Sunday, May 24, 2020

Maintain Human Connection in Digital Marketing


Digital marketing is one of the fastest changing industries in the world and today’s digital marketing technology is more advanced than ever before. Automation and technology lets marketers do so much more in a fraction of the time. Technology helps us track, analyze and reach target customers.
According to a recent Forbes Insights survey, nearly 62% of brand and agency representatives around the world are satisfied with how well their current marketing technology is meeting their expectation and 57% plan to make new technology investments.
We have technology to help us understand customer behavior and characteristic trends. Growth in smartphone adaption and the popularity of mobile and messaging has exploded since 2005 with 50% of searches done on mobile. Artificial intelligence such as Facebook’s Bot Engine for Messenger, that offer consumer assistance, is one of the biggest trends of 2016. Marketing cloud solutions like Adobe, Salesforce, and HubSpot help us help us automate data across customer lifecycles.
Multi-platform internet usage requires marketers to manage email marketing, social media marketing, content marketing, paid and organic search and more across platforms. And more new technologies are coming!
With such powerful automation at our fingertips, it can be easy to overlook the ‘human connection’ involved in digital marketing. How do you think about your customers? How well do you understand your audience? What do they want?
Digital marketers can, and should, be considering customers and prospects in all aspects of digital marketing. Some ways to do this come right out of the traditional marketing playbook. Knowing your customer is the first step to winning others like them to your brand. What do you know about a potential customer’s interests, activities and opinions?
Here are six ways to understand your customers and to maintain a human connection.

1. Focus Groups. Focus groups offer a great advantage to marketers. Invite a group of people who meet the demographics of those you want to attract to have a discussion. Ask them questions to get at a better understanding of what they want in a product, how they choose to make a purchase, and what motivates them actually make the purchase. The more people who join in, the better your chances to really understand your customer base.
2. Build Relationships. When promoting your product or service avoid pushing information or advertising at your audience. Instead focus on building an ongoing relationship. Social media is designed to let customers look for help and for you to provide feedback and resolve problems. Can you be empathetic with your audience? When you truly understand them and care about what they want, the better that relationship will become.
3. Create a Customer Persona.  Include demographic information, their goals and challenges, their values and fears, as well as their interests, activities and opinions. How do you do this? Review your website analytics to determine additional demographic information about your customers. Use social media listening to find potential customers. What are they saying already?  You could also bring a group of colleagues together—human resources, customer service, accounting, etc—to share their customer perspectives with you. And, a really sound approach is to ask your customers questions directly. Conduct a survey, a focus group or one-on-one interviews.  Bring them to life for your marketing team so every interaction is personal.
4. Use Emotion in Marketing. People are, after all, human and as humans most of us have emotions and often make purchasing decisions based on emotions. 
5. Show Your Own Humans. Marketers usually promote a company filled with people. Why not show—through photos and videos—those who connect with customers? This helps humanize your company and your marketing efforts. Use testimonials, statements about company philosophy, why customers matter, etc to show that the company cares about customers.
6. Get Personal. Can visitors find a telephone number easily on your website? When they call, do they get an automated answer or does a person pick up? The last thing you want is to lose a prospect because they can’t reach a real person. Ensure that customer service representatives—or anyone who interacts with customers—knows how to be friendly and professional on the phone. And, set up policies and procedures that reflect how you feel about your customers so everyone within the company understands how important this is.
Try not to get mired in digital marketing technology and automation. Learn to listen to your customers. Treat them like people by keeping human relationships at the forefront of your marketing and customer service.

