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Top 10 Crowdfunding Platforms of 2022



Top 10 Crowdfunding Platforms of 2022

Crowdfunding is a way to raise money from a large number of people who pool their resources and invest in a project. The ideas for crowdfunding projects are highly varied, but typically they involve fundraising through the internet, small donations, or large investments. In this competitive market, crowdfunding is becoming increasingly important because of its ability to bridge the gap between the traditional financial markets and the future. With the help of crowdfunding platforms, entrepreneurs are able to reach a wider audience and seek financing for their ventures. In this article, we will look at some of the top crowdfunding platforms along with the in-depth details about crowdfunding.

Crowdfunding in startups

With crowdfunding, startups are able to secure their funding by raising money from a large number of people easily. As crowdfunding platforms are growing at a fast pace, it is a good idea to tap the benefits of such platforms and raise money for the startup. Entrepreneurs can easily raise money by using the platforms and connecting with the right audience. However, to succeed in the crowdfunding process, it is extremely important to have a well-planned and unique business model to succeed in the crowdfunding process.

What is Crowdfunding?

Crowdfunding can be defined as the cumulative effect of a large number of individual contributions, each of which is small, but in the aggregate, they produce a large sum of money. To raise funding through crowdfunding, it involves using the help of the internet to reach out to a large number of people who may be willing to fund a project. The idea behind crowdfunding is to make a small contribution to the project in exchange for access to the product or experience. The costs involved in the crowdfunding process are minimal, and the projects typically require a small investment from each person. It is essential to create pitch videos for the crowdfunding campaigns to draw people’s attention and make them interested in the project. Therefore, if you are looking to raise money for your project, crowdfunding is the best way to do it.

How does crowdfunding work?

The process of crowdfunding begins with creating a campaign on the crowdfunding platform. In order to establish credibility, you need to make an attractive pitch video and present an exciting project. The business model of your project should be clearly explained in the pitch video. Explain how your project is going to be different from that of your competitors and why people should choose your product. After you have created a successful pitch video, you need to spread the word about it using social media or any other means. Then encourage people to support your project and make a contribution. Further, the funds raised on crowdfunding platforms must be used for the intended purpose only, and you must fulfill all the promises made to your contributors. Thus, make sure that you follow the rules and regulations of the crowdfunding platform.

Importance of crowdfunding

Crowdfunding is an efficient tool that can be used by startups to raise the necessary money for their ventures. The power of crowdfunding is increasing every day, and it is widely used to raise money for various startups and ventures. Following are the major benefits of crowdfunding:

  1. With crowdfunding, you are able to pursue an idea that can be implemented in the near future. Crowdfunding is flexible, and people are able to use it at any time. There is a big demand for crowdfunding investments, as people want to invest in projects that will help them earn returns on their money.
  2. Crowdfunding is a way to market the idea of your product and get customers interested in it. The crowdfunding platform acts as a clearinghouse for potential customers, and you can use the money to promote your product or service.
  3. The finance risk is minimal in crowdfunding campaigns and is less expensive than the traditional financial systems. Since debt and equity are not involved in the crowdfunding process, you get investors who believe in your business model and potential.
  4. The crowdfunding campaigns are essentially a pre-launch that you can use to test your business model and market. You can raise money for an early-stage business and use it to develop your product, start the supply chain, or hire people.
  5. It helps to build community and feedback collection in order to increase the quality of your product or service. Crowdfunding is the best way to connect with investors, develop relationships, and get feedback about your idea. It also helps to build a community of people who share the same interests and can help you grow your business in the long run.

Therefore, crowdfunding is a great way to raise finances for your business or project, and there are a number of opportunities to cash in. It gives you the ability to pursue your dream venture and make it successful, as you can connect with investors who believe in your project.

Crowdfunding platforms

The growth of crowdfunding is because of the crowdfunding platforms, which are extremely active in helping entrepreneurs to raise money for their ventures. A number of crowdfunding platforms have been set up, and these platforms attract investors from all over the globe and give them an opportunity to connect with upcoming projects. Thus, crowdfunding platforms provide a foundation for easy and direct interaction between investors and entrepreneurs.

Understand crowdfunding platforms and their uses

In order to run a successful crowdfunding campaign, you need to understand the various characteristics of the crowdfunding platform. Before choosing a platform, you should make sure that the platform offers several features and works as it is designed. Following are some of the key features of the best crowdfunding platforms:

  1. The crowdfunding platforms offer low fees and high returns. Some of the platforms are free to use, while some may require a small fee for using them. The fee charged by the platform should be reasonable, and the crowdfunding platform should be able to provide better benefits compared to traditional financial systems.
  2. The crowdfunding platform should have good technical support to help you with all the issues that you might face, like setting up your campaign or uploading it. The platform should be easy-to-use and interactive to appeal to investors.
  3. The credibility of the crowdfunding platform is an important factor to consider before choosing a platform. It is essential to choose a well-established platform that has been in business for many years and has connections with investors, entrepreneurs, and other parties who can help you make your campaign successful.
  4. It allows you to interact with potential investors from different countries and spread the word about your project. Thus, the reach of a crowdfunding platform is much larger in comparison to traditional financial systems.
  5. The crowdfunding platforms provide multiple features for project promotion and raise awareness about your campaign. The platforms are able to offer you valuable and useful marketing tools, which will improve the share of your campaign on social media.

Thus, the above-mentioned factors are important for successful campaigns, and you should make sure that the crowdfunding platform meets your needs and requirements.

Top 10 crowdfunding platforms worldwide

Crowdfunding is a growing industry, and people are able to tap into this opportunity to raise the necessary startup funding. Hence, there are several crowdfunding platforms to choose from. You should choose a reliable and trusted platform by entrepreneurs and investors as well as the necessary features to help you raise money for your project. Here are some of the top 10 crowdfunding platforms worldwide:

  1. AngelList – This is one of the largest and best-known platforms, which serves several categories of investors and startups. The platform has a large community and is based in the US. AngelList helps you connect people with interests in startups, entrepreneurs, opportunities for investments, venture capital funds, and other parties who can help you run a successful crowdfunding campaign. The AngelList platform has strict policies for raising money through crowdfunding campaigns, as it ensures that all the investors have been properly verified.
  2. Indiegogo – This American platform Indiegogo was launched in 2008 by Danae Ringelmann, Slava Rubin, and Eric Schell. The Indiegogo platform is a good place to start a crowdfunding campaign, as it provides many benefits like easy-to-use templates, attractive incentives, and helpful marketing tools. In addition, the Indiegogo platform helps you connect with thousands of potential investors and offers a significant amount of support in case of any need.
  3. Birchal – It is one of the largest crowdfunding platforms in Australia, which helps you to raise money for your startup. You can run a successful crowdfunding campaign with Birchal, as it has a well-structured process and provides you with all the tools and resources that are necessary to launch your campaign. The platform has various specialists who are dedicated to helping entrepreneurs run successful campaigns, and they offer quality services through their portal.
  4. SeedInvest Technology – It is a crowdfunding platform that supplies startups with the necessary finances and lets you raise money for your business. The SeedInvest Technology platform launched in 2013 by James Han and Ryan Feit provides ample experience, resources, and guidance to help you create a successful crowdfunding campaign. You can choose from several predefined templates and launch your campaign in minutes. It also has a database of investors from all over the world to provide you with great fundraising opportunities.
  5. ArtistShare – This is one of the best platforms for artists and other creative professionals, with an active community and a straightforward process to help you raise money for your business. ArtistShare is the internet’s first commercial crowdfunding site, which Brian Camelio launched in 2003. The platform allows you to post, donate, browse, and support other creators of art and music. In addition, it helps you build a successful crowdfunding campaign with detailed instructions and all the expert’s assistance to help you succeed.
  6. Mightycause – The non-profit crowdfunding site Mightycause was established in 2017 to provide support and opportunities to help people with important projects. The team behind Mightycause is determined to help people raise money for projects and make it easier for them to achieve their goals. The website offers reliable data and statistics about the platform, with detailed instructions for setting up a campaign. Mightycause offers the most modern and advanced tools, which help you to build a successful campaign.
  7. Buscasocialistas – This is a crowdfunding platform based in Mexico, which was created with the purpose of helping you to raise money for a business. The platform has an active and dedicated community, which helps you get the necessary publicity, advice, and support to help you through your campaign. The platform has several projects in various sectors such as entertainment, retail, news, music, and technology.
  8. CircleUp – This is one of the largest equity crowdfunding platforms based in San Francisco that provides access to investors and investment opportunities. The platform has a huge online community where you can post your campaign videos or photos to attract potential investors. They help early-stage consumer brands launch and scale. The CircleUp platform has a well-established network that helps you with fundraising, marketing, and promoting your crowdfunding campaign.
  9. StartEngine – It is one of the best platforms for providing opportunities for people looking to raise finance for their business. The StartEngine platform has a huge online community, allowing entrepreneurs and startups to start fundraising campaigns. StartEngine connects millions of investors with startups, making it one of the most trusted crowdfunding platforms. In addition, it has several experienced professionals to help you in your startup journey and run a successful crowdfunding campaign.
  10. GoFundMe – The American crowdfunding platform GoFundMe was launched in 2010 by Brad Damphousse and Rob Solomon. GoFundMe helps thousands of individuals and organizations to raise money. It has a huge community of donors and lets you post your campaign and raise funds with the support of people in your network. The experts at the GoFundMe platform help you build a winning campaign, promote it and connect with potential donors.

Therefore, now that you have familiarized yourself with some of the biggest crowdfunding platforms worldwide, which one are you going to use for your next fundraising campaign? It is important to choose a platform wisely, as it will affect the success or failure of your campaign.


Crowdfunding is a revolutionary method of raising money for various projects and businesses. With the advent of crowdfunding, thousands of individuals and organizations are able to raise money online through different crowdfunding platforms. The platforms have simplified the process of fundraising by providing comprehensive resources and an opportunity to raise money online. However, it is important to choose the right platform for your crowdfunding campaign, as it will guarantee the success of your project or business. Eqvista is here to help you with all your crowdfunding needs. At Eqvista, the team of professionals will give you a platform and assistance to launch a successful crowdfunding campaign. Get in touch with Eqvista now.

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The marketing lifecycle: An overview



The marketing lifecycle: An overview

Remember when digital marketing was simple? Create content, throw it over the wall, hope for the best.

Note that we said “simple,” not effective.

To be effective is more complicated, and this keeps accelerating. There are so many options, so many channels, and so many audiences, that effective digital marketing requires a term to which people often react strongly—


Very few people inherently like the idea of “process.” It brings forth visions of rigidity and inertia.

But there simply has to be a framework in which to produce and publish effective marketing assets. Without this, you have nothing but chaos from which productive work gets done accidentally, at best.

How did it get this way for the enterprise? How did things become so interconnected?

  • Marketing isn’t a point in time, it’s an activity stream. It’s a line of dominoes you need to knock over, roughly in order. Lots of organizations do well at some, but fail on others, and thus break the chain of what could be an effective process.
  • Marketing activities overlap. It’d be great if we could do one thing at a time, but the marketing pipeline is never empty. Campaigns target different audiences at the same time, and new campaigns are being prepared as existing campaigns are closing.
  • Marketing involves a lot of actors at vastly different levels. There’s your content team, of course, reviewers, external agencies and contractors, designers, developers, and—of course—stakeholders and executives. Each group has different needs for collaboration, input, and reporting.

Some of the best business advice boils down to this: “Always understand the big picture.” You might be asked to do one specific thing in a process, but make sure you understand the context of that specific thing—where does it fit in the larger framework? Where does it get input from? How are its outputs used?

In this article, we’re going to zoom out for an overhead view of how Optimizely One helps you juggle the complete marketing lifecycle, from start to finish, without letting anything drop.

