Currently marketing is going through a revolution. We are seeing a fundamental shift from brands pushing marketing messages in one direction to organizations now getting involved in a two way engagement with their customers.
Customer service is more complicated than ever. Today’s consumers have more channels available to them, and as a result, more opportunity to go elsewhere for their products and services. To understand their high expectations, companies must know their customers better. Doing so requires a complete view of customers and their interactions with the company. This is challenging because customers interact through many channels, and information from each often is stored separately and hard to bring together. Thus companies need better tools than most have on hand. Using appropriate systems to integrate, analyze and manage customer information can make it possible to personalize the customer experience, engage with customers more fully, build loyalty and increase revenue.
Customer engagement is the depth of the relationship a customer has with a brand. What does it mean to engage with your customers? How do you know if it’s happening and how are you measuring it? We spend a lot of time talking about engagement, but what does it really mean?
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
How to measure the success of offline marketing onlineSuccessStartups
As a start-up business, the ability to measure the effectiveness of your marketing efforts is crucial. By understanding which marketing channels are providing a return on your investment, you can focus your efforts on those, rather than wasting valuable resources on campaigns that aren’t producing the desired results.
Monitoring the impact of online marketing is relatively straightforward with simple analytics tools that provide valuable insights, but it is also possible to measure your offline marketing using digital technology. Online and offline marketing is becoming intertwined, and one often has an influence on the other. For example a particular TV ad or magazine advert can spark a conversation on a social media network which will engage your audience and drive visitors to your website.
Customer service is more complicated than ever. Today’s consumers have more channels available to them, and as a result, more opportunity to go elsewhere for their products and services. To understand their high expectations, companies must know their customers better. Doing so requires a complete view of customers and their interactions with the company. This is challenging because customers interact through many channels, and information from each often is stored separately and hard to bring together. Thus companies need better tools than most have on hand. Using appropriate systems to integrate, analyze and manage customer information can make it possible to personalize the customer experience, engage with customers more fully, build loyalty and increase revenue.
Customer engagement is the depth of the relationship a customer has with a brand. What does it mean to engage with your customers? How do you know if it’s happening and how are you measuring it? We spend a lot of time talking about engagement, but what does it really mean?
Pharma Marketing: Get Started on Creating Great Customer Experiences with Jou...run_frictionless
A well-defined customer journey strategy is critical to customer experience management (CEM) initiatives.1 Yet most pharmaceutical companies have not followed the lead of industries like consumer packaged goods, retail, or travel and hospitality, which pioneered and mastered the art and science of personalized, cross-channel customer journeys. While recognizing that customer journeys are often more complex for pharma than for other sectors, it’s imperative for life sciences to develop and apply journey strategies similar to those of other industries when transforming customer experiences.
https://runfrictionless.com/b2b-white-paper-service/
How to measure the success of offline marketing onlineSuccessStartups
As a start-up business, the ability to measure the effectiveness of your marketing efforts is crucial. By understanding which marketing channels are providing a return on your investment, you can focus your efforts on those, rather than wasting valuable resources on campaigns that aren’t producing the desired results.
Monitoring the impact of online marketing is relatively straightforward with simple analytics tools that provide valuable insights, but it is also possible to measure your offline marketing using digital technology. Online and offline marketing is becoming intertwined, and one often has an influence on the other. For example a particular TV ad or magazine advert can spark a conversation on a social media network which will engage your audience and drive visitors to your website.
Do you think your customers want the productVantageITes
When you go out to buy something with your hard-earned money, would you prefer purchasing from a brand that you care about and one that you trust or one that is trying to trick you into buying free-but-not-so-free stuff? Establishing authenticity and trust is a big deal. Trust is foundational when it comes to making your target audience feel connected. Regardless of how deep their pockets are, businesses can build customer loyalty brick by brick with the help of authentic connections.
digital marketing courses in pcmc with a 100% placement guarantee. Providing practical knowledge with certification. 30+ latest modules have been strengthening your career. Personal attention will be given to the student.
What is marketing technology and why does it matter?
Scott Brinker, cofounder and CTO of ion interactive, and
Jason Heller, global leader of McKinsey Digital Marketing
Operations, explain.
In today's digital environment, it's important that we take a new approach the engaging patients and healthcare professionals. Learn three important ways to ensure a more focused and successful approach multi-channel pharmaceutical marketing.
Marketing to small businesses requires nurturing and guidance to help build a strong foundation for growth. If this is new unchartered territory for you, consider incorporating these ideas into your marketing strategy to take on this new challenge.
Problems your contact centre is likely to face in 2015CallCentre.co.uk
While industry experts debate the latest contact centre trend, here are five challenges that your contact centre is likely to face in 2015 – and what you can do about it.
Google - Brand engagement in the participation age deckSergey Nikolaev
"In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers".
- David M. Cooperstein, VP-research Director Serving CMO Professionals at Forrester Research
Do you think your customers want the productVantageITes
When you go out to buy something with your hard-earned money, would you prefer purchasing from a brand that you care about and one that you trust or one that is trying to trick you into buying free-but-not-so-free stuff? Establishing authenticity and trust is a big deal. Trust is foundational when it comes to making your target audience feel connected. Regardless of how deep their pockets are, businesses can build customer loyalty brick by brick with the help of authentic connections.
digital marketing courses in pcmc with a 100% placement guarantee. Providing practical knowledge with certification. 30+ latest modules have been strengthening your career. Personal attention will be given to the student.
What is marketing technology and why does it matter?
Scott Brinker, cofounder and CTO of ion interactive, and
Jason Heller, global leader of McKinsey Digital Marketing
Operations, explain.
In today's digital environment, it's important that we take a new approach the engaging patients and healthcare professionals. Learn three important ways to ensure a more focused and successful approach multi-channel pharmaceutical marketing.
Marketing to small businesses requires nurturing and guidance to help build a strong foundation for growth. If this is new unchartered territory for you, consider incorporating these ideas into your marketing strategy to take on this new challenge.
Problems your contact centre is likely to face in 2015CallCentre.co.uk
While industry experts debate the latest contact centre trend, here are five challenges that your contact centre is likely to face in 2015 – and what you can do about it.
Google - Brand engagement in the participation age deckSergey Nikolaev
"In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers".
- David M. Cooperstein, VP-research Director Serving CMO Professionals at Forrester Research
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Digital marketing is the component of marketing that uses digital technology based on online environments such as desktop computers, mobile phones and other digital platforms and media to promote products and services
Navigating Modern Marketing Challenges - The Power of Community-Minded Strate...printbenton
To reach the right consumers in today's cluttered advertising landscape, consider community-minded marketing. This approach involves supporting social causes, creating exclusive content for brand communities, and fostering direct communication with consumers. While it offers benefits like authentic marketing and access to valuable data, it may not be suitable for every business due to its challenges and difficulty in measuring ROI.
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
7 ESSENTIAL TIPS FOR EFFECTIVE LEAD GENERATION.pptxA2digital
: In simple words, Lead Generation/Lead generation marketing is the process of getting people interested in your business and gradually converting them through your pipeline into paying customers. Some people see lead generation as a big email blaster and an intrusive salesperson. However, today these techniques are no longer successful.
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
The Fail Trail: Analyzing the impact of a PR CrisisAlterian
What happens to a brand’s reputation when they face a PR nightmare that plays out on social media?
Alterian analyzed three case studies -Nestle, United Airlines and Dominos - to measure the effect a crisis has on a brand. How severe was the public’s reaction? How long did it take for the brand’s reputation to return to their pre-crisis average? How varied was the impact for each of these slightly different cases? Does the way a brand responds impact the severity of the crisis?
Check out our analysis of what happens when a PR nightmare strikes.
Part 4 of the bemoko/Alterian "Lifting the Lid on Mobile Marketing" series - this installment focuses on the integration of mobile marketing and social media
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
Authored by David Daniels, The Relevancy Group
With all the channels and marketing messaging vying for the customer's attention it is becoming harder for marketers to not only remedy the consumer attention deficit order but also find meaningful ways to drive customer acquisition. This first eBook in a series on how to Create Engaging Email, will leverage The Relevancy Group's Connected Marketing Framework to provide proven tactics on how to drive subscriber acquisition.
This eBook will expose marketers to cutting edge strategies on how to connect web analytics intelligence, social media and mobile marketing opportunities to exceed acquisition goals.
Social Media Report Cards: Measuring Brand EngagementAlterian
Any brand that is active online can tell you that managing a social presence isn’t easy, but some companies are leading the way in their industry; maintaining closer connections with their customers, solving customer service issues quickly and amplifying their marketing efforts. Alterian analyzed 12 brands in 6 industries to determine which brands are the most engaged with their customers on social media.
