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Brad Rencher is the senior vice president and general manager of digital marketing at Adobe and yesterday Rencher delivered the keynote speech at Adobe Summit EMEA 2015.
Through display advertising’s history of consistently delivering irrelevant content and its design never aligning to its surroundings, consumers have nurtured a scanning reflex called ‘banner blindness’.
This isn't a new condition, ‘banner blindness’ has been around for a very long time.
When competitors with better prices are just a click away, customer experience (CX) is a key differentiator for brands.
Brands appreciate the need for great CX but, according to a new report by Econsultancy, the gap between this and the customer view is considerable.
The Consumer Conversation report, produced by Econsultancy in partnership with IBM, highlights the gap between marketers' intentions and their customers' satisfaction.
Here are a few highlights from the report...
Understanding the customer journey is becoming increasingly complex as the number of digital and offline touchpoints proliferate.
However it’s important to try and create an accurate map of how customers are interacting with a brand in order to optimise marketing channels and campaigns.
But to what extent are brands able to properly understand the customer journey?
Customers have assumed the position of power in their relationship with brands.
As technology gives people unprecedented information and choice regarding products or services, companies have to work twice as hard on meeting and exceeding customer expectations at every touchpoint.
Data-driven marketing and customer experience are two of the most prominent trends in digital right now.
So how are they intertwined and how can the former be used to improve the latter?
Autumn 2015 will mark six years since the release of the first mobile sites from some of the UK’s top retail brands, but how has the mobile experience changed?
As with all industries, financial services companies have been forced to adapt their business practices to account for new digital technologies.
From a customer standpoint this has been hugely positive, as it’s now easier than ever to apply for financial products and compare costs online.
In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
Here we'll be taking a look at Boots, and making suggestions on how it can improve the customer experience and perhaps increase conversion.
“Come with me, and you'll be, in a world of pure imagination...”
I have to stop there as I don’t want Paramount Pictures or the estate of Roald Dahl to sue us.
Instead I’ll pepper the content of this article with only the very subtlest of references to Willy Wonka and the Chocolate in the hope that nobody notices.
In the early days of ecommerce customer acquisition and retention largely focused on selling products at the lowest possible price.
Now businesses have accepted they can’t win a price war with Amazon they’ve turned their attention to providing the best possible customer experience as a means of differentiating from the competition.
In December we took a look at the experience of searching for an Apple product, clicking-through to the online Apple store and then purchasing the item from a customer’s point of view.
The above investigation was carried out on a desktop and I praised its faultless paid search strategy and for providing a fluid, fast and overall joyful ecommerce experience.