Why empathy is about meeting the customer on their terms

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It may be a hard truth for us best-intentioned marketers to swallow, but two-thirds of customers believe that marketers do not care about their needs. That’s according to a survey of 5,000 individuals by Pega. And when you look at what marketers face, it is easy to see how that kind of sentiment takes root. “Think about the scale of your business,” said Andrew LeClair, senior product marketing manager at Pegasystems. “You’re trying to manage literally billions of interactions, with millions of customers, across hundreds and hundreds of programs, on dozens and dozens of channels — and that’s a lot of complexity. And unfortunately, that complexity leaves us exposed. There’s not a lot of chances for us to get it right, but there’s a ton of opportunities for things to go wrong, and it only takes one poor experience and the customer is out the door.” It’s a repeating cycle for many marketers as the demands of conversion, and the technologies at our disposal to create blast after blast, cement this idea that marketers don’t care. But according to LeClair, a more empathetic approach may not only create better faith with your customers, it may also be better for business. “Acting with empathy is all about understanding somebody else’s feelings, their thoughts, their emotions, their context or situation, and then being able to adapt to that within a given conversation,” said LeClair, speaking at the recent MarTech Conference . “And that seems pretty straightforward if you’re talking about a human that’s engaging with another human, but when it’s us as a brand trying to do this at scale, we really struggle.” So here’s how we can turn it around. Centralize decisions As marketers know, the universe of martech is vastly expanding as there are now more than 8,000 solutions available. But while all of that tech creates a host of ways to engage with your customers, that doesn’t mean you should overdo it. “That’s 8,000 disconnected, siloed applications, each of which has their own brain, their own rules, data models, and unique ways of understanding, interacting, and engaging with customers,” said LeClair. “And even if they’re from the same vendor, we all know that none of these were built to work together. They were each built to help businesses like ours sell products to customers in big batches, in large segments. They weren’t designed to be agile and help us …

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The importance of customer engagement in a digital-first environment

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30-second summary: The pandemic has forced many businesses to pivot to digital channels quickly in order to meet the needs of consumers’ rapidly changing behaviors. Personalized customer engagement has been thrust to the forefront of digital transformation initiatives, but addressing customers’ high expectations is difficult, if not impossible, without the help of AI and machine learning-enabled tools including. Pega is hosting an online summit to discuss how organizations like Vodafone, Accenture and Ernst & Young are leveraging AI-driven customer engagement platforms to facilitate intelligent customer interactions. The virtual summit, Pega Discover: One-to-one Customer Engagement Online Summit, is free and takes place on October 7 th , 2020. Visit Pega’s website for more details about the event, or to register. The pandemic forced many businesses to innovate quickly, placing a heavy burden on digital channels as consumer behavior shifted. The following chart by McKinsey uses data from late April 2020 to …

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New study shows digital engagement is key to post-pandemic ecommerce customer retention

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30-second summary: COVID-19 has accelerated consumers’ shift to online shopping around the world, making digital strategy critical to retailer success, both now and in the future Analyzing these behavior trends yields insights about elevated retention risk, the primacy of mobile, shifts in purchase motivation, and in what drives brand affinity The holiday season will see many consumers planning to spend less, and to support local small retailers, so digital marketers must adapt Best-practice marketing strategies are now mission critical: Focus on customer relevance through personalization, seamless cross-channel experiences, and empathetic messaging across the lifecycle, or consumers will move on As the summer winds down, many of us are holding our breath in anticipation of another wave of pandemic-related headlines, guidelines, and obstacles to business as usual. The only thing we seem to be able to count on is change. That’s certainly the case in the retail industry, which has experienced …

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Intro to Neuromarketing: 5 Psychological Tactics to Boost Sales

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Neuromarketing is a branch of marketing that integrates consumer phycological principles with marketing best practices. I’ve talked a lot before about consumer psychology, both on my blog and elsewhere . That’s because the brain plays such a vital role in selling (and buying). For example, the color of your CTA button or the pictures on your landing pages can impact conversions. The brain is designed to process information in specific ways, and it will react accordingly to certain triggers. If you can optimize your site to include those triggers, you can boost your sales. It’s not always as simple as using certain colors . Psychology, like people, is complicated. Despite the complexity of psychology, there are a few brain-based strategies you can use that will get results. How Psychology Impacts Sales Through Neuromarketing Based on studies of the brain, we know that beauty literally moves us to action . The …

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How web-based AR can help retailers boost customer engagement and sales

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30-second summary: This article will look into the benefits of Augmented Reality (AR) content experiences, specifically in the retail sector: It will define and explain the value of WebAR versus app-based AR experiences – both for the consumer and brands Dive deeper into holographic WebAR, with examples Educate on how to unearth the value of WebAR for your business and how to go about putting an AR strategy in place Finally, it will touch on the future of this new content medium for marketers and advertisers. Competition for consumer attention is fiercer than ever. Experts suggest that the average consumer is fielding 4,000 to 10,000 ads per day . In today’s attention economy, brands are spending millions of dollars on marketing and ad communications strategies to stand out amongst the sea of digital content that floods consumer’s devices. But the harsh reality is that still so many brands go unnoticed. …

