Customers can definitely touch this, MC Hammer

Click-bait headline sure, but ‘Can’t Touch This – MC Hammer’ was too good to not include.

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Believe it or not, a customer’s journey with a brand is complex. It doesn’t only include searching for and purchasing a product. Understanding that there are various times where a company comes into contact with a brand is vital to creating relationships between customer and brand – so let’s talk about it.

What are these times called?

These are called touchpoints. Customer touchpoints as explained by Survey Monkey (2018) are really every single time a potential customer comes into contact with your brand – either before, during or after purchasing something from you.

Still confused? They’ve added some examples of only a few of the touchpoints and when they’re experienced too:

BEFORE

• Social media
• Word of mouth
• Reviews

DURING

• Website
• Point of sale
• Promotions

AFTER

• Follow ups
• Marketing emails
• Service teams

The below infographic also shows this information visually:

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Source: Wots The Big Deal

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Okay, it seems simple but what’s the big deal?

Funnily enough, Wots The Big Idea (2018) discusses that by understanding your customer’s touchpoints, as a business you have the opportunity to effectively listen to your customers and continuously make improvements that will keep them happy.

Additionally, understanding touchpoints means we can improve our interactions with customers and also analyse whether those touchpoints are having a positive or negative effect (Interaction Design, 2018).

Gotcha! So what are the digital marketing implications of this?

As well as the above, there are many! However a few of the most important ones are:

• Discovering what touchpoint/s generates the most ROI
• Finding out where customers are engaging the most and also the least
• Understanding customer motives to connecting through particular avenues
• Can be used in further developing the customer journey and experience to build relationships

Have a think about some of the touchpoints you personally have experienced with brands and let me know below! Also, did you find it effective or not?

 

“Hey Siri, is voice search really going anywhere?”

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When Siri first launched with Apple in 2011, the world was under its spell. Users loved asking Siri to do mundane tasks like setting an alarm or asking what a word meant.

Fast forward seven years, and voice search has grown in it’s skill, technology, use and popularity.

So much so, that according to Forbes (2018), 58% of consumers have used voice search to find local businesses within the past 12 months and 20% of Google searches are made using voice.

But what does the growth of voice search mean for digital marketing?

First and foremost, companies will have to tweak their webpages to include micro-data – a term that CMO (2018) express as displaying location, product information and key details consumers would want to know when using a voice search. This will improve the company’s SEO and in turn, how likely the company is to get voice-time from the user’s search query.

Secondly, consumers want answers – fast. It’s no secret that speaking a question is quicker than typing a question into Google.

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Source: Backlinko

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As well as this, voice search offers convenience. Not only does it allow quick results, it allows the user to have the answer read back to them in a matter of seconds as opposed to sifting through a few links on a Google desktop search.

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Source: Backlinko

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Lastly and most confronting for digital marketing, is that voice search is the third highest ranked method that consumers use to look something up. This demonstrates just how important it is for companies to look into voice search and how it can impact their business and it’s performance with voice searches.

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Source: Backlinko

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Voice search is growing, and companies need to understand it in order to keep their SEO effective. A conversational dialogue for search may make it easier for consumers, but can make it more difficult for companies and their websites if keywords that are used in voice searches aren’t used on these sites. This can be dangerous if companies do not know how voice search works and how results are picked and voiced to the users.

What are your thoughts – will voice search overtake traditional methods of searching? Did you know voice search is based on keywords too like SEO? Let me know below!

 

“Banking apps are horrible” said no one ever.

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It’s no secret that consumers are more attached to their mobile phones and in turn, have adopted practices that take on the mundane, boring tasks – like banking.

Mobile banking usage has significantly increased within the past few years and even within the past year, with March 2017 having 43.4% of consumers using the service and March 2018 having 46.5% (Roy Morgan Research, 2018).  Additionally, Roy Morgan also found that mobile banking also has higher customer satisfaction levels compared to that of a traditional physical branch.

An article from Rate City (2018) attributes the success and popularity of mobile banking to the features that banking applications have, like allowing immediate transfers between users, transferring between accounts, paying bills like your registration or even allowing individuals to budget.

But what does this mean for digital marketing?

