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Brands have always looked for ways to get more loyal customers.
But since social media has taken off, they are also encouraging these loyal customers to become brand advocates.
So, how are brands cultivating customer loyalty and building advocacy?
The earlier a customer is along their journey, the less marketers know about that person. But early on is when you can best influence shoppers.
It may be July, but now is the time to start thinking about the holiday season.
Every marketing team in every organisation is having to deal with a furious pace of change in all areas of business.
Customer behaviour, technology, media, data analysis, the way we connect and interact with one another and companies… All these trends are evolving exponentially, but not necessarily at the same speed or in the same way in every territory.
This creates many challenges for marketers with a global remit.
Over the past 18 months I’ve hosted over 30 events on social customer service, featuring brands such as eBay, Citibank and British Gas.
While it’s popular to examine the public failures of brands on social media, best practices are also emerging.
Here are 15 of the most useful best practice tips I’ve learned from some of the world’s leading brands.
Summer is the season for live events like concerts, baseball games, music festivals and more.
Previously seen as simply a one-way advertising opportunity, mobile’s ability to facilitate a conversation with consumers has transformed live events into a key component of cross-channel marketing efforts.
This allows for consumers to become part of the event - whether in person or watching it on television. However, just like any program, a campaign built around a live event requires preparation that identifies goals and key messages to ensure it’s a measurable success.
Arguably this summer’s most talked about sporting event is the World Cup.
And, according to a study conducted by Interactive Advertising Bureau on device usage, nearly half of soccer fans worldwide who own smartphones intend to follow the games via their phone.
Mobile marketing involves much more than big budgets and a mobile-optimised website.
In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.
As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.
The first week of July heralds not only the second week of Wimbledon and the start of Henley Regatta, but also the beginning of Q3.
That means it’s the perfect time to take a glance back at some of the interesting reports that our excellent research team published in Q2.
The topics include customer engagement, content management, personalisation, email marketing and web analytics.
So, here are the stats...
Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.
But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.
The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.
This week I went to Manchester to speak at O2’s first Marketing Matters event, which was attended by key contacts from the brand’s top 50 partners that sell to and manage business customers.
The group had asked for input on social, since they highlighted this as the most important aspect of their marketing plans for the next year. This is interesting in itself, but hardly surprising.
What was heartening however, was that my session covered social customer service. This is something we’ve covered steadily since last April, with pitches now regularly heading our way full of research into its growth.
In my experience, when that happens, it means that marketing teams have realised that they can get some PR mileage from a study into this 'new trend' – and that means a trend has become more than that. It means it’s actually happening.
I’ve turned my deck into a best practice checklist, with supporting research, context and case studies at the end.
73% of companies are planning an investment in mobile channels in 2011, with almost half planning to move into mobile commerce.
It seems that, as well as losing their fear of social media, more firms are coming round to the value of mobile.