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Marketing in a slowdown | The Economic Times, 22 jan 2020
Women held back by marketing's gender pay gap | Marketing Week, 22 jan 2020
Brand advertising is broken. Here's why. | The Drum, 22 jan 2020
How To Retool A Marketing Team | Forbes, 21 jan 2020
How Retailers Are Turning Plastic Bag Bans Into a Branding Opportunity | Adweek, 21 jan 2020
Traditional PR doesn't work anymore. Here's how to make it more effective | The Business Journals, 21 jan 2020
How retailers can use marketing automation to create lasting customer loyalty | Retail Customer Experience, 21 jan 2020
Do rural consumers trust mass media advertising? | Rural Marketing, 20 jan 2020
Rampant consumer behavior may lead to tragic end | The Laconia Daily Sun, 20 jan 2020
How advanced data analytics will continue to streamline digital marketing strategy in 2020 | MarketingTech News, 17 jan 2020
Digital & Technology
Mohammad Anas Wahaj | 10 dec 2019
Customers are at the core of any business. No one can think of products and services without thinking of their buyers. Profits are made with happy customers because they continue to buy products and services from those companies and organizations that keep them satisfied. They also recommend to others what they themselves like. For organizations to become truly customer-centric it is essential to create a customer oriented mindset and at the same time develop procedures and actionable tools to provide best possible customer service. This would also involve continuous training and learning on the part of customer service executives and workers. As the customer behavior changes over time with technologies so should the interactive behavior of customer service personnel to adapt to changing scenarios. But above all, the personnel who deal directly with customers should keep the care of customers in their mind and behavior at all times. Organizations should develop a proper framework for customer service excellence. Read on...
Mohammad Anas Wahaj | 25 oct 2019
Even though AI (artificial intelligence) and big data are enabling automation in marketing and customer interactions, enhancing consumer experience, saving cost and improving ROI, but customers still seem to prefer the great old human touch. According to the report by Calabrio titled 'Are You Listening? The Truth About What Customers Want in a Digital World', three out of four consumers in the US and UK are more loyal to businesses that give them the option to interact to human as opposed to only chatbots or digital channels. Morever, 37% even question the legitimacy of the company itself, if not given the option. Michael Brenner, CEO of Marketing Insider Group and author of 'Mean People Suck', explains how organizational empathy is the key to benefit from marketing automation along with becoming more human at the same time. He mentions limitations of AI, automation and martech - Complexity of implementation; Robotic customer service; Uncertainties in decision-making. He explains, 'When businesses use technology such as AI and automation to boost efficiencies, the outcomes will scale quickly. Managing the consequences calls for not just empathy, but alignment of "purpose" between the brand and its consumers. But while humans survive on meaning and a sense of fulfillment, machines thrive on clear instructions...By clarifying their strategic purpose, organizations can not only provide better customer experiences, but also increase brand loyalty, build a community, as well as foster a meaningful and productive work culture.' Kate O'Neill, author of 'Tech Humanist', says, 'Businesses that transform themselves digitally need to do so in a human-centric way and communicate their purpose to their customers.' Mentioning empathy as the missing link between AI and humans, Mr. Brenner says, 'Empathetic Marketing connects companies, brands, employees and customers in a harmonious, productive and win-win way. You might be forgiven for thinking that ROI and the bottom line is all that matters to companies. While authoring my first book 'The Content Formula', I stumbled on the counter-intuitive secret to selling: Don't talk about the stuff you sell. Then what should we talk about? I hear you asking. Show, don't talk. Show empathy towards your customers. Help, don't sell. Help them solve a problem.' Empathy is the only antidote for the phenomenon termed by Google's Noah Fenn as 'collective amnesia of marketers', where marketers begin to see 'people' as users, leads, personas, prospects, audience, cohorts or whatever label is the flavor of the day. Mr. Brenner suggests 'be human, do human' and in order to fix the brand-customer empathy gap, you need to ask (and honestly answer) yourself - Do you understand the core emotional motivators of your customers? Does your messaging resonate with these motivators?; Do you build a connection before you attempt a conversion?; Do you test your assumptions and biases for every marketing campaign?; Does your AI-driven revenue model incorporate the nuances of empathetic marketing? Read on...
