Digital Marketing News Posts

,

4 Digital Marketing Tips to Advance Your Property Marketing Strategies

The advance of the internet has strongly impacted the way how property developers reach potential home buyers. Home buyers nowadays use the internet as the medium to research and compare for their home or investment. Therefore, it is vital for property developers to integrate digital marketing strategies into their property marketing campaigns to effectively capture home buyers attention and trigger their most inspired emotions to engage with you.

Here are 4 digital marketing tips for your property marketing strategies.

#1 Search Engine Optimization (SEO) – Make your property website stand out

The property industry is an extremely competitive market, your property website must be attractive and easy to find. Just like a display house with the best design and layout. Showing beneath competitors in a search result is a huge disadvantage for advertising your property development project. Identify the most commonly searched keywords to integrate into your property website. With a few tweaks to your property website, you could skyrocket your website traffic and substantially improve lead generation. The higher you rank on the search result, the more credibility you communicate to your home buyers.

We can also generate quality content to attract potential home buyers to your property website. For example, posting intriguing blog topics such as “Promising Investment Areas in Brisbane” or “What are the Invisible Traps of Purchasing Property” regularly can grab home buyers’ attention and keep them engaged. Search engines will acknowledge the traffic and grant your property website a higher rank on their search results.

Want to learn more about how to utilize SEO for your property website? Talk to a property marketing agency like Desketing to safeguard your competitive edge!

#2 Search Engine Marketing (SEM) – Expand the visibility of your property website

Besides SEO, Search Engine Marketing is put simply paid advertising on search engines and it is also a way to reach more potential home buyers.

Utilize your property website as the landing page, and you can create search or display Google AdWords campaign to promote certain property projects. The advantage of SEM is that it is highly flexible. You can decide the budget you wish to spend, you can decide when to start or pause the campaign, you can even allocate your budget strategically on different platforms to maximize your click-through-rate and conversion rate. SEM reports also provides insights into customer behaviour, giving you almost anything you wish to know about home buyers. The beauty of this is that it allows you to adjust your campaign according to the information you gathered. For example, if you identify that most of the clicks came from mobile devices, you might want to increase the bet on mobile so that your ad has a higher chance of standing out.

With years of experiences in helping property developers, we have a specific set of skills in identifying some popular keywords for property AdWords campaigns, as well as the technique to efficiently develop an AdWords campaign that produces significant results and conversion.

#3 Smart property website design – capture customer data

Say you did a good job at SEO / SEM and you appeared at the top of the search result, what is the next step to get your customers to engage with your brand and leave their information? The answer is simple, you need an engaging property website design. Besides providing information about your property projects, your property website design should also focus on another important element – Encourage home buyers to leave their contact details.

Provide information in a smart way
Home buyers who enter your property webpage desire for information about your projects. Make sure you give it to them in a smart way. Create a section in your property website design that requires viewers to enter their contact details for the exchange of information. The information can be a brochure for your new property project.

Besides offering information about your new project, you can also add value to your property website by giving home buyers something they are interested in. This can be an e-book regarding property trends, or even a beautifully designed brochure that highlights your project portfolio.

Check out the property website design for Ormi Terrace.

Avoid text heavy property website design
Property website design is all about capturing home buyers’ eyes with attractive images. Make sure the copy is succinct and relevant to the home buyers. The headline should grab the home buyers’ attention the moment they enter your property website. The body should be simple and to the point. If you are promoting a sale, make sure the copy communicates a sense of urgency. Also, remember to put a Call-to-Action (CTA) in your property website design to encourage conversion.

Simple, but attracting across different platforms
Amazing property photos are eye-catching to home buyers. However, make sure the images are not oversized, as it will slow down the loading speed of your property website. Also, as 89 percent of new home buyers are using mobile devices during the home buying process, remember to develop a mobile-friendly property landing page so you won’t lose these leads.

#4 Email marketing – Engage your potential home buyers

What is the first thing your potential home buyers do when they go to work every morning? The answer is simple, open their emails. Electronic direct mail (EDM) is vital in property marketing, as the average open rate for real-estate based emails is more than 20%. The high conversion rate comes with only a minor cost compared to other property marketing channels. Also, it allows you to send out EDM to the customer database that you acquired from the property website.

EDM is also an ideal way to promote your content, such as blogs or your new property projects. However, avoid making your EDMs too much about sales. You have to ask yourself how do the emails benefit your home buyers. Make it engaging and personal, use subject lines that are less spammy and address home buyers personally.

Once you build a sizeable email database, you can start several automated email campaigns regarding different information about your new project development. The trick of sending out automated EDM is to send out multiple emails featuring different topics at different times. As people nowadays spend only limited time on one email, this avoids cramming your EDM with too much information in one single email. In addition, this reminds home buyers about your project from time to time and further keeps them engaged.

The first EDM could include the design and layout of the project. Once home buyers have a bit of picture about the project, you can then send out your second EDM that features lifestyle and shops around your project, let them imagine what it will be like to live in the area and enjoy all the benefits around their new dream home. You can make your project more desirable by sending out your third EDM, which emphasises the convenient transportation around the area, such as the nearby train/bus stations or the accessibility to Gold Coast or Sunshine Coast highways. Finally, send out EDM that talks about investment numbers such as annual growth or rental yield to further convince home buyers that purchasing your project is one of the smartest decisions they ever made.

Never underestimate these emails, as they have high open and click-through rates because home buyers are interested in your project and want to learn more about it.

Want to build your customer database and send out results-driven EDMs? Engage with an experienced digital property marketing agency like Desketing to help you with property marketing! Contact us today.

,

6 Hot Trends In Hospitality Marketing

A solid marketing strategy is critical when attracting new customers, loyalty, and branding for any industry. The hospitality industry is no exception. Desketing knows it is important to keep up with the latest digital marketing trends to help drive results by using clever design and strategic marketing tactics so we’ve decided to give you some trends in hospitality marketing.


Trend 1 – Social Media

A top trend that you can find in hospitality marketing is the effective use of social media. When used efficiently social media can be a great tool to gain insight from consumers whilst also allowing you to target specific people. In recent research, it has been shown that 97% of millennials share travel pictures and videos on social media and that 89% plan travel activities based on the content shared (The Drum, 2018).  It has been suggested that people are inspired by the opinions of others, with 70% of Americans say they look at reviews before making a purchase (The Drum, 2018). It is important that the hospitality industry uses this to their advantage. An example would be by sharing user-generated content, monitoring comments and hashtags and pinpointing locations through user check-ins. The information gathered can help gain insights on what customers want to see and the experience they want. This also creates brand awareness as well as connects the consumer to the content.

Trend 2 – Videos

If you haven’t already guessed, content is key. Content must be relevant, interesting and relatable. In recent times, it has become apparent that photo content is decreasing and short video interactions are increasing, it has been estimated that 80% of internet traffic will be video content in 2019 (thatagency.com, 2018). This, however, is an amazing opportunity as videos can be an effective way to interact with customers whilst. 52% of marketers say video develop and push brand awareness (Campaignmonitor.com, 2018).

Trend 3 – SEO Driven

As technology is changing, so is the way that consumers are searching for things. It is important to have an appropriate approach to the content that is being released. A current trend is to include long tail keywords or phrases (3 or more words) in your SEO strategy (Net Affinity, 2018). This is a cost-effective way to direct quality traffic to your website. SEO should also have voice search capabilities where possible. Voice search is becoming popular with 40% of adults now using this feature at least once a day (Net Affinity, 2018).

Trend 4 – Mobile Is A Must

Having a mobile-friendly website is a must for any industry, not just the hospitality industry. With society always on the run, it is important to have information at your disposal whenever you need it. Research shows that mobiles contributed 94% of year on year growth in e-commerce traffic in 2017(thatagency.com, 2018). The hospitality industry has such a potential when it comes to mobile-friendly use. Some of these include booking online, check in and itinerary updates which could also be developed into a loyalty app.

Trend 5 – Websites

When in the Hospitality Industry, it is vital to have a strong website and booking systems available. Ideally, a website with a booking agent that is easy to navigate contains correct information and is regularly updated is essential. Direct traffic is a result of a working system, however, correct hospitality marketing and promotions must be completed to drive direct traffic to your website.

Trend 6 – Personalisation

Personalisation is a key trend found in hospitality marketing. Simple things such as Personalising emails or geo-targeting allowing the business to send relevant offers based on location can make a huge impact.  Personalisation does not need to be obvious and can remain valuable even when the consumer is unaware of its presence (Econsultancy, 2018). It is important to remain true to your brand. There’s nothing worse than blending in with the competition. Guests appreciate when a company is authentic and often this reels the guests in by the experiences you offer.

We hope you have enjoyed our insights on trends that are happening in the hospitality marketing.  If you would know to know more, Desketing offers a range of Hospitality marketing. We can help you combat online booking agencies and discover how to attract more visitors and increase direct bookings for your hotel or restaurant through clever design and strategic marketing tactics. Contact us now!

You can speak to a Desketing design and marketing specialist by
calling 07 3220 3962 or request a callback.

Sign up to catch our latest news!


References
Blog.thatagency.com. (2018). 8 Hotel Marketing Trends for 2018. [online] Available at: https://blog.thatagency.com/hotel-marketing-trends-2018 [Accessed 27 Apr. 2018].

Campaignmonitor.com. (2018). 7 Travel & Hospitality Marketing Trends You Need to Know. [online] Available at: https://www.campaignmonitor.com/blog/email-marketing/2017/07/7-travel-hospitality-marketing-trends-you-need-to-know/ [Accessed 27 Apr. 2018].

Econsultancy. (2018). How six travel & hospitality brands use personalisation to enhance the customer experience. [online] Available at: https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience [Accessed 27 Apr. 2018].

Net Affinity Blog. (2018). 18 Hotel Marketing Trends For 2018 – Net Affinity Blog. [online] Available at: https://blog.netaffinity.com/infographic-18-hotel-marketing-trends-2018/ [Accessed 27 Apr. 2018].

The Drum. (2018). Why social media matters more than ever to hospitality marketing. [online] Available at: http://www.thedrum.com/opinion/2017/08/04/why-social-media-matters-more-ever-hospitality-marketing [Accessed 27 Apr. 2018].

3 Tips to Effectively Use Social Media

Social media is present in everyone’s day to day life whether it be a personal account or a company’s platform to communicate with their clients. The team here at Desketing would like to know is, are you using these platforms correctly? Do you understand how your posts reflect on your business?

The problem with social media is that everyone has it but not everybody knows how to use it effectively. These problems are common when little thought goes into the social media posts and can negatively impact the perception of your company’s brand or confuse your customers.

Now you’re probably thinking “wait, am I posting engaging content or am I communicating the wrong brand messages?” Don’t worry! We have three hot tips to help create a successful social media post.


Tip #1 Keep your posts relevant to your branding and key messages!

One of the most important parts of having an online presence is to communicate effectively and create an appropriate image of your company. Branding is a vital part of your company and this should be present in every post uploaded. Posts online are an easy way of connecting with the target market and as a result, building your company image. Check out The Brilliant Brand Checklist to give you some tips on how to set the tone of creating a valuable and memorable brand.

Tip: If your company is ‘young, fun and hip’, then it’s vital that you’re using the same tone of language on your social media.


Tip #2 Plan your Social Media posts

Know exactly what you want to say, before typing away at your keys. Having a social media plan of what the company wants to communicate is always a must. It helps you stick to a relevant brand message, guides your branding and ensures that you’re providing value to your social media followers.

Tip: Plan your Social Media Marketing plan, schedule posts before time and be prepared.


Tip #3 Treat all your Social Media Platforms Equally!

A mistake businesses often make is favoring one platform over another or having too many social media accounts. Choose a few social platforms that work best for your business and ensure that you’re actively posting on each platform. Communicate in the same tone and manner to stand with your branding.

Tip: Know the target audience and keep the branding of your posts in sync overall social media platforms.


Good and Bad Social Media Examples

Below are some examples of how you can make a positive change on your Social Media Platforms.

What not to do:

Spam is not anyone’s friend so when posting on social media you do not want to sound like a robot trying to sell something with every post.

What to do:

Break your content up, engage with the consumer rather than continuously send them advertisements. Example of this would be when an online shop re-posts a consumers photo when tagged by the consumer. This breaks up the advertisement, engages with the customer and allows the social media posts to become relatable.

What not to do:

Becoming an inactive account by not posting frequently. Your followers and consumers will eventually stop being interested and this will result in less page activity and customer engagement…

What to do:

Publish what is happening within the company. Get people involved and stay active in your accounts. Having an event? Promote it. Decided to dress up for Halloween? Tell everyone and post pictures. New products? Show sneak peaks! Get your consumers interested.


Now that you have some ideas of how to create a successful social media plan, but you’re looking for a good social media strategy, please contact us here at Desketing for a free quote.

You can speak to a Desketing design and marketing specialist by calling 07 3220 3962 or request a callback.

3 Digital Marketing Tips to Skyrocket Your Small Business

Paying attention to new trends and emerging channels are always critical for effective marketing. Although you might feel confident in your small business’s current techniques and marketing strategies, you should always be aware of what’s coming next so you can stay ahead of the competition.

To keep your small business successful, here are three digital marketing tips to get you started.


#1. Content marketing – Attract your customers with useful information

One powerful method to get your small business noticed is by creating meaningful content for your potential customers. Blogging is a great way for content marketing. Since people rely on search engines to solve their daily problems or find the information they need, why not provide content that meets their needs and drags them to your website?

By optimizing your webpage for search engines with quality blog posts, your business will appear at the top of search results for topics related to the products or services you offer. This provides not only a great amount of traffic but also makes your brand more trustworthy, which all leads to potential business growth.

Some businesses, however, focus on the frequency and neglect the importance of quality, which is not a good way to do content marketing. You can post a keyword-driven blog every week, but if the content doesn’t provide value, you will lose the interest of your readers. Try to create exciting, shareable and informative content to keep your readers engaged.

For example, say you are the owner of a restaurant, you can have blogs with topics such as “5 popular drinks for your next outdoor barbecue” or “10 recipes for a perfect Christmas dinner”. Try to understand what topics interest your customers, conduct market research if you need to.

Also, always integrate the latest trend into your topics. In the example of a restaurant business, as there is a growing concern of healthy eating habits, you can have blogs with titles such as “Top 10 healthy ways to cook fruit and vegetables”.

No time to schedule your own SEO-driven and engaging blog posts? Reach out to a digital marketing agency like Desketing to help you set a content marketing plan!


#2 Build a social media community – Increase loyal customers

In order to gain a higher customer loyalty, you need to have a good social media plan and establish a strong social media community, which includes having engaging conversations and being responsive to customers.

Conversation
Try to start a conversation with your customers through different posts, this will strengthen the bond between your brand and the customers. A conversation can be started as simple as “What was the first meal you ever cooked? How did it turn out?”
Not only can your brand be perceived as a “humanized friend”, but you can also get some insights from your customers. For example, if “steak” appears several times in the reply, you can have a blog or video post about how to cook a perfect steak.
Listen to the conversation with your customers to gain ideas to put into your social media plan.

Responsive
Customers expect to receive a personalized response rather than an automated message when they post comments on your social media. Being able to acknowledge each comment demonstrates that you are aware of your customers’ needs and dedicated to offering the best service experience. Always remember to start a reply with the name of the customer, this brings them closer to you.

Although customers might leave a complaint on social media, this is still an opportunity to publicly show your compassion for your customers. By taking time to respond the matter authentically and professionally, your brand will be perceived positively as a company devoted to customer satisfaction.

One successful example of a business being responsive to social media is Beginning Boutique. Managing and answering social media channels is the first and last thing of the day for the founder Sarah Timmerman. The dedication of treating customers as their best friends and the immediate response to customer comments on social media have made Beginning Boutique grow from a small online fashion site to a seven-figure business.

Don’t have enough time for a social media plan? Talk to a right digital marketing agency like Desketing today to help build your business a good social media community!


#3 Social media marketing – Target the customers you want

Small business should make the most use of social media marketing, as it can target specific customers effectively.

So, how exactly does this work?

Social media sites like Facebook has been used by at least 90% across all gender, age and location segments, it provides outstanding ways of identifying different target segments based on different attributes. Therefore, Facebook advertising can be used to promote your small business to untapped targets. For example, advertising your latest blog post through Facebook advertising not only enables the selection of demographic and location that your business wishes to reach but also targets those who had shown interest in similar topics.

Moreover, Facebook advertising is relatively affordable compared to some traditional advertising. The freedom of controlling your budget and the flexibility of when to stop a campaign are ideal for small businesses which have limited resources.

Not sure how to start a social media marketing campaign such as Facebook advertising? Engage with an experienced digital marketing agency such as Desketing to set you on the right path.


Interested in Digital Marketing for your business?

Get the latest digital marketing trends to boost your business.

Why You Should SEO

Why SEO?

If I was an accountant, I would tell you SEO is a business expense. Now, If I swop on my Digital Marketer hat, I would tell you, SEO is really an investment, an asset and not an expense. It is the smart and logical thing to do in this day and age, considering how many of us are connected to the internet and your company website really represents, your company.

Think of your company as an individual. Then look at SEO best practices as humanising your company to a user who is visiting your website and interacting with it, trying to understand who this company is, what it does or sells.

 

What SEO is

At a high level definition, SEO is Search Engine Optimisation, where its main objective is to increase the number of visitors to a website page. This is achieved through implementing strategies to obtain a high ranked placement in a search engine’s unpaid search results on their search engine results page (SERP). 1,2

 

Some SEO Definitions

 “SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.” 3
Why you should invest in SEO

Why you should invest in SEO

“Search Engine Optimization is the process of improving the visibility of a website on organic (“natural” or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).” 4

 

Reasons to Invest in SEO

  1. The earlier you invest in SEO, the greater your returns 5,6,13

The fact of the matter is the bulk of SEO benefits take time to return in compounding fashion. For example, as of today, the content you created a month ago has since accumulated and made positive contributions towards your domain authority from then. So the earlier you begin your SEO efforts, the more you will reap.

 

  1. Targeted Advertising 6,7

SEO facilitates targeting a segmented audience. For example you are able to specify keywords such as “premium designer headphones brands” as opposed to “headphone brands”. Most customers who go onto search engines, already know what they are looking for.  As such, more specific keywords (long-tail keywords, 3 or 4 words or more) are more effective and is a better way to connect with your customers.

 

  1. Your competitors have or are already implementing SEO strategies 5

The earlier your competitors start, the easier it is for them to attain a high ranking position on highly targeted keywords. The more gains they have made means the harder it is for you to share a foothold on those highly targeted keywords. It also means, they are targeting more and newer keywords and exploring, establishing further gains on new opportunities.

 

  1. SEO is more cost effective compared to PPC advertising 6,8

SEO is more sustainable in the long run in terms of cost and returns, whereas Pay Per Click ads generate more money in the short term. As you progress upwards in your search rankings, you can naturally anticipate residual traffic from other search engines once you have obtained the results.

 

  1. SEO lead increases your brand’s credibility 9,10,13

When you rank high in search results, it implies that you are a force to reckoned with in your field. Listing on the first page of SERP no doubt will help increase conversion rates which will increase your brand equity, trust and loyalty overall. Industry SEO leader Moz has researched and showed over 70% of clicks happen on page one of search results.

 

Why you should search engine optimise

Why you should search engine optimise

You should also be aware that the dynamics of SEO is constantly evolving and you will need to continue the investment long term to realise its full potential – this is because, Google changes their algorithm frequently.11 Thus, SEO is also about ensuring your site is robust and users can find what they want on your site. There is not much point in driving numbers to your website and not continuing the optimisation process to convert that traffic.

SEO should be viewed as a way of life for your website – to improve its overall user-friendliness, to build and refine suitable content, that will overall lend efforts in creating an online presence users find appealing, trustworthy, informative, useful. Good SEO is beyond attracting and directing traffic.  The essence of good SEO will stem further into strong user experience and together, that will sustainably grow conversion numbers and brand equity in the long term.

 

 

References

  1. Webopedia. 2016. SEO – search engine optimization(optimizer). [ONLINE] Available at http://www.webopedia.com/TERM/S/SEO.html. [Accessed 21 Oct 2016].
  2. Wikipedia.2016. Search engine optimization. [ONLINE] Available at https://en.wikipedia.org/wiki/Search_engine_optimization. [Accessed 21 Oct 2016].
  3. Search Engine Land. 2016 What Is SEO / Search Engine Optimization? [ONLINE] Available at http://searchengineland.com/guide/what-is-seo. [Accessed 21 Oct 2016].
  4. What Is SEO? 2016. What Is Search Engine Optimization (SEO)? [ONLINE] Available at http://www.whatisseo.com/. [Accessed 21 Oct 2016].
  5. Entrepreneur. 2016. 5 Reasons You Need to Invest in an SEO Campaign Right Now. [ONLINE] Available at https://www.entrepreneur.com/article/275750. [Accessed 21 Oct 2016].
  6. Business 2 Community. 2016. Why You Need to Invest in SEO in 2016. [ONLINE] Available at http://www.business2community.com/seo/need-invest-seo-2016-01452136#fKDVK5r4hTTTi8Ts.97. [Accessed 21 Oct 2016].
  7. WordStream. 2016. Long-Tail Keywords: A Better Way to Connect with Customers [ONLINE] Available at http://www.wordstream.com/long-tail-keywords. [Accessed 21 Oct 2016].
  8. Forbes. 2014. 7 Reasons Why Your Business Should Invest in SEO. [ONLINE] Available at http://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/#673242e81337. [Accessed 21 Oct 2016].
  9. Forbes. 2015. The Top 10 Reasons You Need SEO. [ONLINE] Available at http://www.forbes.com/sites/jaysondemers/2015/11/03/the-top-10-reasons-you-need-seo/3/#7a270123365a. [Accessed 21 Oct 2016].
  10. Moz. 2014. Google Organic Click-Through Rates in 2014. [ONLINE] Available at https://moz.com/blog/google-organic-click-through-rates-in-2014. [Accessed 21 Oct 2016].
  11. MarketingProfs. 2016. Five Reasons You Should Not Invest in SEO This Year. [ONLINE] Available at http://www.marketingprofs.com/opinions/2016/29467/five-reasons-you-should-not-invest-in-seo-this-year. [Accessed 21 Oct 2016].
  12. Moz. 2016. Google Algorithm Change History. [ONLINE] Available at https://moz.com/google-algorithm-change. [Accessed 21 Oct 2016].
  13. Main Street ROI. 2016. The Top 5 Reasons to Invest in SEO. [ONLINE] Available at https://www.mainstreetroi.com/the-top-5-reasons-to-invest-in-seo/. [Accessed 21 Oct 2016].

Why Customer Experience (CX) Matters

Customer experience or CX has always been central to building a brand and the business. The increasing prevalence of digital, mobile and ease of information accessibility has altered this landscape. It has influenced how we develop, manage and monitor CX. This landscape shift was significant enough, to spur big agency Saatchi & Saatchi to acquire CX specialist MercerBell, in order to remain relevant in this space.17

In this week’s 5-minute read, we take a brief look at what customer experience is and why the current shifts should matter to you.

What CX is

CX is essentially about the interaction and engagement between customers and a brand throughout the customer journey. It is more than just selling a product or a service. It is about marketing the right experience to the right customer. Good CX is based on shared values between a brand and a customer. To create good CX, businesses must develop a deep understanding of their customers.

 

CX Customer Experience Matters

CX Customer Experience Matters


Some Definitions of CX

“The sum-total of how customers engage with your company and brand. It is your customer’s perception of your business including all physical, psychological, emotional and sensory touchpoint’s that occur throughout the entire arc of being a customer. This perception drives customer behaviours and customer loyalty, ultimately affecting your company’s bottom line.” 1

“It is about bringing together every touch point to create consistent, thought-out interactions with your brand. It’s becoming more and more important at every level, from small businesses to enterprise brands.” 2

“A Customer Experience (CX) is a Customer’s perception of their rational, physical, emotional, subconscious, and psychological interaction with any part of an organisation. This perception affects Customer behaviours and builds memories, which drive Customer Loyalty and affects the economic value an organisation generates.” 21


 

The Customer Journey Is Where the Customer Goes

CX is about making the customer happy.

CX is about making the customer happy.

Today’s mobile-empowered customers begin their customer journey at a brand’s website. It is one of the first port of call a customer makes and it sets the tone for the remaining overall customer experience. Another significant touchpoint in the customer journey is where the brand’s social media channels are. Social media recluse Apple recognised this, and recently began to channel resources into tweeting tips and tutorials.14

 

Measuring CX

Today’s revolutionised customer journey, provides many new opportunities for brands to shape and improve the customer experience. Each touchpoint in the customer journey is where the brand interacts with the customer. To the customer, it is a decision point.To the business, they are opportunities to measure and improve the CX. This is important in order to understand what is keeping, and will continue, to keep customers happy. But before you can improve CX, you need to measure it.


Peter Drucker “What gets measured gets improved” 6


 

A good clue to use when deciding what is important to measure, is to also decide what matters to the customer. What matters to the customer, matters to the business.3 Each business will have to determine what is important to them – there is no one set of metrics for all.


 CX Metrics to measure – “One man’s ceiling, is another man’s floor”


And before you start measuring it, ensure it is actionable. If you cannot use or action it, there is no point in measuring it.3


CX measurement metrics3

Social media/brand mentions and engagement

Response rates

Customer loyalty

Customer satisfaction

Forecast accuracy


 

How to Measure CX

To measure if the customer is experiencing the brand at its best, you want to understand customer needs and identify gaps in their experience.9,18  You need data to predict, to outline customer behaviour trends and patterns.9 And this is where a business deploys customer intelligence tools.


Customer intelligence tools19

Big Data

Social Media Analytics

Customer Relations Management Systems

Focus groups

Insight Communities


 

Five common CX metrics. 22,23,24,25,26

  1. Net Promoter Score (NPS) – Percentage of customers who would promote or detract a brand
CX-NPS Net Promoter Score | Image Source: http://blog.capterra.com/wp-content/uploads/2015/07/7-22-2015-4-14-03-PM.jpg

CX-NPS Net Promoter Score | Image Source: http://blog.capterra.com/wp-content/uploads/2015/07/7-22-2015-4-14-03-PM.jpg

 

  1. Customer Satisfaction (CSAT) – An average score of a customer’s satisfaction level of an experience
CX-CSAT Customer Satisfaction | Image Source: https://www.surveymonkey.com/blog/2011/01/11/customer-satisfaction-survey-example/

CX-CSAT Customer Satisfaction | Image Source: https://www.surveymonkey.com/blog/2011/01/11/customer-satisfaction-survey-example/

 

  1. Customer Effort Score (CES) – Measures a customer’s effort to complete a task
CX-CES Customer Effort | Image Source: https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/

CX-CES Customer Effort | Image Source: https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/

 

  1. Customer Churn Rate – Percentage of customers who discontinues their subscription to a service in a given time period
CX-Churn Rate | Image Source: http://churn-rate.com/

CX-Churn Rate | Image Source: http://churn-rate.com/

 

  1. First response time and average resolution time – Time taken to respond back to the customer and the time taken to fully resolve the customer’s issue
CX-Average First Response | Image Source: https://support.freshdesk.com/support/solutions/articles/213074-average-first-response-time-helpdesk-in-depth-

CX-Average First Response | Image Source: https://support.freshdesk.com/support/solutions/articles/213074-average-first-response-time-helpdesk-in-depth-

 

 

CX-Average Resolution Time | Image Source: https://support.freshdesk.com/support/solutions/articles/213112-average-resolution-time-helpdesk-in-depth-

CX-Average Resolution Time | Image Source: https://support.freshdesk.com/support/solutions/articles/213112-average-resolution-time-helpdesk-in-depth-

 

CX Directions and Trends

  1. CX will continue to become more important than products or service when looking at what impacts customer behaviour. It will define other priorities.16 Companies need to enable and optimise their workforce to keep their customers happy through personalised interactions and experiences10 that will drive overall positive ROI. 9,11,12,24
  1. Centralise your data, to support and simplify the customer experience by becoming easier to do business with through reducing customer effort.9
  1. Combine your data sources to gain holistic views and insights of the customer that will enable data-driven marketing, delivering a better quality of content.9,18
  1. Develop deeper engagement and build more meaningful relationships with your customer by using embedded customer service facilities and permission-based customer intelligence tools as opposed to ad-hoc surveys9,11,20 – for example, Amazon’s Mayday button15
  1. Customer intelligence predictive analysis will need to account for customer emotions which largely dictates customer behaviour.13

 

