How ecommerce businesses are surviving in 2018
It’s not easy being an ecommerce business these days.
Customer expectations are rising, margins are razor-thin and all face the threat of Alibaba or Amazon entering their market at a moment’s notice.
Optimizing the customer journey: How marketers are overcoming obstacles
Optimizing the customer journey is regularly at the top of the list when we ask marketers about their priorities.
A survey of brand marketers in our recent Digital Intelligence Briefing revealed that more marketers feel that ‘optimizing the customer journey across multiple touchpoints’ will be ‘very important’ (71%) than any other initiative on the list.
Three ways brands overcome obstacles to connect with customers
Some marketers find it relatively easy to connect with their customers. They have a well-researched customer base, established workflows and enough data to gauge success to a reasonable level.
Join our Asia-Pacific webinar: Digital Transformation in the Retail Sector
Digital has forever changed the retail customer experience.
Heightened consumer expectations have increased the pressure for brands to adapt to remain competitive, in an already hyper-competitive environment.
Four steps to optimizing customer experience using data & analytics
Few would argue that two of the most important marketing topics at the moment are customer experience (CX) and data analytics.
Which is interesting as CX and analytics seem worlds apart. CX tends to be a soft, holistic study of how to make customers happier and analytics consists of the cold, hard numbers which fuel return on investment (ROI) calculations.
How Brompton Bicycles is overcoming purchase friction using content and social
Brompton Bicycles makes for a terrific brand case study because, until recently, the company has done almost zero brand management.
The heritage of the firm is very much about British manufacturing expertise, with the marketing and selling of the bikes left to partner retailers.
How to score more leads with the B2B messaging equation
Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.
To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world’s largest B2B enterprises.
How hotels are upping the fight against online travel agencies
For years, hotels and online travel agencies (OTAs) have maintained a frenemy relationship.
But now, as bookings through OTAs have surpassed direct bookings for the first time ever, a number of major hotel brands are more aggressively battling the middlemen who generate billions of dollars in revenue for them but eat their margins and commoditize their brands.
Reorienting to the customer journey: Three lessons from successful brands
There’s a lot we don’t know about customer behavior and motivation.
Even though there has never been more information about what they’re thinking and doing, marketing is challenged by a buying process that jumps back and forth between the online and offline spheres and often involves multiple devices.
Why can’t marketers understand the customer journey?
‘Why?’ questions are always difficult to answer, but the current state of customer experience is puzzling.
Almost every survey of marketers indicates that improving the customer experience is at the top of the priorities list, yet marketers often lament at their inability to make the changes necessary to do so.
The five key steps towards understanding the customer journey (and where most marketers are stuck)
Econsultancy recently surveyed nearly 1,000 marketing professionals about the progress they have made in understanding the customer journey.
In the resulting report, we found that there are five main steps toward doing so and nearly half of the marketers are stuck at one key stage.
Understanding the customer journey: 70% of APAC marketers admit little channel integration
Joining up marketing channels is not a new concept – Econsultancy used to run an event called JUMP based on exactly this theme (first held back in 2012).
The idea of providing a consistent and connected customer experience across marketing touchpoints has been mainstream for at least five years.
However, recent research from Econsultancy shows that 70% of marketers in Asia Pacific have either little management across touchpoints or completely siloed delivery.