jueves, 19 de marzo de 2020

Digital Customer Journey Mapping

Original post: https://netmind.net/digital-customer-journey-mapping/
By Heather Mylan-Mains

As customer experiences become more and more digital, we have to change how we interact. For most organizations, the days of winning over a customer face-to-face with a hand shake and a smile are over. Digital customers are the new norm and are transacting with us all over the world, 24/7, independent of a sales person! The digital customer experience journey is definitely a trip and the need to understand it couldn’t be more imperative. This understanding can be complex and requires empathizing with your customer to gain a different depth of insight.
Digital experiences are constantly changing. It started simple enough with email and a website, but has evolved to include a variety of social media platforms. Customers are seeing products on Instagram, Facebook, YouTube, and more. The more time they spend with technology, the more opportunity to interact with your products. How your customers internalize these touchpoints and decide to act is their digital customer journey.
It starts with awareness and moves through to advocacy for your product; encouraging others to see and experience your product for themselves. It is no longer enough to understand what a customer needs or wants. We need to understand how the customer thinks and feels about any interaction with your product. We need to architect the experience to meet their expectations. Ideally, when they see your product, they want to engage and take action to learn more. That journey (we hope) moves to them purchasing our product.
How you advertise and get your customer to engage with a product is an evolving art. What will drive a customer to click to see more about a product? What do they expect when they do click on an ad? How are you making it easy for the customer to see your product, learn about your product, and decide that it is the thing that will complete their life? This complex journey is best captured by thinking and acting like a digital customer.

Think Digital

Develop personas describing your customer. Understand their specific role and goal in the digital space. Becoming clear on who your customer is and what they need will allow you to identify the rest of their digital journey. One of the mistakes we make in our analysis is not differentiating customers to understand them. Our customers are not the same!
A customer journey map allows you the space to think through the eyes of a persona on a digital journey. Chart their course to envision how a touchpoint (ex. Facebook ad) will be received. What is their expectation when they click on your ad (an action)? What are they thinking about the experience? Consider:
  • Are they interested in learning more?
  • Are they confused?
  • How are they feeling?
  • Are they excited to learn more?
  • Are they frustrated?
  • Does the ad text, colors or picture evoke an emotional response to entice them to continue the journey you want them to?
  • Are they so confused they give up and abandon the journey?
Once they’ve they click the ad:
  • What do they expect?
  • Do they expect to learn about the product?
  • Will they go directly to purchase?
  • How many clicks will they have before they can learn more?
  • What opportunities do you have to show that customer different products to understand more things?
  • What related products would they benefit from?
Customer journey mapping is a technique to create a journey that doesn’t end. Think like your customer and immerse yourself in their experience to understand how to keep them coming back! The goal is to move the customer through their journey from awareness of a product to purchasing then to recommending your product to all their friends. What opportunities do you give them to easily share their experience with their social network?
digital customer journey map

Map Components

The basic components of a customer journey map are:
  • Personas
  • Touchpoints
  • Actions
  • Thinking
  • Feeling
  • Expectations
  • Opportunities

Personas

Discover personas through understanding who your current customers are and considering the customers that you want in the future. What are your goals? Do you need to focus on different personas to achieve your goals? Be specific with your personas, name them and assign attributes such as income or education or geographic location. This gives you context to understand their journey.

Touchpoints

Your persona will become aware of your product through touchpoints. This is the beginning of the customer’s journey. How will they connect? In the digital world it will be through an interface with a tool or through an invitation from one of their friends. The touchpoints will continue with steps along the journey. Understand the impacts at each touchpoint and the actions they will take after.

Actions and Key Activities

The touchpoint will trigger an action to step forward or end the journey. What movement will they make and what actions will they take? Mapping the next steps will focus the design of the customer experience. After they read the ad and look at the pictures they may choose to click to learn more or to buy the product. Anticipate the actions a persona will take. Architect the journey to draw them in.