Other Related Reading

 References

  1. The Girl Who Knows. 2016. Brilliant CX. [ONLINE] Available at https://thegirlwhoknows.com/brilliantcx/. [Accessed 26 Aug 2016].
  2. Forge and Smith. 2016. What is Customer Experience? UX Meets CX. [ONLINE] Available at http://forgeandsmith.com/what-is-customer-experience/. [Accessed 26 Aug 2016].
  3. CustomerThink Corporation. 2016 CX Measurement – What do you measure and why? [ONLINE] Available at http://customerthink.com/cx-measurement-what-do-you-measure-and-why/. [Accessed 26 Aug 2016].
  4. CustomerThink Corporation. 2016. The Micro/Macro of Customer Experience. [ONLINE] Available at http://customerthink.com/the_micromacro_of_customer_experience/. [Accessed 26 Aug 2016].
  5. CustomerThink Corporation. 2016. Key Metrics to Measure for Social Media. [ONLINE] Available at http://customerthink.com/key_metrics_to_measure_for_social_media/. [Accessed 26 Aug 2016].
  6. 2016. These 10 Peter Drucker Quotes May Change Your World. [ONLINE] Available at https://www.entrepreneur.com/article/237484. [Accessed 26 Aug 2016].
  7. Strategy Institure. 2016. What is Digital CX? [ONLINE] Available at http://www.digitalcustomerexp.com/resources-and-ideas/what-is-digital-cx/. [Accessed 26 Aug 2016].
  8. Thomson Reuters. 2015. Our Customer Experience Focus – On CX Day and Every Other Day. [ONLINE] Available at https://tax.thomsonreuters.com/blog/thomson-reuters-and-you/our-customer-experience-focus-on-cx-day-and-every-other-day/. [Accessed 26 Aug 2016].
  9. Vision Critical. 2016. CX expert predictions: 10 trends driving the future of customer experience. [ONLINE] Available at https://www.visioncritical.com/cx-expert-predictions/. [Accessed 26 Aug 2016].
  10. Forrester Research. 2015. 2016: CX Leaders Will Adopt Agile, Insight-Led Innovation to Fuel Customer Obsession. [ONLINE] Available at http://blogs.forrester.com/deanna_laufer/15-11-11-2016_cx_leaders_will_adopt_agile_insight_led_innovation_to_fuel_customer_obsession. [Accessed 26 Aug 2016].
  11. Forrester Research. 2016. Customer Experience Drives Revenue Growth, 2016. [ONLINE] Available at https://www.forrester.com/report/Does+Customer+Experience+Really+Drive+Business+Success/-/E-RES125102. [Accessed 26 Aug 2016].
  12. Watermark Consulting. 2015. The 2015 Customer Experience ROI Study. [ONLINE] Available at http://www.watermarkconsult.net/blog/2015/06/02/the-2015-customer-experience-roi-study/. [Accessed 26 Aug 2016].
  13. Brian Solis. 2015. 26 Disruptive Tech Trends For 2016 – 2018.[ONLINE] Available at http://www.briansolis.com/2016/02/26-disruptive-tech-trends-2016-2018/. [Accessed 26 Aug 2016].
  14. Vision Critical. 2016. Apple’s latest social media move focuses on customer experience. [ONLINE] Available at https://www.visioncritical.com/apple-twitter-support-and-cx/. [Accessed 26 Aug 2016].
  15. 2016. Mayday: Get Help on Your Fire Tablet. [ONLINE] Available at https://www.amazon.com/gp/help/customer/display.html?nodeId=201540070. [Accessed 26 Aug 2016].
  16. Adobe. 2016. Digital Trends for 2016. [ONLINE] Available at http://offers.adobe.com/en/uk/marketing/landings/econsultancy_digital_trends_2016_report.html.
    [Accessed 26 Aug 2016].
  17. 2016. When the customer experience is always right. [ONLINE] Available at http://www.adnews.com.au/news/when-the-customer-experience-is-always-right. [Accessed 26 Aug 2016].
  18. Vision Critical. 2015. Why customer intelligence needs to be a bigger part of the marketing technology stack. [ONLINE] Available at https://www.visioncritical.com/customer-intelligence-and-the-marketing-stack/. [Accessed 26 Aug 2016].
  19. Vision Critical. 2016. The Enterprise Guide to Customer Intelligence. [ONLINE] Available at https://www.visioncritical.com/resources/guide-to-customer-intelligence/. [Accessed 26 Aug 2016].
  20. Vision Critical. 2015. #NoSpamSurveys: Why ad hoc, unwanted surveys need to go. [ONLINE] Available at https://www.visioncritical.com/no-spam-surveys/. [Accessed 26 Aug 2016].
  21. Beyond Philosophy. 2016. What is Customer Experience (CX)? [ONLINE] Available at https://beyondphilosophy.com/customer-experience/. [Accessed 26 Aug 2016].
  22. 2016. Customer experience metrics: a brief guide on how to measure CX. [ONLINE] Available at https://www.usertesting.com/blog/2016/05/19/customer-experience-metrics/. [Accessed 26 Aug 2016]
  23. 2016. Do You Know Your Customer Effort Score? [ONLINE} Available at https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/. [Accessed 26 Aug 2016]
  24. 2016. Implementing These Top Four Strategies Can Improve Customer Experience Management and Visibility Into CX Metrics. [ONLINE] Available at http://www.genesys.com/solutions/customer-experience/best-practices. [Accessed 26 Aug 2016]
  25. 2016. Churn Rate. [ONLINE] Available at http://www.investopedia.com/terms/c/churnrate.asp. [Accessed 26 Aug 2016]
  26. 2012. Customer Experience (CX) Metrics and Key Performance Indicators. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/09/cx-metrics-kpi-dictionary-1957374.pdf. [Accessed 26 Aug 2016]

Traditional Marketing, meet Digital Marketing

This week we look at traditional marketing and digital marketing. This 5-minute read won’t be the final word, but you will have enough to think about what is best for your business. Traditional or digital?

You’re thinking of marketing your company’s products and services. Like every other company, you feel you need and want a website. You’re also thinking SEO, PPC, Twitter, eDMs, email marketing and social media. How about flyers, brochures, print advertisement in the local papers, 30-second time slot on the local radio or advertising on that billboard you pass by every morning on your way to work? Does any of that still work?

 

Death Prophecy of Print

Print is dead. Uh-huh.

We were promised, or so, the death of print since the 1990s. It is like the prophecy that never renounces itself or thoroughly crystallises. In Australia, we even began participating in the 2016 Census online.But that should be another story on its own.

In the UK, they are experiencing circulation growth of British current affairs magazines such as The New Statesman, Private Eye and The Spectator.2 The ABC reported half of the news and current affairs magazines they audited, increased their circulations in 2015.3

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

 

In India, you will find the largest English-language newspaper circulation. Her newspaper industry grew two-thirds to US$4.37 billion in 2010 from US$2.64 billion in 2005 according to EY.5  KPMG estimates regional Indian newspapers will grow between 12% to 14% for the next few years.Bear in mind, internet access is not prevalent in most areas of India. Radio, TV and newspapers remains the bread-and-butter channels of disseminating information there.5

In Australia, Fairfax Media effected seven rounds of redundancies since 2004. Its most recent in March 2016 impacting 120 journalists.6,7 The company has also closed down two news print sites, newsrooms, foreign bureaus, reported print advertising revenue down 14% in February 2016 and announced a major restructure where they waved “bye” to the editor-in-chief of the Age – Andrew Holden.7,8 Despite all that, in a released statement they still maintained they would continue to publish across print and digital.7

Newspaper print is a die-hard breed despite the rise and rise of digital.

 

The Future Paved with Print and Digital

Traditional has proven itself

As easy as it is to realise digital marketing is growing at the expense of traditional marketing methods, it is just as straightforward to acknowledge that traditional marketing still works. Certainly, there hasn’t been sufficient evidence to suggest we should write off classic advertising methods mainly because it has proven to work and still does.

We have also been exposed to traditional marketing way longer than digital marketing and it can easily reach a large audience, giving great exposure. That exposure breeds familiarity. Innate qualities within the human judgement and thinking process favours what we are familiar with. 9,10  Simply put, traditional marketing is familiar, trusted and we like it.

Use Digital to do some or more of your talking

The other reality is that the core principles of marketing hasn’t really changed, but the way we communicate has and we have also developed new tools to do that through the emergence of the internet and social media.

Each advertising medium carry their own strengths and weaknesses. It is important to understand each communication channel, so as to choose the most appropriate, to best deliver your message to your audience.

 

Have the Best of Both Worlds

Finding that balance

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

 

Also, the best of traditional and digital marketing have already amalgamated. For example, we used to only have paper panel billboards. Today we also have digital billboards – alight with LEDs and it’s a smart application of new digital technology.

Traditional and Digital Marketing Applications

Traditional and Digital Marketing Applications

 

Message, channel, customer

Craft the customer’s journey as to how you want the customer to know your brand, product or service.

  • Disseminate your brand and information through digital billboard, TV and print advertisements – incorporate “call-to-action” prompting the audience to look for more information on your website
  • On your website, continue those leads by building them into your database
  • Follow up those database leads with digital marketing tactics like social media, eDMs to build relationships with those customers

By integrating the best of both traditional and digital marketing, you expose your brand to more audiences, and you also cater to targeted audience demographically. You want to reach the masses and build personal relationships at different points of that customer journey.

