Marketers’ tectonic shift toward customer experience is having a ripple effect on roles within the marketing department. Over the past 12–18 months, 61% of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy . Recent years have introduced a slew of new positions, ranging from “customer experience analyst” to “lifecycle marketing manager.”
Only a quarter of all respondents, in a survey, globally are satisfied with their experience participating in research, indicating researchers lack of prioritizing the respondent experience shows through to respondents.
Spending on digital channels continues to rise. At the end of 2016, global spending on digital advertising was set to top $180 billion, according to Magna Global, which projects double-digit growth through 2020. Unless advertisers improve their performance, they will need to outsource cam- paign development and execution, for which they will pay a heavy price in terms of consumer engagement. To add the most value, agencies need to improve their own capabilities, but the bigger opportunity lies in building long-term partnerships with their clients based on the development of mutual skills.
According to a survey, the top three marketing challenges of respondents is “proving the ROI of marketing activities”, “collaborating between departments/offices” and “adapting to changing consumer behaviors”. While proving marketing ROI remains a top challenge, marketing departments are struggling to keep up to pace with changing consumer behaviors.
It’s time to bury the myth that social media marketing can actually help brands achieve their marketing goals. The “so called experts” should be called out and so should marketers who followed their foolish, self-promotional nonsense. Continue reading
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