LMRC Market Watch
Marketing
After #60YearsTVAds, will programmatic dominate the future of the small screen?
Dop: Oct 5, 2015 Source: Brand Republic N:1148
We've spent the past month celebrating the creative, emotional and effective brilliance of TV over the past 60 years but what does the future hold? We asked Nestle, TUI, Google and TubeMogul what they thought was in store for TV advertising in the near future.
Dave Lewis is steering Tesco through a 'fundamental reset' of how it does business
Dop: Oct 5, 2015 Source: Brand Republic N:1147
Dave Lewis is taking Tesco back to its roots and green shoots are starting to appear despite today's tumble in profits argues retail, customer insight and loyalty expert Marie Anderson, director at Maran Consulting and former head of trading and channels insight at Sainsbury's.
Nike and Adidas see future in 3D-printed trainers
Dop: Oct 5, 2015 Source: Brand Republic N:1146
Adidas has shown off a concept trainer created using 3D-printing techniques, a day after Nike's chief operating officer talked up the technology.
Adidas has created a new unit inside the company called Futurecraft, which will be responsible for new design and technology projects.
How to create a brilliant moodboard: Five expert tips
Dop: September 14, 2015 Source: WGSN/ INSIDER BULLETIN N:1095
Whether you’re at the start of your career or a seasoned creative pro, moodboarding is something you’ll do at least every season. Jason Hall from WGSN’s menswear team explains his process
love creating moodboards – in fact, I remember the first one I put together. It was the early 1990s and I was obsessed with those iconic black and white Calvin Klein adverts.
Data Is the Next Big Thing in Content Marketing
Dop: September 14, 2015 Source: Harvard Business Review N:1052
The diminishing effectiveness of conventional advertising and the rise of social media have led more and more brands to embrace content marketing. More and more companies are seeing themselves not just as advertisers, but as publishers, launching digital newsrooms, podcasts, and other forms of branded content in order keep their brands, perspectives, and value propositions in front of customers.
CHIEF MARKETING OFFICER EXCHANGE: MIDDLE MARKET
Dop: August 23, 2015 Source: einnews N:790
Many events are focused on Fortune 1000 organizations and the challenges they are directly facing, but these same challenges and topics differ from what midmarket executives are faced with. Middle Market organizations continue to grow year after year and are building the economy at a fast pace. Senior marketing executives understand organizations continue to grow and the transformation of the marketing function is reaching a pivotal point to drive the business forward.
5 Online Marketing Must-Dos to Drive Traffic to Your Local Business
Dop: August 4, 2015 Source: Huf Post Business N:789
Many small business owners get very excited when setting up shop -- it's the beginning of their entrepreneurial journey, so they should be! Especially with small businesses, owners become most excited about the quality service or product they're offering or how they are going to really deliver for their first few customers (usually friends and family).
3 Ways SEO Professionals Use Content Distribution as Part of Their Organic Search Strategy
Dop: August 3, 2015 Source: Customer Think N:788
Content Distribution is the act of promoting content in one or all of the following ways:
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Earned Content Distribution: This is when third-parties share or publish your content through social media, guest posts, media coverage or product reviews
Customerization: Making Service Their Way
Dop: july 31, 2015 Source: Customer Think N:787
“It’s all about you!” the breathtaking Korean Air ad sings to us on television. And, we recall the Burger King’s successful “Have it your way” promotion. Personalization, or as Management guru Tom Peters called it, “customerization,’ is the new feature of successful customer experience outreach. Customers want it “their way” because more and more they can get it that way!
Clienteling Goes “Boom”: Successfully Merging Data, Brand Attachment, Employee Focus, Channel Usage, Emotional Experience, and Customer-Centricity
Dop: july 28, 2015 Source: Customer Think N:783
It has become increasingly well-understood by brands and companies that building an emotionally-based relationship with customers, through the various points of contact they use, is essential to success. Customers want, and respond to,,,
5 Signs You Have A Customer Experience Problem
Dop: july 28, 2015 Source: Customer Think N:782
This summer, Influitive brought some of the brightest minds in customer engagement on the road to Atlanta and New York for our B2B Customer Engagement Leadership Series.
Below, we’re sharing key highlights from a presentation by Megan Heuer, VP and Group Director at SiriusDecisions, about the connection between customer engagement and your company’s growth (or lack thereof).
Are You And Your Business ‘Thinking in 3D’?
