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Inside Influence EP08: Srijana Angdembey from Oracle on How Influence Creates Better B2B Customer Experiences https://ift.tt/33bfQ29 Improving Customer Experience is one of the top priorities for B2B marketers today. With the challenges of real-world experiences from field marketing to in-person tradeshows all but gone, B2B marketers are focused on figuring out how to maximize digital experiences. Working with influencers has proven to be an effective solution. In fact, 74% of marketers agree that influencer marketing improves customer and prospect experience with the brand according to the 2020 State of B2B Influencer Marketing Report. But how are B2B brands working with influencers to create those experiences? To find out, I reached out to Srijana Angdembey, Director of Social Media Marketing at Oracle for this 8th Episode of Inside Influence - Interviews with B2B Influencer Marketing Insiders. During our talk, we discussed:
I really think that influencer marketing helps fill that gap because now we're working with individuals that our audience trusts and look up to us as experts. I think that's the key. I think that's how influence drives customer experience. Working on anything, content marketing or events with influencers just helps build the trust factor. It also adds credibility and makes everything so much more authentic. Our research found that 96% of B2B marketers implementing influencer programs are successful in some way. Even with that optimism, 60% of B2B marketers say they don't have the skills in house or expertise to execute. What advice can you share for marketers considering working with influencers? Srijana: I think the first thing I'd say is you may not realize, but your company might already be doing some form of influencer marketing. A lot of times I don't think people know for sure. When I was doing influencer marketing here initially at Oracle, I was surprised to find how many other people were already working with influencers. But maybe you don't have that strategy in place yet or an official program. I think if you set your goals for working with influencers and what you're trying to achieve with the influencer marketing program, then you can start really slow and small. It could be as easy as just reaching out organically and trying to build that relationship with an influencer. That's where you start and really start studying and understanding if this is the right influencer that you want to work with. What content are they producing? Who are their audiences? How are they engaging with them? So I would say start there. B2B marketing and content expectations increasingly demand experiences, including with influencer content. What are you seeing in terms of recorded and live video, stories, podcasts and even interactive content with influencers? Srijana: Tik Tok is a great example, right? As far as pushing the boundaries of content. That's another thing about working with influencers. I think they're so good at that. Maybe I have restrictions and boundaries or maybe I don't have the resources in my company. Maybe I have brand guidelines that restrict me from doing certain forms of content. I'm loving what I see from Brian Fanzo do for example. He has such good stuff like with virtual events that he's doing. I love that. When working with Shep Hyken, for example, this year on one of our events, I was just blown away by the technology that he had and the ability to pull in things when he was speaking. He had slides up and had stats pop up and I was so impressed. I think that influencers know that the content needs to be very engaging and it needs to hold the attention of the viewer. I'm just finding that we're just getting more and more innovative and as we are exploring newer forms of news and new kinds of social media, for example, it just pushes the boundary even more. What do you think will be different about influencer marketing for B2B companies post-pandemic? Any predictions for the future? Srijana: No predictions, but I definitely don't think we're going back anytime soon to how things worked or how we were doing things. One thing that this pandemic really did was make us all pause and kind of look at our marketing in a more prescriptive way. "Is this going to add any value?" I think even more so than ever, it kind of made that really clear to us. I think even with influencer marketing, we became very focused on, is what this person saying aligned to our values and what we want? Post pandemic, I think that's going to continue. For example, we want to work with a diverse range of influencers, right? Maybe that was already top of mind before, but now it's even more top of mind because of the current situation. I think we're going to be more prescriptive on how we do things and who we align with and make sure that person is not just what they're saying on social media, but also that they are good people to work with and that our customers really look up to. To see the full Inside Influence interview with Srijana Angdembey, check out the video below: If you would like to connect with Srijana further about B2B influencer marketing, you can find her on Twitter and LinkedIn. Next up on Inside Influence, we'll be talking to Brian Solis, Global Innovation Evangelist at Salesforce about how influence and thought leadership transcend marketing to become partners to drive business growth. Be sure to check out our previous Inside Influence B2B Influencer Marketing interviews:
The post Inside Influence EP08: Srijana Angdembey from Oracle on How Influence Creates Better B2B Customer Experiences appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh November 23, 2020 at 05:25AM
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Hyundai Launches Global Ioniq Brand Video https://ift.tt/2UOKrhk Hyundai Motor Co. is launching a video for its new electric vehicle that includes fashion designer Maria Cornejo and British adventurer David de Rothschild. “I’m in Charge” shares insights of various thought leaders and invites eco-conscious consumers to also take action and responsibility in the global fight against climate change. The vehicle comes in three eco-friendly versions: hybrid, all-electric and plug-in hybrid. The 95-second video celebrates the launch of the Ioniq brand as part of Hyundai’s ongoing effort to offer a sustainable lifestyle. It follows in the footsteps of the Ioniq London Eye launch event promoting the brand as an enabler of diverse and environmentally responsible lifestyles. Shot around the world to emphasize the global impact of climate change, the voiceover asks “You might think you can’t change the world… but what if you could?” The video was created by Hamburg, Germany-based Jung von Matt. It is streaming on digital, BBC, CNN and Piccadilly Lights, London’s equivalent of Times Square. advertisement advertisement Creative takes viewers to rainforests, canyons, streets, glaciers and deserts to capture the daily lives of Cornejo, Rothschild, a model from Kenya and street dancer from France. Hyundai has worked with Cornejo since 2019 for Re:Style, described by the automaker as “a cultural event showcasing a creative upcycling collaboration between the automotive and fashion industries.” Rothschild first worked with Hyundai in 2016 when he presented as a guest speaker, highlighting Ioniq’s eco-friendliness. Although they live in different places, speak different languages and follow different social norms, they all share in the borderless effort to promote sustainability as responsible citizens of the world. Ultimately, the video shows that Ioniq vehicles can make a difference in people’s lives and help change the world for the better. Concerns over global issues such as transportation, housing and environment are universal, says Wonhong Cho, executive vice [resident and global chief marketing officer of Hyundai Motor Company. Hyundai’s “Clean Mobility” program is the automaker’s solution to these problems, he says. “Through the customer experience delivered by Ioniq Hyundai will expand on the brand vision, ‘Progress for Humanity,’” Cho says in a release. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 22, 2020 at 03:28PM Apple, Google, Facebook, Twitter Threaten To Leave Pakistan Over Censorship https://ift.tt/3fljFGM Amazon, Facebook, Google, Twitter, and other members of the Asia Internet Coalition (AIC) have threatened to leave Pakistan after the country granted powers to local regulators to censor digital content. Pakistan Prime Minister Imran Khan earlier this week granted the Pakistan Telecommunication Authority the power to remove and block digital content that might harm, intimidate or incite disapproval of the government or hurt the integrity, security, and defense of Pakistan. The law was proposed in February. On Friday, the AIC submitted recommendations for the Pakistan Personal Data Protection Bill, which the country published in April. “The protection of personal data is an important component of any privacy framework and we appreciate the opportunity to provide additional feedback on the Draft Bill,” the AIC wrote in a blog post. “We recognize the on-going efforts of the Ministry of Information Technology and Telecommunications (“MOITT”) in further fine-tuning the draft legislation … [but] in its current form, this draft presents significant interoperability issues and falls short of international best practices.” advertisement advertisement The statement goes on to explain how it will adversely impact Pakistan’s digital strategy and make it difficult for foreign companies to operate their services to Pakistani businesses and users. The AIC believes the rules would make it extremely difficult for AIC Members to provide their services to Pakistani users and businesses, and urges the government to work with these companies on “practical, clear rules that protect the benefits of the internet and keep people safe from harm.” AIC members also include Apple, Airbnb, Expedia Group, LinkedIn, Rakuten, SAP, Yahoo and others. Based on the new rule, Pakistan earlier this year banned PUBG Mobile. Last month it temporarily blocked TikTok. Under the new law, tech companies that reportedly fail to remove or block the unlawful content from their platforms within 24 hours of notice from Pakistan authorities can face a fine of up to $3.14 million. The country also now requires companies to have a local office. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 20, 2020 at 02:59PM Site Search Makes Or Breaks Holiday Revenue in Time Of COVID-19 https://ift.tt/3fg0iz8 Websites have become a major part of ecommerce strategies amidst COVID-19 lockdowns, especially during the holidays. Site search can make or break a company's holiday profits. Data shows 58% of those participating in the survey said their organizations invested more than $500,000 in their company’s site search features -- mostly on tools and headcount -- to keep the site running well. As their dollar investments rise, organizations are more likely to see a higher return on that investment through high-quality features. For Algolia’s first State of Search and Discovery report, 500 business and technical leaders shared insights into financial benefits, technical challenges, and best practices for site search. About 20% of those surveys were Algolia customers. The remainder were not, providing an unbiased look at the importance of site search. The data aims to help marketers and website owners gain an understanding of the context of the data, revealing best practices and insights into what high-quality site search looks like, as well as potential pitfalls behind search-related investments. advertisement advertisement Ashley Stirrup, CMO at Algolia, said site search speed and relevance are most important, but some features actually hurt both. “There are times when adding personalizing or another algorithm to the mix can slow things down if they’re not implemented correctly,” he said. “We’ve worked long and hard to deliver faster search. It’s much earlier to deliver relevant search. Providing fast and relevant gets more challenging. Often speed and relevance compete with each other.” He said companies also need to think about the merchandizer's and marketer's point of view based on optimization strategies. Companies tend to have a greater focus on consumer experience and less focus on the business experience. Marketers participating in the survey who invested less than $500,000 annually, had varying degrees of success: 36% cited a high degree of success compared to 44% who said their degree of success was average; and 20% who described it as low. Some 75% who invested more than $500,000 annually experienced a high degree of success, and 25% said rated their success as average. "Some 39% of consumers are influenced by relevant search," said Ivana Ivanovic, senior content strategist at Algolia, referring to prior research. The survey also asked respondents to report on the number of engineers and non-engineers working on their site search teams. Those with larger teams are more likely to see higher financial success from site search. Analyzing all survey responses might suggest a higher success rate, but a closer look at the approaches companies take provide a different picture. Different patterns emerged depending on whether a website is built and managed by an in-house engineering team using open-source tools or uses third-party tools. Organizations using in-house tools typically have larger teams and reach average success relatively easily, but don’t increase success with larger engineering teams. While third-party tools see a continued improvement in their success as they add search functions, site search tools built in-house don’t see higher financial returns after the company adds between three and four features. The most-implemented features are those supporting product and content discovery such as filtering at 49%, personalized results and recommendations at 42%, and mobile-optimized search at 42%. Search analytics follows closely at 41%, with smart search at 39% and machine learning at 35%. Multi-language support came in at 35%, while voice-enabled features were integrated by about 29% of those participating in the survey, image search at 28%, and A/B testing capabilities came in at 23%. When survey participants were asked whether they think site search should not be limited to the search bar, most agreed that companies should allow site visitors to have multiple ways to discover information and products. In fact, 40% strongly agree and 22% agree, while only 18% didn't agree. It's pretty clear from the survey results that it takes multiple years of investing in improving search results to achieve success. It is a multiyear project. The data shows that third-party tools deliver average success levels sooner, and progress to high success at a faster rate. No matter what the search implementation path, optimizing search for success takes time. Some 56% of those with a three-year plan using in-house tools typically see low success, followed by 38% see average success, and 6% see a high degree of success. About 35% of those with a three-year plan using third-party tools typically see low success, followed by 52% see average success, and 14% see a high degree of success. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 20, 2020 at 01:20PM Pandemic Entitlement: Consumers Demand More Online, Experian Finds https://ift.tt/2ILi5m1 Businesses may think things are stabilizing in the wake of COVID-19 — but they will be tested by rising consumer demands online. Of consumers worldwide, 60% have higher expectations for their digital experience than they did prior to COVID-19, according to the new edition of Experian’s Global Insights Report. Take the issue of cart abandonment. A third of shoppers will jump within 30 seconds, especially when accessing their financial accounts (creating stress on triggered email systems). Concerns about the safety of financial data are highest in France (46%) and Japan (43%). Yet consumers have for three years trusted payment providers such as PayPal, WePay and Apple Pay, and mobile wallet adoption has jumped by 11%, the study states. At the same time, only 24% of firms are deliberately making changes to their digital customer journey, it adds. Despite such issues, 66% of consumers worldwide have remained loyal to their favorite brands, although this varies by country. In India, 80% will remain loyal, but only 57% will do so in France. advertisement advertisement Moreover, most consumers believe brands are meeting their higher expectations. That includes 81% in the U.S., 79% in India and 75% in the U.K. How are businesses reacting to the changing dynamic? The answer is that 70% are planning to move customers out of COVID-10-induced collections. But the impact on the balance sheet is not yet clear, Experian adds. Also, 70% of firms are focusing on fraud prevention over revenue generation. The reason: They want to protect their online transactions. For their part, consumers seem to be shopping online — for everything. Of those polled, 61% are ordering groceries or other food deliveries online, with a 7% increase since July. In terms of security, 77% of consumers feel more secure when using physical biometrics, and 62% says this improves their online journey when managing finances or payments. The takeaway? Consumers are having "a positive experience and their needs and expectations are rapidly growing," states Steve Wagner, global managing director of decision analytics for Experian. Wagner adds that "to win, business must invest now in their digital experience. The cost of doing nothing is greater than investing in the customer journey.” Experian interviewed 3,000 consumers and 900 businesses in 10 countries, including Australia, Brazil, France, Germany, India, Japan, Singapore, Spain, the U.K. and the U.S. The survey was conducted in mid-September.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 20, 2020 at 12:36PM Video Game Sales Grow 14% To $10.6 Billion In October https://ift.tt/2UNm1VH Amid COVID-19 pandemic disruptions, global video-game sales continue to climb. SuperData, a Nielsen company, says consumers spent 14% more on digital games in October, rising to $10.6 billion. Spending on games for consoles -- PlayStation, Xbox, Nintendo Switch -- grew 18% over the same month a year ago. Spending on mobile was up 15% and spending on PCs climbed 10%. Overall, the top-grossing titles as of October 2020 were “League of Legends” and “Crossfire” on PC, “NBA 2K21” and “FIFA 21” for consoles, and “Pokemon Go” and “Genshin Impact” on mobile. Looking at just the month of October, “Genshin Impact” from miHoYo, a China-based developer, was the highest-grossing game across mobile, PlayStation 4 and PC platforms. The title, which released on September 28, features revenue-generating “gacha” tool -- a monetization device used in many Japanese-developed free-to-play games. For “Genshin” users pay for the chance to get random in-game items. advertisement advertisement Nielsen's SuperData says overall growth was impressive, given that many new versions of the biggest franchise games were not released until November 2019. In the previous month of September, worldwide video-game revenues were also up 14% to $10.7 billion. Video-game usage is estimated to have steadily climbed this year due to the COVID-19 pandemic. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 20, 2020 at 11:21AM B2B Marketing News: Digital Marketing Priorities Ultimate CX B2B Burnout The Power of Podcasting11/20/2020
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B2B Marketing News: Digital Marketing Priorities, Ultimate CX, B2B Burnout, The Power of Podcasting https://ift.tt/35OYLwK Where Do Digital Marketers’ Priorities Lie for the Year Ahead? Digital marketers have a clear vision of their priorities though some are working with less marketing resources than others, according to Altimeter’s State of Digital Marketing report for 2020. The report highlights that organizations are either cutting costs as a response to the financial uncertainties of the crisis or upping investments in digital to keep up with customers moving online. MarketingCharts The CX Courtship: How B2B Brands Get To The Partnership Stage [Merkle Study] The B2B customer experience should be just as smooth as B2C. But too often it’s not. Indeed, 35% of businesses with 1,000 or more employees find choosing a B2B supplier to be almost a nightmarish process, judging by Architecting The Ultimate Customer Experience, a study by Merkle, with participation from its gyro and B2B International agencies. MediaPost B2B Pros Say: 'We're Burned Out' By Pandemic: Study B2B marketers are falling apart from the stress of COVID-19 and its ongoing impact, according to Revealing What’s Fact And What’s Fiction, a study by RollWorks. Of the marketers surveyed, 50% have