One of the biggest marketing predictions for this year was that ad blocking would make content even more important, and the focus is now on creating a quality customer experience, SocialCentiv's Bernard Perrine writes. Online video was also predicted to explode, but adoption has been slow with ease of access still a challenge, Perrine writes.
Around 83% of senior business-to-business marketers believe that putting the customer at the heart of all they do is very important, per Squiz. The survey reports that 47% of the same group are planning to review or buy marketing-automation tech in the next year to improve customer experience.
User experience designers can tap into emotions to build loyalty and create a lasting impression with the human user on the other side. Emotional appeals can be bolstered when a brand presents itself as honest and in touch with the feelings and sentiments of its audience.
Boost your mobile marketing by creating apps that give customers a variety of choices so that they have more control over the experience. Make sure push notifications are based on user preference and their individual behavior, and make the most of location data to target the right person at the right time.
Business-to-business marketers should invest in a strategy to turn customers into their advocates so that prospects see peer recommendations. Find the helpers among your customers who are active online, Beth Negus Viveiros recommends.
Some 55% of business-to-business marketers experience significant improvements in demand generation due to predictive analytics, per Demand Metric and Radius. Around 44% of B2B marketers say that they grasp predictive analytics well, and 11% are employing the method.
Consumers want the tools to shape their own customer experience, and successful brands focus on helping them to achieve their aims. Review and reshape your processes so that your brand can respond in an increasingly complex environment.
Organizations are reporting lower advantages from analytics compared with the past, a report from the MIT Sloan Management Review and SAS Institute finds. The study cites both an increase in availability and a lack of proper application as responsible for the decline in reported usefulness. "The most successful organizations strive to create a strong connection between their organizational strategy and analytics strategy," Mary Beth Perry writes of the research.
The most difficult part of a mobile-friendly site can be making room for advanced features on smaller screens, according to Dawid Tkocz, user experience and user interface designer for Brand24. He explains when to use adaptive design instead of responsive design, with the former a better choice for big portal sites with extensions that don't translate well to mobile.
Intel marketing chief Steven Fund talks about focusing on strategic goals, why the Gillette Fusion campaign was so successful, and why the brand selected Jim Parsons from the "The Big Bang Theory" for its latest campaign. "[W]e got, arguably, the most popular celebrity with millennials who's on the No. 1 rated show. We knew that he would connect with the audience in a way unlike many other celebrities," Fund says.
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