It’s reported that among millenials aged 18-37, the average number of financial mobile apps is 3.6 while your average user has approximately 2.5 (Mobile Payments Today,  2018).

Additionally, the below infographic also demonstrates the projected rise in mobile banking users specifically around millennials.

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Source: Centric Digital

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Personally I haven’t seen any mobile applications advertised relating to banking, and rather just know that banks provide these services. The statistics demonstrate that millennials are interested in financial applications and I think this leaves a significant gap for digital marketers to occupy.

By creating campaigns on outlets where millennials frequent like Instagram or Facebook, banking and financial applications could see a surge in download rates and positive reviews.

Who’s to say Instagram advertisements just have to focus on your past shopping history or the most up to date fashion? I say bring on the banking!

Do any of you use banking applications and if so, how did you find out about them? Do you think advertising and marketing the concepts will help inform users who are unsure of it?

Let me know below.

 

 

How important is online customer service?

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Customer service. An element that is so necessary to get correct in every aspect, and with the prominent growth of online platforms, this has changed customer service as we know it.

Nearly all businesses have online platforms, whether social media or a company website. Each can provide an element of customer service that involves interactivity between user and company.

A recent customer service trends report by Forrester (2018) outlines that live-assist channels focusing on digital are growing in popularity. 54% of those surveyed responded to an email that they sent customer service, while 33% used social media to contact a company.

But what does this mean for businesses in terms of customer service? As customer’s patience decreases in terms of waiting for a response and their use of social media and online services increases, businesses need to be able to action a response as soon as possible.

Zendesk (2018) state that 69% of consumers think a fast resolution to problems is vital, with Conversocial (2017) reporting that 88% of consumers are less likely to purchase from a company that leaves customer queries on social media unanswered – highlighting the importance of social media responses.

These statistics emphasise the digital marketing implications of online customer service, which links to the below infographic as well:

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Source: The Buffer Blog

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So basically, in turn for great online customer service, companies get:

• Higher customer loyalty
• More recommendations to friends and family
• Continued appreciation and use of the company
• More consumer engagement
• Frequent likes and comments
• A higher respect among the online community

So tell me – have you ever contacted a business via social media or an online platform? How was your experience?

Let me know below.

Afterpay and how it’s changing the payment game

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Afterpay was invented to make economic stress a little easier, offering a layby-like system where a total payment from a retailer is split into four equal fortnightly payments with no interest. Seems too good to be true? Hardly.

The notion of lay-by is an age-old concept and Afterpay have capitalised on through both digital and brick-and-mortar retailers. It allows customers the option to stagger out the payment of an item they really want but just wouldn’t be able to afford upfront.

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Infographic of how Afterpay works. Source: The Wealth Guy

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Not surprisingly, 65% of users say that the small payment options influence them to purchase items they usually would not and almost 50% of users say they spent more using Afterpay than they would with their own debit card (Mozo, 2018).

From a marketing perspective, by offering Afterpay as a payment option can influence customers to purchase higher priced options as well as a higher quantity. Additionally, if a purchase is under $500 from an online retailer the first payment is due in two weeks – not dependent on how soon you receive the item as well. Meaning customers can wear the item for two weeks before having to pay anything, and similarly try it on and send it back without having paid a single dollar.

But how has this piece of mind impacted customers loyalty to the service? The Financial Review outlines that:

• 15% of all Australians aged 18-36 are its customers
• More than 90% are returning to the service monthly
• 86% of users say the option of Afterpay impacts if they purchase or not
• Afterpay holds more than 25% market share of all online fashion retail sales

These statistics demonstrate that Afterpay have a strong relationship with their customers, and in turn customers have with their retailers. By providing it as a payment option, customers are more likely to browse online retailers and make purchases.

Of course there’s the reality of late fees and the inability to pay for items, but 78% of all Afterpay users have never paid a late fee (The Financial Review, 2018). Retailers still get their revenue as Afterpay pay them the full amount of an item as well. There’s potential for the service to not work, but on a whole and currently, it’s doing very, very well.

Have any of you used Afterpay before? Does the option mean you browse more on online retailers sites? Let me know below!

Google & the Self-Destructive Email

Privacy and Google are two words that have been under constant criticism in recent times. One term can usually not be discussed without the other coming into play.