Thinking and Feeling

What is the persona thinking on the journey? Is the experience clear or is there confusion? Does the persona think, ‘This is well organized, I can clearly see where I need to go!’ or, ‘This makes no sense. I can’t understand where I can learn more!’ The journey could end here. Thinking leads to feeling. Are they feeling safe to continue? Do they trust what you have presented to continue in their journey? Anticipating what a persona is thinking and feeling informs you to consider the emotional responses in their journey. This is powerful insight to understand the satisfaction level of the journey.

Expectations

Focus on what the customer expects to have happen for any given touchpoint. This is like the happy path in a use case. When a digital customer initiates an action, there is an expectation of a response. Is the expectation that a screen loads with clear text and graphics to guide the customer in their journey, should they be able to login in using credentials from another source? Do they expect to see information in a new window? Knowing their expectations helps form the design.

Opportunities

There are opportunities for the customer and for the company. How can you delight the customer by suggesting items they didn’t think of in their journey? What partners can help you delight the company? Consider the opportunity for the company when the persona is a loyal customer advocating for your product. How can you help them be that advocate? These follow-up opportunities are powerful. Consider making this an easy step on the journey!

Become the Customer

Make use of this technique to “become the customer” by thinking like they do and anticipating their journey. This  will allow you to discover requirements for solutions you wouldn’t find with other techniques. The world is different in the digital age. Understanding the journey is a competitive advantage!

miércoles, 29 de enero de 2020

7 Essential Marketing Automation Trends 2020

Originally posted: https://www.digitaledge.org/7-essential-marketing-automation-trends-2020/

According to Social Media Today, 75% of organizations are using Marketing Automation tools.
Is your marketing team not being able to get the most out of automation? Marketing automation is evolving, and keeping tabs on the latest trends is critical to attaining better results and productivity.

1.   Customer Data Platforms

There are several customer touch-points in today’s omni-channel world: social media, e-commerce sites, retail store, and, email, etc.
52% of marketing leaders responsible for data and analytics cite data management, data integration and formatting as some of their most time-consuming activities.
While the customer journey, isn’t straight-forward anymore, the role of marketing automation is shifting towards making customer experience personalized and unique.
The coming year will see more CMO’s opting for Customer Data Platforms to deliver marketing automation campaigns.
A CDP software curates data from different channels and puts them in a single dashboard. A Customer Data Platform provides holistic insights into the consumer’s needs and preferences thereby making marketing automation experiential and more audience-centric.
44% of organizations surveyed by Forbes Insights report that a customer data platform is helping drive customer loyalty.
The CDP leaps ahead of the traditional CRM tool by automating ‘Audience research’ and making it more in-depth.

2.   Automated Paid Ad Campaigns

The good news is that all that manual work involved in running and optimizing paid ads may soon become history.
Ad campaigns managers will soon be running automated ads on multiple channels: Facebook, Instagram, Google, and YouTube, etc.
It is predicted that by the year 2020 80% of the advertising process will be automated.
Artificial Intelligence is now helping marketers to optimize advertising performance based on campaigns, audience segments, and channels.
Advertising automation will ensure marketers can ideate and implement a large number of campaigns with marginal effort and in no time.

3.   Chatbots

Organizations are fast switching to chatbot technology for providing efficient and 24/7 customer service.
Statista claims that the chatbot market will grow from $190.8 million in 2016 to $1.25 billion by the end of 2025.
In this world of new-age marketing automation, chatbots are helping companies to take orders and service requests from customers.
With the advent of Amazon Alexa and Google Assistant, companies are switching to voice assistants to improve the overall buying experience.
Machine Learning and Natural Language Processing are set to evolve and enable chatbots to provide human-like support and services to end-customers.
The voice assistants of the future will know about customer-needs and will offer pro-active voice recommendations and services.

