Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
Social Media Strategy for the Fashion IndustryRhonda Hurwitz
A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
Digital marketing & branding agency profile PDF presentation - UpreportsUpReports
This document is from a growth agency called UpReports that helps small businesses, entrepreneurs, and established brands with their digital needs. Their vision is to provide tailored strategies and scalable, innovation-driven solutions to facilitate business growth. Their mission is to help businesses grow profits through digital channels using proven processes. They offer a wide range of digital marketing and consulting services and have a global client base, high repeat client rates, and experienced professionals.
Digital and social media marketing involves using websites, email, social media, and great content to attract customers, engage them, and encourage action. The key is to follow the AIDA model - attract attention, generate interest, create desire, and inspire action. This involves sharing compelling content across multiple channels like Facebook, Twitter, YouTube and blogs in real time. The goals are to educate customers rather than sell to them, entertain people so content gets shared, and listen to audiences to understand their needs and provide solutions. Brands should target their niche followers and engage with customers through messaging platforms they prefer.
Presenting this set of slides with name - Influencer Marketing Strategy Powerpoint Presentation Slides. Download our professional PPT comprising extensively researched content and professional design layouts. Dont waste hours fiddling with PowerPoint toolbars and finding professional PowerPoint templates. This complete Influencer Marketing Strategy Powerpoint Presentation Slides saves hours of your time. Comprising a total of nineteen slides, the PowerPoint presentation is a visual masterpiece with professional PPT templates, data-driven graphs, charts and tables, a beautiful theme, impressive slide designs, icons, imagery and more. It is fully editable so that you can make changes to colors, data and fonts if you need to. Just enter your text in the placeholders provided and rock the meeting or conference you are presenting at.
This document provides a digital marketing strategy proposal for Thing-It. It analyzes Thing-It's current digital efforts and competitors, identifies key problems around awareness, online presence, interest/desire, and lead generation. Solutions proposed include LinkedIn ads, search engine advertising, blogging, social media, and webinars. Metrics, costs, and estimated returns are provided for each solution. An optimization approach is recommended to continually test, analyze, and improve performance. The proposed strategy aims to generate 296 leads with a budget of €38,000.
Go-To-Market Strategy Presentation - Big Idea Ventures Accelerator Adrian M Odgers
This was a lecture I gave on Go-To-Market strategy for the Big Idea Ventures start
up accelerator.
It focuses on:
- What is a GTM
- Why is it so important
- How do you create one
- Tactics, strategies and best practices you can use to help develop your GTM
Data Driven Digital Marketing Strategy Wecomex Ltd
In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips.
But, this explosion in increased connectivity has meant an overwhelming wave of data and information.
Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.
Social Media Strategy for the Fashion IndustryRhonda Hurwitz
A guest lecture for an integrated marketing class at FIT, showing best practice from the fashion industry: examples of how brands use communication strategies, creative strategies, and creative executions on social networks, mobile, social commerce .. and how students can use these same tools for personal branding.
Digital marketing & branding agency profile PDF presentation - UpreportsUpReports
This document is from a growth agency called UpReports that helps small businesses, entrepreneurs, and established brands with their digital needs. Their vision is to provide tailored strategies and scalable, innovation-driven solutions to facilitate business growth. Their mission is to help businesses grow profits through digital channels using proven processes. They offer a wide range of digital marketing and consulting services and have a global client base, high repeat client rates, and experienced professionals.
Digital and social media marketing involves using websites, email, social media, and great content to attract customers, engage them, and encourage action. The key is to follow the AIDA model - attract attention, generate interest, create desire, and inspire action. This involves sharing compelling content across multiple channels like Facebook, Twitter, YouTube and blogs in real time. The goals are to educate customers rather than sell to them, entertain people so content gets shared, and listen to audiences to understand their needs and provide solutions. Brands should target their niche followers and engage with customers through messaging platforms they prefer.
Presenting this set of slides with name - Influencer Marketing Strategy Powerpoint Presentation Slides. Download our professional PPT comprising extensively researched content and professional design layouts. Dont waste hours fiddling with PowerPoint toolbars and finding professional PowerPoint templates. This complete Influencer Marketing Strategy Powerpoint Presentation Slides saves hours of your time. Comprising a total of nineteen slides, the PowerPoint presentation is a visual masterpiece with professional PPT templates, data-driven graphs, charts and tables, a beautiful theme, impressive slide designs, icons, imagery and more. It is fully editable so that you can make changes to colors, data and fonts if you need to. Just enter your text in the placeholders provided and rock the meeting or conference you are presenting at.
This document provides a digital marketing strategy proposal for Thing-It. It analyzes Thing-It's current digital efforts and competitors, identifies key problems around awareness, online presence, interest/desire, and lead generation. Solutions proposed include LinkedIn ads, search engine advertising, blogging, social media, and webinars. Metrics, costs, and estimated returns are provided for each solution. An optimization approach is recommended to continually test, analyze, and improve performance. The proposed strategy aims to generate 296 leads with a budget of €38,000.
Go-To-Market Strategy Presentation - Big Idea Ventures Accelerator Adrian M Odgers
This was a lecture I gave on Go-To-Market strategy for the Big Idea Ventures start
up accelerator.
It focuses on:
- What is a GTM
- Why is it so important
- How do you create one
- Tactics, strategies and best practices you can use to help develop your GTM
Data Driven Digital Marketing Strategy Wecomex Ltd
In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips.
But, this explosion in increased connectivity has meant an overwhelming wave of data and information.
Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.
The document summarizes a digital marketing campaign for JBL Tune Pro truly wireless earbuds. It includes segmentation targeting urban music lovers aged 25-35 in India. The buds will be positioned as a lifestyle product for their musical experience. The campaign goals are to grow sales, engage customers through dialogue, provide good service, reduce costs and build the brand online. Promotions will feature brand ambassadors on digital platforms and music/video streaming sites. A Google Ads campaign will target keywords like "wireless earbuds" with display ads and sitelinks driving to the product page.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
The document discusses go-to-market strategies for startups. It begins by stating that many tech startups struggle with finding a scalable way to generate revenue. It then contrasts marketing strategies, which focus on defining customers and offerings, versus go-to-market strategies, which are concerned with how to execute plans to acquire customers. The document outlines 19 potential customer acquisition channels identified in the book "Traction," including viral marketing, public relations, search engine optimization, social media ads, and more. It emphasizes the importance of dedicating significant resources to bringing in new customers, not just building products.
The document outlines the digital marketing plan of Magic8 Pharmacy located in Tarlac City, Philippines. It details an 11-step marketing plan including defining the target customer profile and competitive positioning, and strategies for price, place, promotion, and digital tools. Facebook and WordPress were utilized to boost the pharmacy's online presence, drive traffic, and track performance metrics. Analysis of Facebook insights showed that boosted posts reached more users and engaged the target demographic of females aged 35-45. The plan helped Magic8 Pharmacy effectively promote its convenient delivery services and affordable prices to new customers in its local area.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
1. Leverage Google's machine learning capabilities by automating marketing campaigns and bidding strategies to maximize conversions and reduce costs.
2. Develop video content for YouTube ads and website to boost search visibility, increase purchase intent, and improve conversion rates.
3. Implement cross-channel attribution reporting to understand how customers interact across search, display, video, and social to optimize marketing spend and drive more conversions.
Fullmoon PH aims to be the best party organizer in Manila featuring music, art, and culture. Their target market is partygoers aged 16-26 from generations Y and Z. The marketing plan aims to reach 500,000 people, sell 200 tickets, and engage 50,000 people on social media for a Halloween party. The digital strategy will use Facebook, Instagram, and search engine optimization to raise awareness, contests to drive ticket purchases, and social sharing to encourage advocacy. Performance will be measured through social media metrics, ticket sales reports, and party attendance to evaluate success.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
This document provides a template for planning a digital marketing campaign. It includes sections for defining campaign goals and metrics, targeting audiences, key messages and offers, strategy, media mix and budget, and a media schedule. The template is intended to help marketers integrate digital tactics into broader campaigns and prompt consideration of new digital approaches. It was created by Dave Chaffey and Danyl Bosomworth of the consultancy Smart Insights to provide a structured framework for campaign planning.
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
What Works in B2B Marketing. Difference Between B2B and B2C Marketing. IndiaMART.com
B2B Marketing : Difference Between B2B and B2C Marketing. And What Works in B2B Marketing. Presentation given by Arun Tyagi, GM, Marketing, IndiaMART at NIILM. 4 March 2011.
This document provides guidance on how to create a memorable brand through storytelling. It discusses that a logo and name alone do not make a brand, and that brands are complex perceptions defined over time. To be memorable, a brand needs a simple, consistent design; a good story that connects emotionally with customers; and an understanding of customers' preferences. The document outlines frameworks for crafting brand stories and discusses assessing customers to identify what would be memorable to them. It emphasizes that to build a memorable brand, a company must know what is memorable to its target customers.
This document outlines a social media marketing plan to promote ticket sales. It will generate online sales through targeted social media interactions like Facebook, Twitter, YouTube, blogs and websites. The plan will create social media pages and profiles, post engaging content, join relevant groups, follow influencers, advertise and comment on others' content to drive traffic to the ticket website. Progress will be tracked using analytics and performance reports on metrics like website traffic, tickets sold and costs will be provided. The social media work will begin in the first 4 weeks with promotion ongoing for 3-4 months alongside advertising.