Know and understand your customer, know what message you want to send them and choose the most appropriate communication channel.

Reach out to us. Desketing can help you define the customer journey for your business and build that winning marketing strategy.


Other related reading

6 Traditional Advertising Strategies That Still Work

http://yfsmagazine.com/2015/08/05/6-traditional-advertising-strategies-that-still-work/

Why Ebooks Are Inspiring A New Age of Print

http://www.huffingtonpost.com.au/entry/ebooks-new-age-print_n_2040602

92 Percent of Students Prefer Print Books, New Study Shows

http://www.huffingtonpost.com.au/entry/print-textbooks-vs-ebooks_us_56ba4091e4b0b40245c4534e

Paper Beats Digital In Many Ways, According to Neuroscience

http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#6be50b721aa2

 

References

  1. Australian Bureau of Statistics. 2016. Census of Population and Housing. [ONLINE] Available at https://stream20.census.abs.gov.au/eCensusWeb/welcome.jsp#top2. [Accessed 12 Aug 2016].
  2. The Guardian. 2016. Current affairs magazine are defying the death of print. [ONLINE] Available at https://www.theguardian.com/media-network/2016/mar/14/current-affairs-magazines-defying-death-print. [Accessed 12 Aug 2016].
  3. 2016. Current affairs magazine ABCs, 2015: Spectator, New Statesman, Private Eye and Economist all grow in election year. [ONLINE] Available at http://www.pressgazette.co.uk/current-affairs-magazine-abcs-2015-spectator-new-statesman-private-eye-and-economist-all-grow. [Accessed 12 Aug 2016]
  4. 2016. Magazine ABCs: Private Eye print sales rise to 30-year-high as Economist reports 1.5m global circulation. [ONLINE] Available at http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/. [Accessed 12 Aug 2016]
  5. 2016. Print Media Isn’t Dead, It’s Just Moved. [ONLINE]. Available at http://www.forbes.com/sites/freddiedawson/2016/01/31/print-media-isnt-dead-its-just-moved/#46186dea9dc8. [Accessed 12 Aug 2016].
  6. The Conversation. 2016. Journalism isn’t dying – there’s even room for optimism about print. [ONLINE] Available at http://theconversation.com/journalism-isnt-dying-theres-even-room-for-optimism-about-print-56622. [Accessed 12 Aug 2016].
  7. The Guardian. 2016. Fairfax Media journalists on strike until Monday after 120 jobs axed. [ONLINE] Available at https://www.theguardian.com/media/2016/mar/17/fairfax-media-to-shed-120-journalists-in-attempt-to-slash-costs. [Accessed 12 Aug 2016].
  8. The Guardian. 2016. The Age editor-in-chief Andrew Holden quits as Fairfax Media restructures. [ONLINE] Available at https://www.theguardian.com/media/2016/feb/17/the-age-editor-in-chief-andrew-holden-quits-as-fairfax-media-restructures . [Accessed 12 Aug 2016].
  9. CustomerThink Corporation. 2016. Why Traditional Marketing Hasn’t Died. [ONLINE] Available at http://customerthink.com/why-traditional-marketing-hasnt-died/ . [Accessed 12 Aug 2016].
  10. 2016. Mere-exposure effect. [ONLINE] Available at https://en.wikipedia.org/wiki/Mere-exposure_effect. [Accessed 12 Aug 2016].

 

Mobile Marketing for Small Medium Businesses

What is Mobile Marketing?

Mobile marketing in its simplest definition is “marketing on or with a mobile device, such as a smart phone”.1 This week we take a 8-minute glimpse into mobile, its growth, marketing through mobile, and if you should embrace it.

We will also share some tips on how you can get into mobile marketing.


The Mobile Shift

How Many of Us Are Getting Up-and-A-Mobile?

The Australian population by September 2015 recorded at 23,869,00022. Of that, 62.84% or over 15 million Australians owned a smartphone. According to the IAB Australia/Nielsen’s ‘The Mobile Story’, that reads a 38% increase in over 2 years as at quarter ending July 2015, from 11.1 million to 15.3 million.3 This mobile shift is strong and the movement is still growing.

Smartphone trend in Australia Jul 2015

Smartphone and Tablet Ownership Trend in Australia, April 2013 – Jul 2015 | Image Source: http://www.desketing.com.au/wp-content/uploads/2016/08/1448287200_7a87cd54d624da241efa7087c362d82e.pdf

Ways of the Mobile Ones

We also like to use our mobile devices in shorter but more frequent sessions compared to how we use our desktops. To be exact, that is an average of over 4 times more frequent – 199 smartphone sessions compared to 46 desktop sessions per person in a month.3

Smartphone session time per person per month

PC, Smartphone, Tablet Monthly Session – Frequency & Duration | Image Source: http://www.desketing.com.au/wp-content/uploads/2016/08/1448287200_7a87cd54d624da241efa7087c362d82e.pdf

The trend is also that Australians (18 years +) prefer to use their smartphones over tablet devices or desktops to read news and information, spending an average of just under 35 hours per person browsing or using applications per month.3

Time each person spends on digital devices per month

Average Time Spent on Digital Devices | Image Source: http://www.desketing.com.au/wp-content/uploads/2016/08/1448287200_7a87cd54d624da241efa7087c362d82e.pdf

Old Mobile Phones Outnumber Australians

Australians have also taken to mobile handsets in a big way. So much so that the number of old mobile phones now overshadow the number of Australians17,1825.5 million old mobile phones vs 24.1 million Australians (at the time of writing, August 2016).

Australian Population Clock Aug 2016

Australian Population Clock, Aug 2016 | Image Taken Off: http://www.abs.gov.au/ausstats/abs%40.nsf/94713ad445ff1425ca25682000192a2/1647509ef7e25faaca2568a900154b63?OpenDocument

#Mobilegeddon

Another reason for the increasing importance of, and shift onto mobile is because Google has developed a preference for mobile-friendly websites. April 21, 2015 ‘Mobilegeddon’ 4, was when Google implemented some tweaks to its search engine algorithm. Reports from Stone Temple Consulting5 and Adobe Systems6 showed that non-mobile-friendly websites suffered from those tweaks.7

Stone Temple Consulting studied 50,000 websites for one month after the changes took effect and found5

  • 46% of those sites that weren’t mobile-friendly fell in Google search rankings
  • 30% of those sites that were mobile-friendly gained in rankings

Adobe Systems studied over 5,000 sites and reported traffic to non-mobile-friendly sites from Google mobile searches fell 12% in the two months after April 21 as opposed to mobile-friendly sites.6


Why Mobile Marketing?

It is clear Australians are increasingly moving towards the mobile platform and doing more on their smartphones.  What this also represents, is a new medium that can facilitate engaging ways of connecting with your audience.

Getting personal and up-close

Reaching out to your audience through their smartphones means the customer journey happens through their personal device. Literally, a brand gets closer to a user through a smartphone, as opposed to, through their computer monitors.8,9 That is a more personal engagement with the user and its psychological experience is distinct on its own.8,10

Micro-moments

The efficacy of using this mobile medium is improved by how attached users are to their smartphones. It is also a mobile device that users have with them most of the time.10 The consistent pattern of frequent usage speaks largely for itself. We now integrate use of smartphones broadly and in-depth into our everyday living seamlessly. Google expresses this very aptly as micro-moments.10

  “At Google, we call these micro-moments.
They’re the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy.”

