As marketers, we often have a hard time gaining buy-in for our initiatives with C-suite. According to a 2011 study by the Fournaise Marketing Group, a global leader in marketing performance and measurement, “73% of CEOs think marketers lack business credibility and are not effectiveness-focused enough to generate incremental customer demand.” [Read more…]
Think about your most recent ad campaign. How did it make you feel?
The campaign, which is part of a larger strategy, looked good. But when you laid it alongside your other campaigns, did it feel disjointed? Did you question whether the message was the right one for the audience, or it it was even the right audience at all? As a marketer, did you feel lost and a little unsure as to how this ad fit into the larger strategy? [Read more…]
According to a 2014 Parature State of Multichannel Customer Service Survey, “65% of 1,000 customers surveyed said they’ve cut ties with a brand over a single poor customer service experience.” Bruce Temkin, a leading expert in the field, defines customer experience as “the perception that customers have of their interactions with an organization.” Take a moment, and think about these two statements. Over ⅔ of people have stopped doing business with a brand because they “perceived” a bad experience. [Read more…]
Some companies, and unfortunately some marketers, have this idea that creating a persona limits your potential audience. They relate it to setting up a Facebook campaign’s audience targeting, in which the more boxes you check, the smaller your audience becomes. On the surface, this makes sense. After all, one could assume that an increased audience means increased sales. But what good is a large audience if the person seeing your ad has no intention of purchasing your product, or interacting with your brand? [Read more…]
When we think of brand, we often think of its physical manifestation – the logo, font or colors. But brand is much more than a specific design element used in print advertising or on a website. It inspires a company’s internal vocabulary and informs how a company’s employees should interact with their customers. It sets the expectation with prospects and customers of what it feels like to interact with the organization. It is all of this, combined, that creates a company’s brand and sets it apart from the competition. [Read more…]