Categoria: Marketing, Loyalty

Perchè il Marketing sta approcciando male i Millennials

su da Gian Carlo Mocciin Digital, Design, UX, Marketing, Loyalty, Social, Media, Mobile

brandwatch-article-3

AICEX: Un Post molto completo sul tema.

This article is part of our content series with Brandwatch, one of the most powerful social media monitoring and analytics tool used by pioneering brands and agencies all over the world, and a Global Supporting Sponsor of Social Media Week.

Millennials. As a marketer, it’s a term I see every single day. In fact, I started to get so sick of it, I made use of the Millennials-to-Snake-People Chrome plugin, which is about as hilarious as it sounds.

I often hear brands state that they are trying to target Millennials, as if that’s some grand strategy designed to reach a whole new group of consumers.

Continua a leggere “Perchè il Marketing sta approcciando male i Millennials” →

Forbes: La Customer Experience è il nuovo campo di battaglia per il Business

su da Gian Carlo Mocciin Customer Experience, Marketing, Loyalty
shutterstock_250789399
AICEX: Ancora sul ruolo del (nuovo) Marketing 🙂
Tim Clark, SAP

We’ve heard it all before: thanks to digital disruption, traditional brand marketing is losing its luster and the customer is now in charge. To wit, Gartner predicts this is the year companies will compete primarily on the customer experiences they deliver. But if businesses are no longer able to compete on price, and the customer experience truly is the new battleground, what can be done to meet this sea change?

At the SAP Hybris Summit held this week in Munich, a fascinating session called “Mapping the Customer Journey To Your Business” provided tangible steps any business can take if they want to remain competitive in today’s digital economy.

“At the end of the day it all starts and ends with the customer journey,” said Damir Saracevic, Rivet CX Group. “If it doesn’t, customers will simply go somewhere else.”

Recent Gartner research suggests CMO’s are to lead this cross functional charge. But it’s not that easy to achieve because the customer journey doesn’t end after buying cycle is done.

Continua a leggere “Forbes: La Customer Experience è il nuovo campo di battaglia per il Business” →

Luxury: Il conflitto tra la democrazia del Digital e l’esclusività del Brand

su da Gian Carlo Mocciin Customer Journey, Digital, Design, UX, Marketing, Loyalty
AICEX: punto di vista interessante, molto interessante 🙂
March 17, 2016 | by Jeannie Walters

What’s the definition of luxury? That’s one of the questions brands are facing as the evolving digital landscape shifts yet again.

From a discussion among luxury brand managers and consultants, at this week’s South By Southwest Interactive Festival, the quick answer was “it depends” on how one brand might define luxury versus another. The long answer, of course, is much more nuanced. Those weighing in included Ambika Samarthya-Howard, group account director of Havas Luxe; Gregory Pouy, CEO, Lamercatique; Judy Bassaly, ex VP, trade marketing at Giorgio Armani, and Thomas Serrano, founder and president of Havas Luxe.

Digital access means customers want instant purchase options, immediate feedback and direct connections with the brands they support. Since luxury brands are built on a foundation of being exclusive, aloof and scarce, this type of direct access through digital channels creates conflict. The “new” customer wants to visit runway shows behind the scenes via Snapchat, purchase the latest handbag via a “buy now” Instagram button, and connect directly with designers with Twitter. So how are these brands, built on limiting distribution and connection, attracting the customers of tomorrow without losing the very cache that makes them luxury?

Continua a leggere “Luxury: Il conflitto tra la democrazia del Digital e l’esclusività del Brand” →

5 modi in cui il Marketing può migliorare l’Esperienza post vendita

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty

AICEX_Quadrato_Bianco

AICEX: Troppi sforzi per conquistare nuovi clienti e troppo pochi per ricordarci di quelli che abbiamo già.
Repeat customers are the foundation of every successful business, helping generate the type of recurring income that keeps a company financially stable month after month. The first step toward winning repeat business is providing a product or service that customers want to keep buying. The second step is to offer a customer service experience that invites those customers back.

Most of today’s buying experiences happen so quickly, it’s difficult for brands to give top-quality customer service. Customers either buy online or rush in and out of a brick-and-mortar location, having little interaction with employees. However, there are ways brands can use technology to reach out to customers after the sale, and marketing can help to lead that charge.

Thank You Emails
Businesses with e-commerce sites or even free gated offers like e-Books have the perfect opportunity to capture email addresses and send thank you emails once a conversion is complete. This can be a short note and can even include an invitation to complete a survey, which will also bring an opportunity to identify any issues with the customer’s experience that can then be repaired. If the sale was made following a one-on-one presentation with someone from a business’s sales team, a hand-written notecan be a great personal touch.

Continua a leggere “5 modi in cui il Marketing può migliorare l’Esperienza post vendita” →