Measuring Marketing Effectiveness

Peter Lavers

However, another rich territory for seeing the benefit of multiple technical customer insight (CI) disciplines is the measurement of marketing effectiveness. The most obvious example is probably the challenge of measuring the effectiveness of “below the line” verses “above the line” marketing.

Personalization – The Fifth P In Marketing


I will always remember my first marketing class in college when we learned about the 4 P’s – Product, Price, Place, and Promotion. Before I go any further, as a customer service and experience expert, I believe that service and experience are all about marketing.

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The Customer Experience Is Your Best Marketing


What is marketing? A quick Google search on the word marketing reveals this from the American Marketing Association (And, they should know!): Great definition, but marketing has changed. Websites are a great example to illustrate how marketing has changed.

Avaya Shakes Off Debt, Heading to Public Market


10 months ago, Avaya filed for chapter 11 protection kicking off the largest bankruptcy event in the history of the call center industry.

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Music: A Marketing Tool

Beyond Philosophy

Title: The post Music: A Marketing Tool appeared first on Beyond Philosophy. Music has a unique effect on our brain, especially concerning memory. Apple brilliantly capitalizes on all of them in its holiday ad.

Do You Harness the Power of Habit in Your Marketing Yet?

Beyond Philosophy

This statement from the psychologists Townsend and Bever captures one of the great truisms of human behaviour – and one of the great challenges for marketers. Habits and Marketing. The statisticians know, however, and marketers want to know what they know.

Various Experts Predict 2017's Upcoming Digital Marketing Trends


Digital Marketing industry is flourishing every year. People are coming up with extraordinary marketing strategies which is helping the digital market to thrive. According to 51.9 % marketers, videos have the best return on investment.

5 Ways Verint Mid-Market Solutions Can Help Your Business

Contact Center Pipeline

Customer expectations are skyrocketing, making the need to provide seamless, effective service more important than ever, regardless of the size of your contact center.

Choppy Waters of Marketing Compliance


The marketing compliance waters for companies that sell via telephone have always been known to be choppy. This ruling brings some much-needed common sense to the TPCA/DNC lawsuit frenzy, while further proving how volatile the regulatory environment is for companies that market to consumers. Staying afloat in the ocean of marketing regulations saps you of critical resources that could be better used to facilitate growth.

How Video Marketing Impacts the Online Customer Experience

Win the Customer

So let’s cue the video marketing tool. Thanks to video marketing, you can learn about the product in an interactive way, see the real-life version of the product and hear what other consumers just like you are saying about it.

Has Mobile Marketing Revolutionized the Mobile Customer Experience?

Win the Customer

In the 20th century, marketing was markedly different from the industry it is today. Customer Experience Technology marketing Mobile In an instant, mobile users read customer reviews, research products, and compare prices; the mobile customer experience is key for today’s informed customer base. Companies would display ads on television, billboards and in print where potential customers were likely to see […].

What is the Relationship Between Customer Service Quality and Market Share?

Win the Customer

Is there a relationship between the size of a company and its ability to deliver quality customer service? What does it mean for business success? Customer Experience Customer Service Management

Does Your Channel Run In A Silo?

Ian Jacobs

We know that B2B marketers have been working to break down silos for years to […]. I have spent my entire career in the channel.

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Market Analysis - How Mobility and Messaging are Transforming CX

Jon Arnold

They’re definitely moving in that direction, but existing platforms and operating environments are well entrenched, making it difficult to adapt at the speed the market is moving. Of course, the converse is also true, but I’m focused on where the market is going, not where it’s been.

APIs 10

Now Revealed and Proven: (The True Marketing Value of) Return on Word of Mouth

Beyond Philosophy

I’m grateful to my colleague, Richard Vanderveer, for making readers of his blog aware of an insightful report – Return on Word of Mouth, or WOM/ROI – recently issued by the Word of Mouth Marketing Association (WOMMA). As a long-time believer in the power of word-of-mouth and brand favorability in b2b and b2c marketing ( [link] and [link] ), he deserves a sincere thank you for bringing this insightful piece of work to everyone’s attention.

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IBM Jumps Into RPA Market With Automation Anywhere — Perhaps A Turn To More Practical Challenges

Ian Jacobs

IBM and Automation Anywhere (AA’s) today announced a collaboration (note-not a formal partnership yet) to integrate (AA’s) Robotic Process Automation (RPA) platform, used to create software bots to handle repetitive, task-based work, with IBM’s portfolio of digital process automation software, that includes IBM Business Process Manager and Operational Decision Manager. For AA, the partnership is a validation of […].

10 Ways Marketing Operations Creates Value


10 Ways Marketing Operations Creates Value Lynn H. If you think Marketing Operations is one-dimensional, think again! This role has been essential in marketing organizations for the past 20 years as CFOs have emphasized accountability for budgets and other resources.

Guest Blog: How Does AI Marketing Help Drive Customer Engagement?


This week we feature an article by Lindsay Tjepkema who writes about how artificial intelligence marketing (AIM) is becoming more important to our success in engaging with customers. Additional research shows that AI marketing will, in fact, be a dominant marketing trend this very year.

‘Top 50 Marketing Thought Leader’ Reveals Latest Trend

Beyond Philosophy

I have recently been included in Brand Quarterly’s ‘Top 50 Marketing Thought Leaders over 50’ and they asked me an interesting question: “What do I think the next industry trends would be for the year?” In our bland world everything is the same to many marketers who still only focus on the 4P’s (Price, Place, Product and Promotion) and use this as a crutch. Marketers need to recognize that human decision making is far more complex than this.

