Category: UX/ UI Design

A Guide for CMOs on the Integration of Social Media with Traditional Marketing • blogbrown

 

Digital transformation has shown us a new face of
marketing.

With the increased use of electronic gadgets and the IoT
(Internet of Things), the gap between businesses and customers
have reduced to a great extent. Finally, businesses realized
the importance of digital marketing and started hiring in-house
digital marketers.

Marketing mostly deals with the
advertisement and promotion of products. Marketers should make
a continuous search for the platforms where they can interact
with more people. In this context,
social media evolves as the next big advertising platform

after television and print media.

And in reality, it goes beyond them.

Social Media Marketing and Strategies

Nicholas Lamphere of Harvard University
defines social media as:

  • “A media for interaction using
    highly accessible and scalable publishing techniques.”

Social media acts as the nexus that connects around 2
billion
netizens worldwide. It would seem that social
media is a treasure trove of potential customers.

Leveraging the social media networks for business is
called social media marketing.

If you are a blogger, you can
generate traffic for your business
. A service or
product-based business can advertise and promote their services
and products. These are the ways that businesses can use social
media.

Your specific strategies, however, depend on the niche of
your business. There are
so many social media networks available
. Each platform
allows marketers to function in different ways. So, you have to
determine which platforms serve you the best.

Social Media Integration in Business

Social media is the perfect place for:

  • Brand promotion
  • Lead generation
  • Customer support
  • Customer relations management

The number of social users increases rapidly as the
business invests more time and resources into social
media.

As per the recent reports of the CMO’s survey, the
social media spending of businesses is above
10%.

And it seems that spending may rise dramatically.
According to the report, the spending will see a 3%
rise
 in the next 12 months and will be
doubled
in the next five years.

In the below infographics,
you can see the social spending of B2B in 2016:

In the below table, you can see the social spending of
B2B and B2C businesses:

social-media-spent-over-years

If you observe the table, B2C services are
investing more on social media
marketing when compared to other businesses. This reason
is due to more exposure to their audience.

Well, the overall spending is in a healthy state.

But when they were surveyed about the
integration of social media marketing with their
current marketing strategies, the results are not as
encouraging. CMOs are still failing in implementing strong
social media strategies.

Here is the report of the CMO’s survey where they
inquired the chiefs of around 289 businesses in the US about
the integration of SMM strategies with their business.

They scaled up the answers from 1-7:

  • 1 being not integrated.
  • 7 being well-integrated.
  • The mean level of the integration is 4.2.

survey-on-social-media-integration

As per the social media marketing industry
report (Michael A. Stelzner, 2016):

  • 23% of social marketers strongly
    agreed
    that they have integrated social media
    strategies with their traditional marketing
    strategies.
  • 58% marketers simply “agreed”.

integration-of-smm

  • And 40% of marketers feel that SMM has become
    harder
    than it was a year ago.

smm-difficulty

In such a case, social CMOs should hone
their strategies
to get the best outcomes from social
media.

What should the CMOs do?

The younger
generations
are more familiar with social media networks. A
junior employee can know more about social media sites when
compared to the CMO of the business. We can call the junior
staff digital natives.

Digital natives can create good business pages on various
social sites. Digital natives can make outstanding
content. But digital natives may not know the best marketing
route to get the desired effect. They need guidance.

It is an undeniable fact that marketing, be it
traditional or digital, deals with strategies. And this is why
a social CMO, whose primary responsibility is to make
strategies, is good for social marketing.

So the CMOs should keep three things in mind for better
social media outcomes:

1. Give a break to the figures

Most marketers are thinking about their social media
figures:

  • Facebook likes
  • YouTube views
  • Twitter retweets
  • +1s on Google Plus
  • etc.

Of course, these figures are important. But they are not
the most important.

The count of people you have doesn’t matter as much as
what you do with those people.

Simply guide your digital natives around increasing the
amount of likes. They will take care of it.

Once you get those likes, you have to focus on how to
turn your social audience into your loyal customers.

2. Enhance the social skills of your staff

As a CMO, you are the driving force of your business’s
social media success. But you can’t do everything.

As said earlier, your junior staff are likely already
very active on social media. So nurture their skills with
proper training on how to use social media for
business.

There are many
social media management tools
that can manage your
campaigns and
help in generating leads for your business
. Train your
staff on using these tools effectively. Let them know how to
determine targeted users and make conversions.

This mix of strategy and social media skills can do
wonders for your business.

3. Measure performance

Now you have some great social media strategies and a
well-trained team. And you are making good campaigns on social
media. But how do you analyze your performance?

Different businesses have different goals in social media
marketing:

  • Some marketers want to increase their brand
    awareness.
  • Some want to generate leads.
  • Some want to make more conversions.

