Online reviews trump advertising, in-store advice and friends when it comes to researching gadgets on Amazon.com, contractors on Angie’s List, getaways on TripAdvisor and finding out why Yelpers think that “hot” new restaurant is a flash in the pan. No matter where you look these days, #EveryonesACritic. New York Times bestselling author and online consumer behavior expert Bill Tancer says feedback on these sites is fertile ground for learning how to keep and win customers.
To celebrate the sixth annual Dare 2B Digital Silicon Valley Conference & Innovation Challenge this year, I helped Invent Your Future Foundation, a non-profit that I advise on marketing strategy, introduce blog profiles of young women who “grew up” through their groundbreaking STEAM immersion program. The series launched with a spotlight on Komal Sharma, a San Jose State University student who shared her success story. Continue reading →
Girls…are you ready to have the most fun ever on a Saturday? Us too! Here are 10 reasons not to miss this adrenaline-pumping, music-filled day exploring, connecting and creating. Join us at the Dare 2B Digital Conference & Innovation Challenge – THE place to be for SF Bay Area girls in grades 7 – 10 on Saturday, February 28, 2015. Why you won’t want to miss it…
A new report from Shop.org and Forrester Research titled “The State of Retailing Online 2013: Marketing and Merchandising” highlights fantastic career opportunities for analytics-savvy marketers in the retail industry:
“Forty percent of the retailers surveyed said they had open positions for marketing analysts, more than any other open marketing position.”
As more companies focus on measuring campaign results and optimizing their marketing spend, I suspect marketing analysts in many industries will have decent job security for years to come.
Marketers’ timing couldn’t be more perfect given the pace of innovation in marketing analytics – the subject of a new, two-part eBook series titled “Marketing Intelligence: 8 Ways to Boost ROI and Profits” (published by PivotLink, a client). Inspired by thought leaders they work with at top retail brands who are transforming the marketing discipline from an art to a science, the books are a great resource for CMOs, marketing analysts, digital agency pros – any measurement fanatic who wants to delight customers and amp-up their marketing IQ. Download your free copy here.
Book 1 explores what Marketing Intelligence is and how it helps you give customers what they want (including tips to get them back if you didn’t give it to them the first time).
Book 2 is for anyone with a CMO who’s screaming “Do this, now!” (without reinventing the wheel).
Nice to see PivotLink providing these resources for smart marketers and enthusiasts who want to get ahead of the curve on the emerging Marketing Intelligence space.
[Cross-posted from Retail Analytics Now.] For marketers who need more motivation to get inside the heads of omni-channel shoppers, a new infographic in the January 2013 issue of RIS News is chock-full of inspiration.
RIS’ “trendagram” illustrates the gold to be discovered in the customer data hills. Citing Empathica, Aberdeen Group, Forrester Research and others, RIS presents nine reasons why customer analytics is sizzling in 2013.
Several stand out:
Social media’s impact on brand awareness: 50% of customers have tried a new brand due to a social media recommendation (point 1)
Customers are sharing more data: 55% of retailers use real-time customer data capture at the point of sale. (point 4)
Marketers have a serious customer intelligence gap: Less than half say existing data allows for effective customer segmentation, and only 36% describe customer information as “robust.” (point 7)
Marketing’s challenges courting their “besties” is no secret, so this list of nine could have easily rounded up to 10 (or more), including a stat I like from the RSR Research report, “Making the Case for the CMO” (download). Of the top five challenges retail marketers identified in implementing their strategies, four of them underscore the lack of advanced customer analytics tools to measure and drive marketing effectiveness.
RIS sums-up the Customer Analytics infographic by saying:
“Retailers are realizing that knowing more about their shoppers can be the key to building relationships and boosting sales.”
Notice they said, “are realizing?” Just how many are discovering this “new news” about targeting their best customers? Quite a few based on a recap of NRF 2013, “Retail’s Big Show,” (#nrf13) by Steven P. Dennis. His post (a great read!) suggests you’re already late to the multi-channel party if you’re just now waking up to something the big guys in retail figured out years ago.
Ok, so let’s talk about those “big guys.” You know, the ones with gobs of money and marketing resources and IT people you wish you had to automate and integrate all your one-off marketing systems? Yeah, those guys.
This came up on a recent call I was on with Joe Dalton, Chief Product and Marketing Officer at PivotLink, and an industry analyst. Joe was describing how analytic applications have been right-sized for marketers at companies that don’t have unlimited resources or time. Instead of spending 10 times more on on-premise applications and playing the waiting-game, he said they can subscribe to analytic applications like those unveiled by PivotLink at NRF that are tailored for marketing users, integrate with leading marketing automation systems, and crank out customer insights quickly.
He also said something that really grabbed my attention – and RIS News’ editors as well – talking at NRF about the marketing’s technology imperative. Alongside quotes from the CEOs of Walmart and Container Store in the article “Epic Stuff Overheard at NRF 2013,” Joe said:
“Retailers are always wondering about what or even if they should be investing in technology. Let me put it this way, as you go through your budget process keep in mind that you are not going to out-invest Amazon.”
Big guys beware. Stories are emerging in segments like specialty apparel e-commerce that show marketers are mobilizing. With sophisticated (and affordable) Cloud solutions drawing actionable insights from big data, they’re about to woo your best customer.
[Cross-posted from ZigMail.com] With Halloween and Election Day behind us, many of us are doing a mad-dash to gather Christmas wish lists and get our shopping done on time. Somewhere between running kids to soccer games and birthday parties and the Thanksgiving count-down, I’m hoping to find an extra hour. That leaves little time to sort through the avalanche of email to find retailers’ best shopping discounts, enewsletter offers and free shopping deals.
As consumers, we feel this pain every day because we’re bombarded with email from companies mingled with pictures from friends, Facebook message alerts and emails from our families.
A new infographic on email overload from the email organizers at ZigMail [a company I work with] shows that despite the growth of social media, email remains the number one way consumers spend their time online…but they’re disengaging because of the constant barrage of messages. View the expanded infographic for more on these trends and get a glimpse into what the startup community is working on to help consumers tackle their cluttered email inboxes.
There are signs of life (and hope) for consumers and marketers thanks to innovation being driven by startup companies. Even “old guard” email providers like AOL, with it’s Alto offering on the horizon, are signaling that they recognize the pain email users are feeling and are jumping on the bandwagon.
Richard Gerstein, former CMO of Sears Holdings and CEO and Co-founder of ZigMail, has an interesting take on the state of email overload. He said, “Email is far from dead, but it’s clearly broken.” He says that while it’s encouraging to see large email providers beginning to recognize the problem with the lack of innovation in the email space, “the answer is not to overhaul legacy email systems which were designed for personal communication.” He and ZigMail’s Chicago-based team are rethinking the entire email experience, to “give social-mobile consumers a new way to manage the commercial side of their lives.”
What will your marketing strategy look like in 2020? A new report from PwC US and Kantar Retail provides a glimpse into the road ahead for analytics-savvy marketers. “Retailing 2020,” an update to the “Retailing 2015″ report published in 2007, discusses the transition to “a ‘post-modern’ consumer-centric era triggered by Continue reading →