The AI Paradox: Why More Automation Means We Need More Humanity
Author: Michael Brenner
Mohammad Anas Wahaj | 26 sep 2019
Utilizing technology to connect with audience & customers is effective and efficient. But, bringing the human element with personalization & customization, and engaging with them to build long-term relationships is even better. Best organizations often try to do that. Gabe Cooper, tech entrepreneur and nonprofit consultant, have suggestions for nonprofit organizations to build personalized communication strategies and making full use of automation technologies available. He says, 'When it comes to marketing software, in particular, nonprofits have long tried to make square pegs fit in round holes, getting locked into software and marketing practices that are fundamentally designed for for-profit marketing or that are based on legacy fundraising practices. This has resulted in mass marketing efforts that make your donors feel like 'sales opportunities' rather than crucial stakeholders in your cause.' Fundraising is an important activity for nonprofits and considering that they lack resources, it becomes even more crucial to be done right. He says, 'In our modern world, impersonal fundraising is a wet blanket on generosity, and that's a problem when you consider that nearly three-quarters of people who give a single gift never give again. They simply don't feel appreciated. That's where personalization through marketing automation comes in. Personalization allows each and every donor feel as though you're talking directly to them...Great personalization provides every donor with the right message at the right time based on their individual passions, capacity and relationship to your organization. Personalization, in this way, creates extreme loyalty.' He advocates a 3 point approach to apply personalization in nonprofit fundraising efforts - Know; Automate; Amplify. (1) KNOW: Gather as much information about your donors as is possible. (2) AUTOMATE: Use marketing automation software to send tailored messages - at the right time - based on what you know about each donor. (3) AMPLIFY: Use data analytics to understand what the right 'ask' should be. He also provides other ways to personalize marketing efforts: Keep the new donor campaigns running to engage them, and make them repeat donors; Use persona segmentation and apply the personalized content to connect with them; Utilize personalization technology/marketing automation that is designed specifically fo nonprofits. Mr. Cooper concludes, 'Taking a more personalized approach to your nonprofit fundraising efforts can result in more donor engagement, higher average gifts, big increases in donor loyalty, and most importantly, you donors will feel that they're part of your cause.' Read on...
Personalization Is the Engine That Drives Today's Givers
Author: Gabe Cooper
Mohammad Anas Wahaj | 24 sep 2019
Jeff Bradford, PR expert and President & CEO of Bradford Group, suggests that now it is imperative to think about business-to-business (B2B) marketing strategy the same way as thinking about building relationships. He says, 'We expect to gain something from our friendships or relationships. Potential customers have the same expectations. You need to prove your value. Tactics like targeted media exposure contributed content, influencer relations, social media, speaking engagements and website downloads invite potential customers into your company story as friends versus onlookers. A strategic B2B marketing approach builds a relationship with the customer by providing valuable, relevant and consistent content.' He provides 3 ways to build lasting customer relationships - (1) Get Social: According to GlobalWebIndex's latest report on social media trends 2019, more than one in three internet users revealed that they go to social networks when trying to find out more information about a brand, company or product; Share recent company news, media coverage and industry articles to keep a steady stream of content; Add CSR initiatives, videos and behind-the-scenes photos to enable deeper customer exploration of brand; Aim to win customer engagement and share content that encourages dialogue; Implement gated content. (2) Tell Your Story: Have a compelling story to reveal to potential customers, just as in new friendships; Each piece of content should invite customer to the brand; Highlight CSR efforts on social media and website; Welcome new faces to your brand by proving you have a clear vision and showing how they can be a part of it; Make sure to honor customer's time by using your social media, website and media exposure to explain how you can help solve your customer's problem, not simply sell your services. (3) Renew And Recycle: Extend value of content by updating and resharing to reach wider audience; Repurposing a blog post into a series of social media posts linking back to the blog, a YouTube video, an infographic or a pitch for a bylined article; Strike a balance between quantity and quality of content; Existing content can be a foundation to build more content. With all this done right will make marketing to businesses simple, making them brand friends and customers for life. Read on...
Mohammad Anas Wahaj | 18 aug 2019
Startups are enabling tech-based transformation of India's retail sector through Android-based smart PoS (Point of Sale) devices. The promise of these devices goes beyond payments and makes supply chain more efficient with data analytics and potential credit scoring. Vicky Bindra, CEO of Pine Labs, says, 'Retailers and merchants from diverse sectors such as electronics, food and beverage, fashion, pharmacy, telecom, and airlines are adopting the new smart PoS machines to improve their efficiencies and enhance consumer's shopping experience.' Praveen Hari of industry association iSPIRT says, 'Today a smart PoS device is not just accepting cards, but they can also provide UPI (unified payments interface) pull transactions, QR codes (displayed on screens), NFC (near-field communication) transactions, wallet transactions, or basically, any payment mode that is available in India.' Ashish Jhina, co-founder of Jumbotail, says, 'Today smart PoS machines can do four key business functions: payment, billing, inventory management, wholesale procurement.' Smart PoS data is also valuable for credit scoring. Mr. Hari explains, 'The GST data itself is good enough for a lender to make a lending decision and the shopkeeper or his FMCG distributor now has an incentive to report all the transactions. The transaction data itself can help a lender make a lending decision.' Manish Patel, CEO of Mswipe, says, 'We have engineered a credit model where when our merchants can borrow money (to make wholesale purchases) from any of our NBFC partners, based on data we provide...In terms of recollection, the merchant can opt to pay back in daily and monthly instalments.' Read on...