1. Intake 

Ideas are born everywhere—maybe with you, maybe with your staff, maybe with someone who has no connection with marketing at all, and maybe from an external source, like an ad agency or PR firm. Leading organizations have found a way to widen the top end of their pipeline—the start of their content marketing funnel—and take in more ideas from more sources.

Good ideas combine. Someone has one half of an idea, and someone else has the other half. The goal of effective collaboration is to get those two pieces together. One plus one can sometimes equal three, and more ideas mean better ideas overall. Creativity is about getting more puzzle pieces on the table so you can figure out which ones fit your strategy.

How do you manage the flow of ideas? How do you make sure good ideas don’t get dropped, but rather become great content? The only way to publish great content is to get ideas into the top end of the pipe. 


Optimizely One can streamline and accelerate your content intake using templated intake forms mapped to intelligent routing rules and shared queues. Everyone in your organization can know where content is developed and how to contribute to ideas, content, and campaigns currently in-process. Your content team can easily manage and collaborate on requests, meaning content development can become focused, rather than spread out across the organization. 

2. Plan

Campaigns don’t exist in a vacuum. They share the stage with other campaigns—both in terms of audience attention and employee workload. Leading organizations ensure that their campaigns are coordinated, for maximum audience effect and efficiency of workload.

Pick a time scale and plan it from overhead. What campaigns will you execute during this period? In what order? How do they overlap? Then, break each campaign down—what tasks are required to complete and launch? Who owns them? In what stage of completion are they in? What resources are required to complete them? 

Good marketing campaigns aren’t run in isolation. They’re a closely aligned part of an evolving body of work, carefully planned and executed.


Optimizely One provides comprehensive editorial calendaring and scheduling. Every marketing activity can have an easily accessible strategic brief and dedicated workspaces in which to collaborate. Your content team and your stakeholders can know, at a glance, what marketing activities are in-process, when they’re scheduled to launch, who is assigned to what, and what’s remaining on the calendar.  

3. Create 

Good content takes fingers on keyboards, but that’s not all. 

Content creators need frameworks in which to generate effective content. They need the tools to share, collaborate, structure, stage, and approve their work. Good content comes in part from tooling designed to empower content creators. 

Your content team needs a home base—the digital equivalent of an artist’s studio. They need a platform which is authoritative for all their marketing assets; a place that everyone on the team knows is going to have the latest schedules, the latest drafts, the official assets, and every task on the road to publication. 

Content creation isn’t magic—it doesn’t just appear out of the ether. It comes from intentional teams working in structured frameworks. 


Optimizely One gives your editors the tools they need for the content creation process, AI-enabled editing environments for fingers-on-keyboards, all the way through intelligent workflows for collaboration and approvals. Authors can write, designers can upload and organize, project managers can combine and coordinate, stakeholders can review, and external teams can collaborate. All within a framework centered around moving your campaigns forward. 

4. Store 

Leading organizations look at content beyond its immediate utility. Everything your content teams do becomes an incremental part of an evolving body of work. Content doesn’t appear and disappear; rather, it continually enlarges and refines a body of work that represents your organization over time. 

Good creative teams remix and transform old ideas into new ones. They can locate content assets quickly and easily to evolve them into new campaigns quickly. They don’t reinvent the wheel every time, because they lean on a deep reservoir of prior art and existing creative components. 

Digital asset and content management should store content in a structured, atomic format, allowing your organization to store, retrieve, organize, and re-use marketing assets quickly and easily. 


Optimizely One gives your content team a place to store their content assets, from text and rich media. Content can be archived and organized, either manually, or by using AI to automatically extract tags. Content can be stored as pure data, free from presentation, which makes it easy to re-use. Your content team will always know where to find work in progress, media to support emerging campaigns, or assets from past campaigns. Brand portals make it easy to share assets with external organizations.

5. Globalize 

Business happens all over the world in every language. To effectively compete around the world, your content needs to be globalized. 

Globalization of content is a holistic practice that affects every part of the content lifecycle. Words need to be translated, of course, but you also need to consider cultural globalization—images and symbols that might change—as well as globalization for numbers, currency, and time zones. Going even deeper, you might have to make design changes to accommodate things like differing word lengths and the flow of text. 

