Best Practices Are Killing Marketing - It's Time to Get Agile
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Multiple screens, countless channels, five-second attention spans: This environment requires unique experiences to get clicks and conversions—not a broad "best practice" that's easily copied. Break free from “best practice” to tackle the challenges created by customers' high expectations for effortless interactions. Adopt an agile and iterative mind-set. Agile marketing is not a new concept, but an increasingly important approach to delivering customer-centric digital experiences based on the unique needs and wants of your customers. The key to achieving demonstrable results and ROI in your digital marketing efforts is to execute in a flexible, agile manner—and to leverage technology that supports execution by providing real-time insights.
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Best Practices Are Killing Marketing - It's Time to Get Agile
- 1. Best Practices Are Killing Marketing - It's Time to Get Agile © 2014 EPiServer Donna Pahel Director, Digital Marketing & eCommerce Strategy @hapagirlpgh Joakim Holmquist Digital Marketing Manager @mjholmquist
- 2. What’s for lunch? Food for Thought. © 2014 EPiServer • #RIPBestPractices – Donna: @hapagirlpgh – Joakim: @mjholmquist – EPiServer NA: @episerverus • Your new CMO • Why best practices are dead • How and why marketers need to be agile • How to overcome challenges • The nitty, gritty and EPiServer successes and insights
- 3. I’m a die-hard for the Customer POV. • I’ve been a brand marketer for over 18 years – living from your Customer POV is the only way to truly understand and effectively deliver on their needs. • Now more than ever, the connectivity, mobility and social-ability of customers make this an absolute imperative. • Brands who derive their go-to-market strategy from their Customer POV will #thrive! © 2014 EPiServer
- 4. Meet Your New CMO © 2014 EPiServer
- 5. Meet Your New CMO To keep up with your connected customer you need to: • Follow & Engage • Create an Omni-Channel Experience • Unify Content + Commerce © 2014 EPiServer
- 6. Best Practices are Dead © 2014 EPiServer
- 7. Best Practices are dead © 2014 EPiServer Marketing is full of: • Content that doesn’t get read • Emails that are ignored or deleted • Messaging that doesn’t resonate with your customers So why are you still following best practices?
- 8. The Problem with “Best Practice” The commonly accepted methods of sharing best practices is inherently flawed. September 2013 Campaign ends with brilliant results © 2014 EPiServer March 2013 Campaign starts in response to a perceived ‘problem’ June 2014 Conference–campaign is showcased as a ‘best practice’ January 2014 Call for papers–campaign is submitted as a case study Best Practices are insights from snips of time and must be evaluated and considered accordingly.
- 9. The Problem with “Best Practice” Bottom line: Consumer behavior changes fast, and the issues you’re facing today aren’t the same ones that “industry best practice” has already solved. © 2014 EPiServer
- 10. “Best Practices” Marketing vs. Agile Marketing © 2014 EPiServer
- 11. Break Free from “Best Practice” Marketing © 2014 EPiServer Become an Agile Marketer • Be curious • Take apart your marketing to see how it works • Discover its strengths and weaknesses • Face up to (and move on from) mistakes • Take creative risks • Experiment with new approaches • Learn and get better every day
- 12. Five agile principles for finding and fixing marketing problems 1. Live from Your Customers’ POV 2. Keep the Big Picture in Sight 3. Build a Great “MarkOps” Team 4. Prioritize the Problem 5. Test, Test, and Test Again Not best practices—we want to help you create a framework you can implement for your unique situation. © 2014 EPiServer
- 13. Principle #1: Live from Your Customers’ POV Being able to monitor customers’ changing needs is one thing—how you respond is more important You need to be quick and nimble by using a platform that allows you to combine content + commerce © 2014 EPiServer
- 14. Principle #2: Keep the Big Picture in Sight It’s easy to get carried away with daring experiments and lose sight of what your brand is about Remember your goals and have the KPIs and tools to track whether you’re meeting them © 2014 EPiServer
- 15. Principle #3: Build a Great “MarkOps” Team Empower everyone on the team to share ownership, make decisions and implement them—even if it means taking a risk or making a leap of faith MarkOps can only be effective if the team can work together to respond quickly to opportunities and problems © 2014 EPiServer
- 16. Principle #4: Prioritize the Problem Nothing beats hard data for uncovering the root causes of problems The agile marketer pays attention to gut instinct, but trusts hard data infinitely more © 2014 EPiServer
- 17. Principle #5: Test and Learn, Act and then Do It Again… and Again. © 2014 EPiServer Iteration, not perfection Have an idea for something that might work, test it, monitor the results, and make decisions Real-time testing is a great way to understand which option has the greater impact, and then efforts can be poured into that one
- 18. © 2014 EPiServer
- 19. Open + Agile + Scalable © 2014 EPiServer
- 20. Technology that is learning and optimizing the experience of each customer in real time © 2014 EPiServer
- 21. DNA of an Effective Exchange = Content + Design + Function © 2014 EPiServer Content: What is being delivered Design: How it appears Function: How it is experienced
- 22. The right data and analytics inform our marketing programs © 2014 EPiServer
- 23. 4. Move at the pace of your customer. © 2014 EPiServer
- 24. The Nitty, Gritty -- Our insights © 2014 EPiServer
- 25. Overcome challenges © 2014 EPiServer
- 26. #1 The HiPPO* Challenge * HiPPO = Highest paid person’s opinion. Don’t let the HiPPO decide on what your customers want. © 2014 EPiServer HiPPO definition - Avinash Kaushik
- 27. Which one of these DHL landing experiences do you think generated significantly more leads? © 2014 EPiServer + 133 %
- 28. How to deal with the HiPPO Problem “The best way to have a good idea is to have lots of ideas.” © 2014 EPiServer / Dr. Linus Pauling
- 29. How to deal with the HiPPO problem. Part 2. • Embed experimentation into the process of content marketing. • Empower your marketers to try out many small ideas continuously. © 2014 EPiServer
- 30. • HiPPO = Highest paid person’s © 2014 EPiServer opinion. #2 The Data Challenge
- 31. Make data actionable. At all cost Find the metrics that measures your biggest problems. Ignore the rest. © 2014 EPiServer
- 32. #3 The challenge of being slow © 2014 EPiServer
- 33. The biggest risk is doing nothing © 2014 EPiServer
- 34. Our insights © 2014 EPiServer
- 35. Driving action with agile experimentation Now Next target © 2014 EPiServer
- 36. Step 1: Identify your biggest problem © 2014 EPiServer
- 37. Step 2: Define what constitutes success © 2014 EPiServer
- 38. Step 3: Formulate a hypothesis on how to improve and then execute © 2014 EPiServer
- 39. Step 4: Evaluate, learn and share © 2014 EPiServer
- 40. Step 5: Start over and speed up Sprint planning Execute Evaluate © 2014 EPiServer
- 41. Make sure you obsess about the right things © 2014 EPiServer
- 42. Listen to visitor intent The other 98 % © 2014 EPiServer What we obsess about What we should obsess about 2 % Converting visitors
- 43. Understanding visitor intent © 2014 EPiServer Conversion! Total traffic to website: Support Research Careers Micro Conversions
- 44. If you don’t know what your visitors want. Ask them. 1 What was the purpose of your visit? 2 Did you accomplish what you came for? © 2014 EPiServer
- 45. Let the voice of your visitors guide improvement efforts © 2014 EPiServer Find contact info 15% Buy 25% Get support 30% Research 20% % of visitors responding “no” Buy 39% Purpose of visit
- 46. The upside of being agile and executing on lots of ideas 1 Reduces waste by failing quickly and often. 2 Empowers you to discover stuff that you could never anticipate. 3 Let’s your customer be the ultimate judge of what experience © 2014 EPiServer they want. 1 2 3 Research 20%
- 47. Let’s connect. Let’s converse. © 2014 EPiServer Donna Pahel Director, Digital Marketing & eCommerce Strategy @hapagirlpgh Joakim Holmquist Digital Marketing Manager @mjholmquist
Editor's Notes
- With a few taps of their thumbs, or a click of their mouse, they are broadcasting powerful messages about your brands, products and services to their ever-growing social networks. Their voice is amplified and carries a lot of weight – they are either our biggest advocates or your biggest adversaries. Their expectations along with emerging technologies are evolving at an unprecedented pace. These are exciting times presenting both challenges and opportunities.
- Follow & Engage Move at the pace of your connected customer Unify content + commerce Create an Omni-Channel Experience Elevate your offering create a continuous experience for customers across channels; in-and-out of store Remain in their consideration set – be found when and where your customers are and on their time table Unify Content + Commerce De-commoditize and elevate your offerings Put your product in a context customers can relate to Make their experience easy to share with their networks
- Best practices are so yesterday, literally.
- Context and relevancy are imperatives in today’s world of the connected customer. Remember, today’s connected customers are faced with an infinite number of choices of not only what to buy, but when, where and from whom they choose to buy. How will you help them along their continuous journey and win them over?
- Remember the last big marketing conference you went to? It was almost certainly full of gurus sharing best-practice advice on how to tackle marketing problems. And there’s nothing wrong with that – it’s great to hear about other people’s experiences, and even better to meet up in real life for a coffee and a chat after following each other for months on Twitter. But, the commonly accepted methods of sharing best practices is inherently flawed. Customer behaviors and technology are emerging at an unprecedented pace. What works is always a moving target – living from your Customers’ POV is really the only sure-fire way of keeping pace with their needs and expectations. “Best Practices” are not inherently living breathing things – we must remember that one size does not fit all – consider best practices bits of data in which you must extract your own insights. Derive your own insights from shared best practices and iterate, optimize and evolve over time with a test and learn methodology.
- Best Practices: Are a safety blanket for marketers Mean doing what everyone else is doing Mean not taking risks, not making waves, not standing out In a world of multiple screens, myriad channels and five-second attention spans, best practice is not what gets clicks and conversions. Consumers expect delight, surprise and effortlessness at every turn. When they don’t get it, at best they simply click away – and at worst they mock or berate the offending brand on social media. And neither of those is a great result.
- Live from your Customers’ POV, test and learn… get scrappy! And have fun!
- Lots of marketers are scared to scratch below the surface of their marketing efforts, for fear of finding something horribly broken. You’re not. Here are five agile principles you can use to unearth your problems, stare them resolutely in the face, and decide how to fix them.
- Live from your Customers’ POV. After all, it’s the only one that really matters. Just like an agile software developer, the agile marketer knows what the target market needs now, rather than what they needed six months ago – and tailors activity accordingly. And as real-time marketing takes hold, ‘now’ means ‘right now’, ‘this second’ – not ‘today’ or ‘this week’. Tactics can succeed or fail based on whether they were delivered at exactly the right time, or thirty seconds too late. As you deploy your go-to-market strategy, monitor, leverage data to derive insights, and take action! -- Customer responses And that all comes down to having the right data in real-time. Understanding where things are going right or wrong in this kind of environment requires on-the-fly forensic analysis of all kinds of factors based on dashboards that are easy to read, analyze and act upon. Was the customer not where we thought they were when we sent them that location-based voucher? Did our message reach them at a stressful time? Did we accidentally send an SMS discount on gourmet burgers to a committed vegetarian? Being able to monitor customers’ changing needs is one thing – but how you respond is more important still. The lessons learned in web analytics, social media, forums, research and focus groups are only valuable if you have the means to turn them into actions to respond, inform and optimise. That means bringing a whole set of new tools, skills and techniques that enable meaningful identification and response to problems.