This document outlines a digital marketing plan. It defines digital marketing as targeted, measurable marketing using digital technologies. It lists various digital marketing channels and examples. Personas for target audiences are described along with their interests and concerns. Goals, actions, content planning, and results tracking are components of the outlined plan. Key performance indicators and costs are evaluated to optimize the strategy over time.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Performance Marketing in a digital worldForestView
This document outlines the agenda for a masterclass on performance marketing in a digital world. The masterclass will cover introductions to performance marketing, performance on Facebook and Google, and best practices from across the region. It will include Q&A sessions. The document also provides background information on ForestView, the performance marketing company hosting the event, including their geographical presence and focus on bottom line expertise. Additional slides define performance marketing, outline key performance metrics and optimization techniques, and emphasize the importance of data and continual optimization in performance campaigns.
Digital Marketing Course | Digital Marketing Tutorial For Beginners | Digital...Simplilearn
This presentation about Digital Marketing course will go through all the major methods available to market your content. This video covers the different forms of digital marketing available to you, like search engine optimization, content marketing, search engine marketing, social media marketing, affiliate marketing, native advertising, email marketing, and online PR. This video also focuses on how each of these marketing types works along with some of the popular tools that are used for Digital Marketing with the help of examples and practical demos. So, let's get started and step into the world of Digital Marketing.
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Who should take this Digital Marketing course?
Anyone who is looking to further his or her career in digital marketing should take this course, especially those seeking leadership positions. Any of these roles can benefit from Digital Marketing Specialist training:
1. Marketing Managers
2. Digital Marketing Specialists
3. Marketing or Sales Professionals
4. Management, Engineering, Business, or Communication Graduates
5. Entrepreneurs or Business Owners
6. Marketing Consultant
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Digital Marketing Plan For Real Estate.
Running a business is hard with lots of moving parts, Technologies and demands on your time. One important task is marketing, especially digital marketing For Branding & Lead generation. Mostly business's & clients require only two things from the digital marketing-Brand awareness & Business Leads.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
The document summarizes a digital marketing campaign for JBL Tune Pro truly wireless earbuds. It includes segmentation targeting urban music lovers aged 25-35 in India. The buds will be positioned as a lifestyle product for their musical experience. The campaign goals are to grow sales, engage customers through dialogue, provide good service, reduce costs and build the brand online. Promotions will feature brand ambassadors on digital platforms and music/video streaming sites. A Google Ads campaign will target keywords like "wireless earbuds" with display ads and sitelinks driving to the product page.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
The document discusses go-to-market strategies for startups. It begins by stating that many tech startups struggle with finding a scalable way to generate revenue. It then contrasts marketing strategies, which focus on defining customers and offerings, versus go-to-market strategies, which are concerned with how to execute plans to acquire customers. The document outlines 19 potential customer acquisition channels identified in the book "Traction," including viral marketing, public relations, search engine optimization, social media ads, and more. It emphasizes the importance of dedicating significant resources to bringing in new customers, not just building products.
The document outlines the digital marketing plan of Magic8 Pharmacy located in Tarlac City, Philippines. It details an 11-step marketing plan including defining the target customer profile and competitive positioning, and strategies for price, place, promotion, and digital tools. Facebook and WordPress were utilized to boost the pharmacy's online presence, drive traffic, and track performance metrics. Analysis of Facebook insights showed that boosted posts reached more users and engaged the target demographic of females aged 35-45. The plan helped Magic8 Pharmacy effectively promote its convenient delivery services and affordable prices to new customers in its local area.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
1. Leverage Google's machine learning capabilities by automating marketing campaigns and bidding strategies to maximize conversions and reduce costs.
2. Develop video content for YouTube ads and website to boost search visibility, increase purchase intent, and improve conversion rates.
3. Implement cross-channel attribution reporting to understand how customers interact across search, display, video, and social to optimize marketing spend and drive more conversions.
Fullmoon PH aims to be the best party organizer in Manila featuring music, art, and culture. Their target market is partygoers aged 16-26 from generations Y and Z. The marketing plan aims to reach 500,000 people, sell 200 tickets, and engage 50,000 people on social media for a Halloween party. The digital strategy will use Facebook, Instagram, and search engine optimization to raise awareness, contests to drive ticket purchases, and social sharing to encourage advocacy. Performance will be measured through social media metrics, ticket sales reports, and party attendance to evaluate success.
https://genm.co
This presentation gives a brief facts and overview of why your brand/business should use social media marketing and why it is valuable and important for marketers.
This document provides a template for planning a digital marketing campaign. It includes sections for defining campaign goals and metrics, targeting audiences, key messages and offers, strategy, media mix and budget, and a media schedule. The template is intended to help marketers integrate digital tactics into broader campaigns and prompt consideration of new digital approaches. It was created by Dave Chaffey and Danyl Bosomworth of the consultancy Smart Insights to provide a structured framework for campaign planning.
Digital Trends for 2022 with specific focus on:
- The Evolution of Digital Marketing
- Digital Customer Experiences X Data Driven Strategies
- Strategic Content Marketing - PR, Thought Leadership and SEO
- Mixed Reality is the New Reality
- The Talent War is just beginning…
What Works in B2B Marketing. Difference Between B2B and B2C Marketing. IndiaMART.com
B2B Marketing : Difference Between B2B and B2C Marketing. And What Works in B2B Marketing. Presentation given by Arun Tyagi, GM, Marketing, IndiaMART at NIILM. 4 March 2011.
This document provides guidance on how to create a memorable brand through storytelling. It discusses that a logo and name alone do not make a brand, and that brands are complex perceptions defined over time. To be memorable, a brand needs a simple, consistent design; a good story that connects emotionally with customers; and an understanding of customers' preferences. The document outlines frameworks for crafting brand stories and discusses assessing customers to identify what would be memorable to them. It emphasizes that to build a memorable brand, a company must know what is memorable to its target customers.
This document outlines a social media marketing plan to promote ticket sales. It will generate online sales through targeted social media interactions like Facebook, Twitter, YouTube, blogs and websites. The plan will create social media pages and profiles, post engaging content, join relevant groups, follow influencers, advertise and comment on others' content to drive traffic to the ticket website. Progress will be tracked using analytics and performance reports on metrics like website traffic, tickets sold and costs will be provided. The social media work will begin in the first 4 weeks with promotion ongoing for 3-4 months alongside advertising.
This document outlines a digital marketing plan. It defines digital marketing as targeted, measurable marketing using digital technologies. It lists various digital marketing channels and examples. Personas for target audiences are described along with their interests and concerns. Goals, actions, content planning, and results tracking are components of the outlined plan. Key performance indicators and costs are evaluated to optimize the strategy over time.
Here's the deck from my Performance Marketing Session at Upgrad Exchange in Bangalore. Please leave your queries /feedback below.
(Link to plan in deck seems expired, here is the link - https://docs.google.com/spreadsheets/d/10c3ITcbOEWOUbFOyTuHlK1M5wJlMQBdZ2QfP3Fss1RU/edit#gid=752459564)
Well, Performance Marketing is quite a buzz word today. But for many marketers or entrepreneurs, it's easy to get lost in jargons and not catch the real essence. My goal was to simplify the concepts in performance marketing with examples everyone can relate to.
The deck also covers a performance mindset, and a spend management strategy that can help brands optimize their spends towards metrics that matter.
To deck covers
- The Marketing funnel & How most marketing teams are structured today.
- Performance marketing with a case-study, where I have detailed a spend strategy with channels & metrics
- Wrapping up, the deck talks about growth engines & growth hacks - with some inspiring examples.
Performance Marketing in a digital worldForestView
This document outlines the agenda for a masterclass on performance marketing in a digital world. The masterclass will cover introductions to performance marketing, performance on Facebook and Google, and best practices from across the region. It will include Q&A sessions. The document also provides background information on ForestView, the performance marketing company hosting the event, including their geographical presence and focus on bottom line expertise. Additional slides define performance marketing, outline key performance metrics and optimization techniques, and emphasize the importance of data and continual optimization in performance campaigns.
Digital Marketing Course | Digital Marketing Tutorial For Beginners | Digital...Simplilearn
This presentation about Digital Marketing course will go through all the major methods available to market your content. This video covers the different forms of digital marketing available to you, like search engine optimization, content marketing, search engine marketing, social media marketing, affiliate marketing, native advertising, email marketing, and online PR. This video also focuses on how each of these marketing types works along with some of the popular tools that are used for Digital Marketing with the help of examples and practical demos. So, let's get started and step into the world of Digital Marketing.
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Who should take this Digital Marketing course?
Anyone who is looking to further his or her career in digital marketing should take this course, especially those seeking leadership positions. Any of these roles can benefit from Digital Marketing Specialist training:
1. Marketing Managers
2. Digital Marketing Specialists
3. Marketing or Sales Professionals
4. Management, Engineering, Business, or Communication Graduates
5. Entrepreneurs or Business Owners
6. Marketing Consultant
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training
Digital Marketing Plan For Real Estate.
Running a business is hard with lots of moving parts, Technologies and demands on your time. One important task is marketing, especially digital marketing For Branding & Lead generation. Mostly business's & clients require only two things from the digital marketing-Brand awareness & Business Leads.
This is a fantastic presentation from Marty Neumeier from his book Zag. If you are short of time skip to slides 63 - 68 to see the evolution from marketing to branding. Love it.
