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Thursday, July 3, 2014

ICYMI: Preferences, Privacy and Personalization in the News

Here’s our roundup of recent news and views worth checking out:

Don’t Fear Multi-Channel: How to Reach Your Customers

Businesses must embrace multi-channel marketing if they want to be successful. These days, it isn't just the millennials using a variety of devices to stay in touch. Consumers of all ages are looking for instantaneous communication and problem solving across all of their devices. By taking advantage of multi-channels, businesses are able to improve customer engagement and satisfaction. Once businesses have a strong foundation in place, they should embrace their multi-channel options. Click here for full article.

What NPR Learned from turning its Twitter Account from a Bot into a Human

Once again, we're being reminded that consumers are attracted to authentic content. NPR recently ran an experiment using its Twitter profile to engage with their followers. They found there was more engagement when they had a live person updating their status opposed to a bot that strictly posted new headlines. At the end of the experiment, there was a 45% increase in overall visits to their website from Twitter. Click here for full report.

Six Customer Success Principles to Live by

Many forward thinking businesses are looking to optimize their customers' experiences. To be successful, businesses are getting back to basics and connecting with their audience through sincerity and honesty. Businesses must listen to their customers to make them feel heard. They must be empathetic and sensitive to their needs. They must be honest and polite. They must keep their promises to increase loyalty, and at the end of the day, they must be helpful. Improving customer experience is not rocket science; all it takes is thoughtful and meaningful communication. Click here for full article.

Total Customer Value Trumps Simple Loyalty in Digital World

Social media has changed the ways that CMOs measure customer loyalty. At one time, the number of transactions a customer made was the best way to gauge their allegiance to a particular brand. Today, a customer who makes one transaction but shares their enthusiasm through Twitter and Facebook is an equally if not more loyal customer. It is important for CMOs to understand how their customers are identifying and relating to their brand in order to continue building loyalty among them. Click here for full article.

Consumers Taking Longer to Consider Online Purchases

Recent research from Rakuten MediaForge reports that consumers are taking longer than ever to make online purchases. In an age when consumers are being bombarded with online advertisements and media campaigns, it is now more important than ever to create thoughtful and authentic content that will break through the noise. Brands need to carefully plan and target their consumers to reduce the delay of online purchases. Click here for full article.

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

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