Wireless, smart PoS devices revamping India's retail landscape
Author: Salman S. H.
Mohammad Anas Wahaj | 29 jun 2019
Collecting the right customer data and then understanding it to create usable insights is the key to e-commerce analytics success. But, implementing an effective and efficient analytics strategy and selecting the best tools and solutions from among many that are available in the market is no easy task. Ateeq Ahmad, consultant and founder of Albany Analytics, provides a set of ideas and road map to build an e-commerce analytics solution that would finally be used for predictive analysis. Mr. Ahmad outlines the process flow as - (1) Setting up data collection within current data sources. (2) Merging all data sources into one platform and automate such a collection. (3) Analyzing patterns in these datasets to build reports and dashboards based on KPIs. (4) Based on past behavior of customers, create prescriptive and predictive analytics around key metrics and goals. Data that is collected should include transactional data, social interactions and offline customer data. At the stage of merging all data sources into one central repository there are two possible methodologies - build own data warehouse or buy it from market. Of course, there are trade-offs involved in this selection. The best option seems to be to go initially for an available data merging tool, as it is cost effective, and then once sufficient experience and ROI is obtained graduate to build it in-house. Analyzing data and translating it into valuable business speak that paves the way for data-driven decision making is an essential part of successful analytics implementation. To provide right and timely predictive analyses it is critical to have an analytics team with strong data science expertise. Read on...
Mohammad Anas Wahaj | 28 may 2019
Prof. David Dubois, who teaches marketing at INSEAD (France), explains that by customizing digital technology according to customer relationships can provide B2B companies competitive advantage. Marketing spend is not defining factor for success, but how well companies integrate technolgical solutions is. Prof. Dubois says, 'A company's digital investment does not necessarily translate into marketing return on investment (ROI). For that to happen the firm needs to build a digital marketing organisation – data-driven marketing capabilities around the customer. A pivotal and enduring dimension of success in B2B markets lies in the relationship a company has with its clients. Thus, identifying the type of relationships that you have or would like to have with your customers is an excellent starting point to select and embed digital technology into your strategy. And this process is increasingly important for B2B companies if they are to maintain growth even as digital disruption accelerates the shift from B2BigB to B2SmallB.' He suggests defining customer-centricity by relationship type. Susan Fournier of Boston University offers a useful framework by likening customer relationships to friendship and romantic relationships. Once this has been done companies should select a technology that matches the relationship. According to Prof. Dubois, getting customer-centricity right in the digital age involves three steps after the relationship is clearly defined - (1) Test and learn: Consider the technologies and communication channels that are adapted to strengthening each type of relationship. Companies would do well to test and learn strategies. (2) Match technology to client (3) Integrate tech and new practices: Understanding the customer relationship should be an ongoing process. One part of that solution is mining big data on social media and news outlets. Prof. Dubois points out, 'At a time when the giant markets of SMEs such as China and India offer unprecedented opportunities, the roadmap to customer-centricity has never been more relevant.' Read on...
Driving B2B Digital Transformation Through Customer-centricity
Author: David Dubois
Mohammad Anas Wahaj | 09 may 2019
Ad-free environment is an expected reality with subscription-based models, ad blocking tools and alternatives to traditional media already available. Marc Pritchard, chief brand officer at Proctor & Gamble, predicts that we're evolving into a 'world without ads' as brand engagement with customers changes with technology and consumer requirements. Gary Ellis, Co-founder and COO of Remesh, explains how branding will shift and survive in this ad-free environment. He says, 'There are infinite possibilities for filling the void left by traditional advertising. Success will depend on translating traditional advertising insight into new engagement tactics. Advertisers will need to focus on how they can fit themselves organically into their customer's experience, rather than disrupting a customer's experience as is often associated with traditional advertising.' He adds, 'Consider what is central to the brand building experience, which ranges from embedding tech in products to targeted ads. Pritchard predicts an increased desire for personalization, an interest in learning about a brand's values and more brand experiences. This means a brand's ability to connect with people on a human level plays an even more critical role in this new engagement paradigm. An emotional function will serve as the main connector, and one that can come in many forms.' He further explains, 'Targeted advertising is about two things: relevant content and demonstrating comprehension of customer needs. It stems from the desire to be 'helpful' – providing an audience with the information they need so that they can quickly and easily find what they are looking for. In an ad-free world, what were once targeting challenges can be avoided. This means not just focusing on personalization, but context.' Read on...
