MARKETING STRATEGY NEWS YOU NEED TO KNOW.
Week of August 22-27, 2016.
Customer experience (CX) is all the rage but how can you achieve outstanding customer experience without data? Today’s digital customers are unforgiving. The expectation is that their desktop, laptop and mobile devices will be responsive, efficient and easy to use at the push of a button.
The key to going above and beyond and achieving customer satisfaction and loyalty is for marketers to consistently deliver an exceptional experience that is unique among competitors. 90 percent of CMOs and VPs of e-commerce believe that customer experience optimization (CXO) is a ‘must-have’ for their organizations to increase revenue growth, engagement and ROI, according to a recent study by Econsultancy and Ensighten.
Despite CXO being an essential part of successful business growth, the study also reveals that two-thirds of marketing management feel crushed under the weight of incoming data. They are also unable to turn this data into real-time digital optimization on websites and apps. Here how you can do it. via Oracle
Content marketing isn’t just about the creative process of content development. It’s also about the measurement of the content’s performance after it’s published. Both B2B and B2C organizations are facing this challenge and half of them say they will increase their content marketing spend in the coming year. This means that the race is still on to develop more content, stay ahead of the competition and constantly set higher standards to succeed.
The key to success is to have a true understanding of what customer want, provide it to them in the format they want and in the place that they want. The content needs to resonate in whatever stage customer is in and must drive them toward a specific call to action.
Here are four steps to help you balance the art and science of content marketing. via Marketing Land
When talking about website structure and SEO, experts and their blog posts often focus on accumulating as many quality inbound links as possible. Although this is important, building links within your site is also important. As we know, inbound links are links from a website’s page to another page, file, or other resource on the same domain.
The two primary things to consider when thinking about your website’s internal linking are:
- Users: You need to focus on your users – how you get your users from where they are to where you want them to go, where links are placed on each page and how quickly and easily you can get visitors from point A to point B.
- Search engines: How will search engines view these internal links and how will they pass the weight of each link?
Here’s how to structure your site’s internal links. via Search Engine Land
Seminars, roadshows, executive breakfasts and other live events haven’t disappeared but it seems that way as we are constantly bombarded with webinars and other virtual events. Whether B2B companies have amplified their interest personalization, high-touch campaigns or account-based marketing, live events are making an important comeback.
For all the renewed popularity, live events are often a challenge to sell to busy prospective attendees. Registering for any virtual event like a webinar is easy since there’s much less of a time or financial commitment. If a webinar proves to be a waste of time, it’s easy to log out and get back to what you were doing before it started and, since most webinars send a post-webinar link to the recording, it’s easy to view the webinar at a time that is most convenient for you. Alternatively, the time commitment for a live event is not only the time that it takes to attend but the minutes or hours needed before and after the event to get from the office to the event and back again.
It’s important to remember that some of the same invitation techniques that drive attendees to a virtual event like a webinar can also drive them to live events. Here are 5 tips to keep in mind when driving attendees to your live, in-person events. via CustomerThink
As marketing channels, platforms, media and devices proliferate and fragment, there are more ways than ever for consumers and brands to interact. This explosion is making it difficult for marketers to understand which channels, platforms, media and devices matter, which are relevant, and which warrant a response. With no respite in sight, what’s the solution?
It’s time to start thinking about marketing signals.
Marketing signals make the critical connection between data and insights. They are responses to your marketing activity, such as ad clicks, social interactions, or website visits, along with derived performance indicators provided by marketing platforms such as click-through rate or cost-per-conversion. These signals provide the best picture of audience interest and intent, as well as marketing performance, across paid, earned and owned media.
But how do you select the right signals? Here’s how. via Chief Marketing Technologist