customer engagement
Good marketing helps communicate whether or not a product is right for the end consumer in a way the brain understands. A little bit of insight into the neuroscience around how we make those decisions can go a long way to helping you create your own marketing masterpieces; so let’s take a look at how the brain makes a purchase decision, what the purchase formula looks like, and what that means for your email automation. How the brain makes a purchase decision The brain uses a purchase formula to decide whether or not to buy a product or service – it’s a very specific process that you can watch if you have your own fMRI scanner at home… If you don’t have an fMRI scanner in the front room, not to worry. The lovely Professor Brian Knutson and his colleagues at Stanford university did it all for you! They ran…
Using customer data to fuel and improve your marketing is nothing new. The most successful companies have been doing it for years, knowing that it is critical to their success. So why are so many businesses still not reaping the full benefits of their data? How to harness the power of your data Decisions in marketing need to be powered by analytics and insights. But to make this work, you need to be sure that your data is accurate, accessible, and actionable. If you don’t trust your data, then you’ll never be comfortable letting it run your marketing campaigns. As your data pours in from many different sources, it’s vital to manage all that information in an efficient way. And to be efficient, you’re going to need help from some tech. Enter the CDP. “Customer data platforms consolidate and integrate data from multiple heterogeneous sources into a single, trusted repository that…
What is Customer Engagement? Although it is also relevant to physical stores and trade, the term “customer engagement” only really emerged with the rise of eCommerce. Now customer engagement has become a buzzword. So, let’s get down to basics… What does the phrase “customer engagement” really mean? Here’s a definition we can work with as a starting point: Customer engagement describes all interactions between a brand and an individual. Customer engagement refers to maximizing the engagement a customer has with a brand. A business will offer a form of engagement and the customer can select where, how, and when to interact with it. This is the significant difference with other forms of marketing: The consumer is actively choosing the time, place, and channel for the conversation. The goal is to create meaningful interactions between brand and customer. And it is the company’s job to interact in a meaningful, hyper-personalized manner. Customer engagement marketing should always be a…
Why do outstanding customer experiences matter, and what do they look like? Creating an amazing customer experience is what almost every company wants to achieve. However, it is one of the hardest goals in today’s messy and competitive world. Great CX comes in all shapes and sizes and significantly influences the relationship between customers and companies. We’d like to show you our personal top 10 of amazing CX, both online and offline. What is Customer Experience? But first, what is customer experience? Customer Experience (CX) is the sum of all impressions a consumer comes across while interacting with a brand. CX is multi-layered and contains cognitive evaluations, as well as emotional or spiritual elements. Customer experience is future-facing (anticipation) but also stems from experiences and recollections. CX is formed while browsing a store or physical website, while interacting with customer-facing services or while reading reviews about a business. In short:…
Forrester recently published The Forrester Wave: Cross-Channel Campaign Management (Independent Platforms), Q3 2021, and Mapp was nominated a Strong Performer, achieving the best scores in 13 categories out of 22, including Artificial Intelligence. Read Mapp’s forecast for a deep-dive on what the future of cross-channel campaign marketing will look like and how artificial intelligence is the present and future of multichannel marketing platforms. We all crave human interaction, especially in times of COVID-19. Most activities are limited to home or online, which accounts for any sort of consumption too. But who doesn’t miss being recognized by your favorite barista and being greeted with “the regular?” You want people to know your favorite things, to be acknowledged. In today’s world, this applies to online just as much as to a physical store experience. Places that know your name are the ones that you’ll more likely feel loyal towards. And that is exactly what customer loyalty is:…