I think it was five years ago that someone first asked me what the use of mobile was within B2B Marketing. Then I struggled to think of anything worth reporting.
In those dark days before the iPhone transformed our lives, there was little purpose in using SMS or primitive applications within businesses.
However, the tide has turned and now mobile presents a huge number of opportunities for B2B marketers, and as with consumer marketing, those who do not get on board run the risk of falling behind more nimble competitors.
So why is mobile so important?
Online Marketers spend huge sums on paid-for media, much of it driving orders from existing customers who also reside on the organisations email list.
There are enormous gains to be made by from investing in CRM via email for the long term.
Big news recently from Facebook: companies can now link their customer data, including phone numbers and email addresses to those provided by people on Facebook.
It mightn’t seem like much, but this move, initially for ad targeting only, could be huge.
When you read that just 11% of retailers respond to negative comments on Facebook, while 81% of businesses use social media for marketing, it’s clear that something has gone drastically wrong in the world of social customer services.
But what, exactly?
After reading the shocking statistics in Vikki Chowney's social customer service post on Econsultancy a few weeks ago, I asked several of Our Social Times' largest clients why their customer services teams hadn’t fully adopted social media yet.
Here’s what they said, with added notes and suggestions.
Despite volatile economic conditions and frugal marketing budgets, web content management (WCM) has experienced significant growth in the last few months. Vendors profiled in the recent Content Management Systems Buyer’s Guide are optimistic about the global WCM market which is estimated to be worth more than $1 billion.
The fascinating topic of social data is the focus of the third Quarterly Digital Intelligence Briefing, published today by Econsultancy in partnership with Adobe.
According to our report, only 16% of companies we've surveyed say they are 'harnessing social data effectively' for their businesses.
Below I've summarised some of the key findings and subjects discussed in the report.
Thanks to the continuing evolution of social media, there’s a lot of talk at the moment around influence, identifying and understanding it in action, as well as how this can be used commercially.
Just last week my colleague, Matt, wrote an insightful post about the intricacies and accuracy of this, but recent conversations I’ve had with quite a few people makes me think that on a wider basis, the fundamentals around this increasingly complex area are misunderstood, and in some instances, overlooked altogether.
As marketers, we are becoming increasingly data-focused. It is likely that the next generation of CMOs will not just be creatives, but also data scientists standing in the control room of their organisation, with dashboards of live data flowing in from sales, marketing, and customer service activity.
This goes beyond transaction and conversion data, to include details of interactions with brand-authored content, as well as user-generated content and sharing of content on social networks.
So how can content analytics allow you to build detailed customer profiles, analyse customer feedback for trends, and personalise content and product propositions?
I’ve recently been searching for a new place to live (Contrary to
popular belief, Econsultancy staff are occasionally allowed to leave
their desks), which means I’ve been spending even more time than usual
online, browsing the ‘to let’ ads on property websites.
And getting closer to a brain haemorrhage on an hourly basis.
Estate agents and larger aggregate property sites are ideally placed to
exploit the massive uptake in web usage we’ve seen in the last decade,
yet their sites are usually among the very worst examples of
design and usability you’ll ever encounter, while the offline experience
is also disjointed and frustrating.
While it’s clear that the agent can’t always be to blame, larger
companies in particular need to get their act together fast as some
providers are surging ahead, leaving their less useful competitors in
As an excuse to go house-hunting during working hours and have a bit of
a rant in general, I wanted to run through some of the common mistakes
I’ve seen recently.
One of the main goals of multichannel is to provide great customer service at all
levels. Correctly implemented CRM will enhance your business and
reputation, but in order to implement effective new ways of interacting with your customers across multiple
channels you may be looking at a complete organisational shift, in effect moving from
provider to service.
A strategic business change at this level isn’t
always easy, but there are ways to minimize the stress and align your
company philosophy so that you can really deliver for your customer.