- Agile marketing is exhilarating, seat-of-your-pants type stuff. It’s easy to get carried away with daring experiments, and lose sight of what your brand is about – and what you, as marketers, need to achieve for your organization. Having a set of clear objectives for your marketing, and KPIs to track it, makes it easy to tell when you’ve gone too far off course. KPIs are actually hard to create. They sound boring and strait-laced, but they’re an agile marketer’s best friend. Once they’re set up, you’re free to act without falling into classic experimentation trap: not knowing if your experiments are taking you in the right direction or not. For example: what if your goal is to increase sales to women? You have a great idea: set up a hashtag to talk about women-only issues your product addresses. It proves wildly popular, with thousands of women using it to have a productive discussion. Remember: Agile marketing isn’t the end goal—and simply “being agile” won’t solve your marketing problems—it just gives you a better chance than the best-practice mentality
- One of the hallmarks of an agile software team is a continuous feedback loop across development and operations – a culture known as DevOps. A truly agile marketing team will have a similar collaborative approach – ‘MarkOps’, if you will – to identifying and solving problems: Operations people can choose and manage the tools and systems that allow problems to be identified Data scientists can analyze real-time data to spot when things are going wrong and uncover root causes Strategy people can decide if the problem is worth fixing, and if so, which tactics to try Content people can develop and refine content on the fly in response to identified problems Management can allocate budget on the fly for experimental responses to problems Execution people can deliver the refined content to the desired audience in real time MarkOps can only be effective if the team can work together to respond extremely quickly to opportunities and problems. Remember: There’s no “blaming the intern” in a MarkOps culture. If something backfires, the organization apologizes, learns from it, and moves on
- Digital marketing is an irrational beast at times. There may be no obvious logical explanation for why one type of shoe is outselling all the others on your website. But you and your team probably have plenty of opinions about it. Theorising is all well and good, but nothing beats hard data for uncovering the root causes of problems. And today’s marketers have more data available to them than ever before, and better tools to analyze it. The agile marketer pays attention to gut instinct, but trusts hard data infinitely more. Instead of sitting around speculating, they crunch the numbers. Do the hot-selling shoes perform better in search results? Is it the price? Or the way the page is laid out? Is the on-page copy or image particularly compelling? The meaningful problem Once you start digging into the data, you may uncover loads of problems. But you don’t have to solve problems just because you can find them. Rather than try to fix them all, you need to identify and solve the problems that will deliver the biggest return. Hard answers are infinitely more useful than random pontificating—or random experimenting
- One of the key principles of agile software development is the idea of ‘continuous delivery’; a state in which an app is continually refined as a result of testing and user feedback. It’s a contrast to the old way of struggling for months or years to deliver a complete application – which, by the time it launches, may no longer meet anyone’s needs. Iteration, not perfection, is a good watchword for the agile marketer, too. It means having an idea for something that might work, testing it on a small section of the audience, monitoring the results, and making decisions on whether to change it, roll it out to a wider audience, or ditch it altogether. The value of testing This is where the principle of A/B or multivariate testing really comes into its own. Real-time testing of two or more different options is a great way to understand which option has the greater impact, and then efforts can be poured into that one. Conversely, problem-focused marketers can try to divine what makes the less-popular option less popular, and use that data to avoid making similar mistakes elsewhere, or in future…
- A system for executing in real time, while keeping the big picture in sight The analyst community touts us as a Visionary. We couldn’t agree more, in fact, we’re Visionary Veterans. For the past 20 years, we’ve made our way around the globe chalking up thousands of customer success stories.
- The EPiServer solution is open, agile and scalable. Our solution serves as the rock solid foundation and springboard that’s an imperative to your success today and moving forward. Empowers your go-to-market strategy so that you can empower your connected customers. We built an industry-forward technology solution from the ground up. It’s second to none in helping you achieve a holistic experience for your connected customers. While others solution providers are scrambling to catch up with bolt-ons to their existing offerings, our solution is already fully integrated front to back. The truth is, no one know what the future holds with regard to technology or customer expectations even six months from now. EPiServers web content management and ecommerce technology is open, agile and scalable. We pride ourselves on providing the best foundational technology to allow you to deliver what’s needed and readily iterate for what is needed -- our technology fuels your go-to-market strategy today and will most effectively ensure your ability to deliver the unexpected tomorrow and beyond.
