decade has been a decade of dynamic disruption where a number of technologies
came forward and took the center stage. Several organizations also adopted new
age mechanisms to kick start their transformative journey. In the last few
years, digital transformation has become the core for almost all tech-based and
some not too tech-savvy organizations as well. In this digital race, to stay
ahead, they are incorporating numerous tricks and techniques not just to outdo
their contemporaries but to surpass their traditional and uninteresting mode of
As we have entered into a new decade, industry along with
industry experts have started predicting how digital transformation will cause
disruption in 2020 and beyond. Here is the list of top digital transformation
trends that are more likely to shine this year.
• Consumer Experience • Analytics: A Competitive Edge • AI at the Forefront of Digital Transformation • Growing Importance of Mergers and Acquisition Activities • Relevance of APIs in Business Performance
Today’s marketing teams have to be technologically literate, data savvy, and agile Fast moving technology and changing business models have played a part in disrupting every industry from farming to pharma, but it’s easy to overlook their impact on marketing and communications. How has the profession evolved in the face of potential disruption?
We spoke to Barbara Bates, global CEO of international communications agency Hotwire, to find out.
After growing up in Silicon Valley, working as a television reporter, and then starting a technology PR agency from scratch, Bates is not your average marketer. For 25 years, she ran PR agency, Eastwick until it was acquired by Hotwire in 2016. Following the acquisition, Bates was asked to become the global CEO. Now, she runs the company’s operations across Australia, the US, Europe, and Asia.
“We used to talk about ourselves as a technology communications firm, working with tech companies, but now we work with all different types of companies… Every company wants to be a technology company, or leverage innovation to build value around their brand. That’s something we’re really good at.”
Automating marketing Technology is oiling the wheels of marketing, and according to Bates, most marketers now recognise that disruptive technology will help rather than replace them.
“We’re at a point where people are trying to be smart about leveraging technology that will either automate, or make more efficient, some of the more commoditised parts of our business around data like gathering research and coverage tracking,” she explains. “When it comes to AI, I think people assume that it means replacing humans. Most marketers with any experience realise it’s about augmenting what humans do. It’s a way of making communications more authentic, to automate and get data from AI.”
In many ways, digitalisation has aided in building trust. And, contrary to popular belief, the influx of technology has also catalysed a movement back to the human element.
“One of the observations I’ve made is that with digital transformation and technology, the pendulum swings very far in one direction. We sort of lost the human element, especially when it comes to marketing. I definitely see a big push back towards that. You see brands talking about being more human, and how better to engage. We’re seeing them do that by building an online and offline presence.”
As an example, Bates recalls a magazine pop up event in New York where, instead of handing out purely physical or digital copies, the brand asked authors to present their articles to live audiences. Connecting offline and online experiences in this way has become a valuable tool for building genuine relationships with clients.
Shifting the operating model Marketing teams have also been affected by changing business models. One particularly important shift has been the abandonment of the agency of record (AOR) model, in which businesses rely on a single agency to handle all of their projects, PR, and marketing needs.
“Over the last five years, the big global AOR model has started to fall away,” says Bates. “Brands now purposefully want to work with a variety of agencies. Adobe, for example, works with three different communications firms that might bring different skill sets and creativity. It also means that companies are not locked into one agency and can offer project opportunities to different agencies to see different types of work.”
The willingness of big businesses to dish out project work is one of the reasons for Hotwire’s notable organic growth. Diverse competition helps smaller firms to make a bigger impact, which threatens the multinational agencies used to one-on-one contracts. Projects such as customer events, rebrands, or training programmes aren’t part of Hotwire’s regular work, but they do present an opportunity. Applying a flexible, nimble, mindset to projects enables Hotwire to work with renowned companies, and compete in a more varied market.
New challenges Bates explains, the complexity of the job today…
“To be a marketer today, you have to be really well versed in finance, data, technology, and a wide variety of disciplines. Just look at what percentage of global buying technology budget is now decided by the CMO verses the CIO or CTO. CMOs have bigger budgets than ever before. That’s one of the challenges, not just for marketers, but for agencies. You have to learn new skills as you move up in your career, and even if you’re staying at the same level, the disciplines and skill set required is expanding incredibly.”
On top of the difficult task of creating compelling, meaningful narratives, digitalisation has brought a host of new challenges. For Bates, a major problem for CMOs is the onslaught of cyber crime.
“It is the CMO’s job to protect their company’s image. If there’s a data breach, or phishing – which is a huge issue – you have to deal with that. If you’re a retail bank, let’s say, and all of a sudden your customers are getting false emails from someone who’s phishing, that has a direct impact on the bank’s brand even though they’ve done nothing wrong. That’s why marketers care a lot about cybersecurity because, more and more, it’s easy to steal a brand.”
