What Good Personalisation Look Like To The Consumer

‘Personalisation’ started out as the in-store sales assistant who could instantly infer basic information about their customers, as well as. learn about their preferences and offer them advice throughout the browsing and buying journey. With the dawn of the digital age, retailers sought ways to replicate this one-to-one approach, whilst catering for far larger numbers of visitors.

So, how can retailers determine what ‘real’ personalisation looks like today? Firstly, they should know the difference between segmentation and personalisation. Segmentation involves grouping shoppers based on demographics like age, gender, geographic location and income. Different experiences can then be delivered to different groups of people who share certain attributes. Segmentation delivers recommendations based on group and demographic behaviours but does not engage shoppers on an individual level. For a more personalised shopping experience retailers can add knowledge of each visitor to their website, including location, time of day and weather.

Secondly, retailers need to focus on real-time personalisation. Retailers must understand their shoppers’ behaviour in real time, recognising future intent as well as historic action, and proactively respond to this, tailoring highly relevant content at the most personal, individual level. What does real-time personalisation look like? It is predictive landing pages with tailored offers which boost engagement and conversion; personalised auto-discovery and search functionality which dynamically show the most relevant products based on shopper profile and behaviour; it is targeting content, such as images, promotions and blogs, and showing customers the kind of things they are interested in, to enhance the shopping experience.

Lastly, retailers must integrate this personalised shopping experience across all marketing channels. They must follow an omnichannel approach. An example of said approach:

  • Let’s imagine she goes to her favourite fashion brand’s website and after browsing and buys a denim dress.
  • She adds the dress to her cart and is navigated to the online checkout.
  • On this page, she is recommended a pair of shoes and a t-shirt which match the dress and are in stock, in her size.
  • She adds the t-shirt to her basket, deliberates, and then decides against the entire purchase.
  • She then receives an email reminding her of the abandoned basket and offering free delivery to store as an incentive.
  • After buying the items, she goes to the store to collect her purchase and receives a notification of an in-store sale.
  • She picks up a couple of items on special offer, and after leaving the store, is emailed a receipt for all purchases, which are also logged on her online account.

For real customer personalisation, retailers must choose solutions which help them deliver on shoppers’ expectations, as well as operating and integrating across their entire tech stack. Contact Catch the Beat for expert digital and social marketing solutions.

What voice innovation mean for search marketing

Voice-controlled devices introduced a newfound level of convenience with families relying on gadgets, such as Amazon’s virtual assistant – Alexa, to play music, check the weather, turn out the lights, and search for facts. These devices also changed consumers online purchasing behaviour, although it’s usually simple commodities.

Furthermore, Google had some exciting breakthroughs at the Google I/O conference in San Francisco back in May. The search giant demonstrated how close the Google Assistant is to make a call to reserve a restaurant table or book a hair appointment. The restaurant would only need a website and a Google Places account for the reservation to be successful.

So, what do voice-controlled devices mean for search marketing? Digital agencies have been conducting keyword research and suggesting content, rich with SEO potential, for years. Many of these content suggestions are question-led, for example ‘what is the best office laptop?’, because a large proportion of users now type how they speak. Content that is highly targeted towards such search queries, will naturally top the organic results, whether the question has been typed or spoken.

How can companies use voice-controlled devices to their advantage? With the increasing number of households using voice assistants, brands can make product reviews and user feedback more immediate and engaging. For instance, after an online order is delivered, the voice assistant can ask “How would you rate your item?”. As a result of a quick question, the brands capturing customer insights correctly will be able to offer more accurate recommendations as a result.

With the increase in online shopping comes an increased number of returns. Online returns can seem like a hassle and consumers have little tolerance for complicated returns. The option to initiate returns via voice-controlled devices will streamline the process and improve customer perceptions of brands. For instance, three days after customers receive their order, Google Assistant can remind customers to send back any items they don’t want. Brands can also create shopping experiences that integrate voice and visual interfaces, like the Amazon Echo Show or Google Home connected to a TV via Chromecast.

There is no denying that this is an extremely agile and exciting space. Keeping with the times, companies still need to build a strong online presence with the help of Search Optimisation.

How to integrate Video into your Digital Strategy on a tight budget

It is the year of mobile videos in the marketing world, where it quickly picked up momentum and customers can’t go without their daily dose of digital videos. Time spent on smartphones has continued to increase, and according to marketing statistics, more than 75% of video viewing is mobile.

What does this mean for businesses? Clearly, it is time for businesses to incorporate video into their marketing and advertisement efforts. However, many simply don’t have the time or resources to be spending on video creation, and that can be a major roadblock on the quest for video. Luckily, nowadays businesses and marketers alike can get easier access points to video creation, options that not only help them stick to a reasonable budget but also help them adopt video rapidly.

Don’t adhere to strict definitions: These days the entire definition of video is changing, it is not just for long-form TV advertisement and 30-second pre-roll videos. Think about Instagram and Facebook Stories, Carousel, and Canvas, where videos are stringed together with multiple still images into a slideshow or a rotation. Additionally, visuals like cinemagraphs and boomerang clips also create the desired effect of video in that they grab consumers’ attention as they move.

Do keep it real: Businesses should bring in real content like behind-the-scenes footage that shows how a product is made or a simple product demo filmed with a smartphone. Consumers are more relaxed with the idea that videos don’t have to be a big production.

Don’t drag it out: Businesses and their brands must keep video advertisement short and snackable to ensure their message doesn’t fall on deaf ears. Consumers resonate better with brands that push out the short-form video over brands that adhere to long-form content.

Do play around: Automation enables businesses to test their campaigns and get insights into real-time events, seasons, holidays, and trends. The best-performing video ads will always be the ones that have the most relevance to consumers.

In conclusion, video doesn’t have to be done with a large and expensive production crew. Businesses, big or small, can utilize video advertisement, especially on social formats, like Instagram Stories.

2018 is the year of less waste and more Measurable Marketing Campaigns

Marketers believe that nearly 30% of their marketing budgets are wasted due to poor strategic planning, incorrect channel focus and fraud. With marketing budgets under more and more pressure in today’s fast-paced and channel rich sector, the need to stamp out wasted marketing efforts has never been greater.

Measure your metrics, measure your success – If you cannot properly measure what your money is doing for you, then you are wasting it. Marketers measure to understand where to prioritise their spending, whether it is investing more or investing less in a certain activity. Everything is measurable to some extent, but metrics become much harder to evaluate when measured in silos. Marketing that is not measured and is not attributed is at high risk of duplication, waste, and general sub-optimal performance. Also, without measurement, detection of fraud becomes significantly harder.

Make your money mobile – Mobile is the hub of digital marketing today. Marketing research suggests that mobile and online advertising is vital to marketing success. Your marketing budget should be moving towards digital and mobile advertising because you get the most specific, targeted and measurable results, and it is where the customers are.

An over-the-top future – Always look ahead when planning your marketing budget. This year streaming videos and voice technology exploded in popularity, resulting in more marketing opportunities. Marketers with the foresight to invest in understanding the consumer experience of these devices now will undoubtedly benefit in the long-run. Marketers that prioritise measurable channels where their customers spend time will succeed. Marketers that can do that, as well as preparing for the content channels of the future will not only succeed but thrive.

Don’t waste your budget on meaningless marketing efforts. We offer excellent Digital and Online marketing and measurement services! Catch the Beat got your back.

Maximising ROI without compromising Customer Experience

We all know a fully integrated strategy across all departments within a company can be very complex. Each department operates with structured Key Performance Indicators (KPIs) that may include boosting profitability or customer feedback ratings. The trick is to ensure that all these departments operate in concert with each other so that different objectives can be achieved without hindering the overall success of your company.

In order to implement a cohesive strategy across all departments, the objectives must be clearly defined. For instance, boost the bottom line, increase efficiency and productivity, or achieve a culture of favourable customer experience. When improving your customer experience every step of the customer journey must be viewed, if your customer is not achieving what they want to achieve, then the entire interaction isn’t functional.

Secondly, gather insights. Use the insights available through data analytics to find out where the pain points are, those ‘hiccups, that prevent the customer journey from being a seamless one. These ‘hiccups’ can be, for example, your social media channels and communication channels not being integrated properly or the lack of necessary information on your website. Identifying these pain points and correcting them as quickly and efficiently as possible brings you one step closer to the place where Customer Experience lives and breathes.

Furthermore, gather insights into the processes and workflow from each department. If there are certain processes that can be simplified or improved it can lead to an improved workflow, leaving more time to focus on the ‘pain points’. Customers want fast response, include a messaging or ‘call back’ option on your website and social media sites regarding product information requests.

