Category Archives: Content Marketing
“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.
Blog worth reading: Overcoming Extinction
Having a compelling value proposition is step 1 in your marketing strategy. The guys who wrote The Business Model Generation have a book that is built around designing your value proposition. This is an awesome resource and asks those questions to ensure your value proposition hits home with your ideal customers.
All of the information that the human race has created from the start of time till 2003 is 5x a-bytes now every 2 days we are creating 5 X a-bytes. Every day the average person today processes more data in a single day than a person did in 1500’s in an entire lifetime. We now have real time data. Each of us leave a stream of digital information about us with our texts, GPS, phone calls, browser history, FB chats and now this footprint is being use to make better marketing decisions. Crowd sourcing is one example and the gamification of health another.
We are getting insight that we didn’t have before. The Human Face of Big Data is a new book by Rick Solman and documents this change in this interesting book.
Big data is changing our whole world in every field and every industry will be changed by this insight.
Internet, Mobile phone, Social Media has changed our world. Technology has embedded itself into our lives. Don’t believe it is revolutionary? What is your TTS (time to screen – mobile, iPad, laptop) minutes, seconds?
The world is changing to re-using assets that are already available. Big data has changed the relationship we have with information. What if we can embed video in books. Point your phone at a book and it plays a video? The Human Face of Big Data does this. Download the Human Face of Big Data App.
Our planet is developing a nervous system that has software at its centre. This change is disrupting markets and creating new opportunities.How is big data changing your business?
Note to self: We have to seek away for those moments of solitude, a walk in the park without our iPhone, iPod or heart monitor device. Off to play with my son! (no not minecraft!)
Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. Wikipedia
We can create, review, produce, consume, entertain, work and play all with a touch of a button. The digital age is has created The Age of the Customer. We are now in the boxseat as we have the resources to make us smarter than ever before. We now have access to tools that were only available to large enterprises a few years ago and what’s more they are very affordable. We are now empowered to make decisions and choose who we want to do business with. More and more these choices are based on the sorts of experiences that businesses provide.
“Smart customers are right here, right now. We’re not talking about sometime a decade out. Right now, smart customers can “see” traffic james two miles ahead – and avoid them. They can “sniff out” delicious food being prepared 5.4 miles away – and reserve a table at that top ranked restaurant in an instant. They can “hear falsehoods in the voice of a pushy, unethical sales person and recognise the precise factual errors he has stated – and locate elsewhere exactly the price, features and delivery they require.” Smart Customers, Stupid Companies: Why Only Intelligent Companies Will thrive and How to be One.
So the tables turned, the customer has more negotiating power and choice than ever before. What does this mean for your business? I believe it means there is no where to hide and you now need to be truly customer centric. You need to create experiences that are as smart as your customers.
Effective touch-points of all types—human, static and interactive—move customers closer to your business. Ineffective touchpoints push customers away. As a result, touchpoint performance is critical to customer experience. To improve it, you need to understand what touchpoints exist and how well they work.
Customer Journey Mapping is a way of drawing a map of your customer journey and is used to analyse, the processes and perceptions so that it can be improved. The visualisation of every touch-point or experience helps you determine how to optimise the overall experience.
We help you to see customer journeys, through your customers eyes. Customer eXperience (CX) mapping starts with understanding the Touch-Points across the current end2end customer journey and standing in customers shoes.
Example : Banking
This process includes
- Map the end2end journeys through customers eyes
- Identify pain points and moments of truth
- Improve the things that customers value most
- How to measure the real customer experience
- Capture the true costs of failing to meet customer expectations
- Get your internal Touch-point owners fully engaged
- Pinpoint where to focus to improve customer loyalty
- Identify new ways to engage customers
- Re-innovate to define your signature brand experience
- See our example Employee Journey Map
We can support you in this process by starting with mapping an existing customer journey and then progress to define the ideal signature brand experience. To learn more about how to get started with customer journey mapping for your key customer segments Click Here to find out more
Online Mapping tools
Great news….Customer Journey Mapping just got even better!
TouchPoint Dashboard is the first online software of its kind and goes beyond traditional mapping techniques. Maps are sharable with remote colleagues or anyone with access to the internet. This makes co-creation much easier and dramatically speeds up the total process of mapping a customer journey for different customer segments, propositions, channels and variations in your operating model.
- %Organise all Touch-points
- %Capture Touch-point information in one place
- %Share online maps
- %Collaborate with remote colleagues
- %Change views with one click
- %Map end2end journeys
- %Create a library for proposition design
Book a consultation today to discuss how we can help you use customer mapping.
Before the internet and social networks buyers had limited ways to obtain the information they needed and so the sell controlled the buying process. Today we are more informed and armed with more resources than ever but we still want to learn at our own pace. They want certain information, assurance, evidence, hand holding and explanations at different stages along their journey to invest in a product or a service with you. This trend in buyer behaviour has forced us to change how we market.
This is where marketing automation has found its niche. Only 1/5 of leads are ready to buy on first touch point, can you nurture them?Marketing automation is a set of steps that are mapped out to strategically provide that ideal lead the next piece of communication be it content, contact or offer that will move them to a purchase.
Marketing automation technology allows you to use software to automate touch points so it can be a repeatable consistent experience. It can provide awesome measurement information, tasks and workflows so that over time you make better marketing decisions.
It use to be that large companies where the only users of Marketing Automation technology but today the vendors providing such software have made it not only more affordable for the small business but easier to use.
What does Marketing Automation software do?
There are a few different modules to most Marketing automation platforms but here are the key ones:
- Lead Generation – via forms, landing pages, integration to social media
- Segmentation – via database (CRM integration)
- Lead nurturing and scoring – ranking leads by criteria
- Relationship marketing – communicating over time (email marketing social media marketing)
- Cross sell and up sell – presenting choices along the lead/ buyers journey
- Retention – communication and offers (campaign management)
- Measurement and RIO – measuring via criteria (Marketing Analytics)
The key advantage of marketing automation I feel is the opportunity to integrate the touch points to the lead or customer and make their journey purposeful. Being able to measure and use analytics to make better marketing decisions is such a valuable insight and interaction opportunities.
Don’t know which automation software to choose? Stuck. We can help.