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Mohammad Anas Wahaj | 24 jul 2024

Online privacy, online advertising, user data analytics and online regulatory policies are issues that continue to be debated regarding internet and online users. Big technology companies, consumer organizations, government regulators and various industry lobbies continue to push their conflicting agendas to influence the internet and its future. Convergence of interests that keep the internet free from manipulation by any particular group or groups is a challenging task. The paramount concern of all parties should ba a focus on keeping the internet safe, free, open and friendly, while at the same time bringing economic benefits to all. The socio-economic balance on the internet with consideration of the needs of all concerned groups should remain paramount while deciding the future. Recent backing out by Google from deprecating cookies from Chrome again brought the influence of big tech, user data privacy and online advertising issues on the forefront. Patrick Roman Gut, senior vice president and head of new business at Adstra, explains these issues and suggests options for the post-cookie internet. He says, '...there will eventually come a day when the Chrome browser no longer supports third-party cookies. Other major browsers like Safari and Firefox already default to cookies off, so no matter when Google finally makes the change, it's clear that the world has entered a post-cookie era. Another way to think about this is as a multi-identifier era, where brands must use multiple tools and tactics to find and understand their customers across online environments.' As advertising landscape continues to be more omnichannel and entrenched in multi-ID world, brands must be prepared to effectively handle the paradigm shift. Mr. Gut says - Advertising still largely relies on cookies, but the open market is a multi-ID space; Effective targeting requires a combination of methodologies (deterministic, probabilistic or contextual); Crosswalk solutions provide effective data management in a multi-ID landscape (Crosswalk solution involves mapping anonymous digital identifiers to personally identifiable information to unify online and offline data for a comprehensive view of customer behaviors); AI enables additional insights and predictions for extended reach and future success. Read on...

DIGIDAY: How advertisers are moving from cookies to a multi-ID landscape
Author: Patrick Roman Gut


Mohammad Anas Wahaj | 20 mar 2024

According to GlobalData 2023 Q4 Consumer Survey, firms are held accountable by public on their stand on social issues such as human and animal welfare, fair trade, health etc and those that fail to consider and act on it risk losing sales. Survey finds that 31% of Middle East & African consumers and 29% of Asian consumers admitted that they find it essential for products to be ethical or support social causes. Global conflicts and geopolitical issues also influence consumer perception and impact businesses. Meenakshi Haran, lead consumer analyst at GlobalData, says, 'Consumers are increasingly making decisions based on responsibility towards ethical and social issues, driving the need for companies and brands to continually set measures to create and develop genuinely responsible products and services.' Isha Varma, Middle East business development manager at GlobalData, says, 'The Middle East, given its high spending ability, and Asia, with its 'surging' population represent huge growth opportunities for brands - however those that operate in these markets need to send a clear and transparent message about their commitment to ethical and social responsibility to mitigate any loss of reputation and revenues.' Read on...

ESM - European Supermarket Magazine: Brands Ignoring Ethical Consumerism Face Sales Risk, Says GlobalData
Author: Steve Wynne-Jones


Mohammad Anas Wahaj | 23 dec 2023

CRM (Customer Relationship Management) platforms are integrating artificial intelligence (AI) to understand customer sentiment and behavior, make product recommendations, enrich data, train employees and also auto-generating targeted campaigns. According to the September 2023 Gartner survey of 1400 executive leaders, there's been a threefold increase in organizations piloting generative AI in the past year and about 47% of organizations are using AI to help them with sales, marketing and customer service, with marketing operations at the top. Frances Karamouzis of Gartner says, 'Organizations are not just talking about generative AI, they’re investing time, money and resources to move it forward and drive business outcomes.' Marketing leaders should focus on the following areas to fully exploit the potential of AI - (1) To understand customer sentiment and behavior by analyzing customer interactions and communications regarding products and services. (2) To train marketing professionals as AI systems can closely monitor employee performance and recommend best practices in real time. (3) AI can enhance and elevate product and services recommentations to customer by closely analyzing their interactions with sales and service personnels and their purchasing behavior. (4) AI tools are capable to enrich and update prospect databases with accurate information in real-time improving efficiency in sales and marketing efforts. (5) AI can auto-develop more targeted campaigns with more personalization. In future, generative AI will evolve into artificial general intelligence (AGI) that would provide a fully-functional assistant that would think like a human. To be fully aware of what AI can currently accomplish and enhance CRM systems, marketers should ensure database accuracy and completeness, formulate an AI policy, and stay close to software vendors to fully understand current and future AI technologies and their value to business. Read on...

MARTECH: 5 ways CRMs are leveraging AI to automate marketing today
Author: Gene Marks


Mohammad Anas Wahaj | 25 may 2023

Businesses have to find innovative ways to enhance customer engagement and involve them in their marketing initiatives. 13 experts from Rolling Stone Culture Council share ideas to guide marketing leaders to drive successful customer engagement - (1) Amanda Reiman of Personal Plants: Match the approach to the customer. (2) Candice Georgiadis of Digital Agency Inc: Give the best possible customer experience. (3) Joshua Adragna of Eyerate: Promote user-generated content (UGC). (4) Adam Ayers of Number 5: Leverage scarcity as consumers seek uniqueness and want to stand out. (5) Christian Anderson (Trust'N) of Lost Boy Entertainment LLC: Do story shoutouts during giveaways. (6) Adam Rumanek of Aux Mode Inc: Offer giveaways and ask audience questions. (7) Theo Sastre-Garau of NFTevening: Create a sense of urgency and exclusivity around campaigns. (8) Jacob Mathison of Mathison Projects Inc: Leverage community-source content and utilize open innovation and design thinking. (9) Cynthia Johnson of Bell + Ivy: Host a contest. (10) Jennifer Sodini of Hidden Hand Media: Gamify your marketing. (11) Igor Beuker of Igor Beuker: Move beyond social media, own your fans and IP, and have opt-in email database. (12) Susan Johnston of New Media Film Festival: Go back to grassroots marketing. (13) Ben Spell of GOOD RANCHERS: Do tease campaigns before they're live. Read on...

Rolling Stone: 13 Strategies to Drive Customer Participation in Marketing Initiatives
Author: NA


Mohammad Anas Wahaj | 10 dec 2022

Online is a medium that is advantageous to all - sellers and buyers. Digital marketing not only brings benefits to the businesses that implement the strategies but also to the consumers who shop and buy from them. Traditional marketing practices in the technologically advance world fall short on many counts when dealing with customers that are becoming more and more tech savvy and are looking for ease, comfort and satisfaction during their purchase experience. Digital marketing adds and enhances the marketing practices. It expands marketing's reach to the global level at an affordable cost. Digital marketing provides businesses capabilities to effectively measure marketing investments and efforts. With digital marketing companies can precisely reach their target audience and also dynamically shift strategies in response to the changes in markets. Digital marketing not only provide instant connections with target audience and customers but also assists in having continuous interactions and build long term relaionships. Digital marketing involves a combined set of processes that need to be strategically designed to achieve desired results. Digital marketing strategy includes - Online Advertising; Search Engine Optimization (SEO); Search Engine Marketing (SEM); Content Development and Management; Influencer Marketing and more. Even though digital marketing strategies are different for different businesses and need to be customized as per requirement, but there are some common processes and frameworks that can be applied and implemented to ensure the effectiveness of the campaign - Identify Marketing Goals; Solidify Sales Process; Identify and Separately Group Target Customers; Select Marketing Channels; Set Clear Benchmarks and Measure Progress; Provide Relevant Content At Each Stage of Buyer Journey; Adjust and Adapt The Strategy When Needed. As digital marketing is driven by technology and consumer preferences, it continues to evolve. Marketers who want to stay at the top adapt effectively to changes in technologies and consumer behavior. Events like Covid-19 pandemic also bring shifts in business processes and customer needs, and marketers that can handle the change do much better then those who don't. Some of the main marketing themes that will be significant in the realm of digital marketing going forward will include - Multichannel Marketing Hubs; Conversational Marketing; Personalization Engine; Artificial Intelligence and Machine Learning; Consumer Privacy and Consent. Read on...

ilmeps/read: Digital Marketing To Connect, Engage And Serve Customers - Part II
Author: Mohammad Anas Wahaj


Mohammad Anas Wahaj | 26 sep 2022

E. Jerome McCarthy's 1960 book 'Basic Marketing: A Managerial Approach' first proposed the four P's of marketing - price, product, promotion and place. The concept continues to be relevant, but over the years the business environment has evolved and major component of this change is technology and most recently COVID-19 exacerbated the digital push. All this brought about an additional P to the marketing mix - the payments. The fifth P brings about a new element to the customer journey as they demand seamless experience till the end. B2C companies have adopted efficient payment systems but B2B companies are trying to refine them. According to DigitalCommerce360's '2022 U.S. B2B Ecommerce Market Report', 51% of business buyers are attracted to B2B sites with an excellent B2C-like user experience. In present times B2B companies can't ignore the fifth P - payments - and risk losing B2B customers expectations of seamless transactions. B2B companies can learn a lot from B2C as they have mastered the understanding of customer preferences and have designed their systems to offer fast convenient ways to pay their way during a seamless, omnichannel experience. Even though most B2B buyers pay online through credit cards but that is not their most favored method. According to the statistics from TreviPay's 'Why More Payment Options Mean More Purchases' report, 'Although more than half of B2B buyers use credit cards to make online purchases, but they don't want to and 50% actually prefer to pay with methods other than credit cards when given the option...90% of B2B buyers research payment options before purchasing from a new supplier...15% of B2B buyers spend more when offered trade credit,..82% would choose one vendor over others if that vendor offered invoicing at checkout with 30-, 60- or 90-day terms.' According to Forrester Tech Tide 2022, 'B2B payment augmentation is increasingly critical to companies' ability to win, serve and retain business customers. Offering trade credit and net terms invoicing, automatic onboarding, instant decisioning and digitizing A/R are all needed...' To stay ahead B2B organizations must provide B2C-like payment methods; digital and mobile purchasing options; payments, invoicing and billing in one centralized location; invoicing, account reconciliation and overdue reminders; risk management and sophisticated fraud detection; more working capital for buyers; and integrations with a myriad of technology vendors. Including the 5th P in the marketing mix offers customer-centric benefits the entire organization should champion. This benefits would include offering buyers consistent, quality service and support throughout their entire customer journey, creating a virtuous cycle of repeat purchases. Read on...

Entrepreneur: Why B2B Companies Can't Ignore the 5th P of Marketing - Payments
Author: Brandon Spear


Mohammad Anas Wahaj | 28 jul 2022

Recent research report, 'The State of Shipping Report 2022: Why Faster Shipping Matters', developed in partnership between X Delivery and Retail Management Institute of Santa Clara University, points out the importance of fast, free, and effective shipping on online brands' customer relationships. According to the report, 62% of shoppers expect their orders to arrive in less than 3 business days when choosing free shipping. On the contrary, more than 4/5ths of leading fashion and apparel retailers are still using 5-8 day delivery options to service free shipping orders. Prof. Kirthi Kalyanam, Executive Director of the Retail Management Institute of Santa Clara University, says, 'Customers want shipping to be free and fast — and they’re willing to abandon carts and walk away from brands that fail to deliver on both fronts. Today’s consumers are more demanding than ever, and it’s up to merchants to give them the streamlined, expedited shipping experiences that they crave.' Peter Sheldon, SVP of Strategy & Business Development at X Delivery, says, 'Everyone understands the ROI of free shipping, but many retail brands aren't yet providing affordable and convenient expedited shipping options. retailers that step up and elevate their delivery options have an opportunity to upgrade their brand experience, reduce cart abandonment, and capture significant ROI.' Read on...

Retail Dive: Survey: 62% of shoppers expect their free shipping orders to arrive in 3 business days
Author: NA


Mohammad Anas Wahaj | 29 jun 2022

Selling is an evolving art and it has become more challenging to connect, convince, engage and build relationships with the tech-savvy and freedom prefering consumers when they embark on their buying journey. 11 members of the Forbes Coaches Council have experienced advice for salespeople for success in 2022 - (1) Merge The Old With The New (Divya Parekh, DP Group): 'It is critical to know current market trends and become familiar with how people think and act...The goal is to help your customers find a solution to their problems. This allows customers to see the value you offer and create trust...' (2) Become A Trusted Advisor (John Lowe, Ty Boyd Inc.): 'To become a trusted advisor, a rep needs to leave their sales baggage at the door...People don't want to be sold; they want you to help them make a decision to buy.' (3) Utilize In-Person And Social Selling Platforms (Antonio Garrido, Absolute Sales Development): 'Follow a successful "hybrid" sales and prospecting process which includes remote/virtual as well as in-person selling...Follow a behavioral plan, and hold yourself accountable for it. Ask for feedback and critique. Become a lifelong learner.' (4) Ask Good Questions And Actively Listen (José Luís González Rodriguez, ActionCOACH): 'The most revolutionary selling technique is the Socratic method...The most professional sale is the one made by the client...' (5) Connect With Your Customers' Values (Natasha Charles, Intuitive Coaching w/ Natasha Charles): 'Your customers desire a personalized, customized experience...' (6) Understand How People Think (Chuen Chuen Yeo, ACESENCE Agile Leadership Coaching and Training Pte. Ltd.): 'Don't rely on tactics that manipulate clients...Think about winning ambassadors, not customers. Connect with curiosity and have the real intention to serve.' (7) Build Honest Relationships With Customers (Michael Thiemann, Strategy-Lab™): '...Remember that customers are less interested in the product than in the result. Your product may only help solve part of their problem; help them solve the other parts too.' (8) Build Relationships The Old-Fashioned Way (John M. O'Connor, Career Pro Inc.): 'Take someone out to eat. Invite them to a talk. Send them a thoughtful, handwritten note with an article in it that you cut out of the newspaper or a magazine...Try to focus on building a more personal relationship and not so much on making transactional sales.' (9) Be A Presence Of Honesty And Integrity (Natasha Ganem, Lion Leadership): '...The only thing they need to sell is a good relationship. Get good at being in a community and in relationships with people in meaningful ways, and then sales will follow.' (10) Help Customers Avoid Pain And Gain Pleasure (Csaba Toth, ICQ Global): 'The highest level of influence is when somebody can connect their message to the other person's highest values and vision in a language they understand. Otherwise, the message gets lost, and even if the client needs a service or product, they would not want it...' (11) Seek To Understand Before Offering Solutions (Bryan Powell, Executive Coaching Space): 'Meet your clients where they are. In today’s environment, it is imperative for the "modern salesperson" to develop a curious mindset and seek to understand before offering a solution...' Read on...

Forbes: 11 Essential Tips For The Modern Salesperson In 2022
Author: NA


Mohammad Anas Wahaj | 22 mar 2022

Just like in most businesses, digital in business-to-business (B2B) is transforming customer relationships. Digital transformation is the way forward to succeed in B2B space. According to Michiel Schipperus, CEO of Sana Commerce, mentioned in ITProPortal article 'Why should e-commerce sit at the heart of a business’ digital transformation?' (25 may 2018), 'In a recent survey that we conducted with 300 global B2B organisations, 75% of respondents said that their customers had demanded to buy online, and three quarters of those gave 'ease of online purchasing' as the reason...Our survey found that over half of companies believe that web stores are the most important route to market...our survey found that 63% of organisations have a digital transformation strategy in place...According to our research nearly 70% of companies will use the Internet of Things (IoT) or machine to machine technology to enable automated and/or predictive ordering for customers. While 67% believe that virtual reality will help personalise the B2B buying experience.' Chris Shalchi, President and CEO of Mavecca Group, explains the benefits of digital transformation for B2B businesses and what is required to provide value and meet customer expectations in the highly competitive B2B ecosystem. He provides 4 benefits of transforming to digital-native ecosystem - (1) Managing buyer expectations is easier through digital as more and more customers prefer purchasing online and find it comfortable for subsequent buying. (2) Through right B2B e-commerce software businesses can provide enhanced buyer experience with improved processes and automation. With data and analytics, the knowledge about consumers can help organizations customize buyer experience for better relationships. (3) With digital B2B businesses can develop an automatic cross-sell and up-sell suggestion program to reach existing customers and expand customer base, thus increasing sales. (4) Using data and analytics to enhance decision making is one of the key benefits of digital. With the use of artificial intelligence (AI) and machine learning (ML) that would provide predictive analytics, organizations have better control and enhanced decision-making, resulting in improved processes. As substantial decision-making in B2B purchases happens before a sales person is contacted, B2B businesses can create and deliver engaging content and have an elaborate communications strategy through digital channels for initiating purchase. B2B organizations have to fully understand what their customers want. Aligning of marketing and sales functions, and efficiently using data is important for overall customer-focused digital strategy. Read on...

