Guest Post: 4 Ways Technology Can Boost Your Customer Service Experience

In a mobile-oriented society where consumers thrive on social media and have come to expect instant communication, technology has become an increasingly important key to delivering effective customer service. Companies are using technology to meet customer demands for omnichannel support and access to online knowledge bases with a goal of differentiating their brands through customer service. Eighty-eight percent of companies feel they’ve made good or excellent progress toward delivering modern customer experience. Telephone support, online service and mobile service are some areas where companies are increasing their technology investments. Here’s a look at some technology tools you can use to improve your customer service experience and boost customer satisfaction.

Cloud Contact Centers

Today’s foundation for delivering effective omnichannel support is the cloud contact center. Cloud contact center solutions such as 8×8, Altitude and Aspect provide a single platform companies can use to centralize online, chat, phone and email support. This type of central platform enables your support team to deliver a seamlessly-integrated experience to customers even when a ticket moves from one channel or agent to another. Cloud centers also make it easier to deploy remote representatives, giving you more agility and cutting your expenses for on-premise support.

Self-service Tools

The most important customer service option you can provide to increase efficiency and customer satisfaction are tools for self-service like online knowledge bases answering frequently-asked questions. Seventy-five percent of consumers see self-service as an effective way to address customer service issues, and 67 percent prefer self-service to speaking to a company representative, a Nuance survey found. Only 40 percent of consumers contact customer support to resolve their issue after consulting an online knowledge database, meaning you can reduce your service volume by more than half by providing self-service options.

Live Chat

For service issues that don’t lend themselves to self-service, live chat is one of the best contact channels you can offer. Live chat delivers the highest satisfaction rate of all service channels, with 73 percent of customers coming away satisfied from live chat experience, compared to 61 percent for email and 44 percent for phone. Chatbot tools such as Pandorabots can also help you streamline your customer service workload by automatically handling many of your support tickets and improving the efficiency of ticker routing to human representatives. 1-800-FLOWERS found that deploying a chatbot to place orders on Facebook and direct other inquires to human representatives, used in conjunction with voice-command tools such as Alexa and Watson, boosted revenue in addition to increasing efficiency.

Phone Tools

While automated tools such as knowledge bases and chatbots can help you reduce your service workload, it’s also important to have live phone support for tickets that require a human response. Being unable to reach a live person is one of the most frustrating customer service experiences, and failing to provide this option will greatly reduce your customer satisfaction levels. To optimize the efficiency of your phone support, you can use an 800 number in conjunction with a menu system that automatically routes calls to the appropriate department. Structuring your menu options based on your customers’ most frequently-asked questions can greatly improve the efficiency of your phone service. To identify your customers’ most common concerns, monitor your site search bar and online knowledge database’s most frequent search terms and design menu options that correspond to these topics.

About the Author

Roy Rasmussen, coauthor of Publishing for Publicity, is a freelance writer who helps select clients write quality content to reach business and technology audiences. His clients have included Fortune 500 companies and bestselling authors. His most recent projects include books on cloud computing, small business management, sales, business coaching, social media marketing, and career planning.

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Guest Post: How Cloud-Based Predictive Analytics Gives Companies a Competitive Marketing Advantage

Monitoring and fine-tuning analytics are becoming essential to stay competitive in today’s marketplace. Case in point: Business intelligence analytics software sales will reach $18.3 billion in 2017, a 7.3 percent increase from last year, Gartner projects.

By 2020, the market will be worth $22.8 billion and analytics will be mainstream, Gartner forecasts. This means your competitors will be using analytics. Here’s how getting on board with cloud-based predictive analytics now can help you gain a lead on the competition and increase your bottom line.

Optimize Your Marketing

A great advantage of analytics software is that it gives you the ability to objectively measure the effectiveness of your marketing by tracking key performance indicators, explains Silvon Software director Pat Hennel. Some KPIs you can easily track include:

  • Sales revenue
  • Cost per lead acquisition
  • Customer lifetime value
  • Online marketing ROI

Tracking KPIs enables you to see which of your marketing campaigns are generating the best return on investment so that you can reallocate resources to those efforts rather than non-performing ones.