Beyond simply changing content, your work process is affected. When does translation happen? Who is authorized to order it? Who can perform it? How do you bring external translation companies into your internal processes, and how does this affect the flow of content through your organization?  


Optimizely One helps you manage the entire globalization process, whether it’s done in-house or automatically via one of our translation partners. Your customers can be served content in their language and culture, and you can carefully control the alternate, “fallback” experience for languages not yet available, or when you’re not translating all of your content.  

6. Layout 

Some experiences need to be visually composed from a palette of content and design components. Designers and marketers want to see exactly what their content looks like before they publish. 

In some cases, this is easy—everyone should be able to see what a web page looks like before it goes live. But what about your mobile app? What about display advertising? A social media update? 

And what happens when you’re modifying content based on behavior and demographics? If you want to see how your web page will look for someone from California who has visited your site before and already downloaded your whitepaper on their iPhone…can you? 

Content no longer leaves your organization on a single channel. Composition and preview is always contextual—there is no single, default experience. Leading organizations want full control over their visual presentation and they know that they need to see their content through the eyes of their customers.  


Optimizely One provides the tools to visually compose experiences across multiple channels and can preview that experience when viewed through the personalization lens of whatever demographic and behavioral data you can dream up. And this works regardless of channel: web, email, display advertising—everything can be previewed in real-time. 

7. Deliver 

Content can’t do any good unless it can reach your customers. You need to publish your content to them, wherever they are, which means having the flexibility to push content into multiple channels, in multiple formats. 

A consumable piece of media is an “artifact.” Your content is the idea and message that make up that artifact. Leading organizations develop their content separate from any concept of an artifact, then transform it into different formats to fit the channel that will spread their message most effectively. 

Sure, make a web page—but also push that content to your mobile app, and into your social networks. Broadcast a text message, and an email. While you’re at it, push the information into the display panel in the elevators. Let’s be bold and broadcast it on the TV screens that play while your customers fill up with gas. 

The key is delivery flexibility. The world of content delivery has changed remarkably in just the last few years. It will no-doubt change more in the future. No platform can anticipate what’s coming, so you just need the flexibility to be ready to adapt to what happens. 


Optimizely One provides complete delivery flexibility. Our systems store your content separate from presentation, and allow multiple ways to access it, from traditional websites to headless APIs to connect your content to mobile apps or other decoupled experiences. Your content can be combined with internally-stored content or third-party content to provide a seamless “content reservoir” to draw on from all of your channels. 

8. Personalize 

Throughout this lifecycle, we’ve moved from content, to artifacts, and now on to “experiences.” 

One person consuming an artifact—reading a web page, listening to a podcast, watching a video—is an experience. Just like one piece of content can generate more than one artifact, one artifact should enable thousands of experiences. 

Technology has advanced to the point where all of those experiences can be managed. Instead of every customer getting the same experience, it can be personalized to that specific customer in that specific moment. 

You can do this using simple demographic or technographic data—perhaps you cut down the information and make your content more task-oriented when you detect someone is on a mobile device. However, the real power comes when you begin tracking behavior, consolidating information about your customers, and giving them specific content based on what you’ve observed. 

Leading organizations have a single location to track customer behavior and data. For every experience, they know exactly what this customer has done, how they’ve interacted with the organization, and they can predict what they’ll do next. Content and artifacts will morph themselves to fit each individual experience. 


Optimizely One connects both customer behavior and demographics along with the tools to activate that data to affect your customers’ experiences. Our platform allows you to track customer behavior and match that with customer demographics—this includes behavior tracking for customers you can’t even identify yet. Based on that behavior and stored data, editors can modify experiences in real-time, changing content and design to match to what each individual customer is most likely to respond. Or let the machine do the work, with personalized content and product recommendations. 

9. Experiment 

No matter how much you know, customers will always surprise you. The right answer to persuading your customer to take an action might be something you’re not even thinking of. Or, you might have an idea, but you’re not confident enough to bank on it. And let’s face it—sometimes, you just love two different ideas. 