Chatbots Mature Into An Enterprise-Class Customer Service Tool — Explore The Leading Vendors In This Market

Ian Jacobs

Over the past year, Forrester clients have been brimming with questions about chatbots and their role in customer service.

Chatbots Mature Into An Enterprise-class Customer Service Tool—Explore The Leading Vendors In This Market

Ian Jacobs

Over the past year, Forrester clients have been brimming with questions about chatbots and their role in customer service.

Marketing Maturity Mobilizes Customer Experience Mojo


Marketing Maturity Mobilizes Customer Experience Mojo. In marketing , maturity matters for the same reasons! power) of everyone in the marketing department, and their collective impact. Customer experience excellence depends to a great extent on marketing having its act together.

Here are four ways to improve ROI in your marketing budget by considering contact center operations

Robert Davis

Marketing professionals spend countless hours creating campaigns designed to drive customers to their contact centers. Organizations expect that the agents taking these calls will not only sell the product or service marketed, but they will also upsell, cross-sell and create an excellent customer experience. Here are four ways your organization can ensure the success of your marketing campaign by integrating it with contact center operations. By Rich Hand , RCDA Consultant.

DMG Consulting Releases 2017 Contact Center Gamification Product and Market Report


DMG Consulting Releases 2017 Contact Center Gamification Product and Market Report. Who: DMG Consulting LLC, a leading provider of contact center, back-office and real-time analytics market research and consulting services. What: Releases 2017 Contact Center Gamification Product and Market Report. The 2017 Contact Center Gamification Product and Market Report provides an in-depth analysis of this growing market.

Introducing Forrester’s New Brand Energy Framework – Emotions Fuel Your Brand’s Energy

Ian Jacobs

To most marketers, this is an age-old axiom: emotions drive brands. B2B marketing B2C marketing brand experience branding chief marketing officer (CMO And emotional motivators, like pixie dust, are sprinkled by the likes of Apple, Harley, Lego, and Patagonia to create a frenzied devotion that, on a good day, can give the Star Trek fandom a run for its money. But how does one create pixie […].

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Successful Business Marketing – Working Together for a Common Goal

Win the Customer

What can you do to include your customers in your marketing campaigns to ensure that you say what they need to hear in order to make a confident purchase? If you can learn what products and services your customers are looking to buy in the near future, you have a huge edge on the market. To truly market to your customers, you have to think like your customers. The post Successful Business Marketing – Working Together for a Common Goal appeared first on Win the Customer!

Amazon Product Content: A New Space Race?

Ian Jacobs

advertising B2C marketing digital marketing online retail search marketingThe Whole Foods acquisition by Amazon weeks ago was only the latest milepost in the latter’s inexorable march to the top of retail. The company sold $136 billion worth of products in 2016 – more than any other online retailer (and just over a third of what Wal-Mart did). And we find that Amazon is big and gaining […].

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Social Customer Care Cannot Be Ignored


Just last week I attended Social Media Marketing World in San Diego. So, what does a social media marketing conference have to do with customer service? It’s been said that customer service is the new marketing. Some call this marketing, and I won’t disagree.

Get Ready For The Self-Driving Economy

Ian Jacobs

automotive tech market outlook tech sector economics transportation & logisticsAutonomous transportation.

5 Reasons Why Social Media Is Critical for Great Customer Service

Win the Customer

However, most businesses focus on using social media only for marketing – and that shouldn’t be the case. So, how about putting marketing aside for a minute and being a little… social? Remember how I said more businesses should put marketing to the side for a minute?

Venturing Into ABM? What You Should Be Asking

Ian Jacobs

account-based marketing (ABM) advanced analytics B2B B2B marketing big dataIs curiosity as important as intelligence when it comes to handling complexity? Some new thinking from HBR suggests that it is — especially when handling ambiguity and change.

Reaching the New Standard in Digital Expectations

Peter Lavers

By Peter Lavers and Rob Poratti – Product Marketing Manager for IBM Watson Commerce. The marketing and commerce landscape has changed dramatically in recent years, and is set to continue to do so. CRM Customer Centricity Digital Latest Thinking Marketing

CUSTOMER CULTURE: How does it drive future business performance?


Called the Market Responsiveness Index (MRI) the tool enables a company to benchmark their level of Customer Centric Culture against more than 200 organisations worldwide.

Intersecting Viral Marketing With Emotional Customer Connection: TD Bank’s ‘Home Run’

Beyond Philosophy

Here’s a quick thumbnail summary of where some examples of TD Bank’s marketing unique marketing and communication initiatives have taken the company over the past year or so. Michael Lowenstein, Ph.D., CMC Thought Leadership Principal, Beyond Philosophy.

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Three things we can learn from how Wimbledon is managing the customer experience

Peter Lavers

CRM Customer Behaviour Digital Latest Thinking Marketing customer experience CX IBM wimbledonI had the pleasure this week of being invited to Wimbledon by IBM to see for myself how their systems, artificial intelligence, and cognitive tools (Watson) underpin the customer experience. What?!

Why Most Customer Experience Programs Fail

Beyond Philosophy

We work with Customer Experience (CX) professionals around the world and train them on how to go about implementing CX programs. The main reason that an organization fails to improve their CX is because of their lack of Customer Centricity. Most organizations attack the symptom not the cause.

Should Social Media be the Responsibility of Customer Service or Marketing?


Should Social Media be the Responsibility of Customer Service or Marketing? . Marketing vs. Customer Service. Debates continue about which department in a company owns the social media channels – is it marketing, customer service, or a special group of people dedicated to this function? However, it’s also important for social media agents/marketers to be outstanding communicators who can quickly write effective responses.