Forbes: Make Your B2B Business A Digital Business
Author: Chris Shalchi


Mohammad Anas Wahaj | 28 jan 2022

Internet and technology has been consistently driving the shift in the retail sector processes. COVID-19 pandemic accelerated it and also significantly changed the consumer shopping behavior. According to McKinsey article titled 'The great consumer shift: Ten charts that show how US shopping behavior is changing' (Authors: Tamara Charm, Becca Coggins, Kelsey Robinson, Jamie Wilkie), 75% of US consumers are trying a new shopping behavior during pandemic in response to economic pressures, store closings, and changing priorities. This general change in behavior has also been reflected in a shattering of brand loyalties, with 36% of consumers trying a new product brand and 25% incorporating a new private-label brand. Moreover, most consumers intend to continue this behavior beyond the pandemic-induced crisis. The McKinsey research find 10 key consumer behavior shifts: FLIGHT TO ONLINE (1) Digital shopping is here to stay. (2) Millennials and high-income earners are in the lead when it comes to shopping online; SHOCK TO LOYALTY (3) Consumers are switching brands at unprecedented rates. (4) Brands need to ensure strong availability and also convey value; NEED FOR HYGIENCE TRANSPARENCY (5) US consumers are changing how they shop in response to health and safety concerns; BACK TO BASICS AND VALUE (6) Consumer shopping intent is focused on essentials. (7) Consumers want value for their money - especially in essential categories; RISE OF THE HOMEBODY ECONOMY (8) Americans are changing how they spend their time at home. (9) Americans are concerned about going back to regular activities outside the home; BEHAVIORS VARY BY CONSUMER SEGMENT (10) 'Great consumer shift' trends vary by consumer segment. With high levels of uncertainty and competitiveness in the market, retailers have to apply innovative strategies to retain and gain consumers. Ravi Pratap Maddimsetty, Chief Technology Officer of MobStac (a physical-to-digital experience management solution), suggests use of 'phygital' marketing, a hybrid marketing channel that captures customer data to deliver a personalized experience, and provides three aspects of phygital marketing that retailers must know before integrating it into their marketing strategy - (1) Retailers Can Enhance In-Store Convenience Through Phygital Marketing: 46% of consumers still prefer to shop in person, although 63% of shopping journeys start online; Retailers needs digital infrastructure to integrate online and in-store experience; 87% of shoppers say they would prefer to shop in stores with touchless or robust self-checkout options like QR code technology. (2) Not All Phygital Solutions Maintain the Same Security Standards: Prioritize data security while choosing a phygital solution; Consumers trust retail experience that secures their data; Evaluate the security of your phygital solution through the integration of safe QR code use. (3) Phygital Marketing Drives Customer Engagement With Proximity-Based Tactics: Utilize geofencing to create digital campaigns within a defined physical radius; Geofencing strategy should capture the frequency of customer foot traffic and push out relevant notifications for past customers and potential customers. Phygital delivers enhanced retail experiences and the opportunity to better customer engagement and retention by correctly implementing phygital marketing is growing. Read on...

Total Retail: Phygital Marketing: 3 Things Retailers Should Know About the Newest Marketing Channel
Author: Ravi Pratap Maddimsetty


Mohammad Anas Wahaj | 20 dec 2021

Marketing focuses on fulfilling customer needs and the process initiates leads and attracts customers. Marketing involves making a connect with prospective customers wherever they are available. According to Chartered Institute of Marketing, 'Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.' Traditional marketing with outbound methodology involves various channels like newspapers, magazines, television, radio, billboards etc to reach out to prospective customers. It is static and is mainly a one-sided push communication, where these media show to the public what the brands want them to see, without any direct engagement with them. The rise of internet and consumer technologies, with large section of the public connected through computing devices, led marketing processes to evolve. Digital marketing is an evolution of traditional marketing and many foundational concepts are same. Digital marketing with inbound methodology creates brand awareness and promotes business through utilizing digital channels and internet that would include blogs, podcasts, videos, enewsletters, ebooks etc. Digital marketing process is dynamic with two-way communication and reaches out to customers where ever they are available in the digital media and serve them at different stages of their interaction and purchasing journey. Connecting and engaging with customers is not difficult in digital. What is important is how to achieve and maximize value through this engagement to better serve the customer requirements. Success of digital in marketing depends on how well marketers can understand the consumer behavior through technology-enabled interactions and analytics tools and how well they manage those interactions to fulfil consumer needs. Digital marketing channels, powered by internet, create, accelerate, and transmit product and services information and value to consumers, through digital networks. These channels include Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM), E-mail Marketing, Content Marketing, Affiliate Marketing, Online Public Relations, Display Advertising, In-game Advertisng, Native Advertising, Video Advertising, SMS Marketing etc. Marketers of today and future have to keep pace with technological advancements, stay informed and skilled, and be innovative and creative, to connect, understand, engage, and serve the digitalized modern customer. Digital marketing will continue to evolve, but a balanced and mix approach to traditional and digital marketing would provide better results. Mobile Marketing, Internet of Things (IoT), Analytics, Big Data, 3D Printing, Cloud Computing, Artificial Intelligence, Consumer Neuroscience/Neuro Marketing are some of the most interesting and challenging domains where the future marketers are expected to deliver. Read on...

ilmeps/read: Digital Marketing To Connect, Engage And Serve Customers - Part I
Author: Mohammad Anas Wahaj


Mohammad Anas Wahaj | 27 oct 2021

Continuous innovation and improvement in strategies is the key for success with rapidly changing market dynamics. Business-to-business (B2B) marketing is no different. Even though basics of B2B marketing are same as for B2C (Business-to-consumer) but it requires some special considerations as business customers are bulk buyers and B2B is the largest market transaction-wise. Marketing strategies in this case need to be fine-tuned for effectiveness. Here are few time-tested and latest B2B focused marketing strategies that should be part of companies dealing with B2B customers - (1) Account-Based Marketing: It has one of the highest conversion rates. It is a targeted marketing strategy with customized and curated campaign specifically designed for select clients. (2) Live Chat Strategy: Live chat is capable of converting a prospective lead into a client through answering queries effectively. Webchat platform reports that it has seen 2.8% more conversions than the business that doesn't use live chat support. It has also reported a 60% increment in B2B sales due to provision of live support to customer during entire purchase journey. (3) Word-of-Mouth: McKinsey reports that 20-50% of all purchasing decisions are based solely on word-of-mouth. (4) Long Content Pieces: Long-form content strategy generates more leads and requires engaging and highly curated content to target the specific business profile. (5) Podcast Marketing: COVID-19 pandemic has increased the listener base for podcasts. According to a survey, 155 million people listen to Podcasts in the US. Considering this curated podcast content is an opportunity to be tapped for reaching out to broader prospective clients. (6) AI Marketing Strategy: AI-based strategy would require product recommendations to prospective customers based on prior purchase data and behavior. (7) E-mail Marketing Strategy: It has over 122% lead generation. Targeted emails with specific content suited to prospective clients is key to the effectiveness. (8) Influencer Marketing: With rise of video-sharing platforms, influencer marketing has become an effective tool to reach clients. (9) Virtual Events: COVID-19 has exacerbated the use of virtual events for targeted marketing. It has expanded the audience reach with less efforts as compared to physical events. (10) Omnichannel Marketing: This strategy helps in reaching out to target audience through multiple channels with a unified marketing approach and helps reduce buyer friction and generate more leads. Read on...

UNB: B2B Marketing: Effective Strategies in 2021
Author: Shahriar Rabab


Mohammad Anas Wahaj | 26 sep 2021

Consumer packaged goods (CPG) marketers are looking to boost above-average growth in the COVID-19 pandemic era. The challenges are real and according to McKinsey's latest research 78% of CEOs are now banking on marketing leaders to drive growth. The research study looked at how 860 global executives are prioritizing investments and capabilities that help accelerate growth. The study finds that three elements - creativity, analytics, and purpose - that constitute a 'growth triple play' that provides at least two times the growth of peers who don't invest in all three in tandem. Another McKinsey research based on interviews of CPG marketing and growth executives seeking answers about the new reality found that - to attain extraordinary growth requires more sophisticated, predictive, and customized marketing strategies. New approaches and tools are the need of the times. Even though some basics like broad reach, powerful, resonant storytelling, and creativity are critical, but marketers have to utilize data and analytics at scale to crack the code that enables more targeted and engaging interactions to shape consumer behavior. 2/3rd of CPG companies say they have put data-driven marketing at the top of their agenda [Consumer Analyst Group of New York (CAGNY) 2021 Virtual Conference]. Large number of CPG companies are still not able to fulfil the promise for delivering impact at scale from data-driven marketing. Accoring to another McKinsey research, truly sustainable, marketing-led growth has to be granular, focused, and scaled across the entire marketing organization, delivering the right message to the right consumer, at the right moment, at the right place - all the time. To thrive in this new ara of CPG marketing, companies have to - build a continuously updating, AI-powered consumer-intelligence engine that ingests enough signals and data points to not only identify demand but to predict it; use advanced analytics and marketing technology to recommend high-value actions; learnings from hundreds of tests per week need to feed back into this engine, helping drive rapid decision making and informing adjustments to brand plans, spend allocation, tent-pole campaigns, and always-on activation. This new marketing model will require new kind of talent, new organizational capabilities and midsets and adoption of new technologies. CPGs that would succeed and utilize next-level AI (Artifical Intelligence) consumer-intelligence need to have five essential ingredients to unlock data-driven marketing impact at scale - (1) Opportunity/Demand Identification: A 360-degree view of consumers and pockets of growth, supported by predictive and prescriptive insights. (2) Rapid Activation: Delivering the right message at the right time in moments that matter - and measuring the impact. (3) Martech/Data Enablement: Activating a fit-for-purpose data and tech-enabling customer-centric strategy. (4) Agile Operating Model: The new ways of working needed for an agile, modern, marketing organization. (5) Capacity-building: The talent, culture, and infrastructure required to scale impact. Read on...

