Ideas from the Experts: Social Consumer Market Insights

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Social media has augmented the market research landscape. It’s far easier and cheaper to find the voice of the customer online than conducting focus groups or executing traditional surveys, and online analysis tools are now pretty much as broad - or as narrow - as researchers require.

Spotlight

Moroch Partners

In 1981, Moroch Partners began with an idea. It was that we could be more significant by living in the community in which our brands serve, and that is the foundation of our 32-market footprint, our approach to problem solving and our belief system. We live consumer behavior every day. And because of that, we develop meaningful, more intimate brand experiences that deliver immediate, demonstrable, and sustainable results.

OTHER ARTICLES

How to Use Artificial Intelligence in SEO

Article | March 5, 2020

Artificial Intelligence (AI) has been the major buzzword in the digital marketing world for the past few years, mainly due to the rapid advancements in machine learning technologies. AI is now a relatively familiar idea among marketers, and it’s no longer a sci-fi term associated with the distant future. This is also true in the field of SEO. Machine learning technologies have now become a very important component of search engine algorithms. Meaning, if we can understand AI and how it can help SEO, we can further improve our SEO results.

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Beginner's Guide: 9 Things You Should Know if You Are New to Mobile SEO

Article | March 5, 2020

Search Engine Optimization (SEO) has proven to be one of the fundamental building blocks of the digital marketing niche. Almost every online business implements SEO strategies to boost their online visibility and improve search engine rankings.Take into account that approximately half of the web traffic worldwide comes via mobile searches, and your heed automatically shifts towards the all-important domain of mobile optimization.Google has been pressing the point of mobile-first indexing for the past few years. It rolled out the mobile-first index in 2018, but more recently, it has announced mobile-first indexing for the whole web.

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Ultimate Omnichannel Marketing Guide for 2021 and Beyond