Lastly, when the workflow is improved you create more time to deal with other issues, this has a direct impact on the efficiency and productivity of the different departments. However, any optimisation needs to be designed around customer needs, preferences and improving the overall customer experience. Great customer experience drives customer loyalty, and retention, delivering a higher customer lifetime value and potentially yielding a long-term Return on Investment that is beyond any initial short-term gains.

Companies should focus on creating personalised, functional service that gets the job done according to customer expectations and preferences, and the rest will follow.

Contact Catch the Beat for specialised Integrated Digital Marketing Services that will keep your customers happy!

The Power of Online Reviews

When consumers decide to make a big purchase, such as a new computer, a winter coat, or an all-inclusive holiday package, they usually start their purchase journey with checking the brand’s digital channels: a website, a Facebook page, or a blog.  They then move on to comparison shopping, to see how the product or service in question stacks up to the competition. Through this entire decision-making process, there’s a consistent factor at play that’s been shown to have a tremendous amount of influence over consumers, online reviews.

Whether it’s customer testimonials on a brand’s website, contributed influencer content on a brand’s blog, product reviews and ratings on comparison shopping sites, or chatter on social channels, today’s consumers care a lot about the experience other people have had with a brand’s products or services before making a big purchase decision. According to our marketing experts, 85% of consumers, aged 16 to 34, said they trusted verified reviews more than any other source of information. Furthermore, 64% of adults would gladly share a positive experience they had with a brand with other consumers while 57% would opt into sharing a negative experience through digital and social channels.

Consumers use the experiences of previous consumers to visualise the kind of experience they may have with a specific product or service. How can businesses utilise this valuable feedback to their advantage? They can start by simply asking their consumers. Employees can lead the incentive by explaining that their review will not only help you improve your own products and services but also help make a positive impact on other consumers who are shopping around. Go a step further by inviting customers to share a unique story about how the product or service positively impacted their life. Businesses should also interact further with customers by responding to their reviews. It’s important to let customers know that their views matter, even if the business disagrees with the views or cannot help solve the problem.

It is evident that online reviews are an integral part of the customer’s buying journey. Customers want to have a deeper connection with the brands they love. Online reviews may lead to a more meaningful relationship with your customers and should be integrated into business marketing efforts.

Contact Catch the Beat for more specialised social and content marketing services!

Succeed with Social Media!

With Social media use growing by almost 20% each year, companies are increasingly asking for justification regarding social media budgets and what impact Social Media will have on their business. The big question on everybody’s mind is ‘How do you start a successful social media campaign?’
Social media content should add value and spark customer interests, seeing the same old posts is not going to cut it!

Followers are more likely to Unfollow your page. Business should develop a focused and fully integrated content strategy with clear objectives, timely goals, and metrics to measure the impact of their content.
In order to measure your campaign, you have to start with a simple goal. For instance, building an authentic audience, driving traffic to your website, or seeking potential customers. Once you have a goal you can start composing your message, what you want the target audience to know and experience. This can be planned around important dates throughout the year.

It is important to note that you must know what kind of content resonates with the chosen target audience. If you publish high-quality visual content, followers will more likely to organically share it with their followers and the spider-web of connectivity will grow. Rather undergo an in-depth study of your target audience to produce specialised content than publishing broad content that tries to please everyone. People want to be part of a specific community.

Over time you want to know how this social media campaign improved your business and sales. You’ll want to prove all your hard work has paid off! That is why implementing measurement tools are important, such as weekly and monthly reports. For instance, keep track of your follower count, engagement, and likes to measure the success of your campaign. Ultimately, your social media channels are there to give the brand a competitive edge. By simplifying the content process, gaining insight, and using data to determine the next step, you’ll build lasting brand loyalty.

Contact Catch the Beat for specialised social and content marketing services!

Is your website ready for peak season shopping?

It is October, the year is at its end, and it is 3 months till Christmas! In a business’ perspective, the year is not over, in fact, it is the busiest time of the year. People are already over-loading their ‘shopping baskets’ with Christmas gifts and hunting for great specials. E-commerce shopping also made it easier for consumers to purchase online, with just a click of a button you bought all your Christmas presents without leaving the comfort of your couch.