Reaching out for that smartphone

We consult our mobile smartphone in most decisions and it is also one of the first things we do in the morning like checking emails and weather forecasts.8,9,10 Google’s research quantifies high percentages of users tuning into their smartphones when making decisions.

 Scenarios and percentage of users reaching for their smartphones10

  • 68% check their phones within 15 minutes of waking up in the mornings
  • 87% always have their smartphones with them
  • 82% look into purchases they are about to make in a store
  • 91% search for ideas when performing tasks
  • 66% search about what they saw in a TV commercial
  • 71% used a store locator to find a store location

68% smartphone users check their phones in the morning

87% smartphone users have their phone with them day and night

82% smartphone users consult their phones about about a purchase they are about to make in store

 

91% smartphone users turn to their phones for ideas when doing a task

 

66% smartphone users search about a TV Commercial

 

71% smartphone users used a store locator to find a store

Google MicroMoments References

Images Taken Off: http://www.desketing.com.au/wp-content/uploads/2016/08/micromoments-guide-to-winning-shift-to-mobile-download.pdf


How to ‘Mobile-Marketing’

Based on current trends, mobile marketing is more than the newest shiny thing. It is the new way forward. It gives rise to new and more direct ways to connect with your audience and here are some tips to engage audiences on mobile.

Assess your mobile-marketing needs, readiness state and strategy

  • Determine your objectives and what you want to achieve from mobile11
  • Identify key results you want to achieve from mobile marketing campaigns11
  • Adopt a customer journey strategy as part of your overall business strategy11,13,16

Get a mobile-friendly version of your website

  • Responsive design is key, regardless of device or platform8,11,12
  • Implement a simple mobile-friendly site – easy to navigate about and task-driven.8,11,15
  • Ensure your mobile site is built to manage changing mobile technologies11

Your mobile site must stand on its own, not as an extension of your desktop site.

  • Design your mobile campaign from ground up optimised for mobile11
  • Take full advantage of the mobile medium to interact with the user8,11,15
    • Take/track/share pictures and locations, augment reality, listen to music, watch television
  • Engage with users via mobile-friendly calls to actions 11
    • ‘Download Now’, ‘Tap to Explore’, Apple Store icon, Google Play icon

Mobile Ads on Social Media

  • Instagram, Twitter, Facebook facilitate mobile-device focused ads that targets by device.8,12,14
  • Geo-target your audience to increase conversions by area or distance radius.12

Mobile Ads with Google Adwords

  • There are different types of Google’s Mobile pay-per-click ads which appear differently compared to desktop.
    • For example, create Call-Only ads with Adwords for devices that can make calls.12

Text Message Campaigns

  • Use SMS marketing to offer something of value to your target audience that is worthy of the interruption it will cause
    • For example, include links to new content, a landing page or exclusive offers.11,12,14

Mobile-Friendly Emails

  • Incorporate responsive email design layouts for your email campaigns on mobile and desktop
    • For example, links and phone numbers to be clickable, leading to an interaction beyond the email.12 You want to capture their attention in the email and continue to engage with them beyond that email.

Simply, you need to create an excellent user experience for audiences with mobile behaviour, searching for information on-the-fly. To draw you a picture of the opportunities that potentially exists – if each user experienced, say, a hundred mobile micro-moments a day, that means 15 million Australians represent, one billion five hundred million opportunities to engage with them every day.

 

Find out how Desketing can help boost your mobile marketing campaigns.

 


References

  1. Karjaluoto Heikki and Leppäniemi Matti, “Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model”, Int. J Mobile Communications, Vol 3, No. 3, 2005, p. 198.
  2. Australian Bureau of Statistics. 2016. 0 – Australian Demographic Statistics, Dec 2015. [ONLINE] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/mf/3101.0 . [Accessed 5 Aug 2016].
  3. IAB Australia and Nielsen. 2015. The Mobile Story, Nielsen Mobile Ratings. [ONLINE] Available at: http://www.desketing.com.au/wp-content/uploads/2016/08/1448287200_7a87cd54d624da241efa7087c362d82e.pdf. [Accessed 5 Aug 2016].
  4. 2016. Mobilegeddon. [ONLINE] Available at https://en.wikipedia.org/wiki/Mobilegeddon. [Accessed 5 Aug 2016].
  5. Stone Temple Consulting Corporation. 2016. Mobilegeddon: Nearly 50% of Non-Mobile Friendly URLs Dropped in Rank. [ONLINE] Available at https://www.stonetemple.com/mobilegeddon-may-have-been-bigger-than-we-thought/. [Accessed 5 Aug 2016]
  6. Adobe Systems. 2015. Digital Advertising Report, Adobe Digital Index | Q2 2015. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/08/Q2-ADI-Digital-Ad-Report.pdf. [Accessed at 5 Aug 2016].
  7. The Wall Street Journal. 2015. Google’s ‘Mobilegeddon’ Was a Big Deal, After All. [ONLINE] Available at http://blogs.wsj.com/digits/2015/07/15/googles-mobilegeddon-was-a-big-deal-after-all/. [Accessed 5 Aug 2016].
  8. 2016. Top 7 Reasons You Should Make Mobile Marketing a Priority. [ONLINE] Available at https://www.entrepreneur.com/article/277758. [Accessed 5 Aug 2016].
  9. Microsoft, MSN. 2016. 3 Reasons Mobile Marketing Is a Must for Your Small Business. [ONLINE] Available at: https://www.msn.com/en-us/money/smallbusiness/3-reasons-mobile-marketing-is-a-must-for-your-small-business/ar-BBv3r8H. [Accessed 5 Aug 2016].
  10. 2015. Micro-Moments: Your Guide to Winning the Shift to Mobile”. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/08/micromoments-guide-to-winning-shift-to-mobile-download.pdf. [Accessed 5 Aug 2016].
  11. 2013. 10 Mobile Marketing Tips for Small Businesses. [ONLINE] Available at http://www.cio.com/article/2381406/marketing/10-mobile-marketing-tips-for-small-businesses.html. [Accessed 5 Aug 2016].
  12. 2016. Essential Mobile Marketing Tips For Small Businesses. [ONLINE] Available at https://authoritylabs.com/blog/mobile-marketing-tips-small-businesses/. [Accessed 5 Aug 2016].
  13. com. 2016. 2016 State of Marketing Research Report. [ONLINE] Available at https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html. [Accessed 5 Aug 2016].
  14. 2016. 6 mobile marketing techniques you should know about. [ONLINE] Available at http://www.campaigntrack.com/6-mobile-marketing-techniques-you-should-know-about/. [Accessed 5 Aug 2016].
  15. Social Media Examiner. 2016. How to Optimize Your Mobile Social Media Ads. [ONLINE] Available at http://www.socialmediaexaminer.com/how-to-optimize-your-mobile-social-media-ads/. [Accessed 5 Aug 2016].
  16. Mashable Australia. 2015. 4 ways marketers can seize ‘mobile moments’. [ONLINE] Available at http://mashable.com/2015/08/20/seizing-mobile-moments/#pV.xKYdmBkqM. [Accessed 5 Aug 2016]
  17. MobileMunster, Australian Mobile Telecommunications Association. 2016. 5 million mobile phones cluttering Australian homes. [ONLINE] Available at http://www.mobilemuster.com.au/news/articles/2016-04/255%20million-mobile-phones-cluttering-australian-homes/. [Accessed 5 Aug 2016]
  18. SBS News. 2015. Australia has more phones than people. [ONLINE] Available at http://www.sbs.com.au/news/article/2015/01/02/australia-has-more-phones-people. [Accessed 5 Aug 2016].
  19. Australian Bureau of Statistics. 2016. Population Clock. [ONLINE] Available at http://www.abs.gov.au/ausstats/abs%40.nsf/94713ad445ff1425ca25682000192af2/1647509ef7e25faaca2568a900154b63?OpenDocument. [Accessed 5 Aug 2016]
  20. 2016. Australia has more dead mobile phones than people. [ONLINE] Available at http://www.governmentnews.com.au/2016/04/23632/. [Accessed 5 Aug 2016]

eCommerce with Facebook Messenger for Business

Online marketers are always looking out to remain relevant and engaged with consumers. We are constantly exploring new ways for better reach, further engagement with consumers amidst market volatility and industry changes. This week, we look at Facebook Messenger for Business and how it can be a useful part of your business strategy.

