Are you using a real-time conversational channel – the live chat facility – for your visitor’s journey through your website? Marie Sagarzazu discusses when to use it for best effect and how it can enhance or hinder the customer experience. Make sure you can spot the difference and act accordingly.
Learn how to play the branding game, says Kubi Springer – empower your team with a strong strategy and the skills to implement it. Here are her key branding lessons to help you maximise your ROI and make your brand as exciting as a World Cup victory.
Since GDPR came into force and with ever-tightening rules surrounding data collection and the data user, marketers are being urged to be more ethical, less intrusive. But Ardi Kolah argues that the issue is not about marketers’ sensitivity – or the lack of it – but with our own deepening digital trust.
Research by Acquia has exposed a huge gap between digital strategies and their execution, with senior marketers in large organisations being blindly optimistic and setting unrealistic expectations for their company’s digital ability. But Sylvia Jensen believes it’s not just a lack of skills or budget holding large organisations back, it’s also not having the right technology in place. She says brands need to be embedding digital within the culture of the business, rather than viewing it simply as a ‘tool’.
How often do you monitor data relevant to your customer service? Do you know how good your customer service metrics are . . . have you measured them? How well do your teams perform when it comes to customer care – keeping them happy, dealing with complaints, upselling, cross-selling, responding quickly to their enquiries? Are your employees pulling their weight and helping to retain your precious customers? Rafferty Gifford shows how you can track their performance.
Dreams of lifting the World Cup 2018 have been dashed for England fans . . . but the event has been a winner for the Football Association’s email programme, which recorded a hugely successful uplift. Guy Hanson charts how sentiment and outside influences affect email performance stats.
Segment lists and watch results rocket! Here’s how – the GMA has partnered with Demand Exchange to bring you this report from Act-On, which tells how to do just that.
Marketers have noted a 760% increase in revenue from segmented campaigns, according to Campaign Monitor. And those are the results we all aim for from our email marketing efforts.
But as well as much better open rates and increased revenue, segmenting lists allows you to have smarter, more personalised and highly relevant conversations with customers and prospects – based on who they are and how they are engaged with your product or service.
Segmenting your database allows you to use a variety of factors, determining to whom to send one-off emails (about sales or events etc), or routine emails (such as newsletters), or when a prospect should be added to an automated program. Creating segments takes time, but the effort will pay off!
Consumers use reviews, reports and ratings to make informed and accurate purchase choices; retailers use them as customer feedback – to learn to understand their audience better. But can reviews be trusted or are they fakes? A new standard has been introduced, aiming to put trust back into the online customer review. Matt West tells how it will benefit the industry.
Come on, get appy! Max Chekalov shows how brands are successfully using mobile apps in their marketing campaigns – and he tells why your business might do well to consider getting an app, to improve the customer experience and boost your sales.
In the modern marketer’s world, you need to leverage marketing automation to chart the ever-changing course of the buyer’s journey. With so much access to information, detail and choice, marketers must have a clear plan in place in
order to reach their buyers at every stage of their journey. This eBook discusses a marketing strategy that truly focuses on the customer.
The GMA has teamed with Demand Exchange to bring this eBook from Act-On to help you discover: