The basis of understanding the customer journey today is mapping it with advanced social intelligence. To adequately accomplish this it must be derived from the ‘big data’ mining of millions of daily consumer social conversations. Simple in concept, but challenging in technical execution. This is why so many leading brands are turning to advanced, streaming ‘big data’ solutions to deliver deep market and customer insights on rapid basis..
The obvious point to the article: customer centricity. Of course. Not the heaviest article on marketing automation, but if you needed a reminder, here's the main point...
However, while technology is an integral part of the marketing mix, it can't be the sole ingredient. “If it's not backed up with a solid belief in customer centricity that goes beyond the process and the data, then marketing automation might just become another solution that just starts kicking out automated triggers without regard for the customer themselves – the changing needs and all the nuances associated with that,” says Wilson Raj, SAS global customer intelligence director.
For decades the mantra of getting the right message, to the right person, at the right time has echoed down the halls of marketing agencies and clients alike. Are we now closer than ever to turning this honourable goal into a reality? In this series of four posts, we explore the reality behind real time customer intelligence and what it actually means for businesses struggling to keep up with today's ‘Smart Customers’.
Combining data from social networks, the blogosphere, (online) surveys, click behaviour as well sales data, sensor data, public data and open data can help create detailed personas and micro segments to better know and target your customers and...
Business leaders need to think beyond their industry, target their customer base and look for new and emerging trends. Competitive intelligence, as defined in Sharp’s book, is “the knowledge and foreknowledge about the entire business environment that results in action.”Sharp’s key message to business leaders is to think beyond their industry, target their customer base and look for new and emerging trends that could affect them even if it isn’t immediately obvious. Your business doesn’t exist in a vacuum.
NGDATA has raised a $3.3. million venture capital round led by Capricorn Venture Partners. The company sells a software product called Lily that stores and indexes wide varieties of customer data using HBase and other ...
If you're not deriving customer intelligence from social media to inform your marketing decisions, you're missing an important opportunity to extend the reach and effectiveness of your marketing efforts.
In this article, you'll learn...
How to apply customer intelligence gleaned from social media channels to an overall marketing strategyFive specific examples of marketing strategies that can be strengthened by social data
Especially in this time of hype, hyper-competition, and Wall Street prodding, you might well be overlooking the core marketing strategies and tactics behind social media. Most often overlooked is that social media generates customer intelligence. If you're not using such customer intelligence to inform marketing decisions, then you're missing out on a major opportunity to extend the reach and effectiveness of your marketing efforts.
No brand marketer would spend $1 million without some information about the risk and rewards involved. Social media is the best source to inform those risks and rewards. It's a predictor of success, and it offers clues about the source of failures. It is a window into the ultimate focus group, yet marketers still struggle with how to measure and glean its value by integrating its stream of constant, real-time data into their overall marketing strategy.
The latest Association of National Advertisers survey finds that 90% of companies are using social media as part of their digital marketing efforts, but 62% report they are concerned about measuring ROI—indicating at least some difficulty in deriving useful intelligence from their social media efforts.
This article illustrates how you can tie the kind of rich, actionable customer intelligence you can glean from social media into five overarching marketing decisions.
ccording to Altimeter Group research, the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal– actively engage in social media. Yet social media— and as a result, social data— are still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research. This lack of a holistic view of social signals in the context of other enterprise and external data can lead to partially-informed decisions, missed opportunity, and increased risk and cost, as the organization makes decisions without the benefit of critical input from external constituencie
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