Similarly, you can identify which marketing channels are yielding the best results so you can focus on those media. You can also see which demographics represent your best customers to emphasize those target markets and gear your sales themes toward benefits that will appeal to them.

Refocus Your Sales Efforts

Another benefit of cloud-based analytics tools is the ability to combine them with customer relationship software to better leverage your sales efforts. By analyzing your organization’s lead database, you can better identify which prospects are qualified leads in order to deploy your sales reps accordingly. From there, you can identify which prospects are furthest along in the sales cycle and more likely to convert into a sale.

You can also analyze customer sales history to identify which customers represent your biggest revenue sources and best repeat buyers. You can then prioritize these customers and develop sales strategies specifically geared toward them.

Personalize Your Sales Presentations

Combining cloud-based predictive analytics with CRM tools can also help you personalize your sales presentations to make them more persuasive to individual customers. In fact, you can review a customer’s history of past purchases to see what types of products and services they prefer.

For example, Amazon displays offers based on what the customer has previously browsed or purchased and what types of products have been purchased by other people who browsed or purchased the same items.

You can also study individual purchase patterns to identify their shopping style and what types of factors influenced their previous buying decisions. For instance, one customer might be more likely to respond to a certain type of added-value benefit, while another might be more likely to respond to a lower price. You can then supply this information to your sales representatives so they have a better idea how to appeal to that particular customer.

Increase Customer Satisfaction with Superior Service

Cloud-based analytics can also enhance your sales and marketing efforts by allowing you to track the performance of your customer service teams, which is key in achieving repeat business and referrals. Cloud-based contact center platforms, including Aspect Zipwire, let you track your customer service performance across multiple channels (e.g., phone, email, online chat and more), giving you a comprehensive perspective so you can make any necessary adjustments and improvements.

To track your customer service performance, you can then set up KPIs. Customer performance KPIs you can track include overall satisfaction, the number of resolved issues, average resolution time and complaint escalation rate.

 

About the Author

Roy Rasmussen, coauthor of Publishing for Publicity, is a freelance writer who helps select clients write quality content to reach business and technology audiences. His clients have included Fortune 500 companies and bestselling authors. His most recent projects include books on cloud computing, small business management, sales, business coaching, social media marketing, and career planning.

 

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Guest Post: 5 Loyalty Languages to Boost Brand Loyalty

In the age of instant gratification, brand loyalty is not what it used to be: Today, you can get your groceries delivered straight to your home, request a ride across town via Uber or Lyft, and turn to a service like Amazon Prime to bring nearly anything else you want to your doorstep.

Indeed, our culture has grow so accustomed to relying on technology for just about anything that many people are quick to jump ship and move on to the next trendy app or service if it promises better convenience and service. While customers stand to benefit due to strategies developed by such forward-thinking companies, this proverbial arms race is causing brands to completely reconsider how to craft messaging and marketing initiatives.

Business strategy experts at Accenture recently conducted a study on this very subject in order to identify the latest strategies to reach customers in our digital age. Here are the five loyalty languages that Accenture experts found to be the most effective at establishing brand loyalty.

Tailor Your Approach

Customers value companies that can custom-tailor the shopping experience for them. Whether it’s deciding between a pair of custom-designed Vans or Nike sneakers or a monogrammed handbag from Madewell or Longchamp, customers appreciate the option to make a product their own — and this appreciation tends to yield brand loyalty.

Customers also value brands that communicate with them through their preferred social media channels. This is why it’s so crucial to use a broad range of social media and marketing initiatives to get your message to your customers in a manner that establishes convenience and loyalty.

If your company struggles to manage effective customer service, consider using a cloud contact center that offers workforce management software. This can help your company to stay in contact with customers 24/7 — from virtually any location — to better track their wants and needs.

Offer Rewards

Accenture’s research noted that nearly 60 percent of consumers feel loyal to brands as a result of being offered rewards for their patronage. Receiving free gift cards and promotional discounts with a purchase are strategies that have proven effective for creating brand loyalty.

While you may view these rewards as an expensive undertaking, it’s actually a short-sighted way of looking at the issue. Instead of focusing on the cost of offering rewards, think of how much more business you’ll enjoy over time by sending small tokens of appreciation to customers when they least expect it.

