Do you know what your customers’ expectations are today? What makes one person engage with one brand more than another? Are they using their mobile devices and social media and to what extent? SDL conducted a new survey that looked at exactly that – the mobile and social media habits of 4,000 consumers across the globe including the US, UK, Australia and Singapore. Continue reading →
With an increasing amount of time being spent online in communities and the subsequent uptake of community building activities in the B2B world, now is the time to get your foot in the door before your competitors obliterate you online and secure all your prospects.
B2B marketers need to know the following to generate leads from building online communities.
“Consumers are increasingly disenfranchised with simplistic advertising and want to be engaged with a richer narrative via platforms on which they can participate in the conversation,” says Victoria Doidge, Director of Marketing, Communications and Customer Service at the Sydney Opera House. Entertainment companies have been particularly challenged by changes in customer needs. The necessity to create content that will engage wider audiences and change their perception, has given rise to the Sydney Opera House embracing social, video and mobile platforms. “We have been focussed on building deeper and more interactive relationships with our customers,” Doidge explains.
Starting with the Ship Song Project, and moving to the recent live streaming of Vivid Events on YouTube, Doidge has managed to create an innovative digital content strategy based on engaging and immersive content. “To love (or even like) a brand, the contemporary consumer needs to be afforded some opportunity for self-expression and creativity,” Doidge affirms. Continue reading →
As part of the ADMA Expert Group Interview Series, we recently sat down with the Head of Communications for Coca Cola, Leo Roberts on the success of what is arguably their most successful campaign to date.
Each year Coke creates a large summer campaign to attract customers, and this year was no different. The brief for the Share a Coke Campaign in terms of the objectives was very similar to previous years. It was all about recruiting consumers into the brand and the continuing challenge of taking the existing love for the brand and converting it into purchase intent and ultimately consumption. According to Roberts, the marketing objectives for the campaign were very similar to every other. The slight change was that they simplified the brief to get down to the real essence of what they wanted to achieve. “We got the brief down to no more than 150 words,” said Roberts, which allowed the creative agency more scope. In the brief one of the things that differentiated it this year was the desire to “create an idea that got people talking about coke”. One of the connection planning principles of the company is that social is at the heart,” said Roberts.
Social was at the heart of the campaign right from the start. The idea grew into an invitation to share a coke, and ultimately sharing is a very social behaviour.
Last week our blog discussed customer centricity in a piece How Ready are you to Shift to a Customer-Centric Business?. It discussed that if you’re going become a customer centric marketer, you need to first understand all the potential consequences before you dive into it. One consequence and an area that often gets overlooked is often the most critical; that is the content and language you use as an organisation to connect with your customers.
Content and customer centric thinking for many is not nearly as established as we would like to believe, or as much as organisations think they are doing. Many organisations still think in the product is king/solution-selling way; a belief that should not be the focus for a marketer. It’s an unfortunate fact though that no matter what organisation you look at, customer-centric over product centric thinking is rarely present; even in the social realm many organisations are still focused on themselves.
“No-one’s interested in your marketing. As soon as you realise that, you Continue reading →
By Ginger CoNlon, Editorial Director, Peppers & Rogers Group
Customers are more empowered and more connected than ever, NICE President and CEO, Zeevi Bregman reminded attendees during his keynote at the company’s Interactions 2012 customer conference. Customers are online shopping and playing more, sharing more, using more media, he added. With the proliferation of mobile, customers can now interact 24/7 from anywhere via multiple connection points: mobile websites, social networks, the contact center, etc. In fact, a NICE survey of about 2,000 consumers found that respondents use six different channels on average to interact with a company it does business with. According to Bregman, most organisations aren’t ready for this; they can’t connect the dots between these touchpoints.
Remember the automat? Walls of vending machines stocked with sandwiches, snacks, and drinks; cafeteria-style dining. Popular in the early 1900s, they began to fade in the 1950s. When Horn & Hardart closed its last automat (on 42nd Street in Manhattan) in 1991, it seemed that gone were the days of getting any food but chips, crackers, and Pop Tarts from a vending machine. But in what seems to be a move to address the snacking needs of today’s impatient, on-the-go customers, gourmet cupcake bakery Sprinkles has gone retro. The chain launched recently a Cupcake ATM.
According to an article on CNNMoney, Sprinkles is planning to roll out the Cupcake ATM to its 10 locations and then to other, stand-alone locations. Each machine can hold 600 cupcakes, which sell for $4 each.
After reading about Sprinkles’ Cupcake ATM, I started to wonder about how well the bakery’s management knows its customers and prospects. I imagine bank managers had similar thoughts when presented with the first cash ATM.
I wonder: Will customers buy $4 cupcakes from a vending machine? (I would.) Does anyone really “need” access to cupcakes 24/7? (I do.) Personally, I think the Cupcake ATM is ingenious. Will it catch on–and will we soon see vending machines for macarons, or whatever the trendy snack du jour is? Will we see Sprinkles’ Cupcake ATMs in airports and at the mall? (I hope so.) Or will the cupcake-buying consumer prefer assisted service over self-service? As long as each cupcake is packaged with a napkin, Sprinkles has one future self-service customer for sure (that’d be me).
What do you think? Would you buy your next red velvet cupcake from a vending machine? Or do you prefer assistance with your cupcake purchase?
Making sure that customers are satisfied with their experience with a company is an essential part of any organisation’s job. However, it’s also imperative to make sure that employees are happy, since they’re the ones interacting with customers and can have an important impact on their experience.
Unhappy employees, even if they’re trying their best to do their job well, could have a negative impact on a customer, especially if there is face-to-face interaction. For example, when a new supermarket opened close to my home, I started shopping there frequently. But although I was finding all the items I needed–and more–at a good price, I was leaving the store in a bad mood. The main reason was that I repeatedly came across employees who made me feel as if it was a burden to check me out.
Dan Pink, the author of the number New York Times Best Seller, Drive recently spoke at TED revealing surprising truths about what motivates us. I found the presentation so unbelievably interesting and his thoughts so easily applicable to marketing, that it would be perfect for you to get some insights on how to better understand your customers, with a new twist. But it can also be applicable on how to get the most out of your marketing department.
Dan discusses the fact that our customers are not as endlessly manipulated or predictable as we think. He examined a study which was undertaken with students at MIT in the US. It was all about how to incentivise their performance. They provided them with three levels of rewards. Many of you will say that this is a typical motivation scheme within organisations, however there were two interesting findings.
By Mila D’Antonio Managing Editor for 1to1 Magazine
The importance of delivering exceptional customer experiences during a down economy is essential to fostering customer satisfaction–a critical measure for success. But according to the 2011 fourth quarter customer satisfaction report released recently by the American Customer Satisfaction Index, there were only mild improvements in customer satisfaction with a yearly gain of .07 percent, and some not-so-surprising winners and losers.
The losers It’s no surprise, for example that Netflix’s customer satisfaction took a nosedive for 2011, crashing down 14 percent to 74, one of the biggest year-on-year losses in ACSI history. Netflix customers left in droves last fall, following price hikes and a controversial plan to move DVD-by-mail customers to a separate service.