Wouldn’t it be great if you could publish more than one thing? 

You absolutely can. And you absolutely should.

Leading organizations let go of the idea that an experience is bound to one version of an artifact. Don’t just write one title for that blog post—write three. Publish them all and show them randomly. Let your customers tell you—by their next action—which one was the right one to use. 

Experimentation allows you to try new things without the inertia of re-considering and re-drafting all your content. Ideas can go from your mind to pixels on the screen quickly and easily, and you can see what works and what doesn’t. Try a new title, or next text on a button. Does it give you better results? If so, great, keep it. If not, throw it away and try something else.

Refine, refine, refine. The idea that you publish content in one form and just hope it’s the right one is a set of handcuffs that can be tough to shake. But the results can be impressive.


Optimizely One allows you to quickly create and publish multiple variations of content and content elements to any channel. You can separate your content into elements and try different combinations to see which one drives your customers to move forward in their journey, then automatically route more traffic through winning combinations. You can manage feature rollouts and soft-launches, enabling specific functionality for specific audiences in any channel. 

10. Analyze 

The key to a learning and evolving content team is a transparent and unflinching look into what happens to your content after it’s published.

Analytics need to be considered in the context of the entire content domain. What content performs well but has low traffic? What content is consumed often but never moves customers down their buying journey? Customer behavior needs to be tracked carefully, then used to segment customers into audiences, based on both your content team’s observations and insights provided by AI. 


Optimizely One offers complete behavior tracking and content analysis, showing you what content works, what content doesn’t, and what your customers are doing during every step of their relationship with your entire digital estate. 

Juggle the entire lifecycle 

“Publishing myopia” prevents most organizations from truly benefiting from the power of their content and marketing technology. Too many ideas are undercut by an obsession with the publish button. We rush content out the door and just throw it over the wall and hope it lands. 

Within that mode of thinking, great ideas get trapped under the surface. Great content is delivered to only one channel in one language. Great experiences never see the light of day because content exists in only one form. And every customer sees the same thing, no matter how their own experience might benefit from something else. 

Remember: the marketing lifecycle is a series of stages

Each stage builds on the last and allows content to grow from a random idea your team takes in from the field and turns it into a spectacular multi-channel experience which rearranges and modifies itself to fit each customer. 

Juggling all of the steps in the marketing lifecycle can be done, but it’s easy to lose the forest for the trees and get too myopic about individual steps in this process. Leading organizations step back, consider the entire cycle from start to finish, and make sure their ideas, their products, and their messages are enhanced and strengthened in every step. 


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Comparing Credibility of Custom Chatbots & Live Chat



Building Customer Trust: Comparing Credibility of Custom Chatbots & Live Chat

Addressing customer issues quickly is not merely a strategy to distinguish your brand; it’s an imperative for survival in today’s fiercely competitive marketplace.

Customer frustration can lead to customer churn. That’s precisely why organizations employ various support methods to ensure clients receive timely and adequate assistance whenever they require it.

Nevertheless, selecting the most suitable support channel isn’t always straightforward. Support teams often grapple with the choice between live chat and chatbots.

The automation landscape has transformed how businesses engage with customers, elevating chatbots as a widely embraced support solution. As more companies embrace technology to enhance their customer service, the debate over the credibility of chatbots versus live chat support has gained prominence.

However, customizable chatbot continue to offer a broader scope for personalization and creating their own chatbots.

In this article, we will delve into the world of customer support, exploring the advantages and disadvantages of both chatbots and live chat and how they can influence customer trust. By the end, you’ll have a comprehensive understanding of which option may be the best fit for your business.

The Rise of Chatbots

Chatbots have become increasingly prevalent in customer support due to their ability to provide instant responses and cost-effective solutions. These automated systems use artificial intelligence (AI) and natural language processing (NLP) to engage with customers in real-time, making them a valuable resource for businesses looking to streamline their customer service operations.

Advantages of Chatbots

24/7 Availability

One of the most significant advantages of custom chatbots is their round-the-clock availability. They can respond to customer inquiries at any time, ensuring that customers receive support even outside regular business hours.


