I had the honor of writing the forward to the book "The Digital Helix" by Michael Gale and Chris Aarons coming out in October on the steps leadership must take to successfully manage large, complex organizations through the changes required by digital transformation. The following offers a perspective from book author Michael Gale on Digital Transformation and the rise of AI and automation in marketing:
https://www.forbes.com/sites/brucerogers/2017/08/28/is-digital-the-end-of-humans-in-marketing/#52fe8c306be4/
Email, social media and eCommerce. Smartphone, tablet, laptop and addressable TV. Today, the average person will interact with up to seven screens on any given day.
For marketers and businesses trying to reach customers, that means seven opportunities for a message to get lost in translation, seven windows for the customer to see a redundant message and lose interest, and seven screens for the marketer to lose track of their customer.
https://www.equities.com/news/why-is-customer-journey-tracking-so-difficult/
In the book, Gingiss does a great job of first defining social media customer care and making a case for its importance. He then lays out an action plan for companies large and small to support customers. In this article, I’ll take just a few moments to share my three favorite insights from the book before encouraging you to read it for yourself.
http://customerthink.com/3-insights-from-winning-at-social-customer-care-by-dan-gingiss/
How to deal with negative social comments and new ways to manage loyalty programmes are two of marketers’ most widely discussed topics at this year’s Customer Engagement conference, Angel Tang reports.
http://www.marketing-interactive.com/a-checklist-for-customer-engagement-in-2017/
By 2020, targeted ads based on demography will be replaced with personalized ads for each consumer on each device.
http://www.afaqs.com/news/story/51382_What-can-we-expect-from-Advertising--Marketing-in-2020/
When consumers are not on Facebook, they are probably on Twitter, Instagram or LinkedIn. They are constantly online. This is the reality today and marketers have adjusted by jumping into the ‘digital transformation’ bandwagon to keep pace with their consumers at every stage of their journey.
https://www.martechadvisor.com/articles/web-contentexperience-management/are-consumer-insights-and-behavior-transforming-marketing-and-creativity/
Although there is increasing attention for the Customer Effort Score, an “alternative” to the Net Promoter Score, introduced by the CEB (Corporate Executive Board), many questions about it, as well as discussions comparing NPS and CES, remain.
https://www.i-scoop.eu/customer-effort-score/
Any young company claiming to be the next Apple or Amazon has its work cut out for it. But even those mega-giants of the tech world began in someone’s garage and—with the help of clever marketing—grew to what they are today. That, boys and girls, is growth hacking.
http://mashable.com/2017/08/12/what-is-growth-hacking-and-how-to-do-it/#uFyCjeN_aiql/
In the world of digital marketing, the pursuit of complete integration is nearly as old as mainframes. However, as technological capabilities continue to evolve, the concept of complete integration takes on a whole new meaning—and a whole new level of importance...
http://adage.com/article/deloitte-digital/customer-experience-silos-tripping/310466/
User experience is defined as the overall experience of a person when using a product (such as a website), specifically referring to how easy or pleasing the product is to use. Digital user experience encompasses all aspects of a person’s interaction with your web or mobile site including behavior, actions, perceptions and satisfaction. Putting an emphasis on user experience will not only benefit your customers but will consequently deliver results for your company.
https://www.forbes.com/sites/toriutley/2017/02/28/5-ways-to-handle-conflicting-feedback-as-an-entrepreneur/#4413595f2514/
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