How to love your customers in 2015 was a great post done by Hatchback recently. What I really loved about this post was some key stats that really resonated with me about our customers:
1. We always have our mobiles on us and 70% of us check it every hour
2. A third of us are using social media to share our opinions on things
3. Peer to peer recommendations carry a lot of clout
4. 88% of consumers think companies should try to achieve their business goals while improving society and the environment
5. 75% of consumers don’t believe that companies tell the truth in advertisement
Even though these are US stats they seem to ring true. What this means for marketing is that the old way of communicating with your customers has to change because they have changed. See persona Mike below for more insights.
“The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology and strategy. The job of marketer is more challenging than ever before; things like changing customer expectations, proliferation of media outlets, greater customer power, globalization and media fragmentation are making it harder and harder to create a message that will be heard. The result: marketers are largely unprepared for the marketing paradigm shift happening now.”
Today requires a new type of marketer to do better marketing Overwhelm is commonplace for today’s marketer. Paul Roezter new book, The Marketing Performance Blueprint is an awesome guide to asking some of the right questions to ensure you have marketing that is effective.
Paul from PR20/20 has run his own agency and so knows how broad marketing is but also understands how we now need to be performance driven and should measure everything we do. We now have the data, and Paul has a great dashboard to assist us make sense of those drivers that shape effective marketing.
I was speaking with a small business today about their google adwords and they said; “Dan I paid all this money and I don’t know if it is working and I don’t even know what to look at to know.” This is a comment that is not uncommon for small businesses. Understanding the elements of your marketing be it; Adwords, SEO, email marketing, networking, trade-shows, SMS, telephone message or whatever and measuring its effectiveness will only allow you to alter those things to make better marketing decisions. Paul’s book is all about understanding and managing the marketing process and measuring what matters.
Listen to my podcast with Paul to gain more insights.
Visit the PR20/20 website to learn more about the book and download a free chapter.
I have just finished reading the book Connect the Experience. This book tracts the maturity level of a company based on a customer centric approach. What I really love about this book is that it is connecting all the activity we do to a maturity model and is based on the customer experience.
This book acknowledges the dramatic change in the marketing landscape that has occurred over the past few years and how customers are now in control of this landscape. “Even though we’re faced with radical changes in customer behaviours, expectations and preferences as a result of technology, to lead the next generation of customer experience does not begin with technology. It starts with people.”
Businesses want to do the right thing by customers and what to have brands that both employees and their customers love. We all have sincere intentions (for the most part) and recognise that the future of business lies in customer experience however “only 37% of executives are actually beginning to move forward with a formal customer experience initiative.” As the Connect The Experience a spouses these companies that aggressively invests in customer centricity in the innovation of products, processes and services will grow faster.
“The future of digital marketing and customer experience is in your hands. Feel it. Design it. Advance it.”
What I love about this book is the resources around mapping the maturity of your marketing. It is worth checking out.
Adobe state; Digital Marketing success is dependent upon an organization’s focus and investment in its People, Processes, and Products necessary to deliver successful customer experiences. The strength of each area is measured by its ability to execute across the seven Digital Marketing dimensions; which include Channels, Audiences, Context, Content, Assets, Campaigns, and Data.
Dan is the man, as he states we need to move backwards to move forwards.
We need to move towards, “personal connections and conversations with customers will lead to conversions and this is why marketers need to adopt customer-centric strategies today.”
Our Customers have Changed, Why shouldn’t our Marketing?
According to a CEI survey, 86% of buyers don’t mind paying more for a better customer experience, while only 1% of customers feel that vendors consistently meet their expectations.
We all know what it feels like to have a personalised experience verses an automatic, robotic artificial one.
I just got back into yoga this month in an attempt to get my body out of the ceased state that working on a computer all day does. Anyway, part of the yoga experience is how the teacher or yogi conducts the class, their insight and the environment they set. Michelle Jayne was awesome. She was nearly as good as my favourite online Yogi Adriene. Both have the ability to connect with your inner thoughts and make your time with them special. If I go to yoga then I am measuring my investment of $20 against a soy chai and muffin with a girlfriend or a trip to the movies. It needs to lift my spirits, create a feeling of well being and give me something back.
Michelle injected her sense of humour throughout the class, with the odd mother-in-law joke, a deep knowledge of what the poses are doing to our body chemistry and just enough emotional insight to know we are looking at the person next to us, saying that we aren’t that flexible. In essence she understood that the practice of yoga meant different things to different people. She personalised that experience for everyone in that room.
Adriene does the same thing by understanding we are all human and sometimes we need the relaxation for different purposes, sometimes even due to a hangover!
When is the last time you really listened to your customers, engaged with them, shared your ideas with them and personalised your service for them?
Just as I think, boy it would be great to be able to switch between reading a book on my tablet and(listening to it), Amazon in onto it. They have come up with another added value to buying my books with them. The flexibility to consume books the way I want. They are continually evolving their business to ensure they meet the needs of their customers. With the objective to be the most customer centric company in the world they are doing an awesome job.
Amazon and audible team up for customers
To learn more about how to keep ahead of your customer needs listen to my podcast with Bruce Kanoff author of Smart Customers, Stupid Customers.
Today I had a conference call with a prospect who was looking at running a campaign. It was clear that the campaign was relying on a lot of external factors and was not in his core competency or something he felt comfortable doing. This is a common scenario for SMBs as lead generation becomes more of a marketing skill set and less sales. Making decisions about what work to take on or what lead generation campaigns to run always come back to two key questions: 1. What are we really good at?
2. What is our vision for this business?
If it doesn’t tick both of these core questions then it is best to walk away, no run!
Don’t get me wrong I am all about Audacious but always ask the question: Why am I doing this? We sometimes get so caught up in the doing that we forget to check-in and see if it is the best use of our time and resources. If you need to outsource it and it still ticks all the boxes as an activity that is worth the effort then great.