Cybersecurity also requires marketers to invest in more training and security, which takes time and costs money. Just as CMOs have a responsibility to support cybersecurity initiatives, they have to encourage clean data culture. Suffering a cyber breach is damaging enough, but actively failing to protect client data is entirely the fault of the brand. Another challenge is hiring and retaining the right talent.
“One of the things that I spend a lot of time on is building Hotwire into the best agency you’ll ever work with, and that’s not just for clients, but for employees too. What they want is really challenging creative work, and flexibility. Everyone appreciates flexibility, not just the millennials. If you’re a working mum with an hour and a half commute, then I’d much rather you spend that hour and a half doing great client work.”
Success is simple Agencies and their employees have to contend with more data, more project work, and more competition than ever before. In the face of these demands, Bates’ key piece of advice to the marketing and communications team within any organisation is to simplify.
“There is so much noise and complication in communication and in every consumer buying decision. When you look at the companies who have really done well with their brands, they have a very simple message. I think this is a huge challenge for technology companies who still talk about lots of features and benefits.”
The first example that comes to Bates’ mind is Apple. However, she explains that a lot of the companies that have quickly gone from being little known to well known – think Deliveroo, Slack, and Uber – came up with a simple message that they told consumers over and over again.
“I know a lot of amazing companies with amazing products that just couldn’t launch because they couldn’t create their story in a way that was simple enough to capture people,” she says. “Make it simple, and learn the power of story, because that’s the way people connect.”
This message is part of Hotwire’s own brand, building the capacity to work collaboratively instead of competitively, and with flexibility rather than rigid rules, is what makes small to medium agencies stand out from the crowd.
“We’re trying to set ourselves apart by doing the best thing for the client,” says Bates. “It’s about being fluid. We’ve come from organic growth, for the most part, and Eastwick worked with a lot of startups, so we have a bit of a scrappy persona. Companies are more likely to work with mid sized agencies who have that global reach but are nimble.”
https://www.zoomyourbusiness.online/wp-content/uploads/2020/01/NEW-Year-Jan2020-Exploration.jpg7681024adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2020-01-31 12:31:352020-01-31 12:31:37Disruption leading to O2O
Apple easy, Google
fast: The experience management culture
Technology has taken centre stage in the success of
companies today. With the likes of Uber, Amazon, and Deliveroo changing the way
we live, shop, work and consume content, innovation is happening faster than
ever before. In light of economic uncertainty, it’s become even more vital for
businesses to deploy cutting-edge technology to maintain competitiveness.
the course of the next year, board-level conversations will be dominated by
ways to ensure a seamless customer experience, formulating tactics to embrace
disruptive technologies, as well as grappling with the implications of the
Digital disruption is affecting nearly all businesses: Consumers can now order a meal, book a taxi and do their shopping with a few clicks of a button, without even leaving their living rooms. As a result, customers are increasingly expecting services to be ‘Apple Easy’ and ‘Google Fast’ in all aspects of their lives, demanding quick and seamless experiences across the board.
Customer experience management will continue to be a driver of success across all sectors in 2020. For many organizations, this means going back to the drawing board and incorporating customer-centricity at the core of their business models. As digitally native brands take a data-driven approach to provide frictionless experiences, customers will no longer tolerate dated technology with legacy systems and antiquated processes.
In the retail sector for instance, roughly 93 percent of UK internet users are expected to do online shopping by 2021, the highest online shopping penetration rate in Europe. However, as the e-commerce market becomes increasingly saturated, and the high street continues to decline, customer experience will be the central factor to help incumbent brands cut through the noise in the market.
management extends beyond the end user to include other important stakeholders
such as suppliers, partners and employees. Over the next 12 months, companies
will increasingly need to acknowledge the need for a close link between good
employee experience and exceptional customer service.
and retaining employees requires a big shift in company culture. A data
scientist might choose to work in Silicon Valley not just for the financial
benefits but for the culture of innovation it fosters and the opportunities to
This results in companies such as Facebook and Uber – already excelling at customer experience – attracting the best talent. To avoid this brain drain, companies must look to emulate this culture and provide similar opportunities on this side of the pond, creating a superior experience for their employees. Read More
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good view from Eric Enge on how Google is improving its search result
quality with Rankbrain – its newish AI powerered algorithm.
However, and it’s a big however, 50% of new millennials don’t
use search at all – they are simply told stuff by other people – combined with
AI assistants like SIRI and Google NOW being pre-emptive. . . search may
actually be decreasing. . .
From Fast company: “A
new study offers a peek behind the scenes at how Google structures its search
results. The study focuses on how Google’s RankBrain algorithm, which was first
announced in October 2015, parses the English language. It’s one of the most
detailed efforts to understand the algorithm to date.
“Google improved in about 55% of the
queries that they didn’t understand back in July of 2015,” study author Eric
Enge told Fast Company. “Honestly, I think that’s pretty amazing.”