As a CMO, you have to maintain a checklist of
what outcomes you want from your social media campaigns. We can
call the checklist points key performance
indicators (KPIs).

There are many such KPIs to help you check whether you
are making any difference in your marketing. Let’s have a look
at them:

Key Performance Indicators

1. Rise in engagement

As said above, different marketers need different things
from social media. Facebook likes matter for some marketers and
YouTube views matter for others.

The increase in each parameter indicates your
success.

If you are a retail marketer, measure CTR for your
content on social media and for your sponsored posts. A rise in
these parameters can indicate the increased visibility of your
business on social media.

If you want to use social media for CRM, measure the
feedback for the support you provide on Twitter and
Facebook.

2. Conversions

In terms of digital marketing, getting someone to perform
the desired action is known as a conversion.
In a social media context, getting a response from your
call-to-action is the conversion (a key performance
indicator).

For example, you want to increase registrations on your
website. You use the call-to-action ‘Register’ in your
campaigns. The number of registrations you get from the
campaigns is the measurement of your performance.

You have to measure two types of conversions:

  1. Conversions on your website.
  2. Conversions on social media.

You might want to try
different types of content
on your website to attract your
users. Determine what kind of content gets you more conversions
and make more of that content.

On social media, you may have tried different kinds of
campaigns. Measure how much budget you have allocated for each
campaign and plan how you want to manage your budget depending
on each performance.

3. Sentiment analysis

As people are so expressive on social media, you can
easily measure the sentiment.

Knowing what the public is saying about your brand is a
very important thing.

As a CMO of a business, you are responsible for the
reputation
of your brand. So, you have to know what your
users are thinking about your brand. There are many tools available that analyze
sentiment
.

4. ROI

ROI is possibly the most important KPI.

When you are investing valuable time, money, and effort,
it is so important to make sure you are getting worthy returns.
As per the social media industry report:

  • Only 41% of marketers said that they are
    able to measure ROI.
  • 37% of marketers are still
    uncertain.

roi-measure

But social media is not just for posting content and
getting likes.

It’s a great place for generating leads and driving more
traffic to your website. But this doesn’t happen so easily. It
costs you time, money, and resources.

You have to get the best possible outcomes from social
media. So, CMOs need to measure the social media ROI.

Conclusion

Awareness, targeting, and lead generation (the
trifecta of marketing),
 have become easier with
social media marketing.

As of now, there are around 2.35 billion social
media users
in the world. And it is predicted that
there will be 3 billion by
2020. 

Integrating social media marketing with your traditional
marketing strategies should become the most prioritized task of
CMOs. They should utilize their young talent and implement
potential strategies to make a prosperous business in today’s
digital era.

What are your thoughts on this article? Share your comments
below!

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http://www.blogbrown.com/a-guide-for-cmos-on-the-integration-of-social-media-with-traditional-marketing/

On – 30 Mar, 2017 By

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Top 7 IOT Trends For 2017 I Internet of Things I hIOTron

Every user requires a single access point instead of multiple interfaces which are well connected, smart and fast. Almost every industry is investing in Internet of Things (IoT) recently.
IoT is one of the transformational trends that will shape the future of businesses in 2017 and beyond. Many firms see big opportunity in IoT uses and enterprises start to believe that IoT holds the promise to enhance customer relationships and drive business growth by improving quality, productivity, and reliability. By having the right IoT model companies will be rewarded with new customers, better insights, and improved customer satisfaction to mention few benefits.

Top 7 IOT Trends

1. Internet of Things Platforms

Apps driven platform is getting replaced by Artificial Intelligence driven platform.

Good platforms provide enormous value by linking IoT to advanced analytics and applications to generate business outcomes. This enables the generated data to be meaningfully used by the users.

An IoT platform is required to collect data, connect devices, handle hundreds of vendors and dozens of wireless standards (like LoRa and SigFox etc.) and must be scalable enough to send messages across the network.

Platforms must be able and efficient enough to add close loop automation, privacy, security, cognitive and insight generation.

IoT can sometimes even act as an agent to transform business.

2. Security

Security is an important aspect, when everything is connected via internet. People rely on internet as it makes their lives easier and happier.

Application developers, device Manufacturers, operators, consumers, enterprise businesses and integrators etc all have to follow best practices to keep their data secure.
A multi-layered approach is required for Internet of Things security. Security approach must start with hardware devices then coming over to software / firmware.

A sequence of education, interoperability and decent design along with a proactive approach in designing security features is required to create better products and solutions.

3. Cognitive Computing

Internet of Things presents tremendous opportunities.

The commoditization of sensors, memory and processors has made things more intelligent rather than just being connected in a network and being identified with their IP addresses.

