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Category Archives: Marketing Strategy

Multi-devices have enabled us to be the curators of our lives

By | customer centric marketing, Customer experience, Marketing Automated Technology, Marketing Strategy, Marketing Technology, Mobile Marketing, Online Marketing | No Comments

We are a nation of multi-screeners. Most of our time is spent in front of a screen. 77% of us view TV with a device in our other hand. Google’s latest research uncovers our cross-platform behaviour as we use multi devices often at the same time to achieve our goals. With technology advances in online devices, we can now choose how, when, what and who to engage with 24 x7. We are the curators of our lives.

Key findings of Google’s Research includes:

Two types of screening behaviour:

  • Sequential screening where we move from one device to another to complete a single goal
  • Simultaneous screening where we use multiple devices at the same time
  • Google has found that nine out of ten people use multiple screens sequentially and that smartphones are by far the most common starting point for sequential activity.
  • 80% of searchers happen on smart phones as a spur of the moment
  • We spend on average over 4 hours in front of screens a day to communicate, Browsing the internet – 81%
    Social networking – 72%
    Online shopping – 67%
    Research/Search – 63%
    Managing Finances – 46%
    Planning a trip – 43%
  • The time spent on screen devices per day is broken down as follows:
  1. TV – 43 minutes
  2. PC/Laptop – 39
  3. Tablet – 30
  4. Smartphone – 17
 What does this mean for marketers?
Is our attention span getting shorter? Google’s research suggests that multiple screens make us feel more efficient. So we are multi-tasking and multi-screening! I know my attention is at least fragmented between all the devices I have. If I see something on TV and want to probe deeper, I go on my iPad. Even my seven-year old plays with his Super heroes or reads his comics and then Google games, download Apps and connects with other gamers online, all at the same time.
We are on-line more than ever before and because it is easy and available part of me does feel like I have the control to choose what I want to consume, perhaps for the first time.I know I am not alone in this feeling. Most of my peers now choose when and what to watch on their iPad not TV. Conversations revolve around the latest App someone has found for recipes or to help our children read online. We are seeking out our own unique interests and communities to enrich our lives, learn and just have fun. Our behaviour has changed markedly even over the last 18 months.

We are so connected and able to be responsive and “always on” or impulsive. This has huge implications for marketers as we aim to understand the environment that our customers live in. We need to understand this new multi-screen and multi-tasking behaviour to design the best experience for our customers. With around 10% of media interactions non-screen based, if you are not online and connected you are invisible. It is easy to predict with this changing landscape that new opportunities will and have be created for all sorts of businesses. As customers decide what to pay attention to and what to ignore,  it is more important than ever to understand your customers behaviour as part of your marketing strategy. This attention and empathy to customers creates opportunities from the  from the the smallest business which now can gain visibility by reaching a new audience.
The key for truly great marketing is to know your customers and this means their likely behaviour. Understanding this ever connected landscape is step 1. Step 2 is building a strategy to navigate through it to ensure you are in the right place, at the right time with the right resources.
 Google now has a great info graphic describing our new behaviour.

 

How well do you know your customers?

By | Marketing Strategy, Sales Process, Small Business Marketing | No Comments

Having an “outside in” approach to your business is difficult. It requires you to shift your focus from running, managing and developing your business to that of your customer. This mind shift of really stepping into the customer shoes and then developing a marketing strategy  is critical to be a successful small business (well any business really) and yet most companies are still selling a promise to customers that they can’t deliver or one they don’t want.

I hear customers I interview say all the time;”If they had only asked me what I wanted I would have told them.”

Your customer’s perceptions of you are not based just on an email, your website or going into your store to buy something. Their perceptions are formed when you live up to your promise or break it, generally after the sale. What happens when the product breaks, they are left on hold for 10 minutes, they are given the run around! It is hard to keep promises. It is hard to always treat the customer well, but that is why it is more important than ever to preempt their concerns and stay ahead of their expectations to deliver a really compelling customer experience.

It is about identifying with the customer journey that you can really ensure that your promises are kept. If you make promises that are not kept the customer will judge you as a liar and customers will tell others, as we all hate liars.

If you want to gain some customer insights and map out your customer buying path book a marketing strategy session today.

 

Related posts: Creating a customer centric culture

Podcast on creating a customer centric culture

Why a clear Value Proposition is important and how to create one

By | Marketing Strategy, Small Business Marketing, Value Proposition | No Comments

A Value Proposition is why your customers buy from you. What value do you deliver? How to you communicate this to your prospects and buyers?

Your value proposition serves a few purposes:

1.It defines the audience and target market. Do you help me?
2.It positions your company in a market or category. Position the problem that you solve.
3.It clearly communicates the key benefit to the customer/prospect. Can I see the benefits and I understand the how you do it.(ROI and emotionally)
4.It builds a foundation for credibility that you and your company are credible. Proof it to me. What is the evidence. Here is where you explain the why you are distinct?

RainToday has a great training video on how to create a value proposition.

Click here to learn more and play the video

Value Propositions are built on three foundations

1.ReasonateNeed and wants (emotional and RIO)

2.DifferentiateThe best option

Distinction between you and competitors?
How difficult to substitute your service or product?

3. Substantiate –  I trust you and I believe you. proof, rationale case

You need all three to make the sales process smooth. If one is missing then the sales path is much harder.

What I really like about this presentation it is really step insight your prospects head and position your service or product as to how it meets their needs.

Visit our marketing templates on how to identify your ideal customers and core messages.

 

Are you lost about how to market your business online?

By | Business marketing, Facebook Marketing, Marketing Strategy, Marketing Technology, Mobile Marketing, Online Marketing, SEO, Service Marketing, Small Business Marketing | No Comments

Is marketing online in the too hard basket? Well these days if you aren’t online your business may as well be invisible.

At MacInnis Marketing we have become Digital marketing gurus. We didn’t start that way but over the past 5 years we have honed our skills because of the dramatic change in customer interactions online. With this revolution has come a whole new way to market and thus Digital marketing services are now a big part of a small business marketing kit-bag.

There is only one problem. Most small businesses still don’t have the time to understand it and so can be paying for a service without really understanding its value. It is understandable as the terminology let alone the technology is confusing.

We help educate you to be able to make informed decisions and ensure that you receive a report and measurement of everything we do online. We match your marketing goals with the technology and ensure your budget serves you best.

 

Ready to learn more Click here.

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