Article | March 5, 2020

Companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue and see a 7.5% year-over-year decrease in cost per contact. Consumers are extremely comfortable and contented with omnichannel shopping. More than 89% of customers are engaged with omnichannel and the number has been increasing gradually. As a result, omnichannel marketing has become one of the vital components of advertising. Maintaining quality at reasonable prices is no longer the only aspect of a customer’s purchasing decision. Brands need to be present on all the platforms where there is a target audience.To put the consumer on priority in your strategy, you must foster optimistic, persistent, and unified experiences at every touch point along the customer’s journey. Let’s examine every aspect of omnichannel marketing to understand its significance in your business and utilize it to create an exceptional experience for your consumer and maximize your ROI. What is Omnichannel Marketing? Omnichannel marketing is a holistic approach towards the target audience by creating a brand’s presence across multiple online and offline channels. One of the most important aspects of omnichannel is that each channel is interconnected to deliver a seamless experience and connected purchase journey. Its objective is to produce superior, first-class connections that drive your customers to take action. It’s about meeting your clientele, no matter where they are or where they go, with a consistent brand identity, message, and all-around experience. A survey conducted by Harvard Business took 14 months to analyze consumers’ shopping behavior wherein they interviewed approximately 46,000 purchasers. They found 7% of the customers were only online shoppers and 20% of them were store-only shoppers. 73% of them used multiple channels throughout their shopping journey. The survey found that the more channels the consumers utilize, the more valuable they proved to the retailers. For instance, the study revealed that the consumers who use more than four channels spent 9% more in the store than those who used a single channel. Due to this, the retailers had to reconsider their customer journeys and discover new ways to acquire, engage, and retain customers through positive experiences across multiple touch points. With new marketing channels emerging, omnichannel has become the need of the hour for marketers and shift their focus from traditional marketing to omnichannel marketing strategies. Omnichannel vs. Multichannel and Cross-channel- Differences Marketers utilize these marketing channels interchangeably. After all, they seem to mean the same thing - using multiple channels to acquire, engage and retain your customers. But, there is a slight difference among all of them. So, let’s understand the differences. Omnichannel Omnichannel marketing is a tactical approach to create your brand’s presence across various online and offline channels. These communication channels are connected, consistent, and interactive, which makes the customer journey easier on all devices. In omnichannel marketing, the messages are consumer-centric that are created to convey personalized and one-on-one communication. And this unique quality attracts the customers to buy products or services. Omnichannel marketing has superseded multichannel and cross-channel in the last few years. Multichannel Multichannel marketing is an amalgamation of multichannel online and offline to get in touch with customers and put products and services at the right place and at the right time. However, these channels aren’t connected — they function in isolation and there is no exchange between them. The goal of multichannel marketing is to grow the reach and connect with the audience wherever possible. It is company-centric which delivers different messages on different channels. Cross-channel Cross-channel marketing refers to customer-focused digital marketing techniques used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. Cross-channel marketing is sometimes customer-centric or company-centric depending on the requirements. Omnichannel Statistics Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign. Customer retention rates are 90% higher for omnichannel vs. single channel. 98% of Americans switch between devices on the same day. Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. Omnichannel strategies drive an 80% higher rate of incremental store visits. Businesses that adopt omnichannel strategies see 91% higher year-over-year customer retention rates compared to businesses that don’t. Some 73% of consumers shop on more than one channel. Almost 90% of retail leaders agree that a seamless omnichannel strategy is critical to business success. 70% of internet users buy clothing and footwear online, making clothing and footwear the most purchased item online. By 2023, the global omnichannel retail commerce market is projected to grow to US$11.01 billion. Companies with strong omnichannel customer engagement will see a 9.5% rise in annual revenue. 60% of millennials expect brands to provide consistent experiences across multiple channels. Creating a cohesive customer journey across different channels is important to 86% of senior-level marketers. Omnichannel campaigns produce a 250% higher rate of purchase frequency than do single-channel campaigns. 80% of consumers say they are more likely to do business with a company if it offers personalized experiences. Challenges While Implementing Omnichannel Marketing Strategy Lack of Effective Content Strategy Content is the valuable, essential, and utmost important factor for omnichannel. A well-analyzed and creative content strategy can ensure your campaign success. Your target audience uses various channels such as social media, mobile apps, websites, etc., to interact with your brand. Therefore, you have to be extra careful while delivering messages. The quality content consists of top-notch quality, relevant information, sophisticated language, and avoid an embarrassing mistake in grammar. Improper Utilization of User Data When users interact with a brand, they leave data such as contact numbers, email ids, addresses, etc. However, brands don’t store or utilize it properly. According to Neustar, 60% of this data is outdated within two years. 