Provide an Experience

Millennials in particular value new experiences over “things.” To effectively reach this market, you can invite customers to co-create with your brand as well as assist and inspire the design of your products and services. By eliciting customer feedback and putting it into action, you can build loyalty by showing customers that their opinions matter to you.

Partner with Influencers

Today’s consumers also appreciate companies that aim to model the same behavior and charisma made popular in pop culture. One highly effective way to build brand loyalty is to partner with social media influencers and celebrities who your audience idolizes. An estimated 23 percent of survey respondents in Accenture’s research noted that they tend to remain loyal to brands that partner with celebrities and social media influencers.

Share Your Connections

Finally, trying to operate in a silo — and not always thinking outside the box — could be a detriment to your business. Partnering with other non-competing brands that attract a similar customer base is a great way to reach new consumers. It’s also a show of good faith to your current customers to connect them with other useful products and services that can make their lives a little easier.

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Guest Post: Increase Your Social Media Engagement with These Proven Strategies

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There is no question that social media has earned its spot in every business’ digital marketing strategy. The rise of social platforms such as Facebook, Twitter, Instagram and LinkedIn have forever shaped the way users express themselves online.

Nowadays, almost every business has some type of social media account. 83% of fortune 500 companies have a presence on Twitter and over 3 million companies have LinkedIn profiles. However, simply having a social media account and posting content is not enough. What makes the difference between good brands and great brands on social is not only the quality of content, but also the level of interaction and engagement they devote to their audience. Are you replying back to users who comment on your photos? Do you regularly like trending posts within your industry? Have you developed an online personality for your brand?

Follow these guaranteed strategies and you’ll be well on your way to connecting with your target audience and increasing engagement on all of your social media platforms.

Facebook

4 million likes are generated by Facebook users every minute.

Liking is one of the most important aspects of social media. So hop on the bandwagon and click the thumbs up button! It’s important to like something when you see that it pertains to your business because you’re not only engaging with your industry, but you’re also connecting with accounts who share similar interests. Over time, social media platforms will start to see patterns in the content you’re liking and expose you to more related items. The great thing about Facebook is that if you have a particular reaction to a post, you can choose that instead of just thumbs up. Choose the laughing emoji when something is funny or the angry face when you’re upset. The important thing is when you react to a post, you begin to get filtered into a particular niche. What you discover in that niche is other users who belong there as well.

Those users are your target audience. So be friendly and say hi! Put a huge emphasis on liking content in your social media marketing strategy. Give users a like on their posts and explore what you have in common. These users will start to recognize your name and become familiar with your online presence. With one click and some curiosity, they could end up on your page! Don’t be stingy with likes, spread the love and watch it return back to you.

Instagram

Instagram generates over 3.5 billion likes a day and its usage has doubled in the last two years.

Much like Facebook, the way you’re able to connect with people through Instagram is by liking photos. Some users will exercise proper etiquette and like one of your photos in return for your like, but other times it just might not happen. That’s okay though, there’s no limit on the amount of posts you can like, so go ahead and double tap on posts that are relevant to your industry!

YouTube

100 million people take social action on YouTube every week in the form of likes, shares, or comments.

Commenting is just as important as liking for the same reason that you get to interact with your target audience and engage in your community. The difference with a comment versus a like is that you have the opportunity to communicate your unique perspective on a topic.

You can answer questions on trending posts, offer insight, or type something reactionary. This will help increase your engagement because users can actually see what you’re thinking.  They can go off on your ideas or like your comment in agreement with what you’ve said. Comments provide another opportunity for users to engage with your brand. Be social and leave a comment!

Twitter

500 million Tweets are sent every day, which translates, to 6,000 Tweets a second.

Twitter is all about the short and the sweet. Essentially, Twitter is a string of comments. The way you get your brand to increase engagement on Twitter is by participating in the never-ending dialogue. You can do this by liking, commenting, and most importantly, retweeting.

Twitter is a little different from other social platforms because it has a higher frequency of posts. According to Neil Patel (social media marketing maven and co-founder of KISSmetrics) the optimal amount to post on Twitter to increase engagement is 1 – 5 posts a day. Plan your posts beforehand or retweet other authorities within your industry. Keep up with the pace of Twitter so users can recognize your effort.