McKinsey: The new marketing model for growth: How CPGs can crack the code
Authors: Tiffany Chen, Michele Choi, Jeff Jacobs, Brian Henstorf, Ed See


Mohammad Anas Wahaj | 26 jul 2021

Sales teams are mostly a people game, but there are always some additional components that need focus depending on the industry's nuances. Chris Thrasher, Director of North American Sales at ABM, provides three characterists of a biological sales team - (1) Have A Strong Understanding Of Agronomy: Biological sales people work like consultants. Understanding of agronomy is important. Need to build upon the previous generations of agricultural knowledge and ability to understand the positives and negatives of the past in the industry can help in the sales process. (2) Have Integrity and Relate To The Customer: Sales team should be able to related to the farmers in addition to distributors and dealers. As farmers/producers are the end customer, it is essential to know what they really want and to build trust through sincerity and integrity. (3) The Ability To Hear The Word 'No': As biologicals are an add-on sales, they can become a difficult sell during adverse situations like global pandemic, abnormal weather conditions or bad commodity prices. They are not essential goods and sales persons have to be patient with the clients and have the ability to hear negative responses from customers. Lot of uncertainty is ingrained in farming regarding the future and farmers are looking for mainly basic buying of seeds, fertilizers and chemicals, biologicals are not their priority. The challenge for sales team to understand this and act accordingly. Read on...

Seed World: 3 Characteristics to Look For in a Biological Sales Team
Author: Chris Thrasher


Mohammad Anas Wahaj | 17 apr 2021

COVID-19 pandemic has brought numerous changes in how businesses go about their processes to create and deliver products and services to their customers. New trends are emerging in digital marketing too. While experts suggest to better what already exists in terms of digital marketing but they also hint at technology enabled shifts particularly with advancements in artificial intelligence. Having elaborate content strategy combined with data will remain a major trend along with focus on omni-channel marketing. Digital customer strategy will continue to be a must in the post-pandemic scenario. Here is what digital marketing experts recommend - (1) Martin Luenendonk (Co-Founder of FounderJar): Companies need to be everywhere. More businesses are focusing on omnichannel marketing and becoming less dependent on one single traffic and revenue driver. (2) Denise Langenegger (Outreach Strategist at Instasize): Focus on stories. Make use of all features of stories options on various social media platforms. The stories format allows brands and marketers to be more candid and post as much as they want. (3) Sandra Chung (Sr. Content Marketing and Partnerships Manager at PlayPlay): Repurpose existing video content for social media. Empower internal teams to create video content. Customer case studies and product tutorials can be transformed into engaging video stories. (4) Olena Zherebetska (Content Manager at Pics.io): Invest in digital asset management software. This will help you access, organize, and distribute assets easily. Some features include meta-tagging, AI-powered technology, advanced search capabilities, shareable public websites etc. (5) Lukas Mehnert (CMO at Smartlook): Focus on your own unique data for content marketing. Choose the unique content produced by the company or hire specialists who will help master this process. Make it properly distributed in the appropriate channels. Utilize industry influencers to spread the content through win-win relationships. (6) David Cacik (Head of Marketing at CloudTalk): High quality content enriched with structure data will rule search engines. Follow Google's guidelines for creating a website structure and creating content. Google assesses content according to the E-A-T methodology (Expertise, Authoritativeness, Trustworthiness). (7) Kristina Ziauke (Content Manager at sixads): Voice search, AI and personalization will be key. Optimize written content for voice searches, implement more and more AI features on the websites like chatbots, product and content recommendations, e-commerce transactions etc. (8) George Mathews (Founder at Kamayobloggers): Artificial Intelligence will change digital marketing forever in 2021. Communication, product recommendations and personalization are all going to be more targeted thanks to AI. (9) Raul Galera (Partner Manager at CandyBar): Focus on retention. Three main risks that online merchants will have to face in 2021 are - (i) the continued growth of online marketplaces (ii) the rise of ad costs (iii) the massive competition in the ecommerce space. Explore areas like subscription options and loyalty points to keep your clients engaged with your brand. Create an omnichannel approach to connect with customers who have found about brand in marketplace. (10) Andrzej Bieda (CMO at Landingi): Continue to nurture and educate your customers. Develop well-functioning marketing funnels, lead magnets, webinars, and sales processes. (11) Maciej Biegajewski (Digital Marketing Specialist at LiveWebinar): Predefined personalization in all digital engagement. Create various patterns (they can be service patterns, advertisements, messages, or even the appearance of the entire online store) that seem to suit this one customer, but have been defined earlier, and now only substitute the collected data and present the recipient. (12) Olga Petrik (CMO at NetHunt CRM): Trust and credibility are more important than ever. Pay more attention to loyalty and retention by developing customer success program. Utilize influencers. Create offers and run campaigns for micro-segments. Address highly-targeted pain points to trigger more responses. Neal Schaffer, founder of the digital marketing consultancy PDCA Social and teaches executives digital marketing at Rutgers Business School and the Irish Management Institute, says, 'Use social media for customer and influencer collaboration, not promotion...reimagine your digital relationships with your customers and celebrate them in social media...over time companies should try their best to source the type of user-generated content from their fans and nano influencers that generates trust and credibility with the public.' Read on...

ClickZ: 2021 digital marketing trends you need to know from 13 marketing experts
Author: Neal Schaffer


Mohammad Anas Wahaj | 28 dec 2020

Logos are a brief visual representaion of the organizational identity and help differentiate them from each other. They assist to instantly recognize brands and over a period of time can become one of the most important component of their identity. Traditionally, organizations utilize the services of graphic designers to get their logos and the process has artistic and creative orientation. But now powered with technologies like artificial intelligence (AI), there are online logo design software tools that can design logos instantly once some specifications are submitted. These tools also provide editing and customization features. Technology is transforming the creative field of logo design into a more scientific one. Research paper, 'Letting Logos Speak: Leveraging Multiview Representation Learning for Data-Driven Logo Design' (SSRN, 25 nov 2019) (Authors: Ryan Dew of Wharton School at the University of Pennsylvania, Asim M. Ansari of Columbia Business School at the Columbia University, Olivier Toubia of Columbia Business School at the Columbia University), proposes a more data-driven approach to logo design in which the authors developed a 'logo feature extraction algorithm' that uses modern image processing tools to break a company's logo into many visual constituent parts like font, color scheme, and many other meaningful features, and a multiview representation learning framework that links the visual components to text that describes the company like industry, value propositions etc. Researchers then applied this framework to a large amount of data available on companies to predict their logo features. Prof. Ryan Dew explains, 'There are things that data and models can say about the design process that can help firms develop brand identities - visual brand identities that are doing the right things for them...we looked at hundreds of different logos, and we also looked at a bunch of textual data describing these firms - taken mostly from the firms' websites. And we also got consumers to react to these logos and the textual descriptions by rating these firms according to what's called a 'brand personality scale'...we developed an algorithm that lets us work with logos as a source of data. We call this our 'logo feature extraction algorithm'...and then we also have all this text, which can be anything...It conveys what the firm does and what their brand is...The idea is, we want to link these two domains to try to get the words to describe what the logo is trying to say. Let the logo speak. Conversely, this is actually how the design process works. You start with a textual blurb describing - 'This is what my brand is. This is what my firm does'. And then you go from that to a logo — to a logo template. This is where the concept of data-driven design comes in. We both, in the first sense, are able to use text to understand logos, but in the second sense, we're able to go from text to new logo templates that will let firms develop logos that are consistent with their brand identities...a more fundamental thing that the current paper can address is this idea of coming up with the 'right template' to convey what you want to convey visually. That is, in some sense, firms should be a little cautious when they're designing logos...understanding these templates and having this model of data-driven design can help with the creative process, to come up with new redesigns or new logos that will excel.' Read on...