4.   AI-Powered SEO and Content Marketing

While content remains the centre of marketing activity, managing quality with scale remains a huge challenge for most marketers.
Smart content marketers are now making use of content intelligence to squeeze the most out of their content marketing efforts.
Artificial Intelligence has started playing a critical role in search optimization, content analytics, curation, quality optimization, personalization and distribution.
Automation will continue to absorb the manual tasks associated with SEO and content marketing leaving marketers to focus on planning and quality improvement. 

5.   Automated Data Science

Of late, data science has been shifting from predictive to prescriptive analysis. This means that machines don’t just forecast customer behavior and demand, they also suggest the best course of action.
Deep learning technologies are taking this prescriptive model to the next level by making it an automated process.
The technology helps machines to think like the human brain, perform complex calculations, and forecast business outcomes.
Going forward, such processes will help marketers take decisions related to campaigns, pricing and supply with much greater efficiency and accuracy.

6.   Cross Channel Personalization 

A large percentage of the audience expects brands to know about their preferences.
In a survey of US consumers, one-third said they are more likely to make an unplanned purchase if the content they receive from a brand is personalized.
Moreover, they use multiple devices such as laptops, tablets, and mobile phones to research for products and make purchases. The customers of today, are an impatient lot, quick to move from one device to the other.
According to Nielsen, Americans on average own four devices and engage with screens for more than 60 hours per week.
In the times to come, intelligent marketers will deploy cross-channel personalization into their marketing automation campaigns.
Netflix saved $1 billion in lost revenue in 2017 by using machine learning to make personalized recommendations, according to McKinsey.
Automated personalized recommendations will soon become an essential ingredient of successful marketing.

7.   Automated Multi-Channel Attribution

Again, with a plethora of customer touchpoints, it’s vital to understand and analyze the business outcomes from each channel. With the advancement in Machine Learning technologies, marketers have started using data science to develop customized attribution models.
These models automate marketing analytics and simplify cross channel marketing strategies.

Over to You

The constant evolution of marketing technologies ensures marketers will have more and more time for strategic and creative optimization. Automation will pave many new opportunities for marketers to improvise customer experience and service, the two key drivers of revenue growth. Effective marketers will not take the automate-and-forget route, they’ll rather keep tabs on each activity and steer it in the right direction.

Author Bio

Abhishek Talreja is a passionate writer and an experienced content marketing expert. He has contributed to top marketing blogs and works with International companies to help them earn online visibility and reputation.
He is the founder of Prolific Content Marketing.

lunes, 16 de diciembre de 2019

Ai will be everywhere in 2020

In 2020 AI will be here, there, and everywhere. IDC estimates that by 2025, at least 90% of new enterprise application releases will include embedded AI functionality, according to Gil Press on Forbes.

On regards to SKILLS, Forrester states that the “tech elite” will ramp up AI plus design skills while other will “fumble.” Pairing human-centered design skills and AI development capabilities will be key.

Which side will you remain ?
https://www.forbes.com/sites/gilpress/2019/11/22/top-artificial-intelligence-ai-predictions-for-2020-from-idc-and-forrester/#10b69272315a

Top Artificial Intelligence (AI) Predictions For 2020 From IDC and Forrester

IDC and Forrester issued recently their predictions for artificial intelligence (AI) in 2020 and beyond. While external “market events” may make companies cautious about AI, says Forrester, “courageous ones” will continue to invest and expand the initial “timid” steps they took in 2019.
According to Forrester’s various surveys,
·      53% of global data and analytics decision makers say they have implemented, are in the process of implementing, or are expanding or upgrading their implementation of some form of artificial intelligence.
·      29% of global developers (manager level or higher) have worked on AI/machine learning (ML) software in the past year.
·      54% of global mobility decision makers whose firms are implementing edge computing say that the flexibility to handle present and future AI demands is one of the biggest benefits they anticipate with edge computing.
·      16% of global B2C marketing decision makers planned to increase spending on data and analytics technologies, including AI, by 10% or more this year.

