Understanding how brand awareness influences purchasing decisions can help keep the sales pipeline full
In today’s cluttered marketing environment, standing out from the competition has become more challenging. Everywhere we turn, thousands of brands are vying for our limited attention span. This overload has conditioned us to be hyper-sensitive to brand messaging delivered through advertising, POP marketing, and social media platforms, or as I prefer to call it, our “BS” meters are working overtime.
For all of the decision-making benefits big data may provide, a message with a strong emotional connection is still the best solution.
As demonstrated in the recent presidential election, a simple statement that created an emotional connection with millions of voters undid big data analysis. You may be asking how did this happen and how was it misdiagnosed?
Why the human factor is so important in the automated customer service process.
For all of the resources that companies are pouring into automating the customer’s journey, many are falling woefully behind in training their frontline personnel in the automated customer service process.
Automating back office customer service functions is nothing new. Companies are obsessed with efficiency, implementing automated customer service systems, and reducing head count as a way to increase efficiency and reduce cost.
There are very few things that are as profound as the act of change. In our personal and business lives, we, for the most part are creatures of habit.
Routine make us feel secure and brings order to our lives. Staying within our own daily grind gives us a sense of security. It’s only when change is thrust upon us that we wake up and see the possibilities that are right in front of our eyes.
There is considerable content being generated on the topic of mobile marketing. Data suggests that by 2016 there will be over 196 million smart phone users (60% of the population) in North America. eMarketer is predicting $67 billion in digital ad spending, of which $40 billion will go towards mobile internet ad spending. Obviously these are sizable numbers but we should not lose sight of the total ad spend which is close to $200 billion, with traditional (broadcast and print) representing $132 billion. Continue reading →
Social media content can influence business-to-business purchasing decisions
Up to 70% of prospects entering the sales funnel have already conducted online research and have formed a perception of the brand based on social media content. Because of this, if the brand is not participating in social media, it’s at a disadvantage.
Speak with almost any CEO of a small to mid-sized brand, and they will tell you that inbound marketing is an important communication component in creating and maintaining brand preference. However, ask them what resources or processes are in place dedicated to inbound marketing content, and the answer will tell you that this is usually more wishful thinking than reality.
Why is this? Small and mid-sized brands are resource-challenged. Their employees have a wealth of knowledge to share but usually there is no process in place to capture content.
Employee actions mirror your brand’s values and beliefs
This year, we have witnessed several prominent brands take a public media hit due to action of their employees. For all the time, treasure, and talent that’s invested in creating a trusted brand, it only takes one careless action to reveal a corporate culture that has lost its way.
In 1958 McGraw-Hill published the famous “man in the chair ad.” This iconic image served as the rallying cry for decades of business-to-business marketing.
Remember studying “Mass Communications” in college? Mass communications was born out of the industrial revolution when manufacturers learned to make lots of the same thing via the assembly line. Henry Ford’s Rouge Factory was the model of efficiency, producing at times more than 1000 cars a day for a growing country. The assembly line concept also caught on with marketers.