Indian business-to-business marketers share some of their secrets to success, including the necessity of a personalized customer experience and responsive mobile content. "In a world drowning in content, the need to break through the clutter with valuable storytelling has never been greater," Microsoft India's Jyotsna Makkar adds.
Getting customers acquainted with your brand can be daunting in a world of many digital channels, but it can be done. Jennifer Lonoff Schiff offers 11 tips for developing a brand presence online and off, beginning with research and registration of your brand name.
Consider incorporating a catalog into your e-commerce site to give prospects easily searchable, categorized content. Catalog websites enable marketers to gain better insights on product pages and allows customers to compare products.
Do the groundwork with new leads to make sure spending time with them is worth the investment, and then have a nurturing strategy to ensure they stay engaged. Show how your business can help with quick wins, and review past customers to identify a niche clientele that will be more likely to convert.
A responsive website viewed via mobile is not a mobile website -- it's a desktop version that may fail to fully resonate with the mobile user, writes Wilson Kerr. "The truth that needs to be spoken to the waning power of RWD is that mobile buying behavior is unique, and responsive design removes the ability to deliver a specific experience catering to this behavior to increase conversion rates," Kerr states.
Chief marketing officers give their views of what characteristics a truly creative marketing chief should possess, including empathy, the awareness to surround themselves with experts, and an enthusiasm for data. "Your data could be telling you some surprising things," MediaMath's Joanna O'Connell said.
Apps should prioritize space and function, and this list from 10 leading designers and marketers points out where developers can trim the fat on unnecessary app features. Email confirmation, long introductions and pop-up windows are among the list of top offenders.
A great design workflow is just as delectable as a good cupcake, Addison Duvall writes. Duvall's five-step process for solid design workflow includes not using too many tools, testing everything and making sure every part of the design has a useful function.
Michael Kors has created a site called InstaKors that links to its Instagram account to give its 8.2 million fans an easy way to purchase the items featured in its photo feed. The brand aims to build loyalty among InstaKors shoppers with the opportunity to buy products before they go on general sale and exclusive offers.
- Page 1