In 2020, Forrester predicts that
25% of the Fortune 500 will add AI building blocks (e.g. text analytics and machine learning) to their Robotic Process Automation (RPA) efforts to create hundreds of new Intelligent process automation (IPA) use cases. “RPA needs intelligence and AI needs automation to scale,” says Forrester. As a quarter of Fortune 500 enterprises redirects AI investments to more mundane shorter-term or tactical IPA projects with “crystal-clear efficiency gains,” around half of the AI platform providers, global systems integrators, and managed service providers will emphasize IPA in their portfolios.

lunes, 9 de diciembre de 2019

Ai predictions in the Customer Journey, Marketing Automation, Data Driven Marketing & Personalisation are keys for a successful 2020 strategic plan

Credit. https://www.emailmonday.com/marketing-automation-statistics-overview/

"Ultimate marketing automation usage statistic:
On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology. – Emailmonday “The Ultimate Marketing Automation stats”. (2019)

The field of Marketing Automation is growing at an astonishing rate. Looking for insight into the current state of Marketing Automation, the market and statistics on adoption and use, I compiled a list of all (useful) available statistics.
Feel free to share some stats, a link back to this article is appreciated.
These numbers will keep on changing, almost every day. So I will update them regularly.
I last updated in Dec 2019

Ultimate marketing automation usage statistic

The ultimate marketing automation usage statistic, this is all you really need:
Ultimate marketing automation usage statistic:
On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology. – Emailmonday “The Ultimate Marketing Automation stats”. (2019) (Tweet this)

Adoption and MarketGrowth of Marketing Automation

The US Marketing Automation Software industry is a $6.1B market in 2019, growing 20%+ annually – SharpSpring “Investor Presentation Jan 2019” (2019)
marketing automation usage
75% of marketers say they currently use at least one type of marketing automation tools. Making automation tools accepted by most marketers. – Social Media Today “State of Marketing Automation Survey Report” (2019)
67% of Marketing Leaders currently use a Marketing Automation Platform. – Salesforce “State of Marketing” (2017)
With 48% of Marketers using Marketing automation it is one of the 4 most popular methods to create personalized customer experiences. – House of Marketing “Yearly Marketing Survey 2019” (2019)
personalised experiences marketing automation methods stats
Marketers limit their personalization efforts to A/B testing (50%), customer journey mapping (49%), Marketing automation (48%) and Data-driven Marketing (47%). Hyperpersonalized technologies such as AI (8%) and predictive analysis (12%) remain almost untouched. – House of Marketing “Yearly Marketing Survey 2019” (2019)
35,2 % of the respondents said they currently utilize marketing automation. 64,8 % answered that marketing automation isn’t being used yet by their company. – Liana Technologies “The Benefits and Challenges of Marketing Automation” (2017)
Nine out of 10 marketers (88 percent) use more than one martech tool on a regular basis—including single-vendor suite users. Only 16 percent of suite users say it’s the only tool they use. – Walker Sands “State of Marketing Technology 2017” (2017)
55% of the e-commercemarketers uses software for email marketing automation. And another 25% is planning to start in the coming year –Thuiswinkel.org and Spotler “e-commerce marketing Trendrapport” (2019)
More than half of marketers (56 percent) think the martech industry is evolving faster than their companies’ use of marketing technology. – Walker Sands State of Marketing Technology 2017 (2017)
Over the next two years, an additional 21% of Marketing Leaders plan to use a Marketing Automation Platform. – Salesforce “State of Marketing” (2017)

miércoles, 25 de septiembre de 2019

Real-Time Engagement >> the Core of Marketing Strategies.