LinkedIn

The 14 most popular posts on LinkedIn are all about advice in the workplace.

LinkedIn is the platform business professionals go to in order to apply for an internship, look for a job, or expand the range of their professional network. What users are looking for on LinkedIn is the means to gain a better standing in their career. This can be in the form of acquiring a job or the knowledge to gain better skills. Your posts on LinkedIn should be about interesting water cooler topics professionals can read in their downtime. It’s perfectly acceptable to be on LinkedIn during work, so keep your content related to the workplace if you want to see engagement from this audience!

A Quick Recap

Social media marketing is genuinely about being social on the screen. If your brand is

participating in the social aspect of each platform, you will begin to see engagement rise because your account is active. It’s important to keep that part of social media in mind because it shows your followers you understand how to use their media! Let’s Recap:

  • Facebook – Like posts that are related to your industry
  • Instagram – Double tap appropriate photos in your niche
  • YouTube – Provide insight, leave a comment
  • Twitter – Keep up with the pace of tweets
  • LinkedIn – Make it about the workplace

 

About Author:

therese

Therese Palmere is a passionate content writer at Aumcore. Aumcore is a New York based digital marketing agency offering solutions from creative social media campaigns to SEO and web design driven by results.

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Guest Post: 5 Tech Solutions That Will Help You Exceed Customer Expectations

In a time where the world is more connected through technology and social media, providing excellent customer service is crucial. The reputation of your business is built on its effectiveness, including the customer experience.

Exceeding customer expectations creates loyal customers and it differentiates you from the competition. In addition, word of mouth is now more powerful than ever, as customers can easily share both positive and negative opinions online.

Here are 5 powerful tech solutions that will help you exceed customer expectations and provide exceptional customer service:

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  1. Vision Helpdesk 

Serving businesses of all sizes and levels, Vision Helpdesk is a leading customer support software that comes in 3 different products. There’s the Helpdesk software, which enables customer support agents to receive, process, and respond to service requests. On the other hand, the Satellite Helpdesk software provides a multi-company customer support management solutions.

Additionally, all features from Helpdesk and Satellite Helpdesk combined are provided by the Service Desk software which follows the discipline of IT service management.

Unique features of these software include task management, ticket billing, asset management, and release management. Vision Helpdesk allows you to stay on track as you serve clients, creating a client portal that is convenient for both customer and company.

There are multiple pricing plans offered, varying by the specific software and the hosting plan. Pricing starts at $7 per month to host Helpdesk on your server with a recurring license, or a one-time license for $150.

  1. TeamSupport

This customer support program allows teams to collaborate better by eliminating miscommunications and quickly addressing customer issues. Improving customer communication helps teams handle the customer service process better.

The program has some key unique features that help with the delivery of cohesive customer support. There is ticket automation, which allows support staff to flag messages by word or type. For example, a staff could add a flag for any support request that contains the word “upset” or “frustrated.” This allows the team to prioritize the more urgent requests that need attention.

Another key feature is the Knowledge Base tool. This allows clients to try to solve their own minor issues, which enables support staff to handle bigger challenges that may arise. With TeamSupport, customers can have their needs prioritized and met with efficient responses. Pricing starts from $40 per month.

  1. Office 365 

Another top solution that will help you exceed customer expectations is Office 365. This cloud-based service features a number of different tools that can be beneficial. One of the newly debuted services is Bookings, which allows customers to schedule appointments with a company using online software. This makes a convenient process for customers as it eliminates the need for a phone call.

Dynamics is another Office 365 software tool. The CRM package brings a line of integrated business management solutions that allow your staff to make important business decisions with a greater sense of confidence. Key features of Dynamics include lead management, contact management, and territory management.

Pricing for Office 365 starts from $5/month per user, for the Business Essentials plan. Microsoft Dynamics pricing plans start at $4 per user/month.

  1. Samanage

If your company is seeking a more advanced, user-friendly help desk solution then Samanage is the option for you. Making life easier for both your team and the customer, Samanage has comprehensive functionality that allows you to quickly respond to service requests. This results in improved support for your customers.

