28 Mar 2017
Customers want a genuine smile from your brand. Maybe even a dance. They yearn to be authentically loved, validated and showered in free ongoing gifts. They expect it all and your brand should expect nothing in return. If customers like all the attention you have lavished on their needs, wants and desires and the time is right – then maybe, just maybe, they’ll open their spending habit to you, fall madly into your sales funnel and buy, buy, buy, buy!
Doing the Customer-First Marketing dance is a long game. It’s counterintuitive. You want to brag and boast about yourself and what you offer and it’s hard to hear that no one really cares. All they care about is their own interests. This means that your marketing messages and services need to be tailored to serving those interests first and foremost.
Not so sure? Check out the research below from Marketing Sherpa.
It means that every bit of your marketing should put the interests of your customer before the interests of your own brand. That five per cent in the graph that says it’s not important to them? Liars. It’s puff-chested bravado from customers with hurt in their hearts just waiting to be served some wholesome content, offers, and freebies that help them do something better. Helps them be something better.
Do it right, do it properly
So how do you activate Customer-First marketing correctly?
- Provide a good service. Be honest about your product or service. If you aren’t premium, don’t try to be and don’t charge like you are. Be good at what you do, and advertise honestly about the service you provide. Your solution is right for someone, not everyone.
- Find your tribe. Find the groups of people that want or need you, then market to them with gusto. No one can be all things to all people, but finding your tribe will mean you don’t need to be.
- Use the MarTech, Luke. Is what Yoda would say today. With so much data and so much technology, modern marketers are spoiled for choice in understanding people’s habits and needs. Smart tactics include: encourage consumers to update their preferences; use Google Analytics features to map customer interests; use automated workflows for personalised content based on customer habits and profile.
Consumers are overwhelmed with choices. Ads and marketing bombard their social feeds, podcasts, contextual ads, email…the list is endless and they get adept at tuning it out. However, the good stuff cuts through and allows you to start them on the journey to their holy grail – your sale.
Give customers what they want
Knowing how your customer behaves gives you a better understanding of where they are at in a buying cycle and what else they might need to complement other purchases.
- Granular segmentation. Sure, you’ve segmented lists for different offers and communiques but business need to step it up to next level segmentation based on customer behaviour. Have they already bought the camera that you are still retargeting them with ads? Can their cart value be increased with a new lense or printer?
- Cross-channel consistency: deliver ads with a considered frequency that are coordinated across mobile, social, display, and other channels and devices will help with a coordinated conversion.
- Optimise messaging: use your data points to serve messaging with the best combination of offers based on past behaviour and identity.
Customers can feel it when a brand gets them. Knowing your customer in detail makes the relationship a whole lot easier. When you know what they like, you can give them advertising and offers they will enjoy. They will trust you, be loyal and your business performance will grow in leaps and bounds.
Customers come first
Customer-First email marketing put the needs of customers before the goals and objectives of a campaign.
If a Company-First email is heavily transactional (Buy this stuff on sale for a limited time!), then Customer-First emails speak to the needs of a specific audience targeted with tight data that treats everyone as an individual based on past behaviour and personal profile.
Customers won’t feel like you just want to sell them stuff; they’ll feel like they are being offered something that they can use and enjoy because it enhances their life.
Great, so how do you do all that?
You get the theory, so what does good Customer-First email marketing look like in practise? It starts with a good technology platform.
For maximum success, you’re looking for a platform that is purpose-built for engaging customers. The platform should be powerful but easy to use. You’ll need technology that helps marketers tailor messaging for different stages of the customer lifecycle. It needs to be unified so that all this can be done in the one spot, and should easily integrate with other sales solutions via the latest API technologies.
In a nutshell, you want a marketing technology platform that tick’s boxes for:
- Identifying customer profiles and behaviours
- Recognises behaviours across all channels and devices
- Talks to customers in a personal way
- Measures marketing impacts across all channels
- Provides multi-user functionality for team access
- Delivers a single customer view
Nail all that and you’ll be far ahead of the pack. Customers will love you, and love that you really, really understand them. Finally, the long game marketing courtship will result in customer loyalty that yields sales, referrals, reviews, and almost anything you ask as long as you keep it real and show that you get them.
24 Mar 2017
• Solution overview
• Customer focus & promotional drivers
• Streamlining & automating the sales process
• Reporting insights & customer learning
Traction Digital created the in-store app used by Bay Leather Republic sales consultants to easily build design concepts, select colour changes and create on the spot quotes with the easy drag and drop tool. The app also integrates with the TractionNext marketing automation platform to collect customer data and fast track sales.
- Provide better customer experience in store
- Continue the digital experience in-store
- Streamline and automate the sales process
- Access to centralised data
Solution at a glance
- TractionNext automation platform
- App technology design and build
- Personalised and dynamic content functionality
- Supporting more than 50,000 variations and customisations
- Centralised data management
It is an exciting time for technology and innovation, with the consistent arrival of new start-ups, new technology and Government funded projects. It seems like every day a new app or exciting digital product arrives on the scene, ready to improve our lives and radically impact the way we see and do things. Retail is certainly one standout industry where technology innovation is being adopted to streamline processes and improve customer experience in-store and online.
Retail experts predict that 50% of the retail industry will be automated by 2020. But the reality is, at the current pace of adoption it could be MUCH earlier than that. Brands will rush to automate to stay competitive and those who don’t adapt in time will fall by the way-side.
We have rounded up a selection of past email predictions from 2016 for your curiosity and amusement. It’s an interesting mix of those who hit the mark and those who just got it wrong.
Okay, we do have to commend all those involved for going out on a limb and making some brave statements and many are probably just well ahead of their time or maybe even wishful thinking. Read on for hits and giggles!
The biggest email engagement mistake marketers can make, is to assume they know how often subscribers want to hear from them and secondly to assume that every customer is the same. Just because they share similar demographic details such as; location, age and gender etc, doesn’t mean they will share the same interests or behavioural tendencies when it comes to email frequency or preferred information.
By empowering customers to educate the marketer on what it is they want, marketers can then provide a more valuable customer experience.
31 Jan 2017
• Solution overview
• Customer focus & promotional drivers
• Collaborative promotion game plan
• Celebrity & network amplification
• Results driven marketing
Traction Digital worked with Unilever Australia on the Dove Men+Care “Journey to Strength” collaborative promotion providing technical scoping, campaign setup, mechanics and testing to support a multi-channel and multi-partnership promotion.
- Promotions platform for multi-channel solution
- Trusted advisor for major prize draw
- Acquire new email subscribers
Solution at a glance
- Traction Platform
- Source scrutineer and monitor major prize draw
- Reporting and insights
16 Jan 2017
An email preheader is the short summary text that follows the subject line in your email inbox.
If you haven’t created a preheader text in setup, this will usually be auto populated with the first line of text from your email. By creating you own preheader text you can ensure the most important and accurate introduction of your email content is displayed.
Like in nature, marketing ecosystems support growth through strong, interactive and dynamic relationships. Marketing ecosystems are communities of like-minded companies, with interconnected systems to collaborate on projects to achieve a common interest or mutual benefit.
Collaboration is the path to fast tracking growth
Collaborative communities enable marketers to instantly access new audiences to promote non-competitive products. By devising ecosystems that target both similar and uniquely different audiences, companies can broaden their reach and access new markets that might otherwise take months or even years to build connections.
Collaborating with other companies increases reach through shared data and provides ongoing learning through different relationships and perspectives that may not have been achievable otherwise.
Reshoring is the opposite of offshoring, a term used to describe the act of bringing manufacturing back to the country of origin.
Reshoring is not a new concept but Trump’s recent election has sparked a buzz around potential fast tracking to onshore businesses in the US. As marketers we need to consider the effects reshoring will have on customer purchase behaviour, so we can align with change.
From recent data we know that customers no longer follow a direct path from engagement to purchase, they take on a more fluid and sporadic buying pattern, interacting at different points across the customer journey. The good news is; businesses are now able to influence the customer journey through well timed digital touchpoints to guide buyers and influence business outcomes. But to get there we must first understand the behaviour.
Traction Digital joined Australia’s marketing leaders at Marketing Tech Symposium 2016 in the Hunter Valley, to present on customer how marketing automation is providing real world value with customer journey mapping.
The slideshare below highlights how leading organisations are leveraging customer behaviour data to map more personalised customer journey’s: