Posts tagged with Relevancy

cx

What do we mean by a 'great customer experience'?

A great customer experience is defined by its relevance and timely availability to the customer.

I've been reading Jay Baer's treaty on the topic (Winning Hearts in Real-Time), the first in a series extravagantly titled 'Masters of CX'.

What sticks out is the importance of mobile. Indeed, Econsultancy's Skills of the Modern Marketer report, compiled from interviews and an online survey, shows respondents to value CX and mobile as the most important broad and hard skills respectively (incidentally, if you fancy assessing your own digital skills, try sitting our Digital Skills Index test).

I thought I'd highlight some of Jay's thoughts on what makes great CX and include a few examples. Let us know what you think.

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Content is not king

Content is critical but relevance is king

I’ve never been one to submit to catchphrases. The business world and, by extension the marketing world, is full of them.  

“Net-net, at the end of the day, we are living with a new normal of big data.”  Just typing these words gives me the shivers. But these phrases emerge, typically, around meaningful trends.  

For the past three years the dialogue about content marketing has gone from a whisper to a roar. And the expression 'content strategy' is now popular discussion.  

On many occasions I’ve heard pundits declare that 'Content is King'. Most pundits have a vested interest so I understand the tendency toward hyperbole. But I want to make one thing clear. I disagree.

Content is not king. It is not a strategy. Content is a means to an end, a tactic. A very, very important tactic. But a business’s objective is not to create content but rather create enterprise value.

Content marketing adds to enterprise value by sustaining a measure of relevancy with people who engage with it in order to sell more products and services for the first time and over time.  

Relevance is the goal.

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Data driven relevancy: why email automation matters

Content marketing has become a major focus for any marketer and rightly so. With the declining effectiveness of push or ‘interruption’ marketing, engaging content is a sure fire way to get the attention of an audience.

In order to get this strategy right and make it effective, marketers need to think carefully about what a company says and where it says it; they need to think about the content itself but also how it is distributed.

Effective content marketing relies on the message, the format, and the communication channel used.

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Is Instant a distraction from Google's flaws?

Google Instant certainly ranks as one of the biggest user experience changes Google has implemented since it launched Google search more than a decade ago. And for that reason, it has attracted a lot of press attention, and sparked a significant amount of conversation among search experts.

But is Google Instant really little more than a convenient distraction that masks Google's flaws? Some are essentially arguing just that.

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What customers want: a benevolent Big Brother?

In the movie What Women Want, Nick Marshall (played by Mel Gibson) has an accident and finds himself able to hear what the women around him are really thinking. At first he uses it to his advantage selfishly before he falls in love.

Chances are you're not going to suffer from an accident that gives you Nick Marshall-like abilities, but fortunately when it comes to finding out what customers want, market research can tackle the challenge.

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Are relevant links overvalued by SEOs?

It's a fairly common SEO belief that acquiring links from authoritative websites relevant to yours is one of the best ways to achieve results. And it makes sense. After all, why wouldn't search engines want to consider the relevancy of a site to the sites it links to?

But what if the belief that site relevancy is an important SEO factor is wrong? According to SEO consultant Richard Baxter, that may just be the case.

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