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How We Became Digital Marketers in Just One Summer

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Posted by rootandbranch Editor’s note: This blog is from the perspective of five University of Pittsburgh students — Kirsten , Steve , Darcie , Erin , and Sara — who completed a class this summer called "Digital Marketing Search Fundamentals", taught by Zack Duncan of Root and Branch. Introduction Our digital marketing class this summer did not give us credits that count towards graduation (in fact, some of us graduated in Spring 2020), nor did it give us a grade. Instead, we learned about paid search and organic search along with some of the key concepts central to digital marketing. We also became certified in Google Ads Search along the way. We each had different reasons for taking the course, but we all believe that digital marketing will have value for us in our lives. At the beginning of the term, in June 2020, we were asked, “What is one …

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Best Marketing Automation Software

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission. Marketing campaigns get more complex by the day. Which… is great news for the consumer experience but a nightmare for you as a marketing manager handling thousands of moving parts (and countless employees) on a daily basis. To put it lightly, there’s a lot going on behind the scenes. Especially complex technical challenges that most consumers and employees will never see or fully understand. But thankfully more and more automation tools are popping up to make your life a bit easier. However, that means choosing the best marketing automation software for your business and team is harder than its ever been. From enterprise-grade solutions to the most affordable options, my team and I have researched, tested, and used just about every software you can imagine. And I can honestly …

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Key insights: AI Summit highlights, microbrowser advertising, and customer engagement sweet spots

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30-second summary: We’re not in a “post-COVID” world, we’re in a “coexisting-with-COVID” world where essentialism and humanization will matter the most Now is the time for marketers to dive into their data and reconsider the technology they use to understand the customers’ pulse Emerging habits of the “Interim Normal” The common line of vision for the bigger picture of the oncoming times will be based on hyper-targeted advertising and marketing Keeping it light, engaging, and interactive isn’t an option anymore – it’s a prerequisite for brands wanting to succeed at marketing and advertising More on the big-four of microbrowser advertising, the sweet spot for engaging your audience globally, and the secret sauce to marketing success in emerging times The answers lie in the data and how it is digested and applied will continue to play a vital role. Today we’ll take you through key takeaways from our AI Summit, new …

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Interdisciplinarity: How to Integrate Organic Search, Paid Search, and Content Teams

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Posted by HeatherPhysioc As an industry, we talk a good game about collaboration, but the truth is it’s not really happening the way we tell our clients and bosses it happens. We stroll into new business pitches and make big claims about how “integrated” we are. We preach that our recommendations are better because we have a more “holistic” offering. But whether it’s across agencies working on the same client, different teams working within the same agency, or different teams in-house on the client side, collaboration is much harder to achieve in reality than we make it look on the outside. More often than not, experts get sucked into their respective silos, buried by the day-to-day task lists of their jobs, focusing on their own areas of expertise. Agencies write SEO scopes and PPC scopes separately, often without accounting for content resource needs to make the channels successful. Teams bring …

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COVID-related digital behaviors that won’t going away in 2021

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30-second summary: Market volatility and rapid shifts in consumer behavior will continue in 2021. The longer the COVID pandemic goes on the more ingrained digital behaviors become. Shoppers are buying more online and spending more when they do. Consumers are becoming more comfortable online experiences over with time. Taking in-store experiences and taking them digital is becoming more common. Search and market insights are becoming mission-critical for all marketers To say the last several months have been a roller coaster would be an understatement. This year has been one for the books as we’ve collectively experienced something no generation before us has: the impact of the COVID-19 pandemic on a constantly connected, technology-empowered population. We’ve run the gamut of emotional states and economic impacts. As brands and consumers alike prepare for our most unusual holiday shopping season yet, it’s become clear that we’re in this for the long haul. While …

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Best Practice: Four ways to leverage lifecycle marketing

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30-second summary: Lifecycle is a more holistic view of the customer journey – accounting for post-purchase touchpoints such as: adoption, retention, expansion, and advocacy Increasingly, customers are expecting engagement in this context. And business leaders are expecting marketers to leverage this space Greenberg’s best practices include: tracking digital behaviors, defining segments pre- and post-acquisition, engaging around your offering, and developing advocacy programs September 17 saw ClickZ host a webinar by David Greenberg , SVP of marketing at Act-On. The presentation really dug into lifecycle marketing best practice. Greenberg also highlighted how the lifecycle approach differs from the more traditional funnel approaches to thinking about customer journeys, and shows how the old ways are simply not enough when looking at marketing strategies in today’s omnichannel world. Here are our takeaways: The differences between funnel and lifecycle marketing Greenberg points out that the best way to begin to understand how lifecycle marketing …

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