Customer Engagement
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Buyer Personas: The Foundation of Content Marketing

Buyer Personas: The Foundation of Content Marketing | Customer Engagement | Scoop.it

We say it all the time – your marketing needs to be audience-centric.  By focusing on delivering information that the audience craves and wants, you’ll build a relationship and draw them in closer. But first, you have to be able to answer the old Jerry Seinfeld question: Who ARE these people?

 

The reason this matters is that the sales cycle has changed from those glorious cold-calling days of yore. Today, 6o percent of the buying process is complete before the sales department ever hears from the prospect. Prospects spend that time educating themselves, developing ideas and preferences. Smart organizations that want to build a relationship with the audience and ultimately make the sale are feeding this appetite for information

 

Step one is to figure out who these people are. That means identifying buyer personas. You have to do that as the foundation for your content strategy.


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Robert Hirsh's curator insight, March 17, 2014 1:21 PM

Successful Content Marketing focuses on what the audience — the customer — needs and wants; it's about building a relationship. Developing buyer personas creates a constructive understanding of your audience, enabling you to deliver targeted content that will be embraced by your potential customers.


Buyer personas are not complete until they're validated with your sales force.
 "Building these personas helps to bridge the gap between sales and marketing; when both organizations understand who the prospect is, it becomes far easier for them to work hand-in-hand."


Your customers' buying process is now heavily weighted towards self-education. This means you must learn how to connect with them long before you talk with them. Great sales people have learned how to connect with their customers by first getting to know them: their challenges, their responsibilities, their preferences, etc. Buyer personas help incorporate these classic sales insights into a marketing strategy that delivers the right message to the right audience at the right time.

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WhatsApp will add voice calls in Q2 2014 after passing 465 million monthly active users

WhatsApp will add voice calls in Q2 2014 after passing 465 million monthly active users | Customer Engagement | Scoop.it
WhatsApp founder Jan Koum today has revealed that voice calling will be added to the cross-platform messaging service during Q2 2014.

Via John van den Brink
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Get People to Open your Emails

One of the most important elements of email marketing is writing subject lines that get people to open your emails. How many times have you received a market...
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ADVOCATES - Only 4.7% of a brand’s fans generate 100% of social referrals

ADVOCATES - Only 4.7% of a brand’s fans generate 100% of social referrals | Customer Engagement | Scoop.it
Brands who identify advocates amongst their fan base have increased their influencer armies from 4.7 percent to over 40 percent.

Via Peg Corwin
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Peg Corwin's curator insight, January 26, 2014 5:37 PM

Should you focus on brand advocates or influencers to improve your FACEBOOK reach?  This post says, advocates!


Quote: "The problem is most brands don’t know who those 4.7 percent are and don’t have programs in place to work with this elite group of advocates. Marketers are often seduced by trying to pay for access to influencers - celebrities, bloggers and industry analysts. However everyone else is trying to do the same thing, which negates the value of this approach."


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3 Tips For Effective Social Media Customer Service [INFOGRAPHIC] - AllTwitter

3 Tips For Effective Social Media Customer Service [INFOGRAPHIC] - AllTwitter | Customer Engagement | Scoop.it
3 Tips For Effective Social Media Customer Service [INFOGRAPHIC] (Per l’Engagement convertiti al Sociale.
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Samuel Pavin's curator insight, February 21, 2014 6:13 AM

Customer experience and service are key to business. 

I have always been an advocate of putting customer first. Here is a nice info graphic about it and how social media now allow to deliver a great experience. 

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The Ultimate Experience for Mobile Customer Engagement

Thanks to mobile devices, your prospects, customers, and competitors are online 24/7 through text messaging, social media, e-mail, apps, and news feeds, mobi...
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Three Strategies to Increase Customer Engagement with Your Brand

Take your customer engagement strategy to the next level with our advanced strategies for building awareness and influencing consideration. Engagement Ads on...
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How Mobile is Transforming Customer Engagement this Holiday ...

How Mobile is Transforming Customer Engagement this Holiday ... | Customer Engagement | Scoop.it
How Mobile is Transforming Customer Engagement this Holiday Season (infographic). December 16, 2013. By John Aquino. Mobile commerce is increasingly becoming a larger part of holiday shopping. From 2011 to 2012, for instance, the ...
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Infographic: How Social Media Marketing Boosts Customer Engagement - Mobile Marketing Watch

Infographic: How Social Media Marketing Boosts Customer Engagement - Mobile Marketing Watch | Customer Engagement | Scoop.it
Mobile Marketing Watch Infographic: How Social Media Marketing Boosts Customer Engagement Mobile Marketing Watch Infographic How Social Media Marketing Boosts Customer Engagement 300x202 Infographic: How Social Media Marketing Boosts For those of...
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Facebook or Google: Who Will Win the Customer Engagement Battle? | Forrester Blogs

Facebook or Google: Who Will Win the Customer Engagement Battle? | Forrester Blogs | Customer Engagement | Scoop.it
@forrester Facebook or Google: Who Will Win the Customer Engagement Battle?