- EPiServer’s technology solution enables a differentiated customer experience seamlessly across screens. Our technology allows you to efficiently and effectively deliver exactly the right experience as your customers moves from mobile, to tablet, to desktop and back again.
- Along the buyer’s journey, there are many opportunities to have meaningful exchanges. The DNA of an any effective exchange along the path must include three core components. CONTENT (our message) + DESIGN (how it’s presented) + FUNCTION (how the experience is delivered). Effective delivery, translated for the how/what/where and screen type are enabled by technology. New technology will continue to emerge at an unprecedented pace – it’s important that we subscribe to technology solutions that empower and not hinder our ability to meet and satisfy the customer across all the touchpoints.
- As savvy marketers know, the right data and analytics inform our marketing programs and keep the right information in front of potential buyers. Remember, your connected customers expect an exceptional experience tailored to their specific needs. Our system turns data into insights and delivers a personalized experience to your customers. With every exchange, the system is learning and optimizing the experience for each customer in real time. Additionally, our system provides these data insights in a way that empowers your resources to keep a finger on the pulse of what’s happening with your customers. These real time insights inform your programs, help your team learn and optimize, and maximize your digital program investments.
- All of this at the pace of your customer. And out-pacing your competition. Have you ever felt frustrated by a great idea or customer offering that just didn’t seem to see the light of day due to a gap in an ability to deliver effectively with technology? Many solutions on the market that offer a seemingly endless amount of feature and function often fall down because their prescribed in an inflexible manner. It’s absolutely necessary, that we prescribe to foundational technology solutions that will continue to enable us to move at the pace of our customer and outpace the competition.
- Thank you Donna. Okey, so lets take a look at some of the challenges that organizations face when trying to adopt experimental marketing culture.
- And the first one that we see over and over again. All to often organizations are making marketing decisions based on the opinion of the highest paid person in the room. this is usually an indicator that an organization has not yet made the transform is not yet a modern, customer centric company. The reason why hippo decision making is so problematic is that, despite how smart and initiated he or she might be, we are living in a world, just like Donna pointed out that is very complex with a multitude of variables affecting each outcome.
- Just to emphasize that point, How do you tell which one is better here? Well, the simple answer is that you don’t. At least not with any degree of certaintiyt. Studying best practice wont help.. Now, you guys are all seasoned marketers or executives, but I would be surprised if most of you would bet next years bonus by predicting which one of these two landing page experiences from DHL that would outperform the other in generating leads? We kind of all know the best practice of having clear call to actions, keeping it simple and making sure the messaging is consistent with the ad that attracted the visitor. That doesn’t really help in evaluating these options. The truth is that it is really hard to know which version ought to perform better. One can have a lot of different hypothesis as to why one would be superior to the other and if you do your homework you can have a well founded plausible hypothesis. Still, in an environment where so many factors could influence the outcome you really need to listen to your customers and be humble about your own ability to predict what your customers want. In this case, the folks over at DHL were experimenting with an animated map that they thought would be attention grabbing. Best practice today usually doesn’t suggest much movement and distracting but in this case, they were right. The new version with a tiny animation outperformed the original with 133 %. This means we need to be quite humble and to probe and test, rather than following the hippo or any one that claims to have the final answers..
- The truth is that good ideas exist in abundance and don’t only come from the HiPPO. The bottleneck is not to come up with good ideas, rather it is about executing on those ideas. Because after all many ideas might not be great, although the look great on the whiteboard. But the only way to find out which ones is great is to make sure you execute on them. So the solution that I see is the most successful is to democratize the process of idea generation and allow a wider audience of people to come up with ideas and then prioritize them and execute on as many as possible. Some will stink, some will be mediocre and some will be great. But the only way to find out which ones is great is to make sure you execute on them.