Traditional IoT implementations are accompanied by cognitive computing which increases the amount of data that helps in improving the learning environment and increases the possibilities of edge analytics.

Multiple data streams can be combined with cognitive IoT.

Sensors can be made capable of diagnosing and getting adapted with the environment, without human interference.

IoT value is further showcased by artificial intelligence, cognitive IoT and machine learning. To make use of existing IoT data and information new approaches are required

4. IoT and Many Mobile Moments

IoT is creating new opportunities and providing a competitive advantage for businesses in current and new markets. It touches everything—not just the data, but how, when, where and why you collect it.

The technologies that have created the Internet of Things aren’t changing the internet only, but rather change the things connected to the internet. More mobile moments (the moments in which a person pulls out a mobile device to get what he or she wants, immediately and in context) will appear on the connected device, right from home appliances to cars to smartwatches and virtual assistants.

All these connected devices will have the potential of offering a rich stream of data that will then be used by product and service owners to interact with their consumers.​

5. IoT, Artificial Intelligence, and Containers

In an IoT situation, AI can help companies take the billions of data points they have and boil them down to what’s really meaningful.

The general premise is the same as in the retail applications – review and analyzes the data you’ve collected to find patterns or similarities that can be learned from so that better decisions can be made.

The year 2017 would see Internet of Things software being distributed across cloud services, edge devices, and gateways. The year would also witness IoT solutions being built on modern Microservices (an approach to application development in which a large application is built as a suite of modular services.

Each module supports a specific business goal and uses a simple, well-defined interface to communicate with other modules) and containers (lightweight virtualization) that would work across this distributed architecture.
Further, machine-learning cloud services and Artificial Intelligence will be put to use to mine the data that would be coming in from IoT devices.​

6. IoT and New Business Models

The bottom line is a big motivation for starting, investing in, and operating any business, without a sound and solid business models for IoT we will have another bubble , this model must satisfy all the requirements for all kinds of e-commerce; vertical markets, horizontal markets, and consumer markets.

A new business model including sharing cost of devices with consumers, reducing the cost of ownership and making UX less hassle and more joyful. 2017 will see new categories being added to smart markets.

One key element is to bundle service with the product, for example, devices like Amazon’s Alexa will be considered just another wireless speaker without the services provided like voice recognition, music streaming, and booking Uber service to mention few.​

7. IoT and Blockchain Will Converge

Blockchain is more than a concept now and has applications in many verticals besides FinTech including IoT. Blockchain technology is considered by many experts as the missing link to settle scalability, privacy, and reliability concerns in the Internet of Things.

Blockchain technology can be used in tracking billions of connected devices, enable the processing of transactions and coordination between devices; allow for significant savings to IoT industry manufacturers.

This decentralized approach would eliminate single points of failure, creating a more resilient ecosystem for devices to run on.

The cryptographic algorithms used by Blockchain would make consumer data more private. In 2017 IoT will converge with Blockchain for better security and privacy opening the door for a new category in applications, hardware, and talents.

Conclusion

The Internet of Things (IoT) is an ecosystem of ever-increasing complexity; it is the next level of automation of every object in our life and convergence of new technologies will make IoT implementation much easier and faster, which in turn will improve many aspects of our life at home and at work and in between. From refrigerators to parking spaces to smart houses, IoT is bringing more and more things into the digital fold every day, which will likely make IoT a multi-trillion dollar industry in the near future.

One possible outcome in the near future is the introduction of “IoT as a Service” technology. If that service offered and used the same way we use other flavors of “as a service” technologies today the possibilities of applications in real life will be unlimited.

http://www.hiotron.com/top-iot-trends/

On – 29 Mar, 2017 By

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How The Rise of Chatbots Can Affect Ecommerce Startups – Inc42 Media

Artificial intelligence is the new trend in tech and marketing. Consumers are loving it. What’s the ultimate goal of any brand or business? Engaging customers.

But what does engagement really mean in 2017? Today is the era of conversational marketing. If you want to win customers, you MUST make a real conversation with them. Even if you count how many messaging apps you have on your mobile phone, the chances are you have more than two or three apps.

Messaging apps have become important in our daily lives. 55% of the population of the planet use a messenger app every single day

And chatbot is the newest trend in messaging. A Chatbot is an interactive and interesting automated phone system which allows you to connect with a brand.

What Exactly Are Chatbots

Here’s Zembula’s quick and easy definition of a chatbot:

“In its most basic form (we’ll use basic as a relative term here), a chatbot is a form of artificial intelligence that combined with rules and algorithms that allows for a text-based chat interface to communicate with others. A chatbot is a tool that lets brands interact over chat with consumers.”