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The future of business: Six layers of customer engagement

The future of business: Six layers of customer engagement | Customer Engagement | Scoop.it
Business success means mastering the six layers of customer engagement. Are you ready?
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Haifeng LIU's comment, August 15, 2013 6:23 PM
Great thoughts here - these layers are complex and it's difficult to cut through them all and get through to customers and build relationships in the process. I remember one of the hot topics at SXSW Interactive 2011 was gamification, which began with social tools like Foursquare that rewards frequent customers with badges and "awards". I'll be interested to see if this layer comes back as you predict and becomes the engagement magnet.
Elaine Li's comment, August 16, 2013 8:39 PM
This article clearly shows what are the six layers of customer engagement. At beginning, when staff meet customer they need to make an appointment and talking face to face. This way quite waste time and inconvenience。But the relationship between staff and customer quite closer. I agree with Steven’s opinion, as the technology has improved, there is more and more people start to use internet on computer to solve problems online and to get the information what they want. This is the main point why business start to create their own business website. To create their official website which give customer more convenience way to connect to company and also give customer a chance to do the self-service online. The company also can get feedback or opinion from customers. Also, if the customer doesn’t like to meet new people this is a confortable way to communicate with each other. There is more and more people starts use the social media platform such as face book to communicate with each other and to know about the service and produce of the business. Social media platform is another way for business to improve their customer engagement. Nowadays, company starts to turn their customer engagement into game try to attract more people. In my opinion, I still think communicate face-to-face is a best way to improve the customer.
Sam Liu's comment, August 20, 2013 7:08 PM
This article talks about six layers to engage with customer. the first one is face to face, but it doesn't seen much now as it is costly. As customer have more self-options, it also took away relationship. The second layer is digital layer. people became preferable to chat room, because of time-saving. The third is social layer. A business have to be where customer be. For example, many people using facebook, the business need to be there to socialize. The fourth is Mobil layer, many people have facebook, but now they use facebook through their phone. A business have a website isn't enough, they have to create a website that can use on the phone. the fifth is virtual layer and last one is game layer. The example is cited is World of Warcraft. An average for each player spend on this game is 6 hours.
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Live Expert - Video Chat Customer Engagement

ClairVista's Live Expert is the most advanced and widely deployed video chat customer service system available and is used by numerous industry leaders. With...
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The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy

With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing? This we...
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2014 Mobile Trends

In this webinar replay, Julie reveals the myths and predictions for top mobile trends in 2014, how smart businesses will transform to adopt to these trends, ...

Via Fred Zimny
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Richard Marcil's curator insight, February 25, 2014 8:07 AM

Mobile strategy increasingly key to HCP and patient engagement, especially at key points along their 'journeys'

Audrey CHATEL's curator insight, February 25, 2014 8:12 AM

Dans ce Webinair,  Julie révèle les mythes et les prévisions pour principales tendances mobiles en 2014, comment les entreprises  se transformeront pour adopter ces tendances, et la façon de déterminer si votre entreprise est positionnée pour réussir dans ce monde perpétuellement connecté.

Rowan Norrie's curator insight, February 27, 2014 6:46 AM

Excellent review of how mobile technology is changing the whole customer experience

 

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2014 Mobile Trends

In this webinar replay, Julie reveals the myths and predictions for top mobile trends in 2014, how smart businesses will transform to adopt to these trends, ...

Via Fred Zimny
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Richard Marcil's curator insight, February 25, 2014 8:07 AM

Mobile strategy increasingly key to HCP and patient engagement, especially at key points along their 'journeys'

Audrey CHATEL's curator insight, February 25, 2014 8:12 AM

Dans ce Webinair,  Julie révèle les mythes et les prévisions pour principales tendances mobiles en 2014, comment les entreprises  se transformeront pour adopter ces tendances, et la façon de déterminer si votre entreprise est positionnée pour réussir dans ce monde perpétuellement connecté.

Rowan Norrie's curator insight, February 27, 2014 6:46 AM

Excellent review of how mobile technology is changing the whole customer experience

 

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How To Moderate Social Media

How To Moderate Social Media | Customer Engagement | Scoop.it
When you throw a dinner party, you dream of excellent company, good food, and constant conversation. Social media managers strive for the same thing.

The World Editor’s Forum recently published a guide and study on the area of comment moderation. This guide concludes with six pointers for publishers to “promote respectful dialogue and conversation rather than uncivil rants and insults, and allow intelligent, thoughtful input to shine”. So what exactly are these pointers?

More details at the link.


Via Lauren Moss
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Nine0Media's curator insight, February 26, 2014 1:03 PM

Great tips here! #SocialMediaTools #DIYSEO #Nine0Media

Martin (Marty) Smith's curator insight, March 29, 2014 5:37 AM

If conversations are the new social currency we've got some tools, guidelines and social mores to create. Online conversations are a tad on the wild west side yet, but trolls and spam can't support themselves for long.