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
1) The document outlines various touchpoints and metrics for customers at different stages of the customer lifecycle from pre-sales to support.
2) It identifies frustration sources for customers such as only receiving calls near renewal time and slow ticket responses.
3) Recommendations are provided to address the opportunities including hiring a customer marketing manager, improving the free trial experience, and creating a deployment playbook.
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
This document maps out a customer's negative experience with a company's dishwasher repair/replacement process. It took months to resolve, with multiple unnecessary service visits and a lack of communication. The customer grew increasingly frustrated as the process involved misplaced records and confusion about next steps. They did not feel their problem was being properly addressed or that the company cared about providing a good experience.
Empathy-Based Personas: Gaining a Deeper Understanding of Your Audience (Pres...Esteban Gonzalez
Information is not the same as insight, so while organizations have an increasing amount of data about their audiences, they don’t always know how to make sense of it – what belongs, what’s actionable, and what will really help them meet their evolving challenges.
Personas are a well-known tool for providing context, but they’ve usually been based on common denominators and averages. As content strategists, we understand that crafting compelling experiences requires us to have a deeper understanding of audiences than numbers alone will offer.
At this hands-on workshop, we will learn how to develop another approach to creating audience personas. This approach complements data with an empathetic framework that produces a more human connection with a deeper understanding of customers’ wants and needs.
Learn to Transform Yourself from an Expert to Thought Leader - Mitchell LevySVForum Marketing SIG
The document discusses how experts can transform themselves into thought leaders. It begins by introducing Mitchell Levy, who has experience in corporate consulting, e-commerce, publishing, and coaching. Levy then defines experts as having intensive experience in a field through practice and education, while thought leaders are recognized advocates and influential mentors sought out by others for guidance. The rest of the document provides Levy's advice on how to make the transformation, including developing a following through social media, leadership, and establishing a proven platform. He emphasizes the importance of execution, delivering value to clients, and continuously learning and sharing knowledge with others.
Leadership: The One and Only Path To Becoming a (great) LeaderAdhika Dirgantara
The document discusses various theories of leadership, including:
- Great Man theories which assume great leaders are born with inherent leadership qualities
- Trait theories that leaders possess certain traits
- Contingency theories where the leadership style depends on situational factors
- Behavioral theories where leadership can be learned through teaching and observation
- Participative theories where leaders encourage input from followers
- Relationship theories that focus on the connections between leaders and followers
Leadership is defined as a process of leading others to accomplish a mission through iterative stages of creating a vision, influencing followers, and realizing goals. Suggested qualities of a leader include guiding others, initiative, charisma, clear purpose, cooperation, optimism and self
Thought Leadership--What is it and how do I become a leader?ReadyTalk
Utilizing webinars can be a valuable marketing tactic, but they can also detract potential customers. Many companies tend to make the same mistake over and over again--they advertise a webinar on a specific topic, and ultimately end up talking about their own company for most of the presentation. Unless you advertise that the webinar will focus on your products, stay focused on the specified topic and earn the trust of potential prospects through thought leadership. Learning to become a thought leader is especially vital during the early stages of a marketing campaign and demand generation. This slide deck explains the difference between thought leadership and a sales pitch. It also includes 5 ways to become a thought leader and help prospects succeed in their industry.
This document provides insights into the growing e-commerce market in India:
- E-commerce in India has grown significantly since 2009 as the number of internet users has risen dramatically from 5 million in 2000 to 100 million in 2011.
- Online shopping sites see around 14 million visitors regularly, though conversion rates remain low in some sectors.
- Usage of social media, online travel sites, and apps is also increasing rapidly in India, indicating strong growth potential for e-commerce.
1. The document discusses adopting a customer-centric digital strategy by understanding customers' needs, expectations, emotions, and motives through analyzing what customers aim to achieve versus what they currently do.
2. It recommends identifying areas where customer experience can be improved by recognizing "pain and gain spots" through iterative prototyping that replicates real customer journeys.
3. Successful strategies are built on deep customer insights that are validated through agile development and analytics to ensure new digital offerings meet customer needs and provide a good product-market fit.
The company faced internal and external challenges that drove the need to change how marketing and sales were aligned. Research was conducted from April 2013 to December 2014, which included an internal pilot and further research to hone their new approach. In 2014, progress was made by mapping the existing contact database to personas, conducting content audits and analytics on campaigns, and developing new personas where gaps were identified. The results showed improvements in the number of contacts responding to marketing, consistency of language between teams, deeper customer understanding, and improved alignment between marketing and sales. Key metrics like SQLs, conversions, opportunities, and pipeline value all increased substantially from 2013 to 2014.
This document profiles potential user personas for a behavioral health electronic health record (EHR) system. It describes three personas:
1. Practice administrators who are mostly female, aged 30-60, seeking an intuitive EHR with deep behavioral health content and flexible reporting.
2. IT managers who are mostly male, aged 25-50, focused on implementation impact, return on investment, and system uptime and security.
3. C-suite executives who are aged 45-70 of either gender, looking for competitive pricing, integration with primary care, and support for business analytics and key performance indicators.
5 steps to developing a B2B content marketing strategy for SME'sStickyeyes
Phil McGuin, Stickyeyes Head of Insight and Consultancy presented his 5 steps to developing a content strategy for The Marketer’s latest webinar – B2B content marketing: how to set a strategy for an SME then run a simple, cost-effective programme #contentmarketingwebinar
The webinar focused on five key stages of developing a strategy from context, connection and categorisation to crafting and conversion.
For more content marketing advice and insight see our blog at http://www.stickyeyes.com
Dead simple ways to get started with Account-Based Marketing#FlipMyFunnel
The document provides an overview of account-based marketing (ABM) best practices. It discusses the key steps to ABM, including identifying target accounts and decision makers, cleaning account data, creating personalized content, executing campaigns, and reviewing results. It also shares examples of tech stacks and campaigns from Jessica Cross and Adam New-Waterson for identifying accounts, messages, and measuring performance. Overall, the document outlines a framework for planning and implementing simple yet effective ABM strategies.
Las nuevas generaciones y sus gustos, los cambios de estilo de vida de la sociedad, los vertiginosos avances tecnológicos, la web 2.0, la obsesión por la movilidad y la inmediatez, y la consecuente aparición de nuevas tipologías de cliente, la nueva realidad social y económica... son realidades que han transformado las verdades asumidas durante décadas.
El marketing masivo ya no es la respuesta válida. Hoy, la tendencia es marcada y clara: hemos de ?tocar la tecla? adecuada en el cerebro del consumidor. Hemos de evidenciar la racionalidad de la compra y ganar las emociones. Operaciones y emociones ganan los corazones. Calidad y Calidez dan un diez.
El corazón tiene razones que la razón no entiende: todo tiene una dimensión racional y emocional en el marketing de hoy. Para lograr la VINCULACION con los clientes, los expertos en marketing se han afanado en profundizar en el estudio del comportamiento individual y social haciendo uso del marketing experiencial, y recientemente complementan las tradicionales herramientas con nuevos elementos procedentes de las neurociencias.
Así, es fundamental conocer las motivaciones, los frenos, las expectativas y las razones y emociones que maneja el cliente al decidir. Tenemos que conseguir acercarnos a las respuestas más ansiadas: ¿por qué el cliente toma una decisión de compra? ¿qué es lo que está detrás de su conducta?¿cuáles son sus preferencias, más allá de sus manifestaciones conscientes, al enfrentarse a un mercado sobresaturado por la oferta?
Pero, obtenido el conocimiento, ¿cómo transformarlo en acción? Abercrombie y su uso del aromarketing; Apple y su conversión en una marca emocional; hipermercados que componen su relación con el cliente desde el prisma de la emocionalidad, son ejemplos de hoy inspirados en enfoques del siglo XX (como Disney o Coca Cola), paradigmáticos del nuevo concepto de marketing experiencial.
El marketing experiencial, así, se ha tornado en un cocktail de CRM y análisis de datos, herramientas de marketing no convencional, ingeniería y tecnología aplicada al ?journey map? o recorrido del cliente y orientaciones emocionales de la marca. Un cocktail nada sencillo, pero garantía (o casi garantía, hoy no hay nada seguro) de éxito.
El documento describe las diferentes etapas por las que pasa un aspirante en el proceso de selección de una carrera universitaria. En una primera etapa, el aspirante se motiva a investigar opciones a través de medios de comunicación o referencias. Luego explora información en internet comparando programas y universidades. Finalmente, consulta opiniones, selecciona una opción, y se inscribe en la universidad después de conocer los requisitos del proceso.
How to create content that fuels your sales funnel (pdf)Stickyeyes
Ensuring that you are delivering the right content, to the right audience, at the right time in the buying process is no easy task, but it is critical to get this right in order to drive a return on investment from content marketing.
Our latest webinar, hosted by Phil McGuin, Director of Demand Generation at Stickyeyes broke down the fundamental elements to building and implementing a sales driven content strategy including:
- How to define your sales process & buying cycle.
- How to understand how your target audiences behave online, and what content they are looking for.
- How to map your content onto your target audience and customer persona groups.
- How and why to deploy relevant content at different stages within the sales cycle.
All the experts in the digital domain are talking about The Customer Experience, why do they bother? Is it just another hype created to increase sales for clever consultants? Or can it give you benefits like new visitors to your website, higher conversion rates, loyal customers and increasing revenues for your business?
