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Tuesday, October 27, 2020

Archive for the 'Customer-centric Marketing' Category

‘The 3 things to look for in a customer-centric marketing tool’ – Marketing Land

Jordan Elkind says, “Historically, marketing has been all about the product; however, today most marketing teams are striving to put the customer first. Of course, the teams still want to drive sales, but following the theory of “customer-centric marketing,” they now place the individual customer at the center of marketing design and delivery rather than the product. This shift started with the realization that there is no “average” customer. Customers have different behaviors and preferences — and this presents rich opportunities to move past a “one-size-fits-all” marketing... [...]

‘Customer-first Marketing: Do you put your customers’ interests first?’ – MarketingSherpa

Daniel Burstein says, “Fiduciary duty. These words have been in the news lately, as the government seeks to require that financial advisors have a fiduciary duty to their customers in certain cases. A fiduciary duty is a legal duty to act solely in another party’s interests. So what this new regulation essentially means is, financial advisors must put customer’s interests before their own. And the financial industry has been fighting this. As marketers – this should be crazy to us! This is what we should do every day: Put our customer’s interests before our own. How can a business,... [...]

‘Customer-centric Marketing: 5 more takeaways on consumer behavior from researchers and strategists [Part II]’ – MarketingSherpa

Melissa Pickle says, “MarketingSherpa Summit 2017 will be here before you know it, and our team is hard at work planning the agenda, with a special emphasis on customer-centric strategies and approaches. As we select our keynotes, the team has conducted in-depth research and gained some interesting takeaways from both academic and marketing practitioners. We highlighted the first five takeaways earlier this week, and we have five more thought-proving insights again for you today. Takeaway #6. Build habit forming products Many of the products we use in our daily routine have influenced our... [...]

‘Customer-centric Marketing: 5 takeaways on consumer behavior from researchers and strategists [Part I]’ – MarketingSherpa

Melissa Pickle says, “At MarketingSherpa, we’re in the planning phase for MarketingSherpa Summit 2017. With the interest of our customers’ experience at the core of our every decision, we conduct extensive research to select the most thought-provoking and applicable keynote sessions for our attendees. During our research phase, we have identified 10 key takeaways from leading experts (both academics and practitioners) in marketing. That’s a lot of key takeaways, so we’re breaking it up into two digestible bites. Read on today for insights around customer centricity, empathetic marketing... [...]

‘Top 10 Customer-Centric Marketing Trends for 2016’ – ‘Entrepreneur’ Blog

John Arnold says, “2016 will be the year of the customer. Marketers will be talking about customer-centric marketing, customer experience, customer journeys, customer insights and other ways of analyzing, attracting, delighting and obsessing over customers. The following top marketing trends for 2016 can help you be more customer focused and stay ahead of the competition, if your marketing strategy includes them in the proper proportions. 1. An app for everything. Apps aren’t just for mobile devices anymore. In addition to mobile apps, there are now countless web apps, desktop apps and... [...]

‘Customer-centric Marketing: SAP drives $100 million in revenue influence with customer webcasts’ – MarketingSherpa Case Study

David Kirkpatrick says, “Customer testimonials can act as very powerful marketing content and messaging. This case study takes a look at an ongoing webcast program at SAP that features customers telling their success stories using the SAP HANA memory technology. This article covers how SAP chose its webcast vendor, how it ensures webcast presenters are prepared and its protocol for archiving the webcasts once they have been executed. Find out how in 2013, SAP turned 710 webcast attendees into $100 million in revenue influence“. Customer-centric Marketing: SAP drives $100 million in... [...]

‘Great Customer Experience, European Style’ – ‘The Forrester Blog’

Harley Manning says, “I love Europe. I especially love the fact that in a very real sense there is no “Europe” as such: the UK experience is not the German experience, which is not the French experience, which is not the Italian experience, and so on. Yet all of these countries are so close together that once I’m over there I can visit a variety of very different cultures and architectures more easily than I can travel from Boston to Denver.  And in any given city, just walking between buildings from one business meeting to another can make me feel like I’m on vacation. Then there’s... [...]

‘Learning to Understand and Delight Your Most Important Marketing Asset’ – HubSpot

Jess Marranco says, ““I’d like to propose that we spend some time and resources to research our current customers and target market,” the Marketing Director of Company A sheepishly declared during the monthly board meeting, “I just think that we should make sure we’re delivering to the customers we have; you know, keeping them happy?” Heads in the boardroom turned to the puzzled CEO. “Listen, we love our customers, but we need more of them.” the CEO declared with disdain, “We’ve obtained customers through successful marketing campaigns in the past”. You Don’t... [...]

‘Customer-centric Marketing: How Emmanuel College boosted mobile traffic 94% with website redesign’ – MarketingSherpa Case Study

Allison Banko says, “There’s high competition in higher education. Every day, thousands of colleges and universities go head-to-head, vying for prospective students’ enrollments. For today’s digitally savvy youth, school websites must be on their “A” game. “For the vast majority of institutions, it’s your No. 1 communication tool,” said Molly Honan, Associate Vice President of Marketing and Communications, Emmanuel College. Learn how Emmanuel College’s team collaborated with students and faculty to fuel a website redesign that upped campus... [...]

‘Customer-centric Marketing: How New England Biolabs increased time spent on site more than 74%’ – MarketingSherpa Case Study

Allison Banko says, “We all outgrow things. As we grow and mature, things that once worked for us before may or may not still be a fit for us now. The same can be said for our organizations as they, too, evolve.New England Biolabs’ growing pain came in the form of its website. To adapt, the company implemented a redesign effort driven by customer experience.See how both the research and the redesign stimulated a 7.5% decrease in bounce rate, 13% increase in page visits and more than a 74% lift in time spent on the New England Biolabs website“. Customer-centric Marketing: How... [...]