Custom Chatbots provide consistent responses to frequently asked questions, eliminating the risk of human error or inconsistency in service quality.


Implementing chatbots can reduce operational costs by automating routine inquiries and allowing human agents to focus on more complex issues.


Chatbots can handle multiple customer interactions simultaneously, making them highly scalable as your business grows.

Disadvantages of Chatbots

Limited Understanding

Chatbots may struggle to understand complex or nuanced inquiries, leading to frustration for customers seeking detailed information or support.

Lack of Empathy

Chatbots lack the emotional intelligence and empathy that human agents can provide, making them less suitable for handling sensitive or emotionally charged issues.

Initial Setup Costs

Developing and implementing chatbot technology can be costly, especially for small businesses.

The Role of Live Chat Support

Live chat support, on the other hand, involves real human agents who engage with customers in real-time through text-based conversations. While it may not offer the same level of automation as custom chatbots, live chat support excels in areas where human interaction and empathy are crucial.

Advantages of Live Chat

Human Touch

Live chat support provides a personal touch that chatbots cannot replicate. Human agents can empathize with customers, building a stronger emotional connection.

Complex Issues

For inquiries that require a nuanced understanding or involve complex problem-solving, human agents are better equipped to provide in-depth assistance.

Trust Building

Customers often trust human agents more readily, especially when dealing with sensitive matters or making important decisions.


Human agents can adapt to various customer personalities and communication styles, ensuring a positive experience for diverse customers.

Disadvantages of Live Chat

Limited Availability

Live chat support operates within specified business hours, which may not align with all customer needs, potentially leading to frustration.

Response Time

The speed of response in live chat support can vary depending on agent availability and workload, leading to potential delays in customer assistance.


Maintaining a live chat support team with trained agents can be expensive, especially for smaller businesses strategically.

Building Customer Trust: The Credibility Factor

When it comes to building customer trust, credibility is paramount. Customers want to feel that they are dealing with a reliable and knowledgeable source. Both customziable chatbots and live chat support can contribute to credibility, but their effectiveness varies in different contexts.

Building Trust with Chatbots

Chatbots can build trust in various ways:


Chatbots provide consistent responses, ensuring that customers receive accurate information every time they interact with them.

Quick Responses

Chatbots offer instant responses, which can convey a sense of efficiency and attentiveness.

Data Security

Chatbots can assure customers of their data security through automated privacy policies and compliance statements.

However, custom chatbots may face credibility challenges when dealing with complex issues or highly emotional situations. In such cases, the lack of human empathy and understanding can hinder trust-building efforts.

Building Trust with Live Chat Support

Live chat support, with its human touch, excels at building trust in several ways:


Human agents can show empathy by actively listening to customers’ concerns and providing emotional support.

Tailored Solutions

Live chat agents can tailor solutions to individual customer needs, demonstrating a commitment to solving their problems.


Human agents can adapt to changing customer requirements, ensuring a personalized and satisfying experience.

However, live chat support’s limitations, such as availability and potential response times, can sometimes hinder trust-building efforts, especially when customers require immediate assistance.

Finding the Right Balance

The choice between custom chatbots and live chat support is not always binary. Many businesses find success by integrating both options strategically:

Initial Interaction

Use chatbots for initial inquiries, providing quick responses, and gathering essential information. This frees up human agents to handle more complex cases.

Escalation to Live Chat

Implement a seamless escalation process from custom chatbots to live chat support when customer inquiries require a higher level of expertise or personal interaction.

Continuous Improvement

Regularly analyze customer interactions and feedback to refine your custom chatbot’s responses and improve the overall support experience.


In the quest to build customer trust, both chatbots and live chat support have their roles to play. Customizable Chatbots offer efficiency, consistency, and round-the-clock availability, while live chat support provides the human touch, empathy, and adaptability. The key is to strike the right balance, leveraging the strengths of each to create a credible and trustworthy customer support experience. By understanding the unique advantages and disadvantages of both options, businesses can make informed decisions to enhance customer trust and satisfaction in the digital era.