The intuitive service desk ensures that your team will deliver exemplary support. Clients use their email or the powerful self-service portal to submit service tickets. Users can even search for a solution independently by using the system’s Knowledge Base.

In addition to submitting a new service ticket, your customers can easily track the status of a pending issue.

Samanage allows for a desk data integration and can be used on the go from any smartphone or tablet with web browsing capabilities. You can experience the convenience and up-to-date reliability of Samanage for an affordable annual subscription based on your software needs.

  1. AmoCRM

AmoCRM allows you to manage your pipeline and sales team. The sales management service is a web-based platform enables businesses to manage customer relationships more effectively. You can directly link platforms such as Facebook, Dropbox, Xero, and Zendesk to AmoCRM.

Valuable features include sales analytics, lead scoring, and email integration. The software supports custom field creation and provides a user-friendly approach to managing your company’ interactions with current and potential customers.

AmoCrm allows you to upload existing customers from contact databases such as Gmail and Outlook. There are also follow-up tasks to keep you up-to-date on meetings and calls, and these are attached to the contact or lead cards.

AmoCRM is free to try and plans start from $15/month.

There are many excellent technological solutions available that help businesses thrive in managing their customer service by maximizing efficiency and enhancing communication. However, technology can only take you so far. In order to provide a stellar customer service, your entire business should be customer-service oriented. Strive to exceed customer expectations whenever you can and this will definitely take your business a long way in terms of longevity and reputation.

 

About the Author:

heather

Heather Redding is an avid reader, freelance writer, coffee snob and a tech enthusiast from Aurora, Illinois. When she is not working, Heather enjoys swimming and hanging out with her friends. You can reach Heather via Twitter.

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Guest Post: Prospering in the E-Commerce Market

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There are many e-commerce stores popping up right, left and center. The online market is like “Perfect Competition” described in economic studies; in perfect competition, there are no barriers toand exit and no single player can influence price. It is very easy to set-up an e-commerce store but with thin margins and cut-throat margins it is very difficult to survive and prosper in this segment. Many e-commerce stores are closing down, and yet at the same time, new big players like Walmart are entering into the market by purchasing websites like Jet.com in multi-dollar deals! Amazon is continuously expanding and is now currently pushing to capture a greater market share in India. The market has potential but only for the most determined. For the small players right now, it is especially a daunting challenge, as the market is in consolidation stage and most of the big players are combing and pushing slower businesses out or buying them out.

So the point comes what can you do for success in the e-commerce world?

  • Digital advertising is the key to success

You need to stay up-to-date with the latest trends in online advertising, for it may look easy but it is actually quite challenging. Thanks to the advent of traditional Google ads will no longer cut it. Also charging your credit card on Facebook is also quite the expensive option and you cannot just rely on Facebook alone. So what do you do? You keep abreast of latest trends, for example right now Video ads are one way of getting around ad blockers.

Besides ad-blockers, video ads make more sense. Video consumption across devices has increased thanks to falling data charges in most countries and increasing smartphone and internet penetration.

  • Look inwards

Right now the e-commerce market is cut-throat. You can only maximize margins to a certain level. To stay competitive against giants you need to cut every possible cost. You need to look inwards and see where you can save money. Find a cheaper toll-free number, a cheaper shipping service or find ways to save on packaging. Negotiate better credit periods and see your bank charges and negotiate for each and every cent you can. It is difficult but every cent saved helps to add towards the bottom line.

This is especially a must for start-ups, often being helmed by fresh graduates who also have to worry about paying off their student loans. Every strive and profit you make out of your business not only helps you scale but also helps to get your personal finances in order avoid problems like delayed student loans.

  • Keep track of customer satisfaction rates

Customer satisfaction rates are often treated like a fire putting exercise. They often come into the limelight once sales start to fall. By then, restoring customer satisfaction and restoring goodwill lost becomes an uphill task. All businesses heavily rely on customer satisfaction thus one should keep a constant track it. Monitor your total sales and then draw up a meaningful sample that represents the whole population. Follow up with this sample and understand the customer satisfaction levels. Also keep a good track on customer reviews. Pacify disgruntled customers fast because they are the ones who are more active at commenting on public pages.