Knowledge@Wharton: Why a Data-driven Approach Can Enhance the Art of Logo Design
Author: NA


Mohammad Anas Wahaj | 20 dec 2020

Organizations now have large amount of data available to them, but the challenge is to obtain actionable insights by using right data analytics tools and processes that help in making right organizational decisions. Data-driven decision-making has become a common practice with organizations trying to find purpose for the data. But it is not necessary that all analytics processes answer the right questions and it's also not a safeguard against the influence of preexisting beliefs and incentives. Prof. Bart de Langhe of Esade - Ramon Llull University (Spain) and Prof. Stefano Puntoni of Rotterdam School of Management at Erasmus University (Netherlands) propose a new approach termed as 'decision-driven data analytics' - 'Find data for a purpose, instead of finding a purpose for data.' They explain, 'Data-driven decision-making anchors on available data. This often leads decision makers to focus on the wrong question. Decision-driven data analytics starts from a proper definition of the decision that needs to be made and the data that is needed to make that decision...Data-driven decision-making empowers data providers and data scientists. The risk is that decision makers take data that is consistent with their preexisting beliefs at face value.' Elaborating their approach, they say, 'To move to a decision-driven data analytics approach, a company must start by identifying the business’s key decisions and the people who make them, and finding data for a purpose rather than finding a purpose for the data at hand.' Data-driven Data Analytics (Anchor on data that is available; Find a purpose for data; Start from what is known; Empower data scientists). Decision-driven Data Analytics (Anchor on a decision to be made; Find data for a purpose; Start from what is unknown; Empower decision makers). To allay fears of executives who might confuse decision-driven approach with preference-driven data analytics (where decision makers use data to support a decision that has already been made and fall prey to confirmation bias), authors suggest leaders to take three important steps - Step I: Responsibility of decision makers to form a narrow consideration set of alternative courses of action. Step II: Joint responsibility of decision makers and data scientists to identify the data needed to figure out which course of action is best. Step III: Choose the best course of action. Read on...

MIT Sloan Management Review: Leading With Decision-Driven Data Analytics
Authors: Bart de Langhe, Stefano Puntoni


Mohammad Anas Wahaj | 22 sep 2020

COVID-19 brought about changes in buyer behavior and retailers responded with tech-driven solutions to help them adapt to pandemic-driven restrictions. These solutions are not totally new, but current situation brought them to the fore. Three retail technology trends that became part of the 'new normal' are - (1) Online Grocery Delivery: Shutdowns, social distancing norms, fear of infections etc combined with essentiality of grocery requirements help exacerbate this trend. Even non-traditional retailers jumped on this trend. (2) Contactless Payment: According to the 2020 State of Retail Payments study released by the NRF in August, 58% of retailers accept contactless cards and 56% take digital wallet payments on mobile phones. Since January 2020, no-touch payments have increased for 69% of retailers surveyed, of whom 94% expect the increase to continue over the next 18 months. (3) Virtual SMB Product Pitches: Number of retail platforms invited small-to-mid-sized businesses (SMBs) to virtual competitions. COVID-19 brought about homogenization and consolidation of retail and only two types of retailers will survive in this scenario and beyond - the mass and the niche. Mass retailers can enhance their product offerings through SMBs and differentiate themselves from competitors. Read on...

Chain Store Age: Three hot retail tech trends from the summer of 'new normal'
Author: Dan Berthiaume


Mohammad Anas Wahaj | 31 aug 2020

COVID-19 has brought about new challenges for brands and businesses. Changing consumer behavior, excessive use of social media, prevalence of fake news, fast spread of public opinion through internet etc has exacerbated the problems that businesses are facing. The large amount of content that is generated at this time is filled with mixed emotions - happiness, anger, fear, and disgust. Anubhav Mishra, professor of marketing at the Indian Institute of Management Ranchi, provides a solution for brands to follow to manoeuver through the current marketing challenges - a simple LAC Model - that stands for Listen, Act, and Communicate. He explains - (1) LISTEN: 'Social media listening is the first step, which most of the brands regularly do as part of their digital marketing strategy. Brands collect information and do a sentiment analysis to understand the emotions hidden in those tweets or Facebook posts. Sentiment analysis reflects what consumers are feeling about that brand. A careful filtering of the information should reveal consumer's expectations and challenges from the brand.' (2) ACT: 'The next step is to act on the information collected in the listening process...Brands should find innovative ways to act on the information to ease the pains of consumers.' (3) COMMUNICATE: 'A critical aspect of communication is to gather free media and support from consumers...A firm must resist the temptation to chest thumping which can severely backfire. Many people are dying globally and there is a general atmosphere of fear and mistrust...Consumers are showing signs of distrust and skepticism toward any communication. In such scenario, content must be created to show feelings of concerns towards the severe spread. Brands should reflect that they care for their consumers in these testing times.' Read on...

Campaign India: Opinion: Marketing in the time of Covid-19
Author: Anubhav Mishra


Mohammad Anas Wahaj | 26 jul 2020

For B2B marketing effectiveness segmentation is a reliable strategic tool. But with evolving B2B e-commerce marketplace traditional broad macrosegmentation may not suffice. According to the report, 'Microsegmentation Yields Contextual Customer Experiences That Convert' by Lori Wizdo (VP and principal analyst for B2B marketing at Forrester Research) with Caroline Robertson, Aldila Yunus and Kara Hartig, to fulfil the growing customer demand for more contextually relevant shopping experiences, B2B marketers should leverage new data and analytics tools and strategies to fine-tune macrosegmented audiences into microsegments. The report says that new data and analytics capabilities now allow B2B marketers to break macrosegmentation, that places audiences into large demographic groups such as company size, industry, geography and the end market served, down further into microsegments - covering, in addition to demographics, such criteria as customer buying behavior, record of sales growth, price sensitivity and aspirations - which allows sellers to reach even more targeted audiences. The report further says, '68% of buyers say it is important that vendors provide relevant content at each stage of their buying journey without having to rely on sales reps to deliver it. By targeting the drivers of customers’ actions, you can build trust through more empathetic, relevant content and accelerate the buyer's journey.' Some of the other valuable points of the report are - Microsegmentation will boost a B2B company's return on its content marketing and inbound strategies by using customer information to customize experiences that persuade and influence specific clusters of customers; Microsegmentation will help B2B companies build a high-yield marketing portfolio; Microsegmentation benefits both the B2B customer and the B2B seller because it results in more relevant shopping experiences for the buyer and increased conversions for the seller. Read on...

DigitalCommer360: How microsegmenting boosts B2B conversion rates
Author: Cate Flahardy


Mohammad Anas Wahaj | 22 may 2020

According to Wikipedia, 'Experiential marketing or engagement marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience...Consumer engagement is when a brand and a consumer connect. Brad Nierenberg says that experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands.' With experiential marketing brands can develop more interest among consumers about their products and services. Covid-19 has brought new challenges to experiential marketing. 13 experts from Forbes Agency Council explain the current and future impact that experiential marketing is likely to have on the industry and how leaders can adapt to its effects - (1) Continuing To Build Relationships And Leadership (Serenity Thompson, A23 Advisors): 'To play well as experiential marketing, virtual events will include moderated group breakouts, gamified agendas and in-app click-to-share social content at a minimum.' (2) Emphasizing The Power of Shared Experience (Steve Wilson, Wilson Dow): 'When delivering a virtual experience, keep a people-first approach.' (3) Reinventing Experiences And Platforms (Lili Gil Valletta, CIEN+): 'Experiences matter; we just need to innovate in where and how they come to life.' (4) Connecting With Audiences During Social Distancing (Jon Waterman, Ad.net): 'Whether it be through VR, playing an interactive game, attending a virtual concert or a live streaming demo, experiential marketing will move towards brand engaging audiences for experiences online.' (5) Offering Consumer-Level Multisensory Experiences (Hamutal Schieber): 'Experiential marketing can benefit from emerging technologies to create personalized, multisensory experiences.' (6) Delivering Personalized Experiences To Wider Audiences (Nicolas Van Erum, Sid Lee): 'Brands will quickly pivot to digital efforts...with greater avenues to track, measure and attribute consumer behavior.' (7) Leveraging New Technologies With Social Spacing (Jackie Reau, Game Day Communications): 'Experiential marketers will need to consider how to use new technologies with social spacing to connect with consumers in an engaging manner.' (8) Growing The Number Of Virtual Conferences, Activations (Scott Harkey, OH Partners): 'As we navigate through this pandemic, brands are challenged to pivot to provide a utility, adopt new technologies and continue to provide value and insight to consumers.' (9) Helping Brands Stand Out From The Crowd (Anna Crowe, Crowe PR): It will be an important part of an integrated marketing strategy to communicate brand stories and grow awareness and loyalty.' (10) Creating A Community (Dmitrii Kustov): 'They (brands) now have the opportunity to find real connections with their audience.' (11) Providing Immersive Experiences Via Influencers (Danielle Wiley, Sway Group): 'Influencers who provide enjoyable, immersive experiences boost brand visibility, build audience connections and drive action.' (12) Leveraging Augmented And Virtual Reality (Solomon Thimothy, OneIMS): 'Every company is ready for it. Apple and Android support it.' (13) Bridging The Gap With Video Demos (Francine Carb, Markitects, Inc.): 'By promoting technical experts as the heroes, customers can gain valuable insights, and companies can more intimately represent their brand.' Read on...

