marketing

Customer relationship orchestration..managing new customer journeys

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Modern marketing engagements are a much more deep, meaningful and mutually rewarding affair than previous “ooh-look-at-this shiny-thing-you-must-have’ styles of Marketing. Modern CX organisations have a clear long term vision and a commitment to developing relationships that involve a deep understanding of a customers lifestyle needs and wants and a regular dialogue that extends far beyond any short term transaction

At the heart of this is Marketing Orchestration…in much the same way a composer or conductor will bring together many sounds and instruments to make music, modern marketers use a blend of channels and messages, each executed at the right time to develop deep and meaningful relationships that is more than a well executed jingle…but more of an aria intended to guide the customer through their journey with a brand or organisation

This post from Responsys looks at how marketing orchestration is redefining the customer relationship and what orchestrated marketing teams need to do to make the shift

Content Marketing Is Commitment Marketing

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Content marketing is king when it comes to keeping audiences (both current and potential customers) coming back to your website and engaging with you.

The flashy, ‘wham-bam’ ‘look-at-me’ ads that organisations post on their own sites and on social media won’t fool anyone in the long term in convincing them to buy or engage if the underlying information across digital channels is superficial and very much ‘buy me’ focussed

Good content marketing, much like good customer service, provides the right information to the right person (or persona) at the right time

This post underlines this message and provides some high level guidelines in terms of how committing to a solid content marketing plan can lead to long term audience engagement

 

 

It’s Not Just Marketing’s Job: Why All Departments Must Engage on Social Media

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Without a doubt “Social” has broken the bounds of Marketings’ responsibility to become part of the culture and behaviour across any organisation. Whether they like it or not, someone, somewhere has either commented on, searched for or spoken about an organisations products and services. It’s therefore vital that all organisations understand how to listen, respond and tap into social media as a means to understand customers and develop deeper customer experiences.

That’s basically the elevator pitch for social media

However, “social’ can mean so much more if incorporated as part of an organisations DNA. This post looks at how the same social media skills of listening analysing and responding can be applied across all functions of an organisation in order to develop a social facing culture and customer experience