 

About the Author

Rachael Everly is an undergraduate student who loves to write on the topics related business, finance, technology and education. Follow @RachaelEverly for further updates

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Genesys & Interactive Intelligence Acquisition Is Complete

Genesys has completed the acquisition of Interactive Intelligence. Why acquire Interactive Intelligence? The idea is that the addition of Interactive Intelligence will enable Genesys to accelerate its mission of powering the best customer experiences in more industries and more countries – over any channel in the cloud and on premises. The acquisition also means that Genesys now has over 10,000 customers in more than 100 countries supporting over 25 billion customer interactions per year. Genesys will continue to offer support and invest in best-in-class solutions, including PureCloud®, Communications as a Service℠ (CaaS) and Customer Interaction Center™ (CIC), in addition to our core Genesys products.

In terms of how the company is run, Paul Segre will continue to serve as CEO, providing leadership that best supports the needs of customers, partners and employees. Genesys will maintain its headquarters in Daly City, as well as key offices in Indianapolis, Indiana and Durham, North Carolina.

This acquisition is one of many that are being seen in the customer service and customer experience world. It gives Genesys a larger customer base and integrates many of the features and functions Interactive Intelligence brought to the table. As customer experience becomes one of the most important differentiators in a brand’s overall experience, choosing the right vendor to deliver on complex customer service and customer experience interactions will be key. While there are vendors that are part of a larger marketing, sales and service suite, there are other vendors who remain focused on the customer service marketplace. Time will tell how organizations see the need to go with solutions that service part of an organization vs having the capability to connect to the back office as well as other lines of business.

Below is a snapshot of Genesys’s capabilities:

Overview of Genesys

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

www.constellationr.com

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Jacada Announces Private Equity Investment

Jacada Ltd. (OTCQB: JCDAF), a global provider of customer experience technology designed to simplify the interaction between businesses and their customers, announces that Israel Growth Partners (IGP), a Private Equity investment. Jacada’s visual IVR is a key asset to their capabilities has other digital transformation solutions aiming to reduce the cost to serve customers while driving a seamless customer journey. The visual IVR transforms the typical “press 1 for….” Press 2 for…” type of IVR and instead uses a touch interface. Companies looking toward digital transformation of the customer experience are using the visual IVR as a cornerstone of their digital transformation. This investment should be helpful in Jacada’s future growth.

Jacada Visual IVR@Drnatalie Petouhoff, VP and Principal Analyst, Covering Digital Customer Experience Transformation in Customer-facing Application

Constellationr.com

 

 

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Guest Post: Marketing To Individuals Online

For many companies who function predominantly online, face to face interactions with customers and clients seldom happen. Personal relationships are difficult to build when the individuals that your company targets are a demographic statistic rather a specific person with a smile and ambitions. So how can your company connect with individuals and form relationships that last when your business only has one brick and mortar store? Here’s a look at how your business can market to individuals and build the personal connections customers and clients crave.

iBeacons

iBeacons are a new technology that utilize a variant of Bluetooth technology called Bluetooth Low Energy or BLE. BLE lets your smartphone or other mobile device, like your Apple Watch Sport, communicate with other enabled devices over a short distance. It consumes considerably less battery than traditional Bluetooth, as its name implies. BLE uses are typically geared toward personalized advertisements. These are one-way transmissions from a beacon, like a computer that sends a message to a smartphone or other smart device.

What does this look like for a business? Let’s say a shopper strolls down the street, bag in hand. Suddenly their Apple Watch gives them a notification. The message you’ve set your iBeacon to communicate with mobile devices has appeared. For instance, if you have a vintage clothing boutique, you might program your message as, “Holiday sale, this weekend only, 20 percent off all items.” A moment later the potential customer walks into your shop and they already know why they want to enter your store.

Since most of your business is online, an iBeacon is a great way to make the physical interactions you have with customers count.

Online Communities

No matter what kind of business you have, your online presence is an essential part of your success. Build a community around your product or service with an online forum. A forum provides a communication hub for customers and clients. Many online forums serve community members in their search for knowledge when they trouble shoot a problem. Let the community you’ve created do part of the work for you in terms of customer support — and it’s a free work force. Of course, the most difficult part is getting this community started. Post exclusive information and materials on your forum, as this will make it an invaluable source of knowledge for your customers.