These slides will teach you:
✔ WHAT the customer experience is about
✔ WHY it matters
✔ HOW you could benefit from it
This document discusses how companies can better differentiate themselves and increase revenues through "Thoughtful Selling". It notes that customers now find most product information online beforehand, so companies need to close the "insight gap" between their brand and products by providing unique insights. It recommends categorizing customers into "Take Us Forward", "Model It", and "Prove It" groups and matching insights to each group's needs. Additionally, it emphasizes aligning marketing campaigns and sales conversations by integrating efforts between departments to create high-performance programs grounded in unique insights.
Over the last year, we’ve done several customer insights projects for clients using the 'Jobs To Be Done' framework. We’ve done this for companies in management consulting, consumer packaged goods, and apparel. Doing 60-minute interviews with one customer at a time and distilling that information has been some of the most interesting work I’ve done in my career. Here’s how we do it and why it’s worth doing.
This document provides an introduction to inbound marketing. It discusses key concepts like buyer personas, the buyer's journey, and using content and SEO to attract potential customers at different stages of their journey. The document is from Doidea, an inbound marketing agency, and it serves as an eBook to teach beginners the basics of inbound marketing. It covers topics like understanding your audience, creating the right content for different stages, and optimizing content to rank higher in search engines. The overall goal of the document is to explain the core components of a successful inbound marketing strategy.
The term “buyer persona” refers to an all-inclusive representation of a group of people’s psychographics, demographics, requirements, and irritants. You can use the buyer persona you create for marketing purposes and unearth previously unknown details about your customers. Since you’re planning to move your business online, you have to contemplate the necessity of buyer personas.
Source: https://www.moontechnolabs.com/blog/create-buyer-persona-to-your-grocery-business-to-beat-your-competitors/
RiseFuel's Beginners Guide to Inbound MarketingTony Shannon
By now, we've all heard how valuable—even essential—inbound marketing can be for growing sales and finding new customers. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that inbound marketing is far more complex field than it first seems.
Diving in without a sense for what it's like can be overwhelming, and building a marketing strategy that provides real value takes both savvy and hard work, but fear not—we're here to help!
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
Sales Methodologies - A quick guide to boosting success - realSociableDalia Asterbadi
The document discusses the top 6 sales methodologies used today: SPIN Selling, Conceptual Selling, SNAP Selling, Solution Selling, Customer Centric Selling, and Challenger Selling. It provides an overview of each methodology and tips for how to effectively utilize them. It also discusses how technology like realSociable can help salespeople implement the methodologies by providing business intelligence, maximizing online opportunities, and reducing administrative work to focus on relationships. The document advocates integrating technology with sales methodologies to create velocity while maintaining a relationship-driven approach.
Sales and marketing alignment is crucial for business success. While marketing automation can help generate leads, sales automation is needed to move leads through the sales funnel and close deals. The two functions have different motivations and roles in the buying process - marketing is passive and aims to make prospects aware, while sales is active and builds connections. To be most effective, marketing and sales automation solutions need to work together to prepare prospects for well-timed outreach from sales representatives, with marketing educating buyers through content and sales converting buyers. Marketing automation alone cannot close deals, and sales automation alone cannot generate enough leads, so aligning the two processes is key.
Strategic B2B Marketing: Great insights for beginners and experience Marketer...Dolly Gujarathi
Moving from tactical to strategic B2B marketing
1. Tactical marketing focuses on generating leads through mass campaigns but often fails to properly identify customer needs and qualify leads. This results in low-quality leads that sales ignores and missed opportunities.
2. Strategic marketing takes a more structured approach to define goals, understand target markets and audiences, and implement integrated programs. This includes in-depth audience analysis and long-term lead nurturing strategies.
3. Strategic marketing is shown to generate 50% more sales-ready leads at 33% lower cost per lead. It also reduces the percentage of ignored marketing leads from as high as 80% to 25%. Taking a strategic approach improves lead quality and return on
This document discusses 10 common barriers to understanding the customer journey and how to overcome them. It explores barriers such as forms and content not being effective, a lack of data integration across channels, weak buyer persona research, a marketing-focused rather than customer-focused view, and more. For each barrier, it provides solutions such as improving offers, conducting content audits, developing well-researched buyer personas, focusing on the customer perspective at each stage, and using analytics to understand the most effective customer journeys. It also provides two customer success stories of companies that improved their understanding and management of customer journeys.
Buyer personas are a useful tool to have in any marketer’s toolbox, as they help you understand your customers better. However, many marketers don’t know how to develop a buyer persona or even how to get started.
This article will provide you with an overview of what a buyer persona is, and outline the basic steps needed to develop a buyer persona.
Customer Lifecycle Software Stack: 12 Tools to Help You Raise Profits by 75%LizzyManz
The document discusses tools to help manage the customer lifecycle from awareness to advocacy. It identifies 12 tools to help with key stages: awareness (Hootsuite, WordPress), engagement (Insightly, Salesforce CRM), evaluation (Hubspot, Mopinion), purchase (Apple Business Chat, OptinMonster, PayPal), post-purchase (Process Street, Churn Zero), and advocacy (Influitive, GrowthSurf). Each tool is described briefly with its features and pricing. The goal is to understand and guide customers through each stage to maximize customer lifetime value and retention.
This document discusses how content marketing can be used to build relationships with buyers and enhance their experience. It recommends understanding buyers' journeys, pain points, and desired emotions at each stage. Content should be strategically placed along the buyer's journey to address their needs. Specifically, content after an event can help extend relationships and drive repeat business. The key is using content to create exceptional customer experiences that get buyers to know, like, and trust the business.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Target-Engage-Support: The definitive guide to online customer interactionGianluca Ferranti
The document discusses strategies for optimizing customer interactions across online channels. It emphasizes targeting the right customers, engaging customers through various digital channels at optimal times, and providing proactive versus reactive support. Proactive support involves anticipating customer needs and volunteering assistance, which can boost conversion rates and customer satisfaction while lowering costs. The key is engaging the right customers at the right time through the right channels and with appropriately trained agents.
Sales support refers to functions that help sales representatives focus on selling and closing deals. There are two major types of sales support: helpers, which are people or functions best done by people like lead generation and product training, and tools, which are documents and software that help reps with their work like templates, calculators, and CRM systems. Providing effective sales support is crucial for a successful sales team as it allows reps to spend more time selling while administrative, research, and customer support work is handled by the support team.
When target positioning for marketing, know your clients well enough to be your best friend. Make a clear definition of the type of person the business would appeal to. What are the likes, dislikes, experiences, and values of the prospect? What kind of energy is needed to appeal to them? Only then could you start targeting your search campaign.
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
The document discusses how technology and online research has changed buyer behavior, with customers now 57% through the purchasing process before contacting a salesperson. This has increased the value of subject matter experts who can provide insights beyond what customers find online. The document recommends that companies train their salespeople to become subject matter experts by understanding customer buying behaviors, industry trends, and how to identify opportunities to add value. It provides examples of how one financial company significantly increased sales by restructuring their sales team and processes to focus on a consultative, subject matter expert approach.
For manufacturers, transforming marketing to focus on customers in today's digital world requires understanding how customer buying behaviors have changed. Customers now research products online extensively before engaging with companies, so manufacturers must provide meaningful online content to connect with customers. The document recommends becoming a customer-centric organization by deeply understanding customers, innovating customer-focused processes, empowering employees to own customer experiences, and establishing accountability through metrics. It emphasizes that content marketing should provide solutions to customer needs and encourage two-way engagement through relevant online channels.
Ähnlich wie Customer Journey Maps and Buyer Personas (20)
Behavioural Psychology Meets Advertising StrategyGoodbuzz Inc.
Here Availability Cascade, Von Restorff Effect, Illusory Correlation, Narrative Transport, and Spotlight Effect are explained (with recent examples). *Compliments of Planning Dirty.
This document provides a framework for providing structured creative feedback in 3 stages - head, heart, and body.
The head stage focuses on feedback for the problem definition, audience, insights, and strategy before any creative work is shown. The heart stage is for feedback on the initial creative concept, medium, and message. The body stage is for feedback on creative production elements like content, ecosystem integration, and technical errors.
Checklists are provided for each feedback stage, focusing the discussion on alignment with the brief and identifying issues requiring reworks versus minor adjustments. The framework is intended to make the creative feedback process more constructive.
This document provides a summary of the "Planning Dirty Brand Actions Library" which contains over 200 innovative advertising examples from 2018 across various industries. It is organized by industry with each example briefly described and linked. Industries covered include quick service restaurants, alcohol, soft drinks, packaged foods, healthcare, banking/finance, and more. The purpose is to share creative advertising strategies and campaigns with marketing professionals.
The Effect of Weather on Consumer SpendingGoodbuzz Inc.
This document discusses three studies that examine the effect of weather on consumer spending. The first study analyzes daily sales data from a retail store and finds that weather variables like snowfall, humidity, and sunlight influence consumer spending. The second study uses panel data from consumer diaries to show that sunlight decreases negative affect, which in turn increases consumer spending. The third study is a laboratory experiment that directly tests the hypothesis that the effect of weather on spending is mediated by negative mood. Across the three studies, strong support is found that sunlight decreases negative affect and increases consumer spending.
Financial Marketing Trends Report (2019)Goodbuzz Inc.
Financial marketers are moving beyond brand-building to focus on acquiring new customers and members, increasing engagement and enhancing lifetime value while reducing churn. By connecting data, advanced analytics and marketing automation tools, marketers are focused on the customer journey and improving the customer experience.