66% of customers now expect instant, on-demand engagement.* the spread of live messaging platforms, chatbots, and dynamically-generated ads. Trends-in-financial-services-marketing By SalesForce. Download the full Report:


jueves, 18 de julio de 2019

Neuralink targets human trials for brain-machine interface in 2020

Credits: https://www.teslarati.com/elon-musk-neuralink-human-trials-to-begin-in-2020/






After operating in stealth mode for the past two years, Neuralink, the brain-machine interface startup co-founded by SpaceX and Tesla CEO Elon Musk, has revealed some of the innovations that it has been developing. The company also announced that it is aiming to start implanting devices in humans by 2020, starting with paralyzed individuals who could then control phones or computers through their brain-machine implants. 
Neuralink focused on two innovations on Tuesday’s presentation. The first involved flexible “threads” that are incredibly thin, measuring between 4 and 6 μm or about 1/3 the diameter of human hair. These threads are capable of transferring high volumes of data, with a white paper published by the company hinting at “as many as 3,072 electrodes per array distributed across 96 threads.” With the threads being incredibly thin, they would not damage the brain. 
Another key technology revealed by Neuralink on its recent presentation was a custom made robot designed to embed implants into the brain. Thanks to computer vision and lenses, the robot will be able to place implants on patients without hitting or damaging blood vessels, reducing damage to the brain and scar tissue. Neuralink researcher Philip Sabes noted that “because these things are so thin and flexible, the idea is that they move with the tissue instead of tearing the tissue.”  

Neuralink’s robot used for inserting electrodes into the brain. (Photo: Neuralink)
Neuralink has performed at least 19 surgeries on animals with its robots, and so far, the machines have successfully placed the threads about 87% of the time. One of these subjects, a rather hefty rat that was shown off to the press, was fitted with a wired prototype of the company’s brain-machine interface. During the press demo, Sabes mentioned that the amount of data gathered from the rodent was about ten times greater than what is possible with today’s sensors. 
In his presentation, Elon Musk stated that the evolution of Neuralink’s tech would be gradual, though he did mention that the company’s goal is a form of “symbiosis” with technology. “It’s not going to be suddenly Nueuralink will have this neural lace and start taking over people’s brains. This is going to sound pretty weird, but ultimately, we will achieve symbiosis with artificial intelligence. This is not a mandatory thing. It is a thing you can choose to have if you want. This is something that I think will be really important on a civilization-level scale,” he remarked. 
While the technologies shared by Neuralink on Tuesday seemed borderline science fiction, Neuralink president Max Hodak noted that similar innovations have actually been introduced and implemented in the past. “Neuralink didn’t come out of nowhere; there’s a long history of academic research here. We’re, in the greatest sense, building on the shoulders of giants,” he said. Nevertheless, Neuralink’s goal of directly reading neural spikes in a minimally-intrusive way remains notably ambitious.
A concept of a wireless receiver for Neuralink’s brain-machine interface. (Photo: Neuralink)
The potential for such technologies is enormous. Implants such as BrainGate, which was developed initially at Brown University, were used in cases such as those of Matthew Nagle, who suffered from a spinal cord injury. Back in 2006, Nagle was able to learn how to use a computer using brain implants, at one point even playing Pong with his mind. In its presentation, Neuralink noted that its brain implants could be used for several individuals afflicted by Parkinson’s Disease, Dystonia, Epilepsy, OCD, Depression, Chronic Pain, and Tinnitus, among many. 
Yet, despite its impressive innovations and its lofty goals, it should be noted that Neuralink is still a long way from achieving its targets. Dr. Matthew MacDougall, head surgeon at Neuralink, mentioned this while discussing how Neuralink implants could be as seamless as Lasik in the future. “There is a whole FDA process we have to go though. We haven’t done that yet,” he said. 
So why the presentation? As noted by Elon Musk, Tuesday’s event is, at its core, an invitation for interested individuals who would like to work on the innovations that Neuralink is pursuing. With this open invitation, it would not be surprising if the company attracts an impressive number of talent in the near future. But now it’s time for you to vote. Will you be open to getting a brain-machine interface implant from Neuralink in the future?

jueves, 16 de mayo de 2019

Google just found a powerful new space for ads, Posted by IBT and Google

All Credits/Originally posted: https://www.ibtimes.co.uk/google-just-found-powerful-new-space-ads-1667511

As advertising space gets harder to come by, the search giant is pushing boundaries to maintain growth.