suffered from pandemic-related burnout, And 50% say the lines between work and personal life have become more blurred in a negative way. Email Marketing Daily Google Page Experience Update To Launch May 2021 With New Snippet Labels. The update will show new basic page performance and expected experience statistics to searchers, Google says. Search Engine Roundtable How Social Issues Are Sparking Action Among Brands A majority of consumers now expect brands to take a stand on social issues and work to effect positive change—though their sentiments are sometimes complicated. A June 2020 survey by Mindshare found that more than two-thirds of US adults said brands should play an important role when it comes to speaking out against racial inequality and injustice. However, six in 10 believed brands that spoke out were being opportunistic. eMarketer Marketers Raise Podcast Volume to Eleven - The format is poised to become a permanent and powerful marketing channel With podcast advertising racking up 48 percent year-over-year growth in 2019, according to an IAB study, the medium’s 14.7 percent projected growth in 2020 might seem anemic. But that slowed growth is merely a pandemic-induced blip on the radar. The longer-term outlook remains stellar, with spending projected to rebound almost 45 percent, to more than $1 billion in 2021, according to eMarketer, and marketers and media companies are making big bets on the format’s staying power. ANA We’re in this together: 5 takeaways from Adobe Experience Makers EMEA This is a unifying moment for businesses. Across virtually every industry and discipline, business leaders are rethinking their approach to leadership, employees are finding new ways to perform their jobs in a digital world, and consumers are re-evaluating the way they make purchases. Adobe Instagram Adds Keyword Search in Addition to Profiles and Tags Instagram has announced an update to its search functionality which will give users the capacity to search for specific keywords, as opposed to being limited to profiles, hashtags and locations. Social Media Today Executing A B2B Integrated Marketing Strategy: Who and What’s Involved? 7 in 10 organizations have implemented integrated marketing to some extent, though it remains challenging for many, according to Demand Gen Report and True Influence’s report on the state of integrated marketing in B2B. When it comes to the best tools for executing an integrated marketing strategy, respondents cited CRM (80%), data tools (65%), reporting platforms (63%) and collaboration tools (44%) as particularly useful. MarketingCharts New Survey Says We’re Spending 7 Hours Per Day Consuming Online Media A new survey conducted by the research firm DoubleVerify found that we’re now spending about seven hours per day consuming online content. In the past we typically spent about three hours per day consuming media. YouTube streaming has sky-rocketed, up 43% since the pandemic started. We’re also even more obsessed with Facebook with a usage increase of 40%. Forbes ON THE LIGHTER SIDE: How to do strategic planning by Tom Fishburne — Marketoonist TOPRANK MARKETING IN THE NEWS: TopRank Marketing - 2020 Research: The Current State & Future of B2B Influencer Marketing - Onalytica TopRank Marketing Blog - Top 20 Digital Marketing Blogs and Their Specialties - Vocal Have you found your own favorite B2B marketing story from the past week of industry news? Please let us know in the comments below. Thank you for joining us for our weekly B2B marketing news, and we hope that you will return again next Friday for another round-up of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. The post B2B Marketing News: Digital Marketing Priorities, Ultimate CX, B2B Burnout, The Power of Podcasting appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh November 20, 2020 at 07:15AM
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The Selfridges Rental Collection Offers Eco-Conscious Luxury at Affordable Prices https://ift.tt/2IT4SHB Selfridges broadens its audience without compromising on quality by offering consumers the opportunity to rent high fashion pieces at a small fraction of the retail priceGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ November 19, 2020 at 06:12PM
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‘Choo Sketch’ Invites Jimmy Choo Fans to Create and Connect https://ift.tt/2IR8VnW Designer footwear house Jimmy Choo encourages consumers to share their fantasy shoe sketches for the chance to have their design featured in an exclusive capsule collection Get More Ideas With The PSFK Daily NewsletterMobile Marketing via PSFK http://www.psfk.com/ November 19, 2020 at 06:05PM This Fractional Ownership Startup Brings Young Consumers into the High Culture Marketplace11/19/2020
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This Fractional Ownership Startup Brings Young Consumers into the High Culture Marketplace https://ift.tt/2IVsQlz Thanks to co-ownership startup Otis, investing in premium culture is no longer the exclusive realm of the ultra rich Get More Ideas With The PSFK Daily NewsletterMobile Marketing via PSFK http://www.psfk.com/ November 19, 2020 at 05:58PM |
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