Our analysis included a head-to-head comparison of the following brands:
• Time Warner Cable
• Comcast Cable
• Bank of America
• Citi
• Delta Airlines
• American Airlines
• ATT Wireless
• Verizon Wireless
• Microsoft Xbox
• Sony Playstation
• Dell
• HP
10 Reasons Why You Need a Chief Marketing Technology Officer(CMTO)Alterian
Change creates opportunities , and technology speeds change . While Finance is driven by spreadsheets, Marketing is now driven by emerging technologies. Creativity and building an emotional brand connection are still the hallmarks of success, but a lack of technology mastery will hamstring your message.
In this webinar, Marcus Tewksbury , VP, Strategy and Consulting at Experian and Scott Brinker , CTO at ion interactive will map the marketing technology landscape and describe 10 scenarios where having a CMTO could make all the difference to your marketing.
What You Will Learn:
-An overview of the marketing technology landscape
-How to build a business case for the CMTO
-How to create a sample job description for this role CMTO
-A reference guide to all the terms, acronyms, and listing of vendors
At the Merkle CRM Executive Summit one of the many themes that was shared with other presenters was the shift that marketers have to make as our consumers become more empowered and in control. There were many discussions at the conference around terms like engagement and relevance and many presenters talked about the need for measurement and metrics in this new era of marketing.
Summer Blockbusters Sizing up the Hottest Movies of the SeasonAlterian
Spring has sprung and we are finally seeing the sun again. But even as we turn our attention outdoors, another highly anticipated sign of summer is emerging -The return of Summer Blockbuster season! This year promises to bring plenty of action and thrills to the theater, but will it be enough to entice movie-goers?
Alterian analyzed the conversations happening online to determine the most highly anticipated Summer Blockbusters. Will the big buzz equal box office returns? Watch this Alterian webinar and find out!
Our Analysis for the first webinar covered May and June Movie releases including:
• Thor
• Pirates of the Caribbean: On Stranger Tides
• Kung Fu Panda 2
• Hangover 2
• Cars 2
• Fast Five
• Green Lantern
• X-Men: First Class
• Super 8
Social Media Analysis - NFL Lockout will the Fans StayAlterian
The NFL draft looms just around the corner, players, teams and fans are becoming increasingly nervous about the lockout. Just how much chaos the lockout will wreak on the draft remains to be seen, but one thing is clear. No one is happy about the lockout, least of all the fans, who wonder whether a money dispute will shut down the most profitable sports league in the world.
What is at risk for NFL fans? Where are they directing their ire – at the teams, at the league or at the players’ union? Which team’s fans are the most up in arms about the lockout? And how are fans grappling with million and billion dollar squabbles in the midst of a continuing recession?
Watch Alterian’s Hot Topic analysis of the NFL Lockout!
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Tips For Customer Engagement
1. Tips for Customer
Engagement
Written by Robert Barker, Vice President, Corporate
Marketing and Digital Engagement
www.alterian.com
2. Tips for Customer Engagement
Currently marketing is going through a
revolution. We are seeing a
fundamental shift from brands pushing
marketing messages in one direction
to organizations now getting involved
in a two way engagement with their
customers
3. Tips for Customer Engagement
Engaging with customers in a two-way
dialogue, connecting online and offline
channels within an analytics
framework, and fully recognizing the
value of each individual customer is
the way of the future.
4. Tips for Customer Engagement
With this ‘revolution’ in marketing we feel it
also calls for a revolution in the strategies
used to engage with customers.
To help in navigating these new strategies,
and this new approach, we have come up
with the following top ten tips to make
customer engagement more successful.
5. 1. Be Ready to Engage with Customers Now
The fact that internet search is now ubiquitous
means that when customers are looking for a new
product or service, they are likely to type into a
search engine what they are looking for and they
are ready to engage with the brands they find
immediately.
When they arrive on a website they are looking to
be engaged with interesting, dynamic content and
offers to lead them in to a relationship and buying
cycle.
6. 2. Engagement Permission is Valuable, Do Not Squander It
If customers give a brand permission to engage with
them by opting into receiving email or responding to a
direct mail, this is extremely valuable. The latest
popular statistic is that every email opt-in on average
costs an organization $118 USD.
