When we first started this series on the next era of marketing, we brought you the marketing pundit point of view through conversations with visionaries like Seth Godin and Aditya Joshi, but only recently did I discuss your opinions on the future of marketing. We asked the Economist Intelligence Unit to survey nearly 500 marketers and then shared the results on the many observations about marketing’s future, including organizational change and technology advancement.
But to kick off our deep dive into all of the interesting data from the survey, I want to pause and talk more about one of the key concepts to emerge from the research—engagement.
Every marketing team’s goals are to bring in new customers, grow their lifetime value and convert them into brand advocates who can influence their network to become new customers. But today’s constantly-connected world of digital, social and mobile has changed the way customers behave— and, consequently, how brands need to speak to their customers and prospects. As brands evolve, they’re learning that engagement is the critical next step. If they’ve not already started, brands are starting to shift from an era of mass marketing and advertising—where we talk at people for a single moment in time—to an era of engagement marketing where we begin to take time to learn more about our customers on a personal, individual level and engage with them over a lifetime.
As I spend a great deal of time every year looking at the latest technological advances for the enterprise, I’ve noticed a trend in recent years that’s long been true but is clearly markedly accelerating. That trend is that technology has officially pulled well ahead of the workplace skills of even the most proactive manager …
There are no sales guys and zero face time with the customer. Hence, no scope to study buying signals. However, customers still reveal a lot through their ‘digital’ body language – browsing, clicking, scrolling, filtering, etc.Identifying a pattern in their behavior, and leveraging it is not an uphill task. In fact, there are some specific kinds of online visitors any ecommerce website usually gets. The infographic below will describe you various visitors that as an ecommerce store you will receive. Plus, their digital body language, their whole journey of shopping....
Advancement in digital technologies has disrupted everything, including leadership styles.
Employees want more ownership rather than to follow instruction; customers want to participate in the marketing and development process; and leaders are finding that open and agile organizations are able to maneuver more effectively than organizations where all insight and direction comes from the top. In short, the autocratic Commander, whether brilliant or misguided, just won’t cut it anymore.
Metrics & ROI - To ensure a customer-centric vision takes root in your marketing organization, you need to establish clear metrics that are linked to the company's strategic, operational, and financial goals.
Deux milliards d'euros de chiffre d'affaires et quelque 30.000 emplois créés en cinq ans : c'est ce que permettrait le développement de l'accueil des patients étrangers en France, selon un rapport remis en juin aux ministres de la Santé et des Affaires étrangères.
Si « l’accueil de personnes, voire de personnalités étrangères, malades dans les établissements hospitaliers français (…) n’est pas un phénomène récent », le développement d’une demande internationale de soins de qualité l’est, explique en préambule de son rapport l’économiste Jean de Kervasdoué. « En cinq années, incluant l’année de lancement, il est envisageable (…) d’atteindre un chiffre d’affaire de l’ordre 2 milliards d’euros qui est le chiffre Allemand actuel » et qui « se traduirait par la création de 25.000 à 30.000 emplois », selon M. de Kervasdoué.
Sollicité en février 2014 par la ministre de la Santé Marisol Touraine et son homologue du Quai d’Orsay Laurent Fabius, l’économiste livre donc une série de recommandations pour « valoriser les atouts de la France » face à ce marché porteur, et enrichir les caisses des hôpitaux.
Influencer marketing is now reaching maturity and is considered by many brands to be a powerful path to reach a hyper-segmented audience, raise awareness around their own content and, in some cases, even infer purchasing decisions. However, those who wish to persuade you that it’s possible to transform influencers into an army of brand supporters and content promoters overnight are not selling you anything more than a pipe dream. Successful brands are fully aware that earning an influencer’s trust takes time, and only can be done by cultivating a long-term relationship that creates value for both parties. The good news is that, as with any other area within marketing, there are metrics that can offer guidance and help you hone your strategy. At Augure, we created a guide aimed to help marketers to define the most useful metrics of influencer marketing for each stage of the influencer engagement journey. We understand how such measurements can be used to increase the efficiency of influencer marketing programs. Here are a few highlights from the ebook.
I’m elbow to elbow with everyone in a room packed with around 180 people, and all I can hear is the dizzying murmur of words like “SEM” and “User Acquisition Costs.” One person I meet is an engineer at a company that is changing the mattress industry by selling directly [...]
A recent report from Facebook and Deloitte emphasises that travel brands must become more sophisticated on social media as the shift away from TV continues. The report, which is a result of a global survey of 10,400 social media users, identifies some key ways that travel brands can improve their performance on social media.
The report also lays out some statistics which highlight how users are engaging with social and travel:
76% of social media users have a dream trip list, but only 8% have been everywhere on the list.Social media ranks second to friends and family as a source of travel ideas.68% say that reviews give them the confidence to book a holiday. OTAs have a 37% share within this cohort.Holidays were the third most reported topic that the surveyed social media users consumed.
Google and Uber are building self-driving cars, it’s rumored that Apple is going to be building self-driving cars, Tesla has launched driver-assistance features, and many traditional auto manufacturing companies are advancing their features to include driver assistance and, eventually, automation.
Ride sharing and car sharing pave the way for the self-driving car industry. Ride sharing startups, like Uber, Lyft, Sidecar, BlaBlaCar, and car ownership-sharing, like Getaround, DriveNow, Car2Go, RelayRides, and Zipcar are paving the way for this market. Society is learning we don’t need to own a car to complete our journey, increasing the demand for this new product. Yesterday, at a Silicon Valley Forum event in Palo Alto, experts predicted that self-driving cars will be rolling out within 5-10 years, which is just about the time car payments will end on any recently purchased cars. The potential impact to society is staggering. I’ve outlined the findings below.
Booking abandonment is an issue for all online travel websites. Many companies experience drop out rates as high as 90% – far higher than figures for other industries.
To find out more about the issue, Optilead conducted tests on 100 top travel and leisure websites to see how well the industry is coping with these high numbers of abandoned bookings. The buying process was left incomplete three times on each site, to see how well they re-engage with customers who are looking at their deals.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.