Having a customer-centric culture does not make your business customer-centric. Many factors will be behind this but the hardest one to tackle will be the customer communications silos that exist within your business. So why do customer communications silos impede customer-centricity? There are two ways to answer that question. The first is to [...]
Integrating disparate customer communications silos is a major headache for CMOs, as highlighted by a recent survey of 50 CMOs by Marketing Magazine. The article says: “Creating a truly integrated customer experience requires joined-up thinking across the business – and, although steps are being taken in this direction, in many companies this isn’t [...]
Customer communications silos are commonplace within nearly every business. For large businesses there is no getting away from the fact that the natural evolution of the various business structures and processes has led to different parts of the business communicating with customers and, for that matter, prospective customers. However, those communications are rarely [...]
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 [...]
Who am I to write this article? Well, I have over 20 years’ experience with the Pega decision engine, from way back when it was KiQ and similar with marketing automation/campaign management solutions. I have run and implemented a few! My experience is not just as a technologist though, but also as a marketer using [...]
Do you have a "leaky funnel"? By Aly Richards, CEO, Odyssiant Useful things funnels. In the real world they allow you to pour accurately into narrow containers and in the marketing world we use them as a way to describe the channelling of customers towards a sale. Except, bizarrely, that is not what [...]
The all knowing content hub By Scott McLean, COO, Odyssiant In the new world of marketing and financial accountability, data, or more accurately insights from that data, have become one of the most important elements to get right in order to be successful. However, with the explosion of digital content across multiple platforms [...]
ROI of Content Seeding vs native advertising (HBR Response) By Adam Henderson I recently read an article in Harvard Business Review (HBR) named ‘Comparing the ROI of Content Marketing and Native advertising’ which although containing some interesting information, I felt was misleading. It was not a discussion around real ROI from content marketing [...]
The commercial benefits of Customer Journey Management By Aly Richards, CEO, Odyssiant Chief marketing officers (CMOs) who design and incorporate customer journey management as part of their overall activities outperform all others by 54% (24.9% vs 16.2%) in annual improvement on ROMI (Return On Marketing Investment) according a recent report from the Aberdeen [...]
Google’s Phantom 2 update: Higher SEO for content mapped to your audience’s full buying journey By Adam Henderson It was great to see details about Google’s latest update to their algorithm called ‘Phantom 2’, because it aligns completely with our thinking here at Odyssiant about the need for content to facilitate an audience’s [...]
