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…]
Personas: The Great Brand Unifier
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…]
6 Questions To Determine If Your Brand Guide Is Effective
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…]
It’s Time to Kill the Marketing Campaign
Change is prolific in marketing today. From real-time bidding, to programmatic media buying and proving ROI of marketing activities, change in this industry is inevitable. Yet one aspect of marketing and advertising has seemed to avoid evolution — the campaign. [Read more…]
Join the Movement – Let’s Save Marketing Together
Marketing, as a practice, is in danger. On Madison Avenue, big agencies are being usurped by business consultants. On the front lines of many org charts, the boundaries between sales and marketing are blurring. As marketers, we are expected to do more, using more technology, with less and less budget. Meanwhile, our channels fragment and as marketers we lose focus. The very technology trying to disrupt and simplify the practice of marketing makes our jobs that much more complicated. And we can’t do it all. [Read more…]