When brands decide to “sell to them” or they don’t
engage them with relevant content or offers, be warned,
this is likely to end with the customer terminating the
brand relationship. Organizations need to take heed
that they can lose customer permission faster than it
takes to gain it.
7. 3. Engagement is an Ongoing Process
Engagement is about taking the customer on a
journey. This travels from an unknown to the
brand, to familiar with the brand through to
customer and finally on to advocacy.
This takes multiple engagement cycles and
therefore an organization needs the process and
technology in place to capture, analyze, create,
optimize and deliver content in a continuous
engagement cycle.
8. 4. Engaging Customers Means Focusing the Business on
Customers
Start thinking and orientating your organization
around customers, ideally as individuals. It may
sound simple, but many organizations instead
focus their business on their different product
segments or channels.
To do this effectively, organizations need to use a
customer database with which to build and record
customer relationships and engagement cycles to
track who is spoken to, about what and when.
9. 5. Engagement Needs new Marketing and Agency Skills
If marketers don’t understand all of the different
tools in a marketing arsenal then they could find
themselves left behind very quickly. Some of the
tools marketers need to be aware of include
multichannel marketing, analytics, online
marketing and SEO, social media monitoring,
social media marketing, content management
democratization, the list goes on. There is also a
new category of agencies emerging that
understand the need for these new skills, these
are called Customer Engagement Agencies.
10. 5. Engagement Needs new Marketing and Agency Skills... Cont.
The Customer Engagement Agency has been
brought on by the demand from clients to orientate
around the customer, which means the creative
side and the data side of marketing agencies need
to act as one.
There are organizations that can help clients with
this change and integrate the strategy, analytics,
creative, CRM and execution as a whole. Agencies
that move into this new category will thrive,
agencies that don’t, will die.
11. 6. Engage in the Conversation First
With new social media monitoring tools, it is now
possible to listen to conversations about brands as
they happen. However, judging when to engage
requires respect for the individual, for their privacy and
how to approach will vary as a result. Reputations are
at stake here. In the same way it is considered rude to
force yourself into an unknown group at a party, hand
everyone a business card and then ask when they will
buy from your company, it shouldn’t be done online.
Listen and wait to engage in the conservation, provide
valuable input, build trust and understanding and the
business will come.
12. 7. Engagement is an Organization Journey
The shift from mass marketing to customer
engagement doesn’t happen overnight. It’s a
journey of defining a strategy, understanding a
starting point (better web engagement, better
social media engagement, better email
engagement etc), and planning and rolling out the
necessary technology process, skills and
campaigns to support the strategy.
13. 8. Engagement is a Team Game
If marketing is organized in silos both from an
operational, digital and data perspective, then
customer engagement will be a challenge. The
objective is to engage with, and understand, the
customer and then communicate and deliver in the
way that best suits them, at a convenient time, with
their preferred frequency. The marketing department,
and its respective agency silos, sending uncoordinated
communications to the same customers is old,
unresponsive marketing that can cause a brand
irreparable damage. To achieve true customer
engagement, marketing must act as a whole.
14. 9. Engagement is Everyone’s Responsibility
Simply put, engagement is moving from one-way mass
marketing into two-way interaction. It’s inherently a
conversation and, with the rise of social media, more
than ever before, everyone in the organization is
engaged in the conversation. From the receptionist
engaging politely and efficiently with visitors in
reception, to the services reps doing the same by
responding to twitter service complaints, or sales
teams listening and engaging in the conversation on
social media networks and blogs – everyone needs to
be aware they are part of an engagement strategy. It
really is the democratization of marketing.
15. 9. Engagement is Everyone’s Responsibility... Cont.
Companies take note: Engaged employees equal
engaged customers – keep them part of the
engagement process.
16. 10. Engagement Builds Relationship Assets
What engagement is building is relationship assets
for the firm. We all know the stats about how much
it costs to acquire versus retain customers, but
there is a new terminology – it’s keeping them
engaged and understanding them as individuals
that matters. If it is done correctly it will build a
predictable, loyal, profitable set of customers that
will become of more measurable value than any
other asset of the firm.
17. Tips for Customer
Engagement
Written by Robert Barker, bob.barker@alterian.com
Vice President, Corporate Marketing and Digital Engagement
www.alterian.com