Enge, who works for marketing
consulting firm Stone Temple, focused on how RankBrain works compared to other
Google machine learning products. He then made inferences on RankBrain’s
behavior and results, which is something Google has not extensively discussed
In order to conduct the study, Stone
Temple compared a sample set of 1.4 million pre-RankBrain queries to Google’s
current search engine. They then analyzed a small remnant of search queries
from the older set for which Google didn’t provide appropriate results.
After the launch of RankBrain, 54.6%
of search queries that previously returned irrelevant results began returning
Some of these hard-to-resolve
searches included queries like “What is low in the army” (Where the searcher is
believed to have been searching for “what is low rank in the army”) and “Why
are PDFs so weak” (Which, in the older version, first showed PDFs with the word
“weak” rather than results about the security of PDF files). Stone Temple also
saw what appear to be improvements surrounding specific phrases like “What is,”
“Who is,” and “Where is.”
“We also found certain specific
classes of phrases they handle better,” Enge said. These certain misspellings,
such as when users misspell “Qatar” (the country) as “Cutter.”
One of the things Enge emphasized in
the report is that he believes RankBrain has a negligible effect on SEO. He
writes that it “simply (does) a better job of matching user queries with your
web pages, so you’d arguably be less dependent on having all the words from the
user query on your page.” The biggest changes from RankBrain, he added, have to
do with increasing search quality and creating a likely framework for Google to
apply further machine learning improvements to its search engine”
https://www.zoomyourbusiness.online/wp-content/uploads/2019/11/Nov-2019-Exploration-2-1.jpg7681024adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-11-26 13:40:322019-11-26 13:40:35How AI is Disrupting Google Search?
For companies, who feel the online presence is necessary but may not be their primary source of business generation.
What BENEFITS to expect?
Consistent Google Search Indexing & Rankings in your business domain/market
Maintain Consistent Visibility of your online brand across the web
Build Website Traffic to orient with your services/products
Generate Prospects and Relevant Leads through timely communication and improved user connect
RESULT? – grow your business online at Fraction of a Cost (compared to having a sales team member)
Stand out from the competition.
What will ZoomYourTraffic do?
Analyze your website to create strategy for your business market (audience, service positioning, approach to reach out effectively, identify platforms to promote, design systems for better traffic connect, etc)
Run our campaigns month after month to ensure website position on web (rankings, visibility, traffic, social signals keep improving) and business (relevant prospects converting into leads for business)
Monthly analytics review to be shared with you for performance of website and various goals set.
Quarterly meeting to review website performance
Suggest ideas and concepts to expand market scope and new opportunities that online market will throw…
Website re-alignment suggestions and review based on strategy with NO extra costs involved.
Track performance of your website yourself. This is important since it will help you LISTEN to your market and develop new services/products.
Keep track of competition. Very important to define your USPs and values to project to your customer (Quarterly competitor analysis report)
Customers will find your business, rather you looking out for customers…..
For companies ready to get going with their online business.
What BENEFITS to expect? a.Business Signals i. Generation/Tracking of leads from the website with correct attribution (Deliverables – Lead collection report) ii. Lead management evaluation/audit/review based on website interactions(Deliverables – Lead categorization report –Geography-wise/Product wise) iii. Insight into user behavior on-site (Deliverables – User Engagement Report) 1. Products being viewed 2. Geographies viewing those products 3. Demographics of visitors 4. The pattern of user behavior on the website.
b.Branding Signals i. Google Ranking for keywords with competition analysis (Deliverables – Google Ranking Report ii. Social Signals (LIKEs/Shares/Reviews/Rating).
Not all businesses market for business. Lucky ones! Brand Image, Reputation, and Market Appeal are more important for established businesses. Rediscover your brand power using our Enterprise Branding solution.
https://www.zoomyourbusiness.online/wp-content/uploads/2019/09/BLOG.jpg6631023adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-09-29 15:13:582019-09-29 15:17:03Online Promotion Programs For Businesses
At the beginning of
this year, we announced our Omni-channel digital marketing methodology to
educate, engage and enable businesses online. Here we present a real customer journey using this system.
Iteration 1 (Week 1 – Jun 2019) Customer Registers with our LinkedIn Ad Evaluate Website
Iteration 2 (Week 2 – Jun 2019) Based on our Phone, Email and WhatsApp communication – customer reviews but drops off (decision postponed)
Iteration 3 (Week 2 – Aug 2019 – 2 months later) Customer locates our JustDial account and connects via phone again
Iteration 4 (Week 2 – Aug 2019) Reviews website again
Iteration 5 (Week 3 – Aug 2019) Keeps engaging with our WhatsApp and Emailer connect programs – asks questions and offerings
Iteration 6 (Week 4 – Aug 2019) Sets up a personal meetup at our office over phone/WhatsApp
Iteration 7 (Week 4 – Aug 2019) Visits our office with direction guides using Google Maps/Google My Business.
Iteration 7 (Week 4 – Aug 2019) Reviews proposition with our team in person
This is our typical
omni-channel customer journey model….