Banks are focusing on building brand loyalty among youth through targeted social media campaigns and personalized mobile banking experiences. Some strategies that have been successful include HSBC's student-focused music campaign on social media in the UK, TEB BNP Paribas' branded Snapchat lens to promote a tennis tournament, and EGBank's social media storytelling series that increased brand awareness among Egyptian youth. Artificial intelligence is also being used to deliver contextually relevant messages to the right audiences at the right time, as demonstrated by Alfa-Bank's use of AI to connect customers to a football star brand ambassador.
'Anatomy of Effectiveness’ is a white paper for brand marketers and advertising agencies alike, highlighting five key priorities for brands seeking greater impact. It will change the way brands and agencies market and will drive better consumer engagement.
The Deloitte Global Millennial Survey 2019Goodbuzz Inc.
The document summarizes key findings from the Deloitte Global Millennial Survey 2019. It found that millennials and Gen Zs express uneasiness and pessimism about their careers, lives, and the world, despite current global economic expansion. They feel a strong lack of faith in traditional societal institutions and are disillusioned. Millennials value experiences like travel over starting families or businesses. They are also skeptical of business' motives and will support companies that align with their values. The survey included responses from over 16,000 millennials and Gen Zs across 42 countries.
The document discusses a study conducted by MIT Technology Review Insights on how companies are using artificial intelligence (AI) to enhance customer experience. The study was based on a survey of 599 customer experience executives across 18 countries and industries. It found that most companies have adopted AI across the customer journey to improve efficiency and gain a deeper understanding of customers. Companies that implemented AI earliest are seeing the biggest rewards in efficiency, customer satisfaction, and revenue gains. The report also examines regional differences in AI adoption and investment drivers.
ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING Goodbuzz Inc.
Driving Tangible Value for Business. Briefing Paper. Interest in AI/ML is soaring, but confusion and hype can mask the real benefits of these technologies. Organizations need to identify use cases that will produce value for them, especially in the areas of enhancing processes, detecting anomalies and enabling predictive analytics.
Learn how to establish a firm digital presence and reach potential customers who are spending the majority of time in messenger apps? How do you reach buyers at the awareness stage of their journey using messenger apps? The answer is Chatbots (bots.)
A new map for navigating adland’s ever-expanding boundaries. The map is called ‘MaShCreaTr’, a simple four-box matrix that imposes some order on this increasingly chaotic marketing landscape. It stands for ‘Make, Share, Create, Transform’ and clarifies where different types of player, old and new, operate.
Marketing must evolve to keep up with today's customer who is in control of their buying journey. While most marketers use marketing automation to standardize processes, the most successful are using it to transform their practices with a focus on customer behavior across channels. Those marketers who have adopted behavioral marketing saw benefits like higher revenue growth and larger contributions to sales pipelines. Behavioral marketers have more fully implemented automation, run more and a greater variety of campaigns, and have more triggers based on customer behavior. Overall marketing automation adoption is widespread but execution remains basic for many, indicating room for improved strategies focused on the customer experience.
Goodbuzz Agency Overview + DifferentiationGoodbuzz Inc.
This document provides an agency overview for Goodbuzz Inc., an integrated creative agency based in Toronto. It outlines the company's view of the fast-changing marketing landscape and emphasis on transforming brands through integrated experiences. Goodbuzz believes that rapid change requires constant transformation, that consumers are the most powerful media, and that people's identities extend beyond just being consumers. The agency aims to collaborate across disciplines to develop immersive experiences that drive business growth for clients.
The Social Media Interactions Of Millennials Goodbuzz Inc.
What motivates the social media interactions of millennials? How are they changing? What are the drivers? How do you profit? This whitepaper "Dawn of a Social Media Trend explains how we can answer these key questions.
The Turing test asked whether one could recognize the behavior of a human from that of a computer algorithm. Today this question has suddenly become very relevant in the context of social media, where text constraints limit the expressive power of humans, and real incentives abound to develop human-mimicking software agents called social bots. These elusive entities wildly populate social media ecosystems, often going unnoticed among the population of real people. Bots can be benign or harmful, aiming at persuading, smearing, or deceiving. Here we discuss the characteristics of modern, sophisticated social bots, and how their presence can endanger online ecosystems and our society. We then discuss current efforts aimed at detection of social bots in Twitter. Characteristics related to content, network, sentiment, and temporal patterns of activity are imitated by bots but at the same time can help discriminate synthetic behaviors from human ones, yielding signatures of engineered social tampering.
The document provides guidance on developing an effective social media measurement strategy. It outlines a 9-step framework: 1) select a use case like brand health or marketing optimization; 2) define success measures and key performance indicators; 3) ensure metrics have meaning and align to business priorities; 4) decide which social data matters; 5) choose the right technology; 6) collect data through links, tagging and integrated measurement; 7) visualize data to tell the story; and sustain efforts by iterating and benchmarking. The framework helps companies prove the value of social media by integrating measurement and tying efforts to business outcomes.
Top 10 Ways To Improve Digital ExperiencesGoodbuzz Inc.
To find improvement opportunities that will have the biggest impact on the customer experience and business metrics, companies need to start their digital improvement projects by analyzing web and app analytics, operational data, and multiple forms of customer research.
Reaching the Widest Audience with Common Short Code and SMS Mobile MarketingGoodbuzz Inc.
Companies are increasingly using common short codes (CSC) and SMS mobile marketing to reach wide audiences. CSCs allow customers to opt-in to receive promotional messages from brands on their mobile phones. Several case studies show that CSC campaigns generated significantly higher response rates than other channels. Metrics like sales, registrations, and engagements can be used to calculate return on investment for CSC campaigns. Integrating CSCs with other channels in a multichannel marketing plan can further increase campaign effectiveness and drive higher returns.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
2. Many businesses are recognizing the danger of
focusing solely on one part of the experience at
the expense of others. Today’s CMOs are invest-
ing across the entire journey – from discovery,
learn and try to buy, use and advocacy – and
planning to increase their spending across
every stage of the buyer journey over the next
two years by an average of 50 percent.2
Of course, simply spending money in these areas
without a strong understanding of how contacts
are feeling, what content they are looking for
and how they want to interact with a business is
likely a recipe for poor marketing performance.
That’s why buyer personas and customer
journey mapping have recently emerged as
some of the hottest trends in marketing.
While the initial terms and concepts have
been around a while, the last
two or so years have brought
the terminology and practices
to the forefront of marketing
strategy, and for good reason:
Buyer persona marketing can actually
represent a huge shift in a company’s go-to-
market approach. Furthermore, customer
PAGE 2
Customer Journey Maps and Buyer Personas:
The Modern Tool Kit for Marketing
Today’s buyers have more ways to interact
with businesses than ever, but this increase
in communication channels and platforms
doesn’t necessarily translate to a positive
customer experience: Only 22 percent
of consumers say the average retailer
understands them as an individual, and only
21 percent say the communications they
receive from the average retailer are “usually
relevant.”1
Most companies understand how critical it
is to do better – 88 percent say their growth
depends on personalizing the customer
experience – but lack the resources and
expertise to design an improved customer
journey. Only 37 percent believe they have
the tools they need to deliver exceptional
customer experiences.1
The complex nature of today’s buyer journey,
with more touch points across multiple
channels and devices, can make enhancing
the experience more challenging. Siloed data,
fragmented marketing efforts and unbalanced
budgets often conspire to create a less-
seamless, less-rewarding experience.
journey maps can help you facilitate customers’
evaluation and purchase decisions and improve
their experience.
This paper will explain the benefits of moving
from feature-focused, specifications-rich tactics
to adopting a more buyer-centric approach.
Along the way, you’ll learn how to think about
these areas from a strategic perspective and
discover new tactics you can employ to help
design a customer experience that drives
increased engagement and revenue.
3. PAGE 3
ensure that what you’re communicating
will resonate with the folks you’re trying to
reach. You’ll shift from pushing products to
acting like a helpful concierge — answering
their questions and concerns, and being on
their team instead of the opposing side.
Imagine how successful you might be if your
messages appealed to your target audience’s
core thoughts and feelings instead of
droning on about features, specifications
and generic benefits like your competitors.
You’d probably eat their lunch — and their
market share!
While the idea and concepts behind
being buyer-centric marketing may sound
obvious and simple, in practice it’s far
more challenging because you often have
to unlearn the ingrained marketing and
sales practices of being product-focused
organizations.
In order to adopt these new buyer-centric
approaches, you’ll need to add some new
tools to your digital marketing tool kit. First,
you’ll want to develop comprehensive buyer
personas that represent who your customer(s)
really are. Then, you’ll use this knowledge to
create customer journey maps that illuminate
how your contacts are engaging with you
along the path to purchase – and beyond.
From there, you’ll be well-positioned to deliver
that ever-elusive awesome experience your
customers and prospects crave.
A New Approach to Marketing
Shifting your marketing to a focus on the
customer experience, rather than leaving
the buyer journey as an afterthought, starts
with empathy. Instead of focusing so intently
on your products, your solutions and all
aspects of your offerings, taking a customer-
centric approach puts you smack in your
buyer’s shoes.
• How are they feeling? Stressed out?
Curious? Excited?
• What are they thinking? Looking
for ways to impress their friends or
colleagues? Get a raise? Move past a
tough milestone? Master a new skill?