 


E-commerce via Facebook and Messenger

Facebook had big plans about connecting customers to businesses since it announced Facebook Messenger for Business. With all the new updates and tools they have since launched and are continuing to inject into Messenger, they persist in their vision of how businesses can use Messenger to communicate with customers.1

They are making it easier for customers to find and contact businesses through the use of Page usernames.2,4 These usernames sit beneath the Page title with an ‘@’ symbol.2 Further to that, are two new methods for users to begin chatting with businesses. They are scannable Messenger Codes or Messenger Links.2,3,4,5

Messenger Links are URLs using Facebook’s own URL shortener followed by the Page’s username – “m.me/username”.2 Facebook sentimentally refers to it as a short and memorable link.2 Clicking that URL starts a chat between the user and the business in Messenger.2,3,4,5

Messenger Codes are unique and when scanned with your mobile phone’s camera, opens a message thread with the business in Messenger.2,3,4,5 Messenger Code images are available through the Page’s inbox to download.2

Messenger Greetings is another new feature.2,4,5 They are customisable notes from the business, appearing before chat messages are exchanged. It appears as a new message thread and businesses can use this to greet customers, set the tone for the conversation that is to eventuate or pass on important information to those reaching to chat.2

Facebook encourages businesses to promote use and awareness of their Messenger Links and Messenger Codes to customers as a way of getting in touch with them directly.2,3,4 They have also integrated Facebook advertising to help support businesses in those efforts.3 Regardless, participating businesses should see their Facebook Page usernames extensively promoted across the Facebook network.4

Facebook Username.

Example of a Facebook Username. | Image source: https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger

Facebook Messenger Code

Example of a Facebook Messenger Code. | Image source: https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger


So what can Messenger for Business  do for my business?

Mark Zuckerberg blog post.

Mark Zuckerberg posting about 800 million people now using Messenger each month, 7 January 2016. | Image source: https://www.facebook.com/zuck/posts/10102584826897971

Messenger for Business will allow your business to instantaneously connect with your audience one-to-one directly.2,3,4,5,6 This means that you will be able to provide real-time customer care. You can directly resolve customer queries, transact orders, send confirmations or delivery updates.1,6 Another useful feature is the facility to send and receive money through Messenger.2 It is handy that anyone can use Messenger to get in touch with a participating business. Users do not have to own a Facebook profile.6

The key point of difference Messenger for Business facilitates, is the private channel of communication.1,3,4,6 This private channel may encourage customers or prospects to initiate conversations, to ask questions in a comfortable environment.1,6 And this could be the difference that helps them decide if they are going to make that purchase and do business with you.6 For businesses, it means you can private message people who give negative comments or reviews. You can take the conversation offline and manage complaints more effectively.6


Leveraging the power of Facebook

As of 20th July 2016, Facebook announced 1 billion people now use Facebook Messenger every month.7 Since launching Messenger for Business, Facebook continues to support this shift and roll out new features to help businesses efficiently manage personal, real-time conversations with your customers.8

In Australia, the Sensis Social Media Report 2016 surveyed 800 consumers and 1,100 businesses report 95% use Facebook. They found Australians now spend more than half a day per week (12.5 hours) on Facebook. 79% to 89% of small, medium and large businesses, using social media also have a Facebook profile. 9

IBA Australia and Nielsen’s Digital Ratings (Monthly) for May 2016 recorded Facebook’s unique audience at 15.93 million, with an active reach of 81%. 10

The Nielsen Company's Digital Ratings (Monthly) Report, May 2016.

The Nielsen Company’s Digital Ratings (Monthly) Report, May 2016 – Active Reach Vs Sessions. | Image source: http://digitalmeasurement.nielsen.com/digitalmedialandscape/surfing_report.html

 

The Nielsen's Company Digital Ratings (Monthly) Report, May 2016.

The Nielsen’s Company Digital Ratings (Monthly) Report, May 2016 – Surfing Report, Top 10 Brands Audience Engagement. | Image source: http://digitalmeasurement.nielsen.com/digitalmedialandscape/surfing_report.html

Facebook also garnered the most sessions per person – 113 sessions in a total of just under 13 hours.10

When you use Messenger to begin engaging with these users who have such an intimate relationship with Facebook Messenger, it re-calibrates your business relationship with them into a personal conversation.1,6 It creates that one-to-one personal connection with your customer through a channel that is close to them which they also use to communicate with their own personal friends. A great user experience will most likely result in positive word-of-mouth marketing.11 And that can only be an extremely powerful lever for your business.


References

  1. 2015. Facebook Messenger for Business: Do users want to chat with companies? – Fortune. [ONLINE] Available at: http://fortune.com/2015/03/26/facebook-messenger-business/. [Accessed 29 July 2016].
  2. 2016. Making it Easy for People to Find and Contact Your Business on Facebook and Messenger | Facebook for Business. [ONLINE] Available at:https://www.facebook.com/business/news/find-and-contact-businesses-on-messenger. [Accessed 29 July 2016].
  3. 2016. Tips on messaging for Facebook Pages | Facebook for Business. [ONLINE] Available at: https://www.facebook.com/business/learn/facebook-tips-messaging-for-page-admins/. [Accessed 29 July 2016].
  4. Sarah Perez, Tech Crunch. 2016. Facebook pushes businesses to Messenger with new tools for Pages, including Snapchat-like scannable codes. [ONLINE] Available at: https://techcrunch.com/2016/04/07/facebook-pushes-businesses-to-messenger-with-new-tools-for-pages-including-snapchat-like-scannable-codes/. [Accessed 29 July 2016].
  5. Business Insider. 2016. Facebook messenger addresses business visibility. [ONLINE] Available at http://www.businessinsider.com/facebook-messenger-addresses-business-visibility-2016-4/?r=AU&IR=T. [Accessed 27 July 2016].
  6. Social Media Examiner. 2016. How to Use Facebook Messenger for Your Business : Social Media Examiner. [ONLINE] Available at:http://www.socialmediaexaminer.com/how-to-use-facebook-messenger-for-your-business/. [Accessed 29 July 2016].
  7. Facebook. 2016. Update: 1 Billion People on Messenger Every Month. [ONLINE] Available at: http://messengerblog.com/general-messenger/1-billion-people-on-messenger/. [Accessed 29 July 2016].
  8. Facebook. 2016. Messenger Platform News. [ONLINE] Available at:http://messengerblog.com/.[Accessed 29 July 2016].
  9. Sensis Pty Ltd. 2016. Sensis Social Media Report 2016. [ONLINE] Available at: http://www.desketing.com.au/wp-content/uploads/2016/07/Sensis_Social_Media_Report_2016.pdf. [Accessed 29 July 2016].
  10. The Nielsen Company. 2016. Nielsen Digital Landscape Report. [ONLINE] Available at: http://digitalmeasurement.nielsen.com/digitalmedialandscape/surfing_report.html. [Accessed 29 July 2016].
  11. 2014. Why Word Of Mouth Marketing is The Most Important Social Media. [ONLINE] Available at: http://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/#19fcca637a77. [Accessed 29 July 2016].

 

Other related reading