With this, Google have attempted to redefine their image by creating a feature that takes “privacy” to a new level – for businesses’ and general users alike.

Welcome the self-destructing email.

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Source: Prototypr.io

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This new feature occupies Google’s mail-service, Gmail. It gives users the ability to protect emails that contain sensitive information by setting an expiration date, adding an access passcode, and also providing a sense of mind that the content can’t be redistributed to others without direct access.

The expiration date begins from the moment the email is sent, and can vary from 1 day to 5 years. Don’t worry though, even if a sender changes their mind about the email and who has access to it, the user can remove them with ease.

But why?

According to News.com.au, the self-destructing email allows senders to mail private and confidential information regarding clients or personal details to their recipients without the risk of having it shared via the email system.

However, if the information shared is really that confidential, is it worth sending over the internet? Breaches can still occur, as we all know, and screenshots unfortunately aren’t protected making the potential for sharing still possible.

From a marketing perspective though, maybe the expiring self-destructive email can be used for promotional periods or time-sensitive offers from organisations. In this way, the feature could be beneficial to both the marketer and the recipient.

In an opposing manner though, businesses may need to think twice about the level of trust they put into a virtual privacy option. I think the addition of the lock-system creates a false sense of added security that could very well one day be accessed.

What are your thoughts on Google’s current marketing of the self-destructing email? Do you think further clarification on it’s feature and needs are needed? Would you use it?

Let me know!

 

Forget “Use My List”, “Use My Code” is the term of the century

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How many of you have opened up your inbox to be sent emails from stores you’ve purchased from before? I would guess this number is close to all of you reading this (similar to myself), which lead me to this post.

I recently opened my inbox to an email from The Iconic. Not only on the basis that I’m a regular shopper there, but because the headline grabbed my attention:

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$20 off for me, $20 off for you – what a win! But what’s this successful-amazing-money-saving type of marketing called?

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Referral marketing.

Shopify explain it as a tool to incentivise word-of-mouth for a store that a consumer uses, with a referral that both the advocate and the friend can gain.

A recent article by Forbes additionally contend that in a typical month, 2/3 shoppers between the ages of 21 to 32 use referral codes shared by a friend.

When logging onto The Iconic, I couldn’t see the promotion running for public use – an example of rewarding me for my continuous shopping addiction and as Forbes again contend, building on my relationship with the retailer. By pointing out I shop with them frequently, I’m more likely to have a positive experience and tell others about it – which I did.

However this is only one promotional email that I receive from many which usually end up in my spam folder. From a digital marketing perspective in this regard, companies need to be wary of not crossing the line of too many emails becoming clutter and therefore considered spam by their consumers. It’s a fine line to balance and companies should invest into finding the perfect balance between promoting their deals as well as be respectful of the consumer.

Have you used a referral program before in any sort to get a discount? Do you think it’s a smart move?

“Save me the sales spiel, the truth is on my phone!”

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A salesperson’s job is to help customers in-store find the product they need and provide information that may be vital to their purchase decision. However, salespeople’s roles are more-so being reduced in this capacity due to the retail shift.

“But what is this retail shift?”

Great question reader!
The retail shift is about the usage of mobile devices in retail research, whether for online or your average brick-and-mortar stores. This research includes anything from product specifications, differing prices at various retailers, images of the product or even reviews from other consumers.

Forbes explain that retailers are more involved with how their consumers buy, not just where. When delving into the how aspect of purchase decisions, discoveries about customers researching even low consideration categories is rising. People are now interested in researching things like grocery prices before heading into the store to make sure they’re getting the best deal possible.

To further explain the significance of the retail shift, The Robo Economy created this infographic below displaying some interesting, key statistics including that of 82% of smartphone users researching on their phone before purchasing in store.

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However, let’s focus on if the digital marketing implications for a moment. Companies are definitely using this to their advantage with compatible mobile websites becoming the norm, but how do we balance consumers using their phones just for research for their typical brick-and-mortar purchases? You could view the retail shift as dangerous almost because if companies have an easy, streamlined, mobile-friendly website why wouldn’t the consumers just order from there as opposed to venturing to a physical store? It could easily transform from research for shopping in-store to the fall of the in-store all in the same.

