Learn from KFC Spain’s brazen taste test, get involved in marketing’s attempt to – well – market itself, and take inspiration from THAT tweet by Weetabix.
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.
Mark Thomson shares his expert ideas for start-ups and those who are planning their content marketing strategy – showing the way forward through use of the varying tools of the trade.
How many times have you sat behind someone at a major event whose mobile phone is aloft, masking your view, streaming the content to an absent audience? Live events – such as conferences, fashion shows and concerts – should ideally be a mix of physical and digital experiences, says Hannah Farrell – hugely aware of the value of social media for events promotion. But how would brands and events organisers balance the wider and welcome sharing of their content with a sympathetic social media switch-off for real-world events’ ticket-holders? It’s not a quandary, if applied in the right way…
In the run-up to the busy festive season, how can savvy social marketers outshine their competitors, get their cash tills ringing heartily and therefore enjoy a very merry social media Christmas? Rafferty Gifford has some ideas and examples of social strategies that can work:
Many consumers use their smartphones to shop, so it makes sense for marketers to know where all that traffic is going and where to concentrate their mobile marketing efforts. Measure mobile traffic usage in real time, says Karthik Reddy, monitor the constantly changing statistics of companies that do business through mobile data – such as the amount of Google searches worldwide on mobile devices; the amount of WhatsApp messages sent; the amount of products purchased on mobile devices from Amazon marketplace sellers. Check out the ever-changing infographic, here:
Customers post good and bad opinions of products and services – and they also share witty and sarcastic opinions. All of which have been notoriously difficult for brands to measure. Sentiment analysis in the social listening world has not enjoyed the best of reputations as a lack of any advanced technology has meant that accurate results have depended on a process of repetitive, tedious and time-consuming manual tagging of documents. As a result, many brands tend to sideline sentiment indicators in their reporting. Now all that is set to change, says Richard Sunley. Machines have been learning how to fathom irony . . .
Whether B2B, B2C, Enterprise, SMB or a start-up, sports sponsorship is important to marketing strategy, says Ishveen Anand. Here, she explores how sponsorship has primarily been viewed as a channel reserved for the biggest brands with the biggest budgets – but she calls for a recount, showing how smaller brands can successfully take part in sports marketing.
Storytelling – specifically, video storytelling – is the ‘big thing’ when it comes to content marketing, says Bob Dearsley – who cuts through the noise to bring advice on when and how to add video to your content marketing strategy.
New research banishes the widely-held view that consumers are more prone to sharing negative experiences among their friends and family via word of mouth, and also on social media. In fact, customer experience negativity is less widespread than positivity! It seems customers really do share the love . . .