Dop: july 28, 2015 Source: Customer Think N:781
Businesses today face ‘challenging’ times! Ever rising customer and employee expectations, increasing and intensifying competition (coming from further afield), greater transparency, reduction in trust and customer loyalty, rapidly shifting technology, the increasing pace and dramatic effects of change, and squeezes on resources and margins are just some of the issues the leaders of today tell us they face.
Make your product stand out to win over new customers
Dop: july 25, 2015 Source: The National Business N:780
Humans are creatures of habit, and if this statement needs any more reinforcement then allow me to do the honours. For the past few years, I have been buying the same brands of cosmetic and personal care products. I stick to the mantra: “If it ain’t broke, why fix it?” After all, why should I when I get good value for money and the products have been working fine?
Should you fire, rate or educate your customers?
Dop: july 25, 2015 Source: Customer Think N:779
At the end of 2014, Fred Reichheld, Bain Fellow, Author and Creator of the Net Promoter System, suggested that one of the big ideas of 2015 would be for companies to start rating their customers and to, ultimately, fire bad ones as companies focus more and more on doing business with customers that they want to do business with.
Firing bad customers is an idea that receives broad support from many businesses. But, implementing it can sometimes be harder than it sounds as firms tend to be sensitive about revenue losses and the potential risk to their reputation that comes from firing customers.
25 Statistics on the Power of Positive Customer Service
Dop: july 25, 2015 Source: Customer Think N:778
Customer service stories often surface in a negative light—a service wasn’t cancelled, no one responded to a problem, or a company didn’t deliver on its promise. In fact, nearly one-third of consumers think that businesses are paying less attention to providing great customer service.
Smart Marketers Acting Stupidly
Dop: july 25, 2015 Source: Customer Think N:777
Before I go any further, I know there are some detractors out there who will claim, “Smart Marketers,” is an oxymoron–something like military intelligence or sales professional (I tossed that in out of a sense of fair play.).
But, for the most part, I meet a lot of very smart, well intended marketing people who, somehow do terribly stupid things. As a result, they invest in huge marketing programs, that not only fail to achieve the desired results, but have a negative impact on the perception of the brand or company.
Has CXM “Jumped the Shark,” trying to be the Theory of Everything?
Dop: july 24, 2015 Source: Customer Think N:776
he term “jump the shark” originated in a 1977 episode of Happy Days, when the Fonz literally jumped a shark on water skis. In common usage it means “the moment when a brand, design, franchise or creative effort’s evolution declines.”
I’m worried that’s what has happened to the Customer Experience movement, as proponents attempt to define and redefine it to include every aspect of a customer relationship.
Measuring What Matters: Choosing Metrics That Drive Performance
Dop: july 23, 2015 Source: Customer Think N:775
In business, we frequently say, “you can’t control what you can’t measure;” or, better yet, “you get what you measure.” We thus invest in sophisticated (read expensive) business intelligence (BI) programs run by professional teams of analysts. These BI programs frequently involve the purchase and installation of very high-end enterprise tools, supported by large databases that can collect and warehouse just about any piece of data from the business. But after all of that time and money,,,,,
Complainer Emptor! When Does Online Rage Become Unfair?
Dop: july 23, 2015 Source: Customer Think N:774
“Give enough people a computer and a mouse,” Walter Mossberg said, “and you’re bound to get garbage online.”
That was 15 years ago, when Mossberg was the principal technology writer for The Wall Street Journal, and before social media became a powerful cudgel for verbal assault. Today, people also hurl anger and its byproducts into cyberspace, including complaint,
Marketing in the Moment – How to Put Time on Your Side
Dop: july 23, 2015 Source: Customer Think N:773
Every marketer wants to follow the Snickers example and react to ongoing events as they happen, updating Web and digital properties with timely images and relevant messaging. And as some brands, such as Snickers, successfully do it, so consumers have come to expect it.
However, most marketers can’t deliver that rapid response. They are locked down by long technology implementation cycles and exhaustive learning times to master the tech once it is in place.
How to Prevent Flaming out as a Chief Customer Officer
Dop: july 23, 2015 Source: Customer Think N:772
I am an advocate of a set of deliberate activities that evolve and mature leaders’ commitment and actions to embed critical new competencies and enable business transformation. But often this work is jumped into with a plate full of projects and report out on their progress. The work becomes too quickly attached to project plan movement rather than customer life improvement. The work of the CCO is just one more ‘work stream’ added to the report out.
The fundamental principles of value-based selling
Dop: july 21, 2015 Source: Customer Think N:771
It’s a sad fact that today’s average B2B sales person is still far more comfortable talking about their products than they are discussing business issues. However the average B2B buyer regards a sales person’s relevant business knowledge as being far more valuable than their ability to regurgitate product features, functions and benefits.
This terrible mismatch has profound consequences. It should be no surprise that on average 87% of the revenues in complex B2B sales environments are being generated by just 13% of the sales population. Needless to say,
It’s Not You, It’s Me. The Quiet Breakup with Mass Market
Dop: july 20, 2015 Source: Customer Think N:770
If he were alive today, Henry David Thoreau might breathe a sigh of relief at having made it to today through the greed and materialism of the late 20th century. Simpler living, individualism, localization, thrift, and respect for the environment have made an incredible resurgence in recent years. Words such as “curated” and “craft” have become code words for high quality and holding respect for one’s own body and the environment. Also, I have noticed lots of guys with wicked large beards.
Why marketing will get harder and more complex to manage
Dop: july 19, 2015 Source: Customer Think N:769
We often talk about the high quality techniques needed to successfully create the best online content for businesses, and the importance of customer engagement and other thought leadership qualities. However, content marketing gets more intense and harder to manage.
What is it that causes marketing to become a more complex process to manage over time? Why can a business owner handle their own marketing early on, but find themselves struggling a few months or years in?
CX Goes Global: Here’s How
Dop: july 18, 2015 Source: Customer Think N:920
7 ways to optimize visual storytelling
Dop: july 18, 2015 Source: Customer Think N:768
How can CX programs serve both the needs of a global HQ and the needs of individual markets?
The phrase “Think global: Act local” is easy to say — but very difficult to achieve in practice. In fact, many organizations struggle just to deliver a program that works at all on a global or multi-regional level.
The most powerful stories on the Internet today are visual. Photos and videos are playing an increasingly central role in the way people find, consume, and share stories.
Video already dominates 78 percent of Internet traffic and Cisco predicts it will grow to 84 percent by 2018. The old adage that a “picture is worth a thousand words” is more relevant than ever.
However, simply posting a photo or a video is not enough to stand out amidst the vast volume of visual online content. Visual storytelling is an art, and requires an understanding of how to best connect with your audience. Let’s take a deeper look.
How Disney Influences Small Customer Segments for Major Impact
Dop: july 17, 2015 Source: Customer Think N:767
The art and science of engaging customers segments via influencer marketing or blogger outreach has emerged as a necessity for marketers. The success of this strategy depends on focusing onspecific customer segments rather than broad blasts.
In ERDM learnings from 15,000+ hours of VoC Interviews, we have reported that engagement is now the critical competitive differentiator for companies.
‘The Reluctant Hostage’ – Do Not Fall Into the Trap of Taking Customers for Granted!
Dop: july 16, 2015 Source: Customer Think N:766
As a consumer in your own right, have you ever interacted with a company because you have had ‘no other choice’? Have you ever begrudgingly handed over your hard earned cash to a company you would rather not do business with, but due to having no viable alternatives, have had to put aside your principles?
6 Ways to Engage Busy Audiences
Dop: june 30, 2015 Source: Out Brain N:765
The first assumption I made in writing this is that you won’t read it.
If we’re at all alike, we both read this kind of post… selectively. “Skimming” is another word for it.
And skimming comprises most of what we do online.
There are exceptions, but our time and attention is largely split between dozens of browser tabs (I have 23 open at the time of writing this), our smartphones and our actual jobs at any given moment.
Using a Cannon to Kill a Mosquito? — 7 Reasons Your Marketing Automation is Failing
Dop: May 27, 2015 Source: Weetas N:501
“Should we or should we not automate?” It’s a question that B2B organizations across the board are asking. There are small start-ups that have seen early and rapid results with automation.There are some large corporations that are still not automating their lead generation campaigns. Still others have invested top dollars in automation software and are sitting with their shiny new cannons, waiting to kill a mosquito
Measuring Marketing Effectiveness
Dop: May 26, 2015 Source: Gulf News N:500
When speaking about the power of converging different technical disciplines to yield customer insights, it’s common for the conversation to focus on converging analytics & research for proposition insights.
However, another rich territory for seeing the benefit of multiple technical customer insight (CI) disciplines is the measurement of marketing effectiveness.
Why Marketing-Sales “Alignment” Is No Longer Enough
Dop: May 17, 2015 Source: Customer Think N:499
Marketing and sales alignment has been a hot topic for most of the past decade. Over the past ten years, many B2B companies have made marketing-sales alignment an important business priority, and some companies have made progress in improving the relationship between their marketing and sales teams. In a survey of marketing and sales professionals published earlier this year by Callidus Software, 72% of respondents said their marketing and sales teams are fully or somewhataligned.