Google's Reveal: 'The Future Of Gaming'
Google's Reveal: 'The Future Of Gaming'
Google, the search unit of Alphabet (NASDAQ:GOOGL) (NASDAQ:GOOG), has struggled in recent years to boost uneven revenue growth. While the company still rules the digital ad space, it has faced increasing competition from the likes of e-commerce giant Amazon.com(NASDAQ:AMZN) as
 well as from social media powerhouses like Facebook.
At Google Marketing Live (an annual event for its advertisers) on Tuesday, the company announced a host of new ways for advertisers to reach consumers across its ecosystem. It detailed new ad products and new locations to place ads -- including the previously unfettered Google search page.
The undiscovered country
One of the themes of this year's event was "discovery." Google is rolling out new ways not only to help consumers find what they're looking for, but also to reach them when they're open to "discovering something new," according to Brad Bender, Google's display and video advertising chief.
Google plans to place ads in a couple of high-profile spaces, including on the homepage of its mobile website, as well as the feed on its smartphone app. The company will also feature a gallery of up to eight image-based ads in its search results, as the company looks to increase the amount of advertising it can put in front of consumers.
Advertisers will be able to place targeted ads on Gmail, Google Images, YouTube, and Google's popular Discover news feed. Last fall, the company said that more than 800 million people were using the feature each month, though it hasn't provided a more recent update. The ads will be informed by previous user searches and other online activities that suggest a customer is willing to buy, or shows "intent," in advertising industry parlance.
Google will also offer a personalized Google Shopping homepage that will let consumers compare and filter product searches by features like price or brand. The shopping page will give users a chance to buy directly from retailers on Google, elsewhere online, or in a nearby store.
To help shoppers with their purchase efforts, Google will offer to securely store customer credit card numbers. This will allow consumers to make a purchase without ever leaving the search page.
From an also-ran to a key player
Recent reports suggest that Google has been losing market share in the increasingly competitive digital advertising space. The world's largest ad buyer, WPP PLC, spent about $300 million on Amazon ads last year, more than double the amount spent in 2017. More troubling for the search giant is that about 75% of that amount was previously paid to Google, according to a report in The Wall Street Journal.
While it represented just a small portion of the more than $3 billion that the ad agency paid Google for advertising last year, it illustrates how the competition is ramping up in the digital ad space. It also gives weight to previous reports that advertising gains by Amazon are coming at the expense of Facebook and Google.
The tougher competitive environment has taken a toll on Google's growth. For the first quarter, the company's advertising revenue grew to $30.7 billion. That was up 15% year over year, but it's the slowest growth rate in nearly four years.
At the same time, Amazon's digital ad revenue has been soaring, though admittedly from a much smaller base. It topped $10 billion in 2018, and was up 117% year over year. The online seller has capitalized on a growing consumer trend, whereby more customers begin their product search on Amazon, bypassing Google's search engine entirely.
Google
A Google search page is reflected in sunglasses. REUTERS/Francois Lenoir 
Location, location, location
These latest moves by Google seek to make maximum use of its existing digital real estate. They not only offer the potential to increase its flagging revenue growth, but also help reassure advertisers that the company isn't losing its industry-leading position.
This is a decisive move by Google, and one that Alphabet investors should love.
This article originally appeared in the Motley Fool.
Danny Vena owns shares of Alphabet (A shares), Amazon, and FB. The Motley Fool owns shares of and recommends Alphabet (A shares), Alphabet (C shares), Amazon, and FB. The Motley Fool has a disclosure policy.