Tag Archives: omnichannel

State of Marketing Today – Salesforce Study

11 Jan

As we know, marketing is always evolving. And this is due to the Internet, social media, smarter shoppers, etc. With that in mind, let’s consider the state of marketing today – Salesforce study. Then, see what we can learn.

First, check out these related posts:


State of Marketing Today – Salesforce Study

When studying the state of marketing today, there are many factors to consider. In our view, they include the following. Changing consumer demographics and lifestyles. Also, changing shopping behavior. The use of digital media and technology. The Internet of Things. The decline of traditional media. Global competition. The availability of big data. Competition between bricks and clicks. And much more!

For a good overview, we turn to the state of marketing today – Salesforce study . As Salesforce notes at the report’s sign up page:

“Learn how customer experience is reshaping marketers’ mindsets in our survey of 3,500 marketing leaders worldwide. In the study, we explore these topics. Shifting priorities that spark organizational change. Marketing technology that makes waves across the broader business. And how AI raises the bar for 1-to-1 marketing and efficiency.”

You may also click the report cover to access the FREE sign up. Moreover, this is a 50-page report.

Below the image, we note some Salesforce conclusions.

State of Marketing Today - A Salesforce Study

Salesforce’s Major State of Marketing Conclusions

  • In general, “high-performing marketing teams represent 12% of the survey population. Those surveyed include B2B, B2C, and B2B2C teams.”

State of Marketing Today - Salesforce Study

  • As noted in the executive summary, there are four takeaways.

(1) “Marketers Move to Evolve Journeys, but Data Woes Linger. Even now, marketers still wrestle with gaining a single customer view. In addition, there are elevated customer expectations and newer channels. While high-performers better coordinate marketing across channels, most others fail to adapt messages.”

(2)Shifting Priorities Spark Organizational Change. With the flood of customer data, firms are rethinking everything from job roles to how marketing functions. From account-based marketing to closer alignment with customer service, top marketers are change agents.”

(3) “Marketing Tech Makes Waves. In general, marketers expect use of marketing technologies to skyrocket. And high-performers tend to be heavier tech users. Most of them report that  current tech does this. It aids collaboration. It increases productivity. And it drives a cohesive view of data. Also, top teams cite data management as key for 1-to-1 marketing across each touchpoint.”

(4) “Marketing Embraces the AI Revolution. AI is the technology where marketers expect the most growth. Internally, marketers view AI as way to create more efficiency. For customers, most marketers want get more from their data and ramp up personalization without burdening their teams.”


Winning at Omnichannel Marketing: A Video Overview

19 Apr

Check out this video and paper on omnichannel marketing from BRP and Radial:

“Today’s customer is always connected and always on. Digital and mobile commerce have elevated consumer expectations of the shopping experience. She expects service anytime, anywhere, and any way she wants it. Marketers realize they need a different approach to enable a unified experience, one supporting the convergence of digital and physical worlds.”

“A unified commerce platform becomes a single consolidation point for all transactions, inventory, pricing, order management, CRM, call center, etc. This platform provides a single version of the truth across all channels to enable transparency, or the ‘glass pipeline’ of real-time visibility to inventory, product, and customer information. This is the nirvana, or end-state, that many marketers are trying to achieve with their customer experience and unified commerce goals. By moving the heart of the transaction, merchandising, and fulfillment activities to a centralized platform, marketers can allow their digital commerce applications to be more innovative and agile. This enables marketers to utilize their digital commerce offerings to contribute to the personal, ubiquitous, and unified experience that customers expect.”



Using Live Chat Software to Enhance the Online Experience

8 Dec

Guest Blogger

Today’s post is by David Campbell, who blogs about customer service trends for ClickDesk live chat and helpdesk software. He is an active freelance writer and his other interests include organic SEO and growth hacking.


Whether you’re offering an omnichannel solution from your brick-and-mortar store or running a complete E-commerce business, the busiest time of year has already begun. If your product and your placement are strong, converting potential buyers into paying customers shouldn’t be difficult.

But getting conversions on E-commerce sites is harder than ever. What’s the secret to increasing conversion rates this holiday shopping season and breaking your sale records? This is the question of every single online store at this time of this year, no matter how big or small they are or how long they’ve been in business. This post contains a useful answer to this question.

If we figure this out, we can easily implement that strategy into the system, and (in ideal conditions) our conversion rate should increase. There are tons of reasons why Web visitors convert, including pricing, quality of products, ease of use (UI/UX), product warranties and return policies, free shipping, and more; but if you keep these things constant, then the main reason why customers convert is simple: it’s based on how they feel.

When it comes to feeling, the importance of customer service cannot be overstated. There might be many stores offering the same kind of deal that you have on your Web site, but if your customer service is better than others, potential visitors will convert on your site and continue to come back for more.

In talking about customer service, what instantly comes to mind is E-mail, phone, and social media support. However, this is what everyone is doing. How do you stand out from the pack? What you need is something different, memorable, responsive, reliable, quick, personal, and efficient. This is where Live Chat Software comes into play. It serves all of those needs. Plus, new technology has made it possible for any SMB to add real-time support to their website in just a few minutes.

Live chat software lets you communicate with potential customers while they are browsing your Web site. You can help them on the spot, making it far more likely that they will convert into paying customers. If they are not contacting you, you can reach out proactively and help them make better decisions.

There are numerous benefits of having live chat on your website. We recently published a live chat infographic, as shown below.

This is a tried and tested formula and many big brands follow it throughout the year. Enable a live chat plugin on your website and start converting potential customers like a pro. Let’s make this holiday shopping season one for your customers to remember!




Better Understanding the Mind of the Multichannel Shopper

4 Nov

Each year, the number of consumers who shop at multiple formats — including both off-line and online — increases.

To better understand these shoppers, MasterCard recently published: The Retail CMO’s Guide to the Omnishopper — “What transaction data and consumer insights say about the attitudes and behaviors of tomorrow’s global customers.”

Consider this from MasterCard:

“The days of mono-channel and the un-digital shopper are over. Today’s consumer is coming at merchants from all angles, as she considers an accelerating set of content, payment methods, and offers. Retailers and manufacturers alike must cease to market to an exclusive channel. Their focus must not be on channel, but on the master of multiple channels. Retailers must market to tomorrow’s customer: the omnishopper. The retail CMO who does so intelligently will know where to place the next bet. Because the consumer is already one step ahead.”

Click the image to access the full MasterCard report.


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