• What are their expectations?
Valet service? Flexible contract
negotiations? Instant download?
Taking time to answer these types of questions
will put you in your buyers’ shoes, building
empathy toward them: what they are going
through and what they’d like to achieve.
Having high levels of empathy in your go-to-
market approach and messaging will help
Understanding the Customer Journey: An Overview
View the video
4. PAGE 4
Buyer personas are iconic representations of
your ideal customer. They are research-based,
grounded in data, facts and actual interviews
with recent buyers (and may even include per-
spectives from people who deferred a purchase
decision or purchased a competitive solution).
Some marketers mistakenly think “personas” is
just a hip word for segmentation, a term which
refers to dividing a broad audience into smaller
subsets based on common preferences or
actions. However, properly constructed buyer
personas dig deeper to reveal the attitudes,
feelings and goals that motivate customers
during the buyer journey.
Creating buyer personas is both an art and a
science. You can attempt to build your own
personas, but if you work for a company with
the resources, it might be beneficial
to hire someone to help
you in your first buyer
persona development
exercise and “teach
you how to fish.”
After that, you’ll
have the skills and
experience to revise
and maintain personas
on your own.
The Buyer Persona Development
Process: Getting Started
A buyer persona development process will
typically take about six to eight weeks to
complete. Doing a thorough job will ensure
you’re able to build comprehensive personas
and provide a firm go-to-market foundation
for your marketing campaigns.
First, you’ll want to brief sales management. As
the marketing executive sponsoring the buyer
persona project, let your sales leaders know
what the project is and that you’ll be contacting
recent wins as well as clients that deferred their
buying decision or purchased from competitors
to ask them if they would be willing to
participate in an interview. Explain that they are
going to get some big upgrades to their sales
tool kit at the project’s conclusion.
Preparing for Success
To develop your buyer personas,
you’ll want to start by talking with
customers about their experiences.
Begin the process by developing a
list of recent buyers to interview. Look
at sales history in your CRM or order
management system, and run a report of
recent purchasers. If you also track deferred
purchases and lost deals, then include them
in the report. Develop a list of about 50 to 75
potential interviewees.
Once you have your list, leverage your inside
sales team, call center or support desk to
recruit these people for interviews. Send
follow-up emails to those you leave voice mails
for explaining what the project is about and
asking for their help. Recording the interviews
is a must, so confirm in advance that the
interviewee is comfortable with you doing so.
Hopefully out of your 50 to 75 contacts, you’ll
have eight to 12 people who agree to the
interview process.
As you’re pulling together your list, you
might find you already have some general
demographic and behavioral information that
provides valuable customer insights. Feel free to
supplement your customer records with these
insights, but keep in mind that information such
as “Reads Fortune magazine,” “active on Twitter
but not Facebook” or “Always attends XYZ
conference” is usually too high-level to help you
create differentiated messaging. So, don’t forgo
the interview process because you already have
a lot of information about your customers and
“think” you know what you need.
Section I: Buyer Personas
5. PAGE 5
Enhancing the Interview Process
To help make sure you get the most out of
your interviews, you’ll want to approach
these conversations like a professional
investigative journalist. If you don’t have that
fearless “get to the bottom of it” mentality,
you may need to recruit other team members
or third-party experts to help conduct
the interviews.
Whoever is doing the interviews should
ask probing questions and listen carefully
to the answers, digging deeper where
appropriate as customers are sharing their
insights on how their evaluation and buying
process went.
The goal should be to find out why contacts
decided to look for a new product or solution,
what brands they initially considered (and
why), how they evaluated those brands, what
was important to them and what concerned
them. If the buying process was put on hold
at any point, find out what other initiatives
took precedence. Try to get interview
subjects to remember and explain how they
felt and what they were thinking as they
moved through the buying cycle.
Extrapolating the Key
Interview Takeaways
After (and only after) you have eight to 12
great in-depth investigative interviews, you’re
ready to compile the results. To help speed up
the process, consider shipping your recordings
to a professional transcription company to
transform the audio recordings into printed
documents. Go through each interview and
begin highlighting key phrases or passages.
Details you’ll want to capture include:
• What triggered the buyer to begin a
search for a new product or solution?
• What were their decision criteria?
• What results or outcomes were they
looking to achieve?
• What other products or vendors did they
consider?
• Why did they eliminate or select them?
• What was important to them?
• What were they feeling as they moved
through the buying process?
• What do they perceive as risks with the
project/product/decision?
After you’ve marked up each interview, go
back through and paste the key findings you’ve
highlighted into a spreadsheet, grouping
common themes and answers from your
interviews. When this is finished, you should
have three to five phases or aspects of the
buying cycle fully supported and documented
using the buyer’s viewpoint, with six to 12
interview quotes for each phase.
Either incorporate all your highlighted
comments into each aspect or put them
into an additional comment area for further
consideration during the messaging exercise.
As you’re poring over your data and thinking
about what personas make sense, your initial
reaction may be to create many buyer personas
because you have a lot of unique, insightful data.
Keep asking yourself if you need a differentiated
message for each possible persona, or if the
same messaging will work and address the
needs of multiple potential personas.
If there are completely different expectations
for the purchase, and you need a unique
messaging approach, then you may well need
additional personas. Don’t forget, though, that
it’s perfectly OK to end this exercise realizing
you only need one persona to have an effective
marketing program.
6. PAGE 6
Turning Your Findings into Content
Once you’ve established your personas,
it’s time to think about how your interview
content will translate into marketing messages.
With this step, it’s important to make sure
you don’t regress back into product/feature
speak. Continue to keep the buyers’ words
front and center as you brainstorm compelling
marketing messages. Synthesize your notes
and spreadsheets to determine what the top-
line messages should be. Rank these messages
in terms of the importance to the buyer.
If you’re working in a group to flesh out your
messages, appoint one person to be the voice
of the customer and give them full authority to
speak up when you get off track or revert
to the old corporate-speak.
Done correctly, you’ll realize that now
your marketing messages need to be much
more about how your company or product
solves the buyer’s problems, how something
will be used, or how their processes will
change than about explaining your product’s
features and benefits.
There might be lots of cool product bells and
whistles that your buyers didn’t even say
they needed or were unimportant in their
evaluation process. In these cases, you might
need to put these features on the back burner
and instead concentrate on illustrating how
The Power of Combining Nurture with Your Website Content Management System
If you’ve done the hard work to develop your buyer personas and depict your customer journeys in a journey map, why not take the
implementation a few steps further and use this information to customize your website for each visitor? It might not be that difficult,
and the increased personalization can go a long way toward reducing bounce rates, increasing site time and raising overall effectiveness.
Your website content management system should allow you to define rules for what’s displayed and where.
Simply incorporate persona-based rules to streamline site navigation, eliminating navigation that’s not necessary and
highlighting the “best choice” navigation in a premium place. You can also promote certain content pieces or product
offers over others. By eliminating content and navigation that’s irrelevant to certain personas, you’re automatically
simplifying your website and highlighting only what’s necessary. This should streamline the customer journey, improve
the customer experience and focus your buyers on the next step in their consideration process.
your product or solution addresses buyers’
most pressing needs — no matter how proud
R&D is about what it’s built.
Once you’ve fleshed out some of your potential
marketing content, look to incorporate this
new persona messaging into your company’s
sales enablement tools (if applicable). Some of
the persona findings will be helpful in the sales
discovery process or perfect for training your
inbound call center. Other elements will help
your sales reps address competitive threats.
Take the time to think about what makes sense
where, and make sure these buyer persona
insights are formatted and migrated into existing
sales enablement processes and documents.
7. PAGE 7
Common Mistakes with
Buyer Personas
As with any hot trend, lots of companies
and marketers are trying to hop on the new
technique and take short cuts just to get to
the finished project. Doing so will probably
make your entire effort for naught. Make
sure you avoid these five common mistakes:
1Creating an “Empty Icon”
or demographic-only persona:
Sometimes, marketers who are in a hurry or
don’t have the resources to create a proper
persona create an “Empty Icon.” This is a
stock photo headshot or cartoon drawing of
a person they think their target buyer looks
like and includes a short description of that
person’s title, education and background,
along with some guestimates about his or
her needs and perspectives.
It might even include some more
detailed information, such as “Early
Periscope User,” “Reads Entrepreneur
Magazine” and “Has an MBA.” Because
this persona isn’t based on interview
content distillation, though, its utility
is shallow: before long you’ll likely find
yourself back at the old feature/benefit
marketing approach.
2Depending on sales reps: In many
instances, sales reps are wonderful resources,
but they are typically of little help in the buyer
persona development process. If you’re in
the B2B market, chances are good that your
prospects are already 50 percent to 75 percent of
the way through their buying process before they
ever encounter sales. Therefore, sales reps usually
won’t have information on the most important
part of the buying cycle that you need to know
about to impact your marketing efforts.
3Undervaluing the interview process: To
uncover out all the “whys” of a buying cycle,
you need someone with the determination (or
financial motivation) to ask the right questions.
If you don’t have the budget to hire an expert
to do your buyer persona interviews, you might
be forced to do them yourself, and this can be
fraught with peril.
You or a team member might, for example, not
be comfortable doing the calls, quitting after
one or two interviews, ending interviews early
or neglecting to probe deeply enough. As a
result, insights that could make a big difference
in your messaging might be missed.
The most important part of the buyer persona
creation process is having strong in-depth
interviews, so don’t take shortcuts here.