- The truth is that good ideas exist in abundance and don’t only come from the HiPPO. The bottleneck is not to come up with good ideas, rather it is about executing on those ideas. Because after all many ideas might not be great, although the look great on the whiteboard. But the only way to find out which ones is great is to make sure you execute on them. So the solution that I see is the most successful is to democratize the process of idea generation and allow a wider audience of people to come up with ideas and then prioritize them and execute on as many as possible. Some will stink, some will be mediocre and some will be great. But the only way to find out which ones is great is to make sure you execute on them.
- Too much choice and information tend to paralyze and so is the case here.. We need to simplify. o wait around for the grass to become greener. For all systems to be connected and to enjouy the fruits of big data. Connecting the offlijne world with the online world, integrating systems to blend data and find patterns. All of those things are great things if you are able to execute on them. But, don’t let go of the low hanging fruit that you may have right in front of you. But if you are trying to improve everything and you are tracking everything it is very easy to end up doing nothing.
- So, I really encourage to think about the one thing that will make your marketing better and the one metric that will accompnay that so you know if the actions that you are talking is moving you closer to your target. What’s the stuff that you need to know right now to improve your marketing
- The problem is, most companies today are run to minimize risk, not to maximize freedom and speed. Information and data is hoarded, not shared, Their design is a vestige of an era when failure was expensive and deliberation a virtue. We minimize risk just as if building a new prototype for a marketing campaign would be the same as building a new factory in the industrial revolution. So we have a flawed concept on risk, that makes us The problem is, most companies today are run to minimize risk, not to maximize freedom and speed. Information and data is hoarded, not shared, Their design is a vestige of an era when failure was expensive and deliberation a virtue. We minimize risk just as if building a new prototype for a marketing campagin would be the same as building a new factory in the industrial revolution. So we have a flawed concept on risk, that makes
- The biggest risk is this one We have so many excuses for why we are being slow….. But we need to find ways around them… It might seem like certain industries are protected from these pressures, I really believe that it will come from a lot of thing..
- #1 Perfection is the enemy of action If we sit around and wait for the perfect opportunity to start where we have connected our online business with our offline business and when all our software systems is in place, we might as well never start. So, while we need to agree on where we need to go. A definition of awesome of where we would really want to be, we must also very carefully define the next target, that will hopefully move us towards our goal of awesome. I heard a quote recently from Spioify, the music streaming service that is a very quickly growing service, and they said somehting that I agree with. “Healthy culture heals broken process”.
- There are different ways to identifying your biggest problem right now, but a good way to start is to look at where most of customers engage with you and which interactions have the highest value for your company. You might have Acquisition and awareness, engagement, conversions or even further down the funnel with nurturing and customer retention. Likely none of the areas will be in the desired state of awesome, but some will need more urgent attention than others.. Diffferent mehtods for assessing what your biggest problem is. When I looked at this for ourselves we really looked at where most of our interactions took place with customers and prospects and which touchpoint had the highest value when contribtuing to our business. For us et EPiServer, we engage with customers and prospects through our website and specifically our start page is an entry point that sees a lot of visitors passing by every week. While, it is not the most valuable page on our website (defined as the page that contributes most towards conversions) it would still have the highest weighted average, since it is seen so much more than other pages. So in a recent sprint that we did, we were tackling the problem of engagement and specifically engagement on our homepage that is our most important asset. We really wanted to improve the experience for people coming to us so that more people would engage, read some content. Would be nice to show a simple funnel here and point out that our problem was in the engagement part and that’s where we optimized. There are different ways to identifying your biggest problem right now, but a good way to start is to look at where most of customers engage with you and which interactions have the highest value for your company. For us et EPiServer, we engage with customers and prospects through our website and specifically our start page is an entry point that sees a lot of visitors passing by every week. While, it is not the most valuable page on our website (defined as the page that contributes most towards conversions) it would still have the highest weighted average, since it is seen so much more than other pages. So in a recent sprint that we did, we were tackling the problem of engagement and specifically engagement on our homepage that is our most important asset. We really wanted to improve the experience for people coming to us so that more people would engage, read some content. Would be nice to show a simple funnel
- So once you need have identified your biggest problem, you need to be crystal clear about the success criteria so that you know whether or not what you are doing is moving you closer to your next target. Its important that you choose real metrics here that have a connection to the real business outcomes you are searching for, not stupid metrics that can be manipulated to look good. Useless non actionable metrics are such things as page views, clicks, visits or emails sent. Remember we are trying to drive action here. So statistics for the sake of statistics is quite pointless.