Let me make it more simple for you. Read this statement by Mark Zuckerberg,

“We think you should message a business just the way you would message a friend.”

This statement means more than any other technical definition.

Here’s an example to make it clearer:

If you wanted to order pizza from Domino’s, you’d go to their site, look around until you find your choice pizza, and then you’d order that.

But with the help of a Domino’s chatbot, you’d simply be able to message them on Facebook Messenger. It will understand your requirement by asking you relevant questions and you would simply tell it what you want… Simple.

(Image Credits)

According to David Marcus, Facebook’s VP of Messaging Products

“Bots can provide anything from automated subscription content like weather and traffic updates to customised communications like receipts, shipping notifications, and live automated messages all by interacting directly with the people who want to get them.”

Watch this video  – Facebook showing what a chatbot can do.

Here are some examples of chatbots:

TacoBot is the Taco Bell (Fast food chain) robot. They unveiled it on the popular messaging platform Slack, which allows customers to order food by messaging TacoBot, which asks all the right questions.

H&M, Sephora, and Victoria’s Secret have all recently introduced chatbots which make suggestions to customers and allow them to buy through the messaging platform. Burger King and Pizza Hut allow customers to order food directly through Facebook Messenger by messaging the restaurant chains’ bots.

CELEB STYLE chatbot analyses what your favourite celebrities are wearing and tells consumers where they can purchase each wardrobe item.

With 300 million downloads, the Kik chat app is used by close to 40% US teens. Facebook Messenger is another major player with 1 billion users! Some other popular platforms are: Slack, WhatsApp, ChatFuel, and many others.

Do you wonder what is the potential impact of a chatbot on an ecommerce startup? Take a look at some stats:

Live chat users spend an average of 5%-30% more and The buyer conversion rate is 5 to 10 times higher following a chat session. (Source)

90% of our time on mobile is spent on messaging platforms. People are using messenger apps more than they are using social networks. (Source)

80% of businesses said they already used or planned to use chatbots by 2020.

So, a chatbot is a BIG opportunity for your ecommerce startup to get ahead of your competition. Jes Stiles, CMO Emerging Markets, Ringier AG, perfectly answers why chatbots are important: “A messenger bot can allow you to have personalised 1-1 conversations at scale, opening up a whole new audience who do not wish to connect with the brand over email or download an app. Moreover, when built in a user-friendly manner, chatbots can actually provide a better experience than a human for common use cases with faster response times (no matter what time or day of the week) and greater personalisation of content.”

The Role Of  Chatbots In Ecommerce

Let’s take a look at how chatbots will completely change the way you do business:

Customer Experience And Service

Chatbots are meant to replace traditional chats and other communication media like phone calls and emails. The days are not that far when it completely replaces all human interaction.

Chatbot will take your customer service to another level. A chatbot can give your customers a quick, personalised, and interactive customer experience. They are meant to deliver instant and round-the-clock services and support to customers in need, offering all customers a quick and instant resolution to their queries and complaints.

Improve Your Sales

An ecommerce company which has chatbots indeed offers a prominent feature on their brand.

Chatbots can help you in the generation of potential leads and drive sales. A chatbot quickly responds to the customers who are scrolling through your sales page, can help to capture all potential customers by supplying their useful information to the sales department.

Chatbot can also send notifications and reminders to your prospects.

Make Conversation With Users

You can shop or order something in a conversational style. For example, your order a pair of shoes online by using the shopping website or by downloading the app of an online shopping site.

But with a chatbot, you don’t need to download an app or open a website. Just open Messenger, type XYZ shoes and a bot will take your order. It will ask you some relevant questions and show you shoes according to your preferences.

It will save a lot of time of your users. They serve the purpose in the best possible manner.

Help Customers To Make A Purchasing Decision

Chatbots help customers (who are not tech-friendly) in putting the items in the shopping cart and successfully completing the whole shopping process.

A chatbot stores your order history and suggests similar or complimentary products. If you have a confusion about any product, you can chat with a bot to ask your questions.

Do you want to register a complaint? Or do you need to return a product?

You don’t have to write a long email and no need of a telephonic conversation. A chatbot will take care of it. A chatbot gives a personalised feel to your customers. And makes your users feel like they are talking with a human. It will help you to cut business costs.


About The Author

[The author of this post is Kunjal Panchal, Digital Strategist and a social media geek – passionate about content marketing and strongly believes in the power of storytelling for marketing.]

Note from Inc42: The views and opinions expressed are solely those of the author and does not necessarily reflect the views held by Inc42, its creators or employees. Inc42 is not responsible for the accuracy of any of the information supplied by guest bloggers.

https://inc42.com/resources/rise-chatbots-affect-ecommerce-startups/

On – 18 Apr, 2017 By

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