The cost any network built on conversations incurs to rid itself of spam and trolls could kill the golden goose. Community and social "policing" and hoping the good guys math is always just a little faster is the hope conversation based "dinner parties" depend on as roughly described in this "how to moderate" social media post shares.

By moderating we see what we already knew - mobile is different. Mobile requires maps, games and PICTURES.

Taylor Roy's curator insight, April 29, 2014 1:34 PM

We've made such incredible progress with technology over the past 10 years. This chart in the article shows the percentages of the platform that online content is used on. It starts with photos. only 8% of time with photos is spent on a desktop, while the other 92% are using their phone. From here, the mobile percentage decreases while the desktop increases. However we see platforms like maps, games, weather, and social networking being over 50% on mobile. The desktop percentage starts to be over 50% on online content like retail, entertainment news, business/finance, news, health information, and portals. While these are mostly used on a desktop, it doesn't mean that they are not used on mobile devices. Every piece of online content has a percentage of over 25% used on mobile devices. 

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Customer engagement - an animated retail journey by BT Expedite

Deliver a seamless omni-channel experience, tailored to the individual -- and never lose another sale. A short animation taking you through the customer jour...
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Big Brand Lessons on Customer Engagement | Social Media Today

Big Brand Lessons on Customer Engagement | Social Media Today | Customer Engagement | Scoop.it
Their focus is now on personalized interactions, delighting their audience, and understanding customers' unique challenges to make their lives better. This has brought about 'New Rules of Customer Engagement'.
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Pizza Hut Gains Strong Incremental Business through Targeted Customer Engagement | Loyalty360.org

Pizza Hut Gains Strong Incremental Business through Targeted Customer Engagement | Loyalty360.org | Customer Engagement | Scoop.it
Pizza Hut officials realize that focusing on the customer can only lead to positive results. The company targets customers through mobile, social, and in-store.
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The changing nature of consumer attitudes to sustainability

The changing nature of consumer attitudes to sustainability | Customer Engagement | Scoop.it
Consumers increasingly consider environmental responsibility 'cool' and search for brands that meet their desire for quality and social responsibility.
...
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5 Tips for Building Your Customer Engagement Strategy

5 Tips for Building Your Customer Engagement Strategy | Customer Engagement | Scoop.it

What is customer engagement and why do you need it?


Via Riaz Khan
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Social Engagement and Customer Care | Social Media Today

Social Engagement and Customer Care | Social Media Today | Customer Engagement | Scoop.it
We have all seen it happen: a brand spends millions of dollars building up their social community only to see it crash and burn by failing to respond correctly to a customer service debacle.
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5 Ways to Increase Customer Engagement Using Science

5 Ways to Increase Customer Engagement Using Science | Customer Engagement | Scoop.it
Marketers who use operant conditioning and reward desired customer behaviors are more likely to build customer engagement and increase sales.

Via Don Dea
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Don Dea's curator insight, October 6, 2013 2:28 AM

Generating customer engagement is a process of modifying behavior, the goal that marketing has been chasing since its inception. With digital marketing and loyalty programs, however, we have the tools to drive customer engagement in a way that's empirical and scientific, and as such we should draw from the science of behavioral psychology, particularly the techniques developed by BF Skinnercalled “operant conditioning,” to tune our marketing program for maximum effect

Mark Jones's curator insight, February 11, 2015 3:28 AM

Only five ways?

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The New Rules of Customer Engagement: Data-Driven, Yet Human-Centric

The New Rules of Customer Engagement: Data-Driven, Yet Human-Centric | Customer Engagement | Scoop.it
We are living in an era of constant customer engagement. And customer engagement is more complex today with higher expectations from informed customers.

Via Eric_Determined / Eric Silverstein
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Eric_Determined / Eric Silverstein's curator insight, January 6, 2014 2:17 PM

Flavio's Customer lifecycle stages:


- Acquisition, enhance targeting to reduce acquisition costs and increase likely lifetime value


- Activation, ensure that acquisition leads on to effective early engagement


- Engagement, understand customer preferences and interests


- Satisfaction, servicing effectiveness and efficiency


- Loyalty, build in-depth relationships, churn analysis to reduce attrition and focus acquisition activity


- Advocacy, reduce marketing costs through using advocates to engage prospects and customers


What are your thoughts on customer centric becoming human centric?

Thomas Frachon's curator insight, April 7, 2015 1:54 PM

Discours sur le changement de paradigme de la relation avec le client: du "push" au "Human-Centric dialogue" 

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Keeping Up With The Multichannel Consumer - Accenture Click

Keeping Up With The Multichannel Consumer - Accenture Click | Customer Engagement | Scoop.it
Businesses will find that the most effective multichannel marketing promotes ongoing, synchronised dialogue with consumers. Like all dialogue, this requires companies to pay constant attention to the flow of information ...
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