The big question remains, how capable is your website when dealing with this increase in online shopping? Retailers must ensure that their online presence is reliable, scalable, and secure during this crucial period. That means being able to cope with naturally fluctuating demand, artificial traffic spikes, and seasonal distortions. If anything prevents access to the website, slows down the loading of a page or the processing of a payment, frustrated customers will abandon their shopping baskets and go elsewhere.

Malfunctioning of sites make for retail horror stories but it can be prevented. Ensure that the words, pictures, videos, and other components of the page gets to the user in the right order and quickly deliver immediate benefits. If the content arrives at the endpoint in a disjointed order, it delays the user’s ability to begin their browsing experience. Optimise the target device platform, such as mobile devices, tablets, and desktops. If not executed correctly, that too will impact the customer experience, usability, and sales conversion rates. Lastly, protect your website from massive bad traffic. Content delivery platforms can act as a ‘man in the middle’ and orchestrate the rejection of rogue and malicious traffic intended to take down a site while letting legitimate users through to enjoy their online shopping experience.

Your site must look the same on all devices, work the same and work quickly enough to keep customers engaged. Don’t let the stress of the peak shopping season get you under, contact Catch the Beat for expert website design and development services!

Incorporate Live Videos into your business strategy!

Today’s consumers are searching for unique experiences and engaging with brands on a more personal level. Video has become a key part of the marketing ecosystem, according to market researchers, mobile video is the fastest growing ad format globally. However, pre-recorded videos don’t deliver when it comes to customer engagement. Therefore, businesses should consider incorporating Live Videos into their marketing strategy!

Live Videos are regarded as one of the most engaging mediums for communication. Pre-recorded videos have compelling images and text, but it doesn’t facilitate the type of engagement generated by live streams. Live videos have become a significant marketing tool that can help strengthen the relationship between a brand and its followers. Social media is making it easier to take advantage of the live video trend, including Facebook’s release of live features to all users that enables any brand to use the technology.

When engaging with followers on social media, businesses should remember to offer viewers the ability to affect the content of a live stream, and creating a sense of being part of the event, using features such as polling and Q&As. Live Streaming can be more authentic than TV and Print advertisement because it is more relaxed and unedited. For example, the most watched Facebook live video was ‘Chewbacca Mom’, reaching a whopping 170 million views live and on replay.

How does a video showing a woman sitting in her car wearing a Chewbacca mask and laughing, attract such a large audience? Because viewers could share and engage with her joy, it made them feel good. Businesses can attract potential consumers by means of announcements which are so important to the core audience that they need to see it live, or live streaming backstage at a big event, extending the viewer access to a place, person, or experience that they wouldn’t normally have access to.

Evidence shows that live video can be an effective marketing technique capable of generating more meaningful engagement from viewers and stronger brand-audience relationships.

 

How to create a brand advocate on social media.

In this ever-evolving world, the only constant is change. Companies must think on their feet and come up with new, innovative ideas to reach their customers. It is not enough just to use social media but businesses need to learn how to use these platforms to create satisfied, passionate advocates for their brand. This means improving digital customer experiences!

By now you should know that customers will complain and boycott a brand if they had a bad experience, especially if the company failed to mend fences. According to our marketing researchers, 67% of customers cite a bad experience as the main reason for leaving a brand. This can lead to a considerable loss in followers and being ignored on social media.

A company can start by developing a singular, multichannel strategy, where they can answer and reply customer complaints on different social media channels. Timing is key, be very quick to respond with a proper answer that is accurate. People have different behaviours on different channels, and use different channels for different purposes. Companies must adapt accordingly, knowing exactly how their customers will react on Facebook, Twitter, and Instagram.

There is an increasing demand to integrate chat channels due to the growing number of channels available to communicate with brands. If your brand engages on these channels, you also need to have the capacity to answer on these channels. A recent study found that 98% of brands that broadcast on social media fail to respond to their followers. This poses a big risk since companies can lose potential brand advocates.

If companies can create a positive digital customer experience, they might see an uplift in their average basket value because when customers have a good experience, they will most likely spend more on the company’s brand. Take a walk in your customers’ shoes and think about what content they want to see and how they want to engage with your brand!

Catch the Beat can help your business achieve legendary status on social media platforms! We can help you be seen and create a platform for your customers to engage with you!