- Explain our hypothesis about visitors in three stages. Just looking around. Open to a platform change. Actively evaluating a new platform and trying to distinguish between vendors..
- Relatively successful. Statistically signficantly lower bounce rate and some improvement in conversion rate between the two version. It wont take us to our place of awesome but it did take us to our next target that was squeezing bounce rate under 40 %. We also made a more serendipious discovery that some geographical segments seem to enjoy video content much more than other segments, most specifically the asian visitors, that view a lot more video than other visitors and those that do watch it convert more.. Or another example. REMEMBER TO LOOP IN THAT THIS IS YOUR FERTILE SOIL FOR LEARNING. WORTH SPENDING TIME.
- Go back do again, but incorporating the learning that you got from this and with all the new questions.. Reasess what your biggest problem is and go after it… The faster you do the cycle the more you can learn and the better you will do. But having incorporate
- Remember to always be running up the tallest mountain though. Its easy to keep climbing small mountain because you can see your progress. But what if there is a much higher mountain around that you are missing. When you are experimenting, remember to try really bold ideas that are solving for the global maxima and not just incremental changes. Here is a bit about the notion of not getting stuck on all the wrong things And subopimizing because your are being agile about the wrong things..
- Reasoning about how letting your customers drive the relationship, then you cannot inundate all visitors with offers to buy. If they came for something else they wont convert even if you show them 100 clear call to actions.. Instead your job is to understand their intent and find appropopiate ways for every main type of visitor to achieve their goals.
- Your analytics data is only going to tell you what happened, not how it happened. So you need to get this information one way or another.. Very nice tools available that doesn’t ruin the customer experience shows up in the lower right hand corner after a certain amount of time and nudges your viistors to tell them why they came and if they were successufl in what the came for. Important with the right questions, so we can drive action Giving your customers a voice……so important to thrive. Lots of tools available…. If you are doing content marketer and running a blog, how do you know
- Your objective here in the buy category is to convert every single one of the 25 %, but your real conversion rate is really the 25 % through the real conversion rates. For the other buckets of user intent you will have to find other appropriate goals that help them and help you simultaneously. Next, not only do your connected customers expect a holistic experience, they expect it to be delivered in a way that’s tailored to their specific needs. Deliver the right information to the right customer in a compelling and dynamic format – tailored to screen through which they choose to view it. When we do this well, we earn an opportunity to remain in their consideration set and nurture the relationship. When we fail on these points, we disappoint customers, lose their attention and our ability to thrive diminishes. Winning and losing in today’s hyper-connected world happens at a hyper-pace – connected customers blast messages about our brands every day to their vast and growing social networks. The impact of these message are immense – connected customers can be our best advocates or our worst adversaries. Brands who embrace this new CMO, or chief marketing operative, will thrive.
- Your objective here in the buy category is to convert every single one of the 25 %, but your real conversion rate is really the 25 % through the real conversion rates. For the other buckets of user intent you will have to find other appropriate goals that help them and help you simultaneously. Next, not only do your connected customers expect a holistic experience, they expect it to be delivered in a way that’s tailored to their specific needs. Deliver the right information to the right customer in a compelling and dynamic format – tailored to screen through which they choose to view it. When we do this well, we earn an opportunity to remain in their consideration set and nurture the relationship. When we fail on these points, we disappoint customers, lose their attention and our ability to thrive diminishes. Winning and losing in today’s hyper-connected world happens at a hyper-pace – connected customers blast messages about our brands every day to their vast and growing social networks. The impact of these message are immense – connected customers can be our best advocates or our worst adversaries. Brands who embrace this new CMO, or chief marketing operative, will thrive.