Across industries, fully 81% of all customers attempt to take care of matters themselves before reaching out to a live representative. When a customer calls your customer service people need to be empowered to help them solve their problems, and solve them quickly.
Generation Z, who have grown up with a smartphone in their hand, is now on the cusp of adulthood. Technology is an essential tool that has blended seamlessly into their lives from the start. The digital world is all they have ever known. Brands need to adapt quickly to the values and attitudes of this generation if they expect to keep pace and remain relevant to this audience.
What business are you really in? If you’re not solving customers’ problems and your product focused you’re in the wrong business and you’re going to lose market share. Marketing Myopia is still relevant, but too many marketers are overwhelmed with data to focus on customer needs. Continue reading
A digital influencer is someone who has increased their social presence by creating content that engages audiences. They have the ability to affect opinions and change behaviors because they are trusted sources of information amongst their followers. So why don’t more brands reach out to them?
Marketers are quick to take aim at Boomers and Millennials when it comes to informing consumers on the latest trends. Increasingly, Generation X is left at the wayside. Yet Gen X is 81 million adults (35-54) and spend 29% of net worth dollars.
POST SUMMARY: Razorfish defines Always-On Marketing as data-driven, content-led experiences, delivered across channels and devices in real time. Very few businesses are equipped to compete in real time, and most struggle with the most basic technology and marketing programs. What’s driving the need to become an Always-On marketer? The pace of change and intensity of disruption is accelerating, fueled by an increase in socially connected people who are today’s mainstream. These consumers access brands multiple times per day — and spend more time online, on more devices and in more locations than ever before. Continue reading
Desktop audiences and time have been complemented, rather than replaced by mobile devices. Desktop still offers large (albeit more focused) demographics and for particular types of content, it is still the platform for scale. Reach and frequency management for advertisers needs to account for multi-platform usage.
More time is being spent on smartphone apps, but most of that time is concentrated in the highest engagement apps owned by a few of the largest internet companies. The smartphone app now accounts for half of digital media time spent and is still growing strongly, but not at the rate it once was. And large internet companies command the majority of app time, so it can be a challenging market for lesser-known brands. Continue reading