stay organized and get things done. With Todoist, you can create tasks and projects, set due dates and priorities, and track your progress. Plus, it is integrated with a variety of other tools and services, making it the perfect solution for busy entrepreneurs who need to stay on top of their game.

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As an entrepreneur, you know that time is precious. You also know that the ability to effectively manage your time and priorities is essential to your success. That’s where Todoist comes in. With Todoist, you can create tasks and projects, set due dates and priorities, and track your progress. Its intuitive interface and powerful features can bring up collaboration with others to get the job done faster.

3. Salesmate

Salesmate is one of the most sophisticated and easy-to-use digital marketing tools available out there. It provides businesses with everything they’ll need to succeed in today’s competitive market, including lead management, email campaigns, social media marketing capabilities, customer relationship management (CRM) features, and more. Salesmate helps businesses grow by improving and streamlining their digital marketing efforts, resulting in higher engagement and more conversions.

But what makes Salesmate so great? This tool is incredibly versatile. If you want to create email campaigns and manage your leads, or if you want to use social media marketing to help boost sales, you can do it all with Salesmate. Its interface is easy to use, making it the perfect choice for businesses that are just starting out or aren’t very tech-savvy. And best of all, Salesmate is fully customizable, allowing you to adapt it to your specific needs and branding so that it truly reflects your business!

4. Flipsnack

Flipsnack is a digital marketing tool that can help businesses create and share digital publications. With Flipsnack, businesses can quickly create professional-looking publications, including catalogs, portfolios, and brochures. Publications created with Flipsnack can be shared online or printed out for distribution.

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As a digital marketing tool, Flipsnack makes it easy for businesses to create attractive and engaging publications that help them connect with potential customers and clients. And because of the platform’s intuitive interface and versatile features, even beginners can easily create professional-looking publications without any specialized training or design skills.

5. Creatopy

Creatopy is a digital marketing agency that provides a suite of online tools to help businesses grow their online presence. From website design and development to search engine optimization and social media marketing, Creatopy has the tools you need to succeed online. It includes tools that are best for website design and development, search engine optimization, social media marketing, and more. Their goal is to help every business owner, no matter their size or industry, develop a digital marketing strategy so they can reach more customers and make more sales.

Watch Your Business Grow With Digital Marketing

Digital marketing is undeniably a great way that can help a business in promotion and growth. By using online tools and platforms, you can reach a wider audience and connect with potential customers.

Digital marketing is a powerful process that can help establish a strong online presence, utilize SEO strategies, invest in paid advertising, develop a content marketing strategy, and track the performance of your digital marketing efforts. Get your business into digital marketing and start harnessing its potential today!

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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.

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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.

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.

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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.

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.

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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.

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.

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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).

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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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