Forbes: How Will Experiential Marketing Evolve? 13 Experts Share Their Views
Author: NA


Mohammad Anas Wahaj | 29 mar 2020

Global COVID-19 crisis has made content marketing vital for lead generation as all events and roundtables have been cancelled. According to the CMO Council's latest report 'Making Content Marketing Convert', only 21% of marketers are sufficiently partnered with their sales counterparts in developing and measuring demand generation programs, and most view their content marketing process as ad hoc, decentralised, and driven by internal stakeholder, rather than customer, interests. CMO Council's another report 'Better Lead Yield in the Content Marketing Field', highlighted the critical need for marketing organisations to bring more discipline and strategic thinking to content specification, delivery, and analytics. Donovan Neale-May, executive director of CMO Council, says, 'Marketers must act quickly and decisively to increase the impact, scope, reach and return of their content marketing investments in 2020.' The report said good content is vital in the selection of vendors, and peer-powered organizations are the most trusted and valued sources of online content - 67% of respondents named research and whitepapers from professional organisations among the most trusted content sources. The report recommends the following top 10 essentials for effective authority leadership-driven content marketing - (1) Partner with credible and trusted sources. (2) Produce relevant and compelling strategic insights. (3) Add customer-contributed views and validation. (4) Present authoritative, newsworthy and enriched content. (5) Engage qualified, verified and predisposed audiences. (6) Target the whole influencer, specifier and buyer ecosystem. (7) Embrace multi-channel distribution, promotion + syndication. (8) Authenticate content consumption and buyer engagement. (9) Ensure lead legitimacy and compliance. (10) Cultivate, activate and convert prospect flow. Read on...

CMO: Why content marketing can make the difference amid the COVID-19 closures
Author: Vanessa Mitchell


Mohammad Anas Wahaj | 17 mar 2020

Social media has demonstrated its effectiveness for B2C and it has a lot to offer to B2B marketing when done with the right audience. Social platforms are all about interacting and engaging with people and B2B customers are people too. According to Forbes, 83% of executives use social media as part of their consideration of a vendor when making purchasing decisions. Of that group 92% said that they had been influenced by social media in a purchasing decision in the last year. Moreover, among B2B marketers, 82% prioritize social media marketing among their channels. Susan J. Campbell, founder of SJC Marketing, explains the benefits of going social with B2B marketing and suggests ways to do it better. She says, 'First, remember that sales and marketing are always social...Social media works for the same types of conversations...We also see social media as an opportunity to show off what we know...We offer content that we know adds value and allow our contacts to notice that we seem to have some insight to offer...This also ties in with your search engine optimization (SEO). When traffic makes it to your website via social media, it bumps up your search rankings.' According to Accenture, 94% of B2B buyers say that search is an important part of their purchasing process. Ms. Cambell suggests - Set clear goals along with related metrics to track success; Consider social media as an add on to overall B2B marketing; Develop a social media strategy focusing on conversations and engagement with potential buyers; Be consistent and share messages that target audience expect. Read on...

Business 2 Community: B2B Social Media Marketing: Because Purchasers Are People, Too
Author: Susan J. Campbell


Mohammad Anas Wahaj | 10 dec 2019

Customers are at the core of any business. No one can think of products and services without thinking of their buyers. Profits are made with happy customers because they continue to buy products and services from those companies and organizations that keep them satisfied. They also recommend to others what they themselves like. For organizations to become truly customer-centric it is essential to create a customer oriented mindset and at the same time develop procedures and actionable tools to provide best possible customer service. This would also involve continuous training and learning on the part of customer service executives and workers. As the customer behavior changes over time with technologies so should the interactive behavior of customer service personnel to adapt to changing scenarios. But above all, the personnel who deal directly with customers should keep the care of customers in their mind and behavior at all times. Organizations should develop a proper framework for customer service excellence. Read on...

ilmeps/read: From Customer-Centric Mindset To Doing What Customers Want - Finding Ways To Do Customer Service Right And Avoiding What Not To Be Done
Author: Mohammad Anas Wahaj


Mohammad Anas Wahaj | 29 nov 2019

Traditional market research involves quantitative methods like group surveys or self-reporting to obtain valuable data, but to get the whole story, Prof. Rebecca Rast of marketing department at Missouri State University, has embarked upon a new methodology of research that utilizes iMotion software technology and uses facial expression analysis to develop a deeper understanding into the complexity of human behavior in the marketing field. iMotion technology captures physiological reactions, such as how humans think, feel, act and respond, in real time and helps to quantify engagement and emotional responses. The software can measure seven core emotions: joy, anger, fear, disgust, contempt, sadness and surprise. Prof. Rast says, 'I'm continuing to think of other applications I can use the software for to continue to look at marketing behavior...If I can share it with my students so they understand the outcomes, then I can apply it right back into the classroom when it comes to topics such as consumer behavior.' Read on...

Missouri State News: Understanding consumers through emotion
Author: NA


Mohammad Anas Wahaj | 25 oct 2019

Even though AI (artificial intelligence) and big data are enabling automation in marketing and customer interactions, enhancing consumer experience, saving cost and improving ROI, but customers still seem to prefer the great old human touch. According to the report by Calabrio titled 'Are You Listening? The Truth About What Customers Want in a Digital World', three out of four consumers in the US and UK are more loyal to businesses that give them the option to interact to human as opposed to only chatbots or digital channels. Morever, 37% even question the legitimacy of the company itself, if not given the option. Michael Brenner, CEO of Marketing Insider Group and author of 'Mean People Suck', explains how organizational empathy is the key to benefit from marketing automation along with becoming more human at the same time. He mentions limitations of AI, automation and martech - Complexity of implementation; Robotic customer service; Uncertainties in decision-making. He explains, 'When businesses use technology such as AI and automation to boost efficiencies, the outcomes will scale quickly. Managing the consequences calls for not just empathy, but alignment of "purpose" between the brand and its consumers. But while humans survive on meaning and a sense of fulfillment, machines thrive on clear instructions...By clarifying their strategic purpose, organizations can not only provide better customer experiences, but also increase brand loyalty, build a community, as well as foster a meaningful and productive work culture.' Kate O'Neill, author of 'Tech Humanist', says, 'Businesses that transform themselves digitally need to do so in a human-centric way and communicate their purpose to their customers.' Mentioning empathy as the missing link between AI and humans, Mr. Brenner says, 'Empathetic Marketing connects companies, brands, employees and customers in a harmonious, productive and win-win way. You might be forgiven for thinking that ROI and the bottom line is all that matters to companies. While authoring my first book 'The Content Formula', I stumbled on the counter-intuitive secret to selling: Don't talk about the stuff you sell. Then what should we talk about? I hear you asking. Show, don't talk. Show empathy towards your customers. Help, don't sell. Help them solve a problem.' Empathy is the only antidote for the phenomenon termed by Google's Noah Fenn as 'collective amnesia of marketers', where marketers begin to see 'people' as users, leads, personas, prospects, audience, cohorts or whatever label is the flavor of the day. Mr. Brenner suggests 'be human, do human' and in order to fix the brand-customer empathy gap, you need to ask (and honestly answer) yourself - Do you understand the core emotional motivators of your customers? Does your messaging resonate with these motivators?; Do you build a connection before you attempt a conversion?; Do you test your assumptions and biases for every marketing campaign?; Does your AI-driven revenue model incorporate the nuances of empathetic marketing? Read on...