37% of the people in the US alone change their contact details within a year, making your data obsolete. Brands need to contain the information in a unified system that they received from users to be utilized by the sales and marketing teams to deliver relevant offers to users. Unproductive Strategy A survey conducted by Yes Lifecycle Marketing says that two-thirds of marketing administrative at large companies found it challenging to coordinate campaigns across various channels. The study blames silos and organizational structure as one of the primary reasons for failure in implementation. If you want to make your omnichannel marketing strategy efficacious and profitable, you need to understand your customers’ requirements and plan accordingly. Placing your customer at the center of your strategy, leverage technology, putting relevant information, understanding buyer’s journey, providing vouchers, offers,a flaw-less content and systematic approach make your omnichannel marketing strategy result-driven. Lack of KPIs Measurement Four stages of a buyer’s journey- awareness, engagement, conversion, and delight are much more valuable and play acrucial role in marketers’ lives. Marketers have to ensure that the entire journey delivers a constant experience to the buyer. While marketers measure the campaign’s overall effectiveness, they fail to measure the KPIs at every stage of the buyer’s journey. This averts the marketer from deriving meaningful insights about each stage of the journey posing a challenge in improving the experience for the customer. Marketers need to evaluate the campaign at every stage instead of evaluating the results for the entire campaign. Create an Incredible Omnichannel Marketing Strategy You can make your omnichannel marketing strategy unparalleled, persuasive, and goal-oriented by just following these substantial steps. Know Your Customer Better Before executing your marketing plan, you must be aware of your target audience. Who they are? What are theirs need, their age, demographics, etc? Only then will you be able to design relevant campaigns for your customers. It doesn’t matter if you reach your target audience online or offline — it’s vital to express the unique value proposition (UVP) you provide. In addition, your UVP must be tied to a solution to their problem. Quality Maintenance Do you want your target audience to visit your website and experience your product or service? If so, you must create an omnichannel experience that shows your expertise in your field. You need to maintain the quality of the content you are delivering your audience whether it is video, gifs, or other content forms. It should be pertinent, valuable, and easily understandable. Evaluate Each Channel In omnichannel, it is essential to analyze each channel’s performance. It helps to understand your marketing approach in a better way. You need to find how many channels are performing well and eliminate the channel that does not respond to your business objectives. Put the Customer at the Centre Undoubtedly, your objective is to sell your product or service, but your customer should be your utmost priority. You need to discover a way where you can enhance the engagement of your customers with your brand. Creating interesting puzzles, asking advisory questions, sharing fun facts, etc., shows that you are involving your target audience and giving them a value that helps build your brand. Woo the Audience with Offers Most marketers introduce vouchers or some interesting offers to woo the customers. For instance, you can create a campaign where you can ask some interesting questions and provide a reward. This tactic initially helps your brand to gain a maximum audience. Once you have most visitors to your website or other channels, it becomes easy to hold on to audiences. Significant Omnichannel Trends in 2021 There are many significant channels that can help you to scale your business. Here is the list of some prominent channels. Artificial Intelligence Augmented Reality Social Media (Facebook, Instagram, Twitter, Youtube, etc.) Email Marketing Video Blogger Final Thoughts Some marketers might question whether omnichannel marketing is worth it or not. Well, thorough researched data, relevant and valuable information, important marketing channels, and knowing your customers’ requirements are the key factors that make your omnichannel marketing strategy influential. It helps in every aspect. Appropriately implemented omnichannel marketing boosts your sales and conversions, builds robust connections with your customers, and enhances your brand affinity. This omnichannel marketing guide will help you to find concise and comprehensive information. Frequently Asked Questions What is omnichannel marketing? Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels. Why is omnichannel marketing important? Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance. What tools are needed for effective omnichannel marketing? Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is omnichannel marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels." } },{ "@type": "Question", "name": "Why is omnichannel marketing important?", "acceptedAnswer": { "@type": "Answer", "text": "Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance." } },{ "@type": "Question", "name": "What tools are needed for effective omnichannel marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven." } }] }