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The Rise in Retail Media Networks



A shopping cart holding the Amazon logo to represent the rise in retail media network advertising.

As LL Cool J might say, “Don’t call it a comeback. It’s been here for years.”

Paid advertising is alive and growing faster in different forms than any other marketing method.

Magna, a media research firm, and GroupM, a media agency, wrapped the year with their ad industry predictions – expect big growth for digital advertising in 2024, especially with the pending US presidential political season.

But the bigger, more unexpected news comes from the rise in retail media networks – a relative newcomer in the industry.

Watch CMI’s chief strategy advisor Robert Rose explain how these trends could affect marketers or keep reading for his thoughts:

GroupM expects digital advertising revenue in 2023 to conclude with a 5.8% or $889 billion increase – excluding political advertising. Magna believes ad revenue will tick up 5.5% this year and jump 7.2% in 2024. GroupM and Zenith say 2024 will see a more modest 4.8% growth.

Robert says that the feeling of an ad slump and other predictions of advertising’s demise in the modern economy don’t seem to be coming to pass, as paid advertising not only survived 2023 but will thrive in 2024.

What’s a retail media network?

On to the bigger news – the rise of retail media networks. Retail media networks, the smallest segment in these agencies’ and research firms’ evaluation, will be one of the fastest-growing and truly important digital advertising formats in 2024.

GroupM suggests the $119 billion expected to be spent in the networks this year and should grow by a whopping 8.3% in the coming year.  Magna estimates $124 billion in ad revenue from retail media networks this year.

“Think about this for a moment. Retail media is now almost a quarter of the total spent on search advertising outside of China,” Robert points out.

You’re not alone if you aren’t familiar with retail media networks. A familiar vernacular in the B2C world, especially the consumer-packaged goods industry, retail media networks are an advertising segment you should now pay attention to.

Retail media networks are advertising platforms within the retailer’s network. It’s search advertising on retailers’ online stores. So, for example, if you spend money to advertise against product keywords on Amazon, Walmart, or Instacart, you use a retail media network.

But these ad-buying networks also exist on other digital media properties, from mini-sites to videos to content marketing hubs. They also exist on location through interactive kiosks and in-store screens. New formats are rising every day.

Retail media networks make sense. Retailers take advantage of their knowledge of customers, where and why they shop, and present offers and content relevant to their interests. The retailer uses their content as a media company would, knowing their customers trust them to provide valuable information.

Think about these 2 things in 2024

That brings Robert to two things he wants you to consider for 2024 and beyond. The first is a question: Why should you consider retail media networks for your products or services?   

Advertising works because it connects to the idea of a brand. Retail media networks work deep into the buyer’s journey. They use the consumer’s presence in a store (online or brick-and-mortar) to cross-sell merchandise or become the chosen provider.

For example, Robert might advertise his Content Marketing Strategy book on Amazon’s retail network because he knows his customers seek business books. When they search for “content marketing,” his book would appear first.

However, retail media networks also work well because they create a brand halo effect. Robert might buy an ad for his book in The New York Times and The Wall Street Journal because he knows their readers view those media outlets as reputable sources of information. He gains some trust by connecting his book to their media properties.

Smart marketing teams will recognize the power of the halo effect and create brand-level experiences on retail media networks. They will do so not because they seek an immediate customer but because they can connect their brand content experience to a trusted media network like Amazon, Nordstrom, eBay, etc.

The second thing Robert wants you to think about relates to the B2B opportunity. More retail media network opportunities for B2B brands are coming.

You can already buy into content syndication networks such as Netline, Business2Community, and others. But given the astronomical growth, for example, of Amazon’s B2B marketplace ($35 billion in 2023), Robert expects a similar trend of retail media networks to emerge on these types of platforms.   

“If I were Adobe, Microsoft, Salesforce, HubSpot, or any brand with big content platforms, I’d look to monetize them by selling paid sponsorship of content (as advertising or sponsored content) on them,” Robert says.

As you think about creative ways to use your paid advertising spend, consider the retail media networks in 2024.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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