Chief Marketer: The AI Paradox: Why More Automation Means We Need More Humanity
Author: Michael Brenner


Mohammad Anas Wahaj | 26 sep 2019

Utilizing technology to connect with audience & customers is effective and efficient. But, bringing the human element with personalization & customization, and engaging with them to build long-term relationships is even better. Best organizations often try to do that. Gabe Cooper, tech entrepreneur and nonprofit consultant, have suggestions for nonprofit organizations to build personalized communication strategies and making full use of automation technologies available. He says, 'When it comes to marketing software, in particular, nonprofits have long tried to make square pegs fit in round holes, getting locked into software and marketing practices that are fundamentally designed for for-profit marketing or that are based on legacy fundraising practices. This has resulted in mass marketing efforts that make your donors feel like 'sales opportunities' rather than crucial stakeholders in your cause.' Fundraising is an important activity for nonprofits and considering that they lack resources, it becomes even more crucial to be done right. He says, 'In our modern world, impersonal fundraising is a wet blanket on generosity, and that's a problem when you consider that nearly three-quarters of people who give a single gift never give again. They simply don't feel appreciated. That's where personalization through marketing automation comes in. Personalization allows each and every donor feel as though you're talking directly to them...Great personalization provides every donor with the right message at the right time based on their individual passions, capacity and relationship to your organization. Personalization, in this way, creates extreme loyalty.' He advocates a 3 point approach to apply personalization in nonprofit fundraising efforts - Know; Automate; Amplify. (1) KNOW: Gather as much information about your donors as is possible. (2) AUTOMATE: Use marketing automation software to send tailored messages - at the right time - based on what you know about each donor. (3) AMPLIFY: Use data analytics to understand what the right 'ask' should be. He also provides other ways to personalize marketing efforts: Keep the new donor campaigns running to engage them, and make them repeat donors; Use persona segmentation and apply the personalized content to connect with them; Utilize personalization technology/marketing automation that is designed specifically fo nonprofits. Mr. Cooper concludes, 'Taking a more personalized approach to your nonprofit fundraising efforts can result in more donor engagement, higher average gifts, big increases in donor loyalty, and most importantly, you donors will feel that they're part of your cause.' Read on...

Business.com: Personalization Is the Engine That Drives Today's Givers
Author: Gabe Cooper


Mohammad Anas Wahaj | 24 sep 2019

Jeff Bradford, PR expert and President & CEO of Bradford Group, suggests that now it is imperative to think about business-to-business (B2B) marketing strategy the same way as thinking about building relationships. He says, 'We expect to gain something from our friendships or relationships. Potential customers have the same expectations. You need to prove your value. Tactics like targeted media exposure contributed content, influencer relations, social media, speaking engagements and website downloads invite potential customers into your company story as friends versus onlookers. A strategic B2B marketing approach builds a relationship with the customer by providing valuable, relevant and consistent content.' He provides 3 ways to build lasting customer relationships - (1) Get Social: According to GlobalWebIndex's latest report on social media trends 2019, more than one in three internet users revealed that they go to social networks when trying to find out more information about a brand, company or product; Share recent company news, media coverage and industry articles to keep a steady stream of content; Add CSR initiatives, videos and behind-the-scenes photos to enable deeper customer exploration of brand; Aim to win customer engagement and share content that encourages dialogue; Implement gated content. (2) Tell Your Story: Have a compelling story to reveal to potential customers, just as in new friendships; Each piece of content should invite customer to the brand; Highlight CSR efforts on social media and website; Welcome new faces to your brand by proving you have a clear vision and showing how they can be a part of it; Make sure to honor customer's time by using your social media, website and media exposure to explain how you can help solve your customer's problem, not simply sell your services. (3) Renew And Recycle: Extend value of content by updating and resharing to reach wider audience; Repurposing a blog post into a series of social media posts linking back to the blog, a YouTube video, an infographic or a pitch for a bylined article; Strike a balance between quantity and quality of content; Existing content can be a foundation to build more content. With all this done right will make marketing to businesses simple, making them brand friends and customers for life. Read on...

Forbes: Three Ways To Bolster Your B2B Marketing
Author: Jeff Bradford


Mohammad Anas Wahaj | 29 jun 2019

Collecting the right customer data and then understanding it to create usable insights is the key to e-commerce analytics success. But, implementing an effective and efficient analytics strategy and selecting the best tools and solutions from among many that are available in the market is no easy task. Ateeq Ahmad, consultant and founder of Albany Analytics, provides a set of ideas and road map to build an e-commerce analytics solution that would finally be used for predictive analysis. Mr. Ahmad outlines the process flow as - (1) Setting up data collection within current data sources. (2) Merging all data sources into one platform and automate such a collection. (3) Analyzing patterns in these datasets to build reports and dashboards based on KPIs. (4) Based on past behavior of customers, create prescriptive and predictive analytics around key metrics and goals. Data that is collected should include transactional data, social interactions and offline customer data. At the stage of merging all data sources into one central repository there are two possible methodologies - build own data warehouse or buy it from market. Of course, there are trade-offs involved in this selection. The best option seems to be to go initially for an available data merging tool, as it is cost effective, and then once sufficient experience and ROI is obtained graduate to build it in-house. Analyzing data and translating it into valuable business speak that paves the way for data-driven decision making is an essential part of successful analytics implementation. To provide right and timely predictive analyses it is critical to have an analytics team with strong data science expertise. Read on...

Albany Analytics Blog: A Paradigm for Business Intelligence Evolution
Author: Ateeq Ahmad


Mohammad Anas Wahaj | 28 may 2019

Prof. David Dubois, who teaches marketing at INSEAD (France), explains that by customizing digital technology according to customer relationships can provide B2B companies competitive advantage. Marketing spend is not defining factor for success, but how well companies integrate technolgical solutions is. Prof. Dubois says, 'A company's digital investment does not necessarily translate into marketing return on investment (ROI). For that to happen the firm needs to build a digital marketing organisation – data-driven marketing capabilities around the customer. A pivotal and enduring dimension of success in B2B markets lies in the relationship a company has with its clients. Thus, identifying the type of relationships that you have or would like to have with your customers is an excellent starting point to select and embed digital technology into your strategy. And this process is increasingly important for B2B companies if they are to maintain growth even as digital disruption accelerates the shift from B2BigB to B2SmallB.' He suggests defining customer-centricity by relationship type. Susan Fournier of Boston University offers a useful framework by likening customer relationships to friendship and romantic relationships. Once this has been done companies should select a technology that matches the relationship. According to Prof. Dubois, getting customer-centricity right in the digital age involves three steps after the relationship is clearly defined - (1) Test and learn: Consider the technologies and communication channels that are adapted to strengthening each type of relationship. Companies would do well to test and learn strategies. (2) Match technology to client (3) Integrate tech and new practices: Understanding the customer relationship should be an ongoing process. One part of that solution is mining big data on social media and news outlets. Prof. Dubois points out, 'At a time when the giant markets of SMEs such as China and India offer unprecedented opportunities, the roadmap to customer-centricity has never been more relevant.' Read on...

INSEAD Knowledge: Driving B2B Digital Transformation Through Customer-centricity
Author: David Dubois


Mohammad Anas Wahaj | 09 may 2019

Ad-free environment is an expected reality with subscription-based models, ad blocking tools and alternatives to traditional media already available. Marc Pritchard, chief brand officer at Proctor & Gamble, predicts that we're evolving into a 'world without ads' as brand engagement with customers changes with technology and consumer requirements. Gary Ellis, Co-founder and COO of Remesh, explains how branding will shift and survive in this ad-free environment. He says, 'There are infinite possibilities for filling the void left by traditional advertising. Success will depend on translating traditional advertising insight into new engagement tactics. Advertisers will need to focus on how they can fit themselves organically into their customer's experience, rather than disrupting a customer's experience as is often associated with traditional advertising.' He adds, 'Consider what is central to the brand building experience, which ranges from embedding tech in products to targeted ads. Pritchard predicts an increased desire for personalization, an interest in learning about a brand's values and more brand experiences. This means a brand's ability to connect with people on a human level plays an even more critical role in this new engagement paradigm. An emotional function will serve as the main connector, and one that can come in many forms.' He further explains, 'Targeted advertising is about two things: relevant content and demonstrating comprehension of customer needs. It stems from the desire to be 'helpful' – providing an audience with the information they need so that they can quickly and easily find what they are looking for. In an ad-free world, what were once targeting challenges can be avoided. This means not just focusing on personalization, but context.' Read on...