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MARKETING STRATEGY

These Are the 10 Basic Marketing Skills Everyone Needs to Master

Article | March 5, 2020

Want to brush up on your business skillset? Mastering these 10 basic marketing skills can pay off with better brand awareness and a boost in leads and sales. The 10 basic marketing skills everyone needs to master Imagine you’re on a first date. You’ve heard a lot about him from your friend who set you up. He’s sharply dressed, has a smile that could light up the night and smells good (I hug people – that’s how I know he smells good). Expectations are high for an amazing date. Fifteen minutes into the date, you are mapping out a swift exit. What happened? He won’t stop talking about himself. You are being sidelined by a monologue. Any chance for an engaging conversation has faded. You could switch the above scenario out for a business lunch meeting. Why on earth would I want to work with you if you seem to only care about yourself rather than me or my needs? (I don’t care how good you smell. Also, I’m married, so this date is pure imagination.) Marketing is like dating. The goal of your first interaction (date) is not to close a sale (get married). It’s to get to know each other. If you both like what you see/hear/learn, your relationship will progress. Creating client-centric messages Anytime you sit down to write, whether it’s a social media post or an article, make sure you are talking to your audience, not at them. Your main messaging and copy should not be about you. Don’t lead the conversation with “I am an expert at …” and “We offer …”. No one cares. It needs to be about what you can do for them. Your messages should lead with “You need …” or “You deserve …”. Once you talk to them, you can slip in, “That’s exactly what we provide!” Writing an email subject line So many people get this completely wrong. Luckily, the fix is easy. You want to write email subject lines that are interesting, creative, focused on the reader, and provide a sneak peek at what is in the email. Here at Jansen Communications, questions work really well. Please do not every use “ABC Company June Newsletter” or “What’s new at ABC Company” as your email subject line. I have no idea if the email is relevant or not, and I’m not going to bother opening it to find out. Delete. Segmenting lists Segmenting your email list allows you to send out the most relevant information to each subset of your audience. It’s totally worth doing, because when you segment your lists, you will see a significant improvement in your open and click-through rates. On average, segmenting a list results in a 14% higher open rate and a 100% higher click-through rate. You can segment your list by any number of criteria: gender, location, industry, purchase behavior, monthly spend, age, lifestyle, interests, job title, etc. Setting up an automated email campaign An automated email campaign is also known as a drip campaign. It’s simply a series of emails that start sending once they are triggered by an event, like downloading a free ebook. They are super easy to create and set up. Every email marketing platform offers this service, and they walk you through the process. Once you write the email subject lines, compelling copy and the call-to-action, watch the results. The open and click-through rates will let you know immediately if the campaign is working or not. Using hashtags Hashtags aren’t just for Twitter, Instagram or celebrity influencers. They are relevant on LinkedIn as well. In fact, LinkedIn suggests hashtags to use when you publish an article or update. Why bother adding them? Hashtags make it easy for people to find content they are interested in. Use them if you want to be more findable online. Creating custom graphics in Canva Canva is a free online graphic design tool for non-graphic designers. It’s easy to use, and it comes pre-populated with numerous templates you can quickly customize. A word of warning: it can be easy to go down a rabbit hole on Canva, so I suggest customizing (or creating from scratch) one template to use consistently. This is a time-saver AND it ensures your “look” on social media stays the same. Once you have a template, start creating bite-size content to share on social media: Quick tips Favorite quotes (your own are OK, too) Testimonials Statistics Questions (people LOVE to share) Spying on competitors Seriously – get good at spying on competitors. Don’t you want to know what they are doing – and what is working for them? This isn’t as awful as it sounds. Just look up their websites and social media feeds. Take a look at their offerings, the topics they are writing about and any trends that appear to be taking off. Better to be in the know than be left wondering. Optimizing blog posts for search Want your blog post to get found in the sea of content out there? You need to optimize your blog post so search engines can “read” and index it. That way, when someone is looking for content on that topic, you are more likely to appear in search results. I highly recommend installing Yoast for SEO on your WordPress website. You can also optimize blog posts on a DIY platform, like Squarespace or Shopify. Choose one keyword for each blog post and make sure it appears in: Your blog post title (preferably at the beginning) First paragraph of your copy A couple of more times in your post (but not too often, or you’ll get penalized!) In your meta description In the alt text of your image Using categories and tags Categories and tags organize content (blog posts) on your website. Categories are the main topics you write about; you shouldn’t have more than five for your blog. Tags allow you to get more specific about the main topic. Think of these in terms of a grocery store: categories are grocery departments: produce, dairy, meats, bakery, and so on. Tags are subcategories. In the produce department, you’ll find bananas, kumquats, Romaine lettuce and tomatoes. Understanding Google Analytics Google Analytics was created by engineers for technical people. I am neither, but I can still glean a lot of useful information from the main dashboard (home) and various reports. Let’s just stick with what you can find on the home page. You can learn a lot just by looking at: Number of users and sessions – is traffic to your website increasing or decreasing? User acquisition by source – where are website visitors coming from? Pages users visit – what are people reading/interacting with once they get on the website? If you don’t know whether or not you have Google Analytics connected to your website, ask your website developer. Did I miss anything? What basic marketing skills do you think are most important to master?

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Spotlight

Moroch Partners

In 1981, Moroch Partners began with an idea. It was that we could be more significant by living in the community in which our brands serve, and that is the foundation of our 32-market footprint, our approach to problem solving and our belief system. We live consumer behavior every day. And because of that, we develop meaningful, more intimate brand experiences that deliver immediate, demonstrable, and sustainable results.

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