Tag Archives: customer expectations

Catering to Buyer Personas: Infographic and Video Examples

16 Jun

Virtually all marketers are familiar with — and most apply — the concept of market segmentation. One under-appreciated way of segmenting consumers is through the use of buyer personas, which are composite identities that represent the types of prospects (segments) that a business is seeking.

As Douglas Karr writes for MarketingTechBlog:

“While marketers often work to produce content that both differentiates them and describes the benefits of their products and services, they often miss producing content for each type of person that is buying their product or service. For instance, if your prospect is seeking a new hosting service, one persona may be focused on performance while another persona may be focused on the security features. It’s critical that you speak to both — and often requires that you target each with specific advertisements and content.”

“It’s about reversing your perception. 90% of your visitors are not prospects… so you need to stop making decisions based on everyone and focus on the 10% with potential. Look at your firm from the eyes of your buyer and build content that speaks directly to their motivation for becoming a customer of your brand.”

 

TAKE A LOOK at this infographic on buyer personas from Single Grain, a digital consulting firm.
 

 

Now, TAKE A LOOK at this video on buyer personas from Savvy Panda, a firm that offers custom Web design, SEO & Internet marketing, social media marketing, testing & analysis, training & education, hosting, and more.
 

 

CEOs Getting More Involved with Social Media

6 Jun

For quite a while, many CEOs avoided their own involvement in social media, instead having specified personnel undertake company social media activities. They did not see the benefits of their own social media engagement and viewed social media as a time drain. Now, CEO attitudes and actions have dramatically shifted.

As Weber Shandwick recently noted:

“Research released today [May 2015] from leading global public relations firm Weber Shandwick finds that 80% of the chief executive officers from the world’s top companies are now engaged online and via social media. CEO sociability has more than doubled since Weber Shandwick began tracking the social activities of chief executives in the firm’s first Socializing Your CEO study in 2010, when only 36% of CEOs were social. 

“’CEOs can enhance and strengthen the reputation of their companies by taking an active and visible role in creating and sharing branded content through their company sites and social media,’ said Chris Perry, global president of Digital, Weber Shandwick. ‘The proliferation of sources, the unpredictability of news cycles and the explosion of new, highly visual media formats can be a challenge to any company, but it’s also a massive opportunity to engage and connect.’”

 

Click the image to read Weber Shanwick’s full report.

 

 

And the Favorite All-Time YouTube Commercial Videos Are …

5 Jun

Last week, we posted about YouTube’s reader campaign to “help us pay homage to the greatest brand moments from the past decade” [the period of YouTube’s existence].

Here’s the list of the 20 nominees provided by YouTube.

Now, the winners are in. What do YOU think? Do you agree?

“The wait is over. The moment has arrived. We’re about to unveil your favorite ads from the last decade on YouTube. But first, we want to thank you. From ad makers to fans, you came out in droves to vote (and tweet) for your favorite ads and help us, in partnership with the Webby Awards, recognize 10 years of great branded videos on YouTube. So in celebration of YouTube’s 10th birthday, we’re pleased to share the results: Congratulations to Turkish Airlines and the teams at Crispin Porter + Bogusky and Starcom for making your favorite YouTube ad of the past decade: Kobe vs. Messi: The Selfie Shootout.

Here are the top five, in order. Note: “Combined, these five videos have been watched for over 7.7 million hours1. That’s over 875 years people chose to spend watching ads! Congrats to all of the winners and nominees and thanks again to all who voted.”
 

 

 

 

 

 

Small Firms and Social Media: A 2015 Overview

31 May

Small businesses are really stepping up their social media activities.

This is borne out by a recent survey by Clutch, a consultancy that gathers research and reviews on development, design, and marketing companies:

“How are small businesses currently using social media and how can a small business benefit from a social media strategy? In a small business survey conducted by Clutch, results showed that 53 percent of small businesses actively use social media. We investigated small business investment in social media and the change from 2014 to 2015 further, focusing on investment in employee time, spend on an outside agency or consultant, and spend on social media ads. We interviewed social media and digital marketing experts for their thoughts on the survey results and for insights on how small businesses can develop a comprehensive social media strategy. Below the infographic there is more detail on the survey data along with additional analysis from the experts we interviewed.”

 

 

Vote in a YouTube Poll: Best Ads of the Past Decade

27 May

As it celebrates its 10th anniversary, YouTube is running a reader campaign to vote on the best ads appearing on YouTube over the past decade:

“It’s official: Advertising on YouTube has come of age. In 2014, four of the top ten most-watched videos on YouTube were ads. As we celebrate our tenth birthday, help us pay homage to the greatest brand moments from the past decade. Register here and vote for up to 3 of your favorites. #10YearsofYouTubeAds “

Hurry!! Voting ends very soon.
 

 

Are You Doing a Good Job of “Courting” Your Customers?

20 May

As we know, in today’s competitive environment, we cannot take our customers for granted. We need to continuously “court” them and have them feel appreciated.

Consider this observation from Oracle Marketing Cloud:

“From the need to meaningfully nurture to the demand to delight and impress at all stages, a lot goes into building the relationships with your customers. Sometimes marketers need a little help finding the inspiration to engage, because it’s not just about sealing the deal, but keeping your customers consistently content, just like your significant other! We’ve compiled key questions that you may likely be asking about your marketing efforts. Because in marketing, flowers and candy simply don’t cut it.”

Check out Oracle’s slideshow on this topic.
 

 

Do Better in Dealing with Negative Online Reviews

19 May

Negative online reviews can have a devastating effect on businesses — unless they are handled properly.

Here are some suggestions from Konnecti, a company that helps clients build their online presence.
 

 

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