4Using some other department’s
personas: Imagine this scenario: You
hear through the grapevine that another
department has just completed a top-notch
buyer persona exercise. You look at the
deliverables from their work, and they look
fantastic. You think to yourself, “What if I
just copy this stuff and avoid all the time and
investment to create my own personas.”
In most cases, this approach will not work.
Think of it like this: If the other department
just finished an exercise to capture personas of
people who buy water-skiing equipment and
surfboards, you can’t just copy those personas
and use them to sell climbing equipment and
camping gear. Although both sets of customers
might be outdoor enthusiasts, there just isn’t
enough in common between the groups and
how they decide to buy, evaluate and purchase
equipment to warrant sharing personas. Build
your own.
5Creating personas of executives who
aren’t the buyers: This is a particularly
common mistake for B2B marketers. You
think your buyer is a CMO, CIO or other high-
level executive. But unless you sell to small or
medium businesses, the C-level executive is
most likely not your buyer.
TWEET THIS!
8. PAGE 8
Instead, they are going to review and rely on
their lower-level employees to make product
and services decisions. As the sponsoring
executive, they’ll come into the decision
process later, merely asking questions about
the evaluation process.
Using Your Personas
If you’ve invested the time to create your
personas and avoided the common mistakes
and pitfalls, you’ll have a valuable marketing
document that should inform much of your
strategy over the coming year (or longer). You
can immediately use the messaging you’ve
developed in all your content efforts, email
offers and website copy.
Done correctly, you should see a shift from
product-centric offers to more customer-
centric content that helps contacts select the
best product, get better personal results or feel
even better about a purchase (if you’re a B2C
marketer) or solve problems, gain increased
competency and improve business operations
and results (if you’re a B2B marketer).
These are fantastic benefits, but they’re just
the start. You can use buyer personas to
enable increasingly sophisticated marketing
approaches. Specifically, you can use personas
to facilitate a better customer journey for your
clients and prospects.
Client Success Story: Paper Style
Paper Style, an online retailer that sells customer invitations and stationery, had traditionally sent the same message at the same time to its entire
database. Looking to boost engagement, it worked with its agency Whereoware to identify two key personas for nurturing: brides and brides’ friends.
Whereoware then developed an innovative campaign focused on promoting Paper Style’s wedding offerings. The campaign was comprised of a series
of emails using IBM Silverpop’s Programs functionality that followed a bride and/or her friends through wedding events, offering Paper Style products to
match their needs along the way.
Through a series of customer journey mapping exercises, Whereoware and Paper Style developed a wedding “timeline” for bridal shoppers to follow. For
example, the timeline assumes that a bride might buy Wedding Favors (given at the wedding) before Thank You Cards (usually sent after the wedding).
The campaign was laid out following this logic.
Completing specific actions, such as clicking a link in an email, visiting a certain Web page or purchasing an item, triggers a series of targeted emails guiding
customers through the wedding timeline. Each email offers content and product suggestions in keeping with the current stage of wedding planning.
These targeted emails have resulted in a 244 percent increase in Paper Style’s open rate versus its previous average email rate, a 161 percent increase in
click-through rate, and a 330 percent increase in revenue per mailing.
9. PAGE 9
Think about your favorite brand. If you had
just a sentence or two (or even a word or
two) to describe that brand, how would you
answer? Usually, your answer is a synthesis
of all your interactions with the product, the
packaging, the people who work for the brand
(or represent the brand) and more. Using this
construct, the brand and what it represents
and the customer experience might be closely
aligned or perhaps even identical.
Customer experience, then, is the cumulative
impact of multiple touchpoints over time that
result in a real relationship feeling — either
positive or negative. Are your customers
raving fans? Strong advocates? Complaining
tell-alls? The answer is typically based on your
customers’ experiences — the summary in each
person’s mind of what he or she thinks of a
brand or product.
Every company and product provides an
opportunity to deliver its own unique
customer experience, although experiences
with other products in a company’s portfolio
will account for a lot in the overall perception
when encountering new products from the
same business. A carefully designed buyer
journey can lead to an excellent customer
experience and help you drive value, reduce
cost and build competitive advantage.
What Is a Customer Journey?
A customer journey (or buyer journey)
encompasses all the steps users, prospects
or customers go through in engaging with
a company as they consider a product or
service and then become users of these
products and services. The ideal result of
a customer journey is that as a brand or
company, you’re offering a unique, helpful,
frictionless experience for your buyers, and
what you do and how you do it allows you to
stand apart from your competitors.
In most cases, people don’t make purchase
decisions in exactly the same manner. Your
prospects and customers likely go through
different steps and processes to consider and
purchase your products.
In fact, different buyer personas can
take radically different paths to
considering your solutions,
making a selection and
following through with
a purchase. And the
same people can take
very different paths for
a different product set
that might even be made
by the same company.
Mapping the Customer Journey
Given all these unique individual journeys, how
can you gain a deeper understanding of the
different steps and stages your prospects and
customers go through as they’re interacting
with you? This is another area where buyer
personas can help – you should use them (and
buyer interview details) to begin to outline
both an “as is” state of the customer journey
and a desired view of what you (and your
buyers) would like it to be.
Once you begin to do detailed analysis of
your company’s customer journey(s), you’ll
probably find it’s easiest if you summarize
the possible interactions into a customer
journey map – a handy visual representation
of the steps and stages that customers and
prospects experience.
If different personas experience your
brand in unique ways, then you
might want to construct different
customer journey maps for each
one. The exercise of discussing
and formulating a map of your
customers’ journey will help
employees see the common stages
and processes that customers go
through to work with your company.
Section 2: Customer Journey Planning
10. PAGE 10
The True Buyer Journey:
A Multichannel Experience
All the technology available to consumers
may be used in virtually every purchase
decision. Savvy marketers, then, will want
to facilitate a customer journey that takes
into account and accommodates these
multichannel interactions.
Keep in mind, though, that these multichannel
interactions also take place offline. Legacy
methods such as phone calls, direct mail
and in-store interactions can be stalwarts in
delivering an outstanding customer journey.
Some of the channels and related interactions
involved in a customer journey could include:
• Visiting a website
• Opening a mobile app
• Communication with call center
• “Liking” something on a social channel
• Reading company-provided content,
such as an ebook
• Visiting a physical store location
• Responding to an SMS message
• Watching a video
• And much more
When building your customer journey,
design it with these myriad of channels
in mind. The more channels you can
effectively integrate, the more you can
accommodate and facilitate customers with
differing preferences.
Customer Journey Planning and the Power of Analytics
As you plan, create and revise your customer journey maps, supplement the research you’ve done with your buyer personas by tapping the
analytics capabilities of your digital marketing platform. The latest sophisticated tools allow marketers to automatically visualize and quantify the
different and unique paths customers are engaging in. In a landscape in which it’s critical that your view of your customers isn’t siloed in a specific
channel or tactic, these analytics can provide key insights on the most effective interactions across channels throughout the entire buying cycle.
Here’s a sampling of some questions about the buyer journey that analytics tools can help you answer:
• What specific assets are resonating during the customer journey?
• Where are customers exiting their interactions with us?
• Which mix of marketing channels is most effective?
• What paths are the shortest or most profitable?
These insights can inform your work on future customer journey maps and help you focus on key outcomes that create a more customer-
centric experience and shorten the buying cycle, increase loyalty and retention, and boost customer lifetime value. By integrating these
analytical capabilities into your journey mapping and content planning process, you’ll help ensure you have the data and knowledge to engage
with customers at the right place and in the right fashion.
11. PAGE 11
Perfecting the Journey Map
Development Process
As you might imagine, creating a journey
map requires a lot of careful thought and
consideration, and the process might seem
overwhelming when you’re starting out.
Here are five tips for helping you map the
customer journey.
1Identify the initial stage of your
journey map.
Usually the first stage is some sort of trigger
that caused the buying cycle to begin. From
your buyer persona interviews, hopefully
you’ve captured the main triggers. These could
be problems they needed to solve, frustration
due to lack of capabilities or features with
what they already have, or even an external
trigger such as a move.
For B2B organizations, remember that the
trigger may occur far before your sales
rep begins interacting with the buyer;
that is why you should use your persona
interviews to guide your journey planning.
Also, you might get inspiration from
other maps to help you determine the
proper stages, but don’t take another’s
stages to simply fill in the columns in your
spreadsheet. Synthesize all your persona
interviews to determine the natural
categories that make sense for your buyers.
2Isolate the rest of your stages.
The next stage after the initial trigger is
likely to be a research or investigation stage.
This is where the buyer is usually relying
on Web and print research. In addition,
they are likely tapping their social networks
to ask their connections, friends and
acquaintances how others are addressing
similar needs. In this stage, they are
beginning to get familiar with the
brands and companies that might offer
something that could help them.
Buyers at this point might reach out to
the company to begin a “direct dialogue,”
or they may just continue in “stealth
mode” doing research on their own. This
is where you must have superb content
on your website to encourage prospects
to provide their email address in return
for your best offer. In most cases, email
will be your most effective method for
building a sophisticated dialogue and
sharing additional helpful content.
12. PAGE 12
The remaining stages will vary widely
depending on what you’re marketing. Rely
heavily on the insights you’ve gleaned from
your interviews. If your decision is one that
involves a team evaluation or multiple levels of
approval, then you’ll need to account for that
in your customer journey map.
