74% of marketers said that a cohesive omni-channel experience was important (34% said it was very important). (https://www.targetmarketingmag.com) We would all agree that there needs to be consistency of the brand experience across channels and the ability to interact where customers are and where they want to be and there is evidence to suggest […]
Can all content be centrally planned? Simple answer: yes. However, for many organisations the gap between how content is currently planned (i.e. within lots of separate teams) and planning content centrally may appear too enormous a challenge. To cross the gap, you need to take a big step back. Talking about ‘central planning’ has a […]
What is “customer timing”? In my previous article (https://bit.ly/2F1Cq0i), I talked about mapping the buying journey so that, as marketers, we could better help the customer through the process of buying and making a decision by gaining a better understanding of the true buying process. Customer timing is being ready when the customer is ready, […]
We have already identified the pervasive problem of over communication with customers due to the wide variety of internal silos all communicating at once. But being aware of the problem is one thing, doing something about it is quite another, especially considering the complex nature of organisations and often their ever increasing global comms footprint. […]
All too often Customer Journey Mapping (CJM) is constrained to the customer’s online journey and even then may only be the journey from entering your website through to the point of sale. However, creating true business success from CJM can only be achieved by considering the customer’s entire journey and that means looking across six […]
Building a business case to break down the communications silos within a business does not only require a clear understanding of the business benefits that will be achieved but a considerable amount of internal alignment of different functions. While both are obvious points, they also pose significant challenges. To a degree, it is the challenging […]
Artificial Intelligence (AI) has burst onto the scene and is now taking root within the marketing stack. From established vendors to innovative start-ups, specific applications are emerging that are simplifying tasks, enhancing analytics, freeing up resource and most importantly, creating new and exciting opportunities for customer engagement. While AI is at its best when it […]
You may be familiar with this type of model that describes the capabilities of an organisations test: (This example has been cut down to just consider the areas that are required for customer communications.) Current methodology for using this sort of model would have you colour code this from red to green to indicate […]
You may be familiar with this type of model that describes the capabilities of an organisation: (This example has been cut down to just consider the areas that are required for customer communications.) Current methodology for using this sort of model would have you colour code this from red to green to indicate how well […]