Personal Contact

This isn’t necessarily face to face, but you can certainly reach your target demographic in other ways. Increase your visibility with social media platforms like Twitter and Facebook. Ask your customer or client base how you can serve them better. Listen. When those you serve see positive change come about from the input they’ve given, they will spread the word of your service. Never underestimate the impact of word of mouth, even if it’s online.

When you take customer input into account and make changes in how your business functions, let people know. A newsletter is worth the effort and reaches an audience that is less connected via social media. Include deals, information, customer success stories and updates to your business model. If these updates were brought about by a certain customer, give them credit or even feature them in the newsletter. This shows the recipients of the email how much you value input from those you serve.

 

About the Author

Alex Clark-McGlenn is a graduate of the Northwest Institute of Literary Arts Writer’s Workshop. His fiction has been published in the Best New Writing 2016 anthology, The Cost of Paper, Smokebox.net, and others. In his spare time he enjoys cycling, soccer, and reading. He lives the Pacific Northwest.

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Video Advertising: Key to Getting Customers Attention As Ad Blocking is Increasing

Searches for Influencer Marketing have grown 5x in 2015 according to a study from Google Trends from January 2016. Nearly 40% of Millennials are using ad block applications and their use is growing fast according to a study by PageFair & Adobe. So how does a company get their target customer’s attention? And with content marketing a #1 priority for most CMOs as more and more sales are decided upon before even talking to a sales person. And sometimes a salesperson is never contacted, so getting the customer’s undivided attention has never been so important. Perhaps the answer is video marketing. Video consumption has exploded across all devices and is one of the fastest growing advertising category.

Adobe, a the leader in video content creation and delivery, announced it’s acquisition of TubeMogul which will enable brands to capitalize on the huge shift to online video. The acquisition of TubeMogul  strengthens Adobe’s leadership in digital marketing and advertising technology. The addition of TubeMogul will enable Adobe’s customers to maximize their video advertising investments across desktop, mobile, streaming devices and TV. TubeMogul’s video advertising platform. In addition, this allows their customers to build upon their capabilities in search, display and social advertising planning and delivery using Adobe Media Optimizer with Adobe Marketing Cloud. This combination will give customers access to first-party data and measurement capabilities from Adobe Audience Manager (Adobe’s data management platform) and by using Adobe Analytics.

Why is video advertising so important? Brad Rencher, executive vice president and general manager, digital marketing, Adobe gave this statement, “Whether it’s episodic TV, indie films or Hollywood blockbusters, video consumption is exploding across every device and brands are following those eyeballs.” Adobe feels the acquisition of TubeMogul, will give customers a ‘one-stop shop’ for video advertising, providing even more strategic value for the use of the Adobe Marketing Cloud.

TubeMogul is a video demand-side platform (DSP) leader. Brett Wilson, CEO and co-founder, TubeMogul said, “The combination of Adobe Marketing Cloud with TubeMogul’s software creates a uniquely comprehensive platform that will help marketers always know what’s working — and act on it.” And what’s key is measurement – to know what is working and not working, and obviously do more of what is getting a result.

There are so many choices for Marketers today, as far as software and it is only getting more confusing with all the choices. When a software company can show you how to get results, you know you are going in the right direction. Education and learning to use all the features and functions of what the various software platforms provide is of growing concern for most companies to obtain the highest ROI possible for the investment they have made.

It’s key that Marketers are clear on what their strategy, goals, objectives and tactics are and have a strong measurement program to be able to show that the software purchase enhanced the brands ability to drive more awareness, increase customer acquisition and turn more leads into sales. And with ad blocking increasing, there’s got to be another way to get customer’s attention. Video seems to be a prime candidate. This is just one example of how early adopters and innovators are taking hold of the market place and making their competition irrelevant. And like the BlueOcean authors said, that’s the key to financial success in today’s marketplace. Cross the chasm, join the digital transformation and digital disruption evolution or expect to be disrupted. Disrupt or be disrupted. Those are the choices to being innovative leaders and using design thinking to transform your business revenue model.

@DrNatalie, VP and Principal Analyst, www.ConstellationResearch.com

Covering Customer-facing Applications to Create Great Customer Experiences

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