3Tap into your buyers’ thoughts
and feelings.
Reiterate from your persona work what people
are thinking and feeling at each stage. Don’t
forget that your buyers are humans with
thoughts and feelings. Tap into this when
building your journey map and your follow-on
marketing plan. Building emotional hooks into
the customer journey might allow you to build
real relationships earlier in the buying cycle.
4Document the channels your
buyers will use.
Depict the channels that might be involved
or used at each stage and the resources
the buyers are most likely to consult. This
will help you ensure that you remember
to develop plans to capture behaviors in
these channels and feed them into a central
database so you can act on these interactions
and deliver a more rewarding experience in
these channels.
5Anticipate everything.
A well-thought-out customer journey
exercise should be responsive to all the
questions that buyers might have. If you take
the time to foresee what these might be,
you might be able to rework your website or
develop new helpful content that eliminates
concerns before they even surface.
After the Sale: The Post-Purchase Journey
Many marketers stop thinking about marketing once the sale is made, yet by developing a full customer journey map, you should force yourself
to consider the ways a customer continues to interact – or fails to interact – with your business following a purchase of your product or service.
Then, you can consider what marketing tactics or customer experience plays you can make to give you the best chance of turning buyers into
repeat customers and strong advocates for your brand.
Should you incorporate a post-purchase onboarding program to further introduce support or helpful how-to’s? Would cross-sell
recommendations drive a better experience – and perhaps more revenue? Might it be beneficial to have a formal brand evangelist program
among your strongest customers to help new clients learn the ropes? How about developing a loyalty program to encourage more purchases?
Would encouraging customers to connect with you via other channels make their experience better? How about a private membership site or support
portal where customers can help each other? Is there a particular point in the post-purchase journey in which many contacts become inactive?
All of these questions and more will help ensure you’re maximizing the success of the entire buyer journey, moving beyond the sale to design a
post-purchase experience that cultivates brand advocacy and increases lifetime customer value.
13. PAGE 13
Journey Maps: Common Questions
and Tips for Getting Them Right
Each business is unique, and so are
each company’s respective customer
journeys. As you’re sketching out your
journey maps, then, a number of questions
are bound to arise. With the strong
foundation you’ve built through your
buyer persona work and additional
research, you’ll be well-positioned to
work through them.
Here are a few common questions that
frequently pop up during the journey
mapping process, how you might approach
answering them, and what you should
consider to help make sure you get your
customer journey maps right.
Can we copy a journey map
from another source?
Don’t be lulled into thinking you can simply
download someone else’s great-looking
customer journey map from a Google
images search and then do a cut/paste
of your information. You need to create
your own customer journey map relying
on the intelligence you’ve collected
from the buyer persona interview
exercises. Go through the hard work
of developing your journey map from
scratch and you’ll find it a far more
powerful instrument.
What’s the difference between
the sales and marketing pipeline
and a customer journey?
For B2B sales and marketing organizations,
a pipeline or funnel has traditionally
played an important role in forecasting
future business, assessing sales reps and
determining resource requirements.
Usually each company has their own
processes and methodologies for using
these tools for reporting, analytics and
sales management.
While they might share some common
stages or attributes, a funnel is an
internally focused tool, while a customer
journey is an externally focused view
of what a customer needs and does as
they consider a product or service. You
need both, but you shouldn’t attempt to
shoehorn your marketing into the
internal methodology.
How many customer journey maps
do we need?
The answer to this question will depend on a
variety of factors, including the services and
products you offer, the number of buyer personas
you’ve established, and how many people are
typically involved in the buying decision process.
For example, for B2B buyers where group
decisions are often the norm, you may want to
think about whether you can combine multiple
decision processes into one map or design a
separate journey map for folks that have entirely
different evaluation processes.
If a company is considering a new management
solution, for instance, sales department
personnel will be researching and determining
what they might need for their new software
solution, while the evaluation and buying
process for the same order management
group might be completely different for the
global tax department.
In short, there’s no hard and fast rule around
how many journey maps you need. Less is
generally better, but make sure you have enough
maps to reflect the differences among various
buying constituencies.
TWEET THIS!
14. PAGE 14
How do we account for people
moving at different paces through
their customer journeys?
Some buyers will make decisions in hours
or days, while others will take months and
maybe even years. The art of a great customer
journey is to make sure you can help facilitate
buying decisions no matter what the pace.
Give your buyer the option to contact you
directly by making your email and phone
number easy to find. Also, consider website
chat features so you can help those that prefer
to type rather than talk.
A powerful game plan is to integrate your call
center solution into your marketing automa-
tion/digital marketing platform so you can
supply your call center reps with as much intel-
ligence as possible and better route calls. The
same benefit can apply in the reverse, where
information collected in the call center can be
used in your marketing automation system for
rule-based emails and SMS messages.
For those that prefer to engage at arms’
length, respect their wishes. Continue to
give them helpful content and engage with
them via email to find out where they are in
their process.
How should we account for
behaviors in our customer journey
planning?
Simply put, behaviors are usually the most
powerful part of the customer journey.
Prospects or potential buyers do a number
of things to express interest throughout
their journey. They open your emails, they
interact with your website, they download
ebooks or other content, they visit your
social network pages, they download your
app, they dial up your call center, and more.
All these behaviors are telling because
they indicate how these contacts are
engaging with your company. Make sure
to develop a strategic content plan to help
facilitate the journey, capturing every
possible interaction and making sure you’re
recommending the next piece in your
content path.
Build out your triggered emails or SMS
messages, for example, so that every
download response is more than just a
method to download the file. Don’t forget
to inject a human tone into your messages,
and use personalization wherever possible
to help increase engagement.
Designing the Ultimate
Customer Journey
Journey maps make excellent internal
communication tools, and in a landscape in
which customers are demanding seamless,
rewarding experiences across channels,
these maps can help facilitate the types of
conversations that reduce disjointed efforts.
Share them with other departments with an
eye toward getting everyone on the same
page. For example, the journey maps can be
indispensable guides to show sales just how
much a prospect has researched before they
even get a rep involved.
As you’re communicating your findings,
highlight areas where you consider your
product or company to be best in class
and also stress those areas where you
need to improve. Are you as efficient and
effective as you can be in all channels?
Are you being empathetic to your prospects’
feelings? Being proactive in addressing their
fears or concerns?
You might realize that your personas are a
much more mobile-savvy group than you
thought and that your current technology
15. PAGE 15
implementation doesn’t allow you to
communicate with them accordingly.
Showing where in the customer journey
mobile is used and its importance might
help you make the business case for a next-
generation mobile app.
Your research might reveal that there’s a
lot of back and forth between the website
and the mobile app and that you need a
good Solution Developer Kit (SDK) that
allows interaction data to be passed
between the mobile device, website and
digital marketing platform. When you use
a journey map as part of these discussions,
these types of needs can surface for all
stakeholders. In this way, customer journey
maps can help eliminate fragmentation
within the marketing department as well,
where data and personnel are often siloed.
Bring this increased sense of collaboration
and workflow to your digital marketing
technology, teaming with other department
members to build campaigns and programs
that enhance the customer journey across
channels and using the tools at your
disposal to maintain a sharp focus on the
customer experience.
Conclusion: Making Buyer
Personas and Customer Journey
Maps a Marketer’s Way of Life
If you go to all the hard work to develop
these critical strategic assets for your
marketing department, don’t just relegate
them to annual planning notebooks or
seldom-used PowerPoints. Every time you’re
working on messaging, updating content or
building out campaign strategy, use what
you have developed. Constantly refer back to
your buyer persona documents and customer
journey maps to help you remain on point.
Periodically conduct more interviews to
refine what you’ve developed and keep
customer focus at the forefront. At every
planning meeting, ask yourself and your
coworkers, “What would our buyer want?”
or “What does our research indicate that we
should do?”
Consider performing annual content audits
to help ensure you have current materials
to engage contacts at the different points in
the customer journey – and via the channels
through which your contacts prefer to
interact with you at these moments.
Finally, monitor your analytics tools for
changes in the customer journey that may
arise over time.
Taken seriously and institutionalized
throughout your company, the process of
developing buyer personas and mapping
the customer journey will go a long way
toward designing an improved customer
experience – and propelling your team to
new levels of success.
Footnotes:
1-IBM and Econsultancy, “Listening to the
customer: 7 key customer experience trends,”
March ‘15
2-IBM, “Marketing is a (buyer) journey, not a
destination,” Aug. ‘1
Additional Resources:
“Buyer Personas: How to Gain Insight into
Your Customer’s Expectations, Align Your
Marketing Strategies, and Win More Business”
by Adele Revella
“Outside In: The Power of Putting
Customers at the Center of Your Business”
by Harley Manning and Kerry Bodine
16. PAGE 16
Silverpop, an IBM Company, is a cloud-based digital marketing provider that offers email marketing, lead-to-revenue
management and mobile engagement solutions. Silverpop Engage — the foundation of the IBM Marketing Cloud — uses
customer data and individual behaviors, collected from a variety of sources, to inform and drive personalized interactions in
real time. IBM Marketing Cloud powers the delivery of exceptional experiences for customers across the buyer journey by
leveraging key data, providing analytical insights and automating relevant cross-channel interactions.
As part of IBM Marketing Solutions, Silverpop helps make it easier to design meaningful customer experiences across
applications, devices and time, accelerating today’s results and tomorrow’s ambitions. Silverpop is trusted by more than
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