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Wednesday, December 24, 2014

5 Reasons Every Designer Needs a Strong Online Presence

01. It's quick and simple to set up
Not that long ago you needed a fair chunk of web design skill to set up even the most basic site, but no more. There are many companies offering complete online portfolio solutions, and with Square space it is just about as simple as you can get – you just choose a template and then drag and drop your images straight into the page. And that means you can spend more time doing what you do best – being creative.
02. You can add fresh content regularly
Fresh content is key to any website, particularly when it comes to promoting it using search and social. Therefore a strong online presence should include a blog and gallery where you can keep people up-to-speed with your projects and anything else of interest – just remember to keep your posts relevant and linked to your work. This helps to keep your site fresh even during dry spells.
Want to freshen up the look of your site (or create your online identity for the first time)? With many website templates available on the likes of Square space, you can create a beautiful and professional portfolio in an instant. Make tweaks to fonts, colours, layout and more on your pages to get them just–so, all without writing a line of code. Square space also allows you to complement your portfolio with your own gorgeous blog, so you can ensure your readers are always up to date on your new projects!
03. You can curate pages for the job you want
The piece of work you're most proud of isn't necessarily the most appropriate for each job you're pitching for, so it's a good idea to group types of work together or even create a bespoke selection tailored to a specific client. Portfolio websites allow you to create this with ease, and you can link to that specific page of your site.
04. Clients can instantly contact you
Your online presence should have a page that makes it clear how visitors can get in touch with you – in fact your homepage is the best place to inform people how they can reach you. Different people prefer different methods of contact, so make it easy for them by supplying as many ways to contact you as possible.
Social integration is a must, of course, with providing integration for everything from Twitter and Instagram to Tumblr and Dribbble.
05. Get endorsements from previous clients
Like it or not, people are not just going to take your word for how great you are! Recommendations in the form of quotes from your clients act as reviews of your services and can be published on your site. You may feel that the quality of your work should speak for itself, but testimonials add a level of trust, reassurance and authenticity that clients are seeking.

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Tuesday, September 2, 2014

There has never been a better time to be a front end developer

It's time to spare a thought for the slower browsers, says Scott van Looy....

There has never been a better time to be a front end developer. HTML5 and CSS 3 have allowed us the flexibility to design user interfaces consistently across a wide variety of platforms, whilst JavaScript has been elevated from a scrappy scripting language into a fully fledged programming language with its own ecosystem, development environments and developer community. We are now equipped to do battle with native apps – indeed, the line between what's native and what's not blurs ever more with each browser iteration.

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In our quest to become fast-yet-full-featured, I feel we're missing some tricks. How often have you added a library to your front end code? And then added a framework? Maybe a selection of plugins. A dash of responsive grid. Some shims and polyfills. And finally a sprinkling of images?

Suddenly, you mysteriously have hundreds of kilobytes of JavaScript and CSS to download. Libraries and frameworks built on other libraries, full of hacks for older browsers, relying on gzipping and minification to make things small. And that's before you've even reached any of the content you want your users to see.


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To get a return for your investment, it's necessary that your Website features a bright, outlined purpose. Merely having a website just because the business of our size "should" is not enough. Common strategic objectives for sites include: Credibility Not every company has to use their website to promote their business, but people considering doing business with you may usually check you out on the web to gain the level of comfort that you’re a business with substance.

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Other companies find that having smart and decent website is essential for attracting good staff as most candidates can examine your site in preparation for an interview. Promote Your Business Promoting your business online is an excellent reason for having a website. With the high level of competition, having a site isn’t enough. You would like a planned approach to not just building website traffic, but for converting that traffic into business results. 24/7 A website will give round the clock client service which will be too pricey to implement with personal staff.
 Improved client Service In a society that craves instant gratification, tech-savvy clients worth the choice of having the ability to finish client service tasks online without the requirement to speak to a customer service rep. From mundane (but important) tasks like reviewing charge histories or resetting passwords, a website that's connected through to your side systems will improve the extent of service that you are ready to provide your customers. Needing Fewer workers By adding self-service capabilities to your website, you will be ready to scale back the load on your call center, sales team and client staff by reducing that employment your business is going to to be prepared to with efficiency service a more significant client base without having to rent extra individuals.


Maintain Human Connection in Digital Marketing

Digital marketing is one of the fastest changing industries in the world and today’s digital marketing technology is more advanced than...