Blog Archive

Most marketers seem to agree: in 2015, the customer will once again be at the heart of the brand strategy. There are countless new technologies that drastically change the way we do business, but research among marketers shows that they are merely meant to be a driver for better customer experience. Let’s take a look at some of the things you can do to make your customer fall in love with your brand over and over again.

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Personalization is one of the major buzzwords in Digital Marketing today. We are all a big fan of personalized service as offered in our favorite brick and mortar stores, but many of us struggle to translate this analog prerogative to a digital environment.

Men are receiving special offers for pink, fluffy sweaters (if that is what you’re into, more power to you) and hardcore cyclists are getting good deals for fishing lure. Sure, the e-mails that were sent out started out with a personalized salutation to a Mr. or Mrs. John or Jane Doe, but that is where the story ends.

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The Special Olympics are very close to our Delawarean hearts. Over the past few weeks, more than 100 of us dedicated one day to volunteering for this great cause. We wanted to give you a peek behind the curtain and show you what it’s actually like to spend a day helping out at the games. That’s why we’ve asked a couple of our co-workers what tasks they were given on their Special day.

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Customer centricity is one of the buzz words that has been dominating the web for the past two years. We have all been talking and blogging about the fact that our customer comes first. Our clients are the center of our universe. We don’t make money when we sell things, we make money when we help customers make purchase decisions (Jeff Bezos, Amazon).


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Social media has become prevalent in each and every marketing plan imaginable. We use it to interact with customers, launch campaigns, serve as a helpdesk, you name it. At this point, we have all agreed that social media provides added value for companies and consumers alike. That’s why it is time to take things to the next level.

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On average, customers will tell 15 people when they’ve had a good experience with a brand. They will tell 24 people when they’ve had a bad one. In this day and age, where virtually everyone has a digital megaphone, this fact might frighten you. Heck, maybe it should.

Extreme customer centricity is one of the new challenges that marketers are facing in 2013. Customers want to be heard, and they want to be heard now. Actively taking your customers into account should be front and center for your business. Losing a client is always unfortunate, and it is important to keep in mind that it is 5 times more expensive to acquire a new customer as it is to retain an old one.


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Social Media Strategy

I don’t have to tell you that Social Media are all the rage nowadays. Brands are engaged in a virtual arms race, trying to conquer every social platform known to man. We need a Facebook! And a Twitter! And a Pinterest! Come on troops, we can’t stay behind! Wait, where are we?

A multitude of brands is drowning in a barrage of like and win. They have no goals (other than ‘get an abundance of vacuous likes’), no vision (other than ‘social media is the future!’) and, let’s face it, no idea what they’re doing.

We are living in a multi-channel world

The most important thing to realize is that Social Media itself are not a KPI. Being present on Social Media is not an endgame. They are merely another channel that you can earn, rather than buy, to get your message across. One of the more significant tasks when venturing into Social Media is defining these messages and assuring that they align with your offline strategy.

Be where your customers are

Trying to be present on every possible social platform is not only time-consuming, it is downright useless. If your brand caters to hardcore gamers, you probably won’t be needing a Pinterest account any time soon. An interior decorator, however, should have been adding inspiring visuals yesterday.

Content is key when it comes to a successful Social Media Strategy, but one easily forgets that all content must be adapted specifically to the various Social Media channels. One size does not fit all. Take pity on your Community Manager and do some research into your customers’ favorite platforms. This will allow your Community Manager to spend more time creating and optimizing content, rather than struggling to post to a bulk of accounts that barely reach anyone.

Monitor wisely

Of course you want to know whether or not you are gaining or losing followers. However, it is not, nor should it be your main KPI. Go beyond the headcount and choose quality over quantity. How many people did you help this week? Are people actively engaging with your brand? Are you sending a clear message that serves a purpose linked to a business goal?

Take a sufficient amount of time deciding which Social Media KPI’s you value most. They can make or break your entire Social Media Strategy.

Author: Lauren Van Bever. You can follow Lauren on Twitter (@ikbenlauren) or connect with her on LinkedIn


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