Let me know below: do you think this is the way of the future or are smartphones becoming too embedded in our lives?

 

Can’t afford everything in your online shopping cart? Here’s how to save some cash!

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Ah, online shopping. The modern and digital ideal that has captivated the hearts of both young and old shoppers, making it WAY too easy to spend more than you originally planned. What began as an innocent search to find one jumper has since become a mission to create a whole new Winter wardrobe, and in just a few repetitive clicks of that ominous link saying ‘Add to cart‘, that’s now your reality.

We’re all guilty of adding items to cart, seeing the total cost and closing that tab down… but what if you could save money on that online cart?

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Source: Mail Chimp

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I present the almighty and powerful PROMO CODE. Let’s share some insight into why this is successful and why marketers should use it!

Big Commerce define a promo code as a combination of letters and numbers, created by online retailers that influence us to shop on their site and receive discounts, free gifts or free shipping. This is available to all customers, and helps the customer and the brand respectively save money and gain revenue.

Gaining access to promotional codes varies with some available on the retailer’s sites while others encourage a sign up to their newsletter to access the promo code – a very smart move. Adding an email address to get a 15% coupon? Yes please.

But why should marketers create promo codes?

A Medium Corporation shows that it allows marketers to track and measure personal attributes of their shoppers while also uncovering where shoppers get their promo codes (including email or even influencer marketing like my post last week!) to enhance a future digital marketing campaign.

These infographics from Invesp below demonstrate how effective it can be.

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The coupons we previously received in the mail or in magazines has reinvigorated our love of a bargain. But how do we as consumers begin to search through the flood of promotional emails for the ones that really matter? In the current digital marketing world, clutter becomes an issue. Signing up to newsletters for the discount codes sounds great at the time and companies would gain success from it, but over time newsletters lose value and get marked as spam. Do promo codes translate to brand loyalty or are they more-so just giving consumers cheaper products?

How many of you search for promo codes before finalising a purchase? Do you engage with signing up for newsletters to get a promo code or do you skip the step and pay the full price?

Let me know below!

Your guide to understanding Influencer Marketing and it’s success

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When social media was created, it had a main intention of keeping people connected to others they knew. It then became a place for users to stay updated with their favourite, conventional celebrities like TV-stars and singers. From there, grew a new ideal of the contemporary celebrity – an everyday user like you and I with content viewed and liked by a large following. Instagram’s rise of popularity coined these contemporary celebrities as ‘Insta-famous’ or influencers, and with this came the successful rise of brand deals and sponsored posts.

Influencers, as defined above, are everyday individuals who are seen to be more authentic and genuine in comparison to larger, more conventional celebrities like Ariana Grande or Liam Hemsworth. Kelly Ehlers, a Forbes Agency Council journalist, addresses that followers connect more with influencers who partake in normal day-to-day activities and that influencer marketing is more effective than your traditional marketing avenues due to true engagement and word-of-mouth.

Jadé Tuncdoruk (@jadetunchy) is a young Australian Instagram model and an influencer with a following of over 300k. She often engages with brands to create sponsored posts in a way that is unique to her content, involving light-hearted captions and fun-loving photos often showing her daily activities while styling herself and her content for her Instagram feed.

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As genuine as it may be, the reality is that influencers like Jadé can make up to $1000 for each Instagram post affiliated with a brand. The above posts too from Jadé have an average of 10,000 likes all up – talk about exposure! Not only are influencers making financial gain, the companies are as well with MarketingProfs statistically demonstrating that sponsored posts from influencers can generate 11x the ROI of traditional means, with 30% of followers likely to purchase or engage in a product this way.

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Source: MarketingProfs

Source: MarketingProfs

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But what are the digital marketing implications of this?
Influencer marketing is saturating most social media outlets, so much so that consumers are more immune to seeing the sponsored content. Many would just scroll past and not think about it again. I personally believe it won’t last the test of time as influencers can lose their following at any time and consumers can ignore the sponsored products.

What are your thoughts and opinions on this? Do you believe that influencer content is genuine or are we so used to seeing it on our feeds that we just don’t care? Leave a comment below!