How Will Branding Survive In A 'World Without Ads'?
Author: Gary Ellis
Mohammad Anas Wahaj | 09 apr 2019
According to the recent report 'India Digital Ad-fraud Market 2018' by techARC, the total size of digital ad-fraud in India stood at staggering US$ 1.63 Billion, which is 8.7% of the global size. The report projects 23% increase in digital ad-fraud in 2019. Digital Commerce contributed more than half 51% of the total ad-fraud in India. While, Leisure & Travel (26%), Entertainment & Gaming (13%), Banking & Finance (8%), Healthcare & Pharma (1%) and Others (1%). Although, App Fraud contributes to over 85% of the total digital ad-fraud, the organizations should not ignore the web platforms. Web platforms are more susceptible to frauds as in several organizations the digital teams are primarily focusing on the app, leaving the web space vulnerable. As video is increasingly becoming the preferred medium of content, it is also attracting fraudsters to exploit this advertising channel. The report finds that businesses who have an ad-fraud solution in place are better equipped to have higher levels of customer engagements. Faisal Kawoosa, Founder & Chief Analyst at techARC, says, 'Digital ad-fraud is getting increased attention from the C-level leadership of evolved organisations, where it is no longer an agenda of a CDO or CMO. The impact of digital ad-fraud now goes beyond diminishing the returns on marketing spends and can jeopardize the entire digital transformation journey hampering Brand Equity, Relevance and Positioning among other ramifications.' Read on...
Mohammad Anas Wahaj | 03 mar 2019
Scot Henney (GVP of sales at SAP) and Marcus Venth (GVP of market development at SAP) discussed the importance of customer experience in the digital age with John Furrier and Dave Vellante, co-hosts of theCUBE at IBM Think event in San Francisco, US. Mr. Henney says, 'A new customer-experience domain is open up called the "experience economy". It brings the front office and back office together and adds in "experiential data" on end-users.' As more companies shift from products to subscription-based services, customer-experience becomes crucial. Digital provides more power to consumers and ease of switching brands. Customer feedback becomes valuable. According to Mr. Henney, '80% of customers have switched brands because of poor CX (customer experience) and companies that deliver better customer experience have more than 200% more shareholder value.' Mr. Venth adds, 'The 360 customer view that leads to stellar CX is not achieved with applications, data and professionals in silos. One of the biggest challenges we see [is]...where we have a highly customized environment with lots of disparate applications that really are poorly integrated.' Read on...
Analytics mine consumer brains in new 'experience economy'
Author: R. Danes
Mohammad Anas Wahaj | 14 jan 2019
Autonomous shopping concept intends to bring brick-and-mortar and internet shopping into a unified and integrated retail experience. The grab-and-go smart shopping carts promote cashier-free automatic check-out eliminating wait in lines. TechSpot's contributing writer, Cohen Coberly, says, 'While it seemed like brick-and-mortar retail would be all but killed off following the explosive rise of online shopping, what we're instead seeing throughout the US is not death, but evolution.' According to a 2018 survey by RIS News, 'The leading new shopping option wanted by consumers was "grab-and-go" technology (in which customers can self-checkout using their smartphones). 59% said they'd like to use this, and 9% had used it.' In a global survey of 2250 internet users conducted by iVend Retail and AYTM Market Research, 'Roughly 1/3rd of respondents said they would like to make automatic payments using digital shopping carts.' Caper is a smart shopping cart startup. Josh Constine, technology journalist and editor-at-large for TechCrunch, reports, 'The startup makes a shopping cart with a built-in barcode scanner and credit card swiper, but it's finalizing the technology to automatically scan items you drop in thanks to three image recognition cameras and a weight sensor. The company claims people already buy 18% more per visit after stores are equipped with its carts.' Linden Gao, co-founder and CEO of Caper, says, 'It doesn't make sense that you can order a cab with your phone or go book a hotel with your phone, but you can't use your phone to make a payment and leave the store. You still have to stand in line.' The current Caper cart involves scanning an item's barcode and then throwing it into the cart. Brittany Roston, senior editor and contributor at SlashGear, reports, 'The smarter version will eliminate the barcode part, making it possible to simply put the items in the cart while the built-in tech recognizes what they are.' Chris Albrecht, managing editor at The Spoon, also reports, 'The future iterations, already in the works, will remove the barcode and will use a combination of computer vision and built-in weight scales to determine purchases. The customer completes shopping, and pays on the built-in screen.' The concept of scanless carts involves deep learning and machine vision. Cameras are mounted in the cart. The screen on the cart gives the shopper different kinds of information - store map, item locator, promotions, deals etc. It recommends items based on contents already in the basket. Read on...
Next-level autonomous shopping carts are even smarter
Author: Nancy Cohen
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