The greatest challenge for business brands seeking to drive customer value in today’s multichannel world is understanding.
Whilst consumer brands have historically taken a more forensic approach to mapping customer touch points, analysing behaviour and building personas in order to understand how, when and where people are engaging with them and where the opportunities lie, many of today’s business brands fail to explore customer needs closely enough.
The paradox? Data remains both one of the biggest opportunities and biggest headaches facing B2B marketers today. The sheer volume of data businesses have access to is seen by many as an obstacle.
How will we capture it? How will we measure it? What are the legalities? We can’t afford a failed organisation CRM effort!
We've been somewhat surprised recently by Pinterest. While the platform has grown at a phenonmenal rate it probably isn't the first place you'd expect a fairly niche business like Econsultancy to succeed.
However, since starting our boards there, we've seen some very good referral numbers and even a few final-touch conversions, so I thought it was time to dig a little deeper and see how we could make the most of the platform going forward.
As such I've recently been trawling the net in search of measurement tools and it turns out there are already quite a few. Here, I've compiled five dedicated Pinterest tools that can help you make the most of your audience there...
Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.
Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque.
If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.
But for me there is one big 'grey swan' - and that is how we measure value.
Earlier this month, The Atlantic posted a fascinating article on social media referral traffic.
In it, Atlantic senior editor Alexis Madrigal makes some bold claims about the history of the web and the way that we consider social traffic, coining the phrase ‘Dark Social’ in the process.
It’s a great post and I urge you to check it out, because in many ways I agree with Alexis’ sentiments, although I feel that this may not be quite the huge revelation it's been made out to be.
Here, I'd like to take a closer look at this and the relative importance and attribution of this traffic....
Marketers everywhere (or those using Tumblr at least) can finally rejoice. Today, Tumblr and Union Metrics, Tumblr's preferred analytics provider, has announced the first ever analytics platform for Tumblr.
Tumblr hosts 75 million blogs and users create more than 70 million new posts each day. Over the past 6 months, marketers have been able to pay for advertising by either pinning a post to follower's feeds or be featured in Radar on the right hand side of user's Tumblr dashboard. Success comes for brands if their content is good and suited for Tumblr - which includes great images and imaginative animated gifs.
Unfortunately all they know is how many times their post has been reblogged but not how many times it has been seen or reblogged off their reblog.
The world of social media has led to significant hype about the possibilities this emerging channel offers marketers. And there is certainly a lot about social media that should get the experienced, informed and enabled marketer salivating.
Social media is not, however, the first new channel marketers have had to adopt in recent years. We don’t hear much about how practitioners of social marketing can learn from their colleagues operating in other marketing channels, specifically email, which has evolved considerably in the last few years as well.
The social media landscape changes at such a pace that it’s nigh-on impossible to keep up with all of the various tools and platforms that emerge.
With that said I do try to keep abreast of new developments and over the past few weeks have begun using a variety of free tools which may have slipped under your radar.
,I thought it would be useful to run through a few of them here. If you have any new favourites then please do add them in the comments below as well.
You’ve set yourself the ambitious goal of being a best-in-class analytics-driven business. One in which data is used not just to gain insights into the past, but to predict the future and to drive confident decision-making at every level.
You’re familiar with the success stories - businesses like Expedia, Dell, eBay, Amazon to name a few – that have achieved staggering business growth and forged ahead of their competition by instilling culture of analytics from the top down.
Your hope is to achieve the same level of sophistication and maturity in your own organization and outclass the competition.
All too often organizations take a backwards approach to developing a mobile product offering and begin with a technology decision rather than a strategic plan. Statements like "We need an iPhone app" or "Let's do something with SMS" lead to siloed approaches and marketing fragmentation.
Success in mobile demands a systematic approach that begins with understanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Only once all of these steps are completed should you begin to implement the necessary technologies to achieve your mobile objectives.
Getting converting traffic to your website is hard work, but once it gets onto your website do you really know what it's doing or how well it's converting?
A big part of any internet marketer's job should be reviewing a website's analytics to find those problem areas or those potential wins and then capitalising on them.
With the recent changes to Google and the fragile economy, now is a better time than ever to start making your current traffic work harder. So grab yourself a coffee and let's get started - this is going to be a long one!