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 [...]
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 [...]
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 [...]
Picture yourself sitting in the senior management meeting where you are seeking buy-in to a contact strategy change management programme. You have spent several weeks developing the proposed approach and building the watertight business case [...]
Why do you need to do anything differently when it comes to the way you contact your customers? Because change is inevitable and your customers have already changed and in many ways. When things change [...]
Growing the size of your customer base and managing it has been the mission of a number of methods, movements, technologies, approaches or business functions (take your pick!) for around the last 30 years. First [...]
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. [...]
Recent research shows that because of the ubiquity of content, most buyers will be 60% of their way to a purchasing decision before they speak to sales or make a purchase online. Of those that [...]
“Holy Grail”, “Elephant in the Room”, “64 million dollar question”, whatever idiom you want to give it, the marketing industry is quite rightly obsessed by ROI. In the world of content marketing, the initial feeling [...]
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 [...]
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 [...]