AdExchanger: How Will Branding Survive In A 'World Without Ads'?
Author: Gary Ellis


Mohammad Anas Wahaj | 09 apr 2019

According to the recent report 'India Digital Ad-fraud Market 2018' by techARC, the total size of digital ad-fraud in India stood at staggering US$ 1.63 Billion, which is 8.7% of the global size. The report projects 23% increase in digital ad-fraud in 2019. Digital Commerce contributed more than half 51% of the total ad-fraud in India. While, Leisure & Travel (26%), Entertainment & Gaming (13%), Banking & Finance (8%), Healthcare & Pharma (1%) and Others (1%). Although, App Fraud contributes to over 85% of the total digital ad-fraud, the organizations should not ignore the web platforms. Web platforms are more susceptible to frauds as in several organizations the digital teams are primarily focusing on the app, leaving the web space vulnerable. As video is increasingly becoming the preferred medium of content, it is also attracting fraudsters to exploit this advertising channel. The report finds that businesses who have an ad-fraud solution in place are better equipped to have higher levels of customer engagements. Faisal Kawoosa, Founder & Chief Analyst at techARC, says, 'Digital ad-fraud is getting increased attention from the C-level leadership of evolved organisations, where it is no longer an agenda of a CDO or CMO. The impact of digital ad-fraud now goes beyond diminishing the returns on marketing spends and can jeopardize the entire digital transformation journey hampering Brand Equity, Relevance and Positioning among other ramifications.' Read on...

techARC: At $1.63 Billion, India's share in global digital ad-fraud stood at 8.7% in 2018
Author: NA


Mohammad Anas Wahaj | 03 mar 2019

Scot Henney (GVP of sales at SAP) and Marcus Venth (GVP of market development at SAP) discussed the importance of customer experience in the digital age with John Furrier and Dave Vellante, co-hosts of theCUBE at IBM Think event in San Francisco, US. Mr. Henney says, 'A new customer-experience domain is open up called the "experience economy". It brings the front office and back office together and adds in "experiential data" on end-users.' As more companies shift from products to subscription-based services, customer-experience becomes crucial. Digital provides more power to consumers and ease of switching brands. Customer feedback becomes valuable. According to Mr. Henney, '80% of customers have switched brands because of poor CX (customer experience) and companies that deliver better customer experience have more than 200% more shareholder value.' Mr. Venth adds, 'The 360 customer view that leads to stellar CX is not achieved with applications, data and professionals in silos. One of the biggest challenges we see [is]...where we have a highly customized environment with lots of disparate applications that really are poorly integrated.' Read on...

siliconANGLE: Analytics mine consumer brains in new 'experience economy'
Author: R. Danes


Mohammad Anas Wahaj | 11 feb 2019

According to the research by Prof. Elizabeth A. Minton from University of Wyoming, Prof. Kathryn A. Johnson from Arizona State University and Prof. Richie L. Liu from Oklahoma State University, 'Religiosity and special food consumption: The explanatory effects of moral priorities', published in Journal of Business Research, people with strong religious beliefs are more likely to buy fat-free, sugar-free or gluten-free foods than natural or organic foods. The research could influence the marketing of those specialty food products. Prof. Minton says, 'Religion is the deepest set of core values people can have, and we wanted to explore how those values impacted the market choices people make. We found religiosity influenced the selection of more diet-minded foods...' The study was carried out online and included responses from over 1700 people across the U.S. Prof. Johnson says, 'Often, people make intuitive decisions about food that could require more careful thought. People might make choices based on a cultural narrative or their religious and moral beliefs, without giving measured thought to whether there is a better option.' According to the research, the moral foundation of care drives the choice of sustainability-minded food products, and the moral foundation of purity is behind the choice of diet-minded foods. Prof. Liu says, 'The findings from our work can directly help businesses promote food products to specific groups of people without potentially alienating customers by including religion.' Read on...

University of Wyoming News: UW Researcher: Religion Affects Consumer Choices on Specialty Foods
Author: Chad Baldwin


Mohammad Anas Wahaj | 14 jan 2019

Autonomous shopping concept intends to bring brick-and-mortar and internet shopping into a unified and integrated retail experience. The grab-and-go smart shopping carts promote cashier-free automatic check-out eliminating wait in lines. TechSpot's contributing writer, Cohen Coberly, says, 'While it seemed like brick-and-mortar retail would be all but killed off following the explosive rise of online shopping, what we're instead seeing throughout the US is not death, but evolution.' According to a 2018 survey by RIS News, 'The leading new shopping option wanted by consumers was "grab-and-go" technology (in which customers can self-checkout using their smartphones). 59% said they'd like to use this, and 9% had used it.' In a global survey of 2250 internet users conducted by iVend Retail and AYTM Market Research, 'Roughly 1/3rd of respondents said they would like to make automatic payments using digital shopping carts.' Caper is a smart shopping cart startup. Josh Constine, technology journalist and editor-at-large for TechCrunch, reports, 'The startup makes a shopping cart with a built-in barcode scanner and credit card swiper, but it's finalizing the technology to automatically scan items you drop in thanks to three image recognition cameras and a weight sensor. The company claims people already buy 18% more per visit after stores are equipped with its carts.' Linden Gao, co-founder and CEO of Caper, says, 'It doesn't make sense that you can order a cab with your phone or go book a hotel with your phone, but you can't use your phone to make a payment and leave the store. You still have to stand in line.' The current Caper cart involves scanning an item's barcode and then throwing it into the cart. Brittany Roston, senior editor and contributor at SlashGear, reports, 'The smarter version will eliminate the barcode part, making it possible to simply put the items in the cart while the built-in tech recognizes what they are.' Chris Albrecht, managing editor at The Spoon, also reports, 'The future iterations, already in the works, will remove the barcode and will use a combination of computer vision and built-in weight scales to determine purchases. The customer completes shopping, and pays on the built-in screen.' The concept of scanless carts involves deep learning and machine vision. Cameras are mounted in the cart. The screen on the cart gives the shopper different kinds of information - store map, item locator, promotions, deals etc. It recommends items based on contents already in the basket. Read on...

Tech Xplore: Next-level autonomous shopping carts are even smarter
Author: Nancy Cohen


Mohammad Anas Wahaj | 28 nov 2018

For the success of businesses a solid foundation or strong core is necessary and then only innovative strategies, tactics, programs and technology that are applied will be impactful and bear fruits. Scott Vaughan, CMO of Integrate, suggests the focus on achieving the revenue marketing goals and provides five essentials that high-performing B2B marketing teams consistently focus on to drive high performance - (1) PRECISION - Accurately defining ICP (Ideal Customer Profile) and identifying best account opportunities: Engage the right audiences; Avoid random marketing to general people; Identify smaller group of core audience; Use advanced tech such as predictive marketing and intent data modeling to identify more of the best accounts and buyers. (2) TRUST - Committing to permission-based marketing in an increasingly regulated world: Treat information with care; Ensure the understanding and fulfillment of data-privacy laws; Permission mindset builds trust. (3) HYGIENE - Generating quality, actionable data to drive performance and create experiences: Recent survey by DemandGen Report finds, on average, more than 35% of the data in existing databases is unmarketable. Use effecient data hygiene; Bad data wastes marketing and sales efforts; Audit data-capture processes and sources, and use data governance filters before data enters database. (4) SPEED - Increasing velocity makes everything perform better: Current processes and tech investments need to have a speed evaluation; Identify areas where data can be routed faster and action can be taken within an appropriate time; Watch closely 'pipleline velocity' (Time from when an opportunity identified and finally converted into a deal) (5) INSIGHTS - Measuring to understand the good, the bad and the ugly: High-performing marketing teams use insights with key ingredients like agreed-upon key performance indicators (KPIs), tools that can measure performance, easy-to-use shared dashboards for all stakeholders (marketing, sales, management etc). Read on...

MarTech Today: 5 essential strategies B2B marketers must master in 2019
Author: Scott Vaughan


Mohammad Anas Wahaj | 26 nov 2018

In today's businesses, digital is one of the critical component that defines their growth and success. With digital and related analytics, organizations can easily track and create insights to better understand consumer behavior for their benefits. Gabriel Shaoolian, founder of DesignRush, provides valuable statistics in marketing, website design and branding for efficient online strategy and subsequent online success - (1) By 2021, mobile e-commerce will account for 54% of all online sales. (2) 38% of users will stop interacting with a website if the layout is unattractive. (3) Long landing pages generate up to 220% more leads than above-the-fold calls to action. (4) Color improves brand recognition by up to 80%. (5) Consistent brand presentation across all platforms increases revenue by up to 23%. (6) 64% of consumers say that shared values help them create a trusted relationship with a brand. (7) Content marketing efforts receive three times the leads per dollar spent than paid search receives. (8) 64% of consumers make a purchase after viewing a branded social video. (9) Facebook Ad revenue in the US will surpass total print ad spending by 2019. (10) Email has a median return on investment of 122%. Moreover, he suggests the following key points to be noted for digital strategy - Create an easy-to-use website that works on all platforms and devices; Design a memorable brand identity that communicates well with consumers; Maintain an honest and transparent relationship with customers; Invest in content marketing and social media advertisements; Test video marketing campaigns to engage users; Don't forget about the power of email marketing. Read on...

Forbes: 10 Marketing, Web Design & Branding Statistics To Help You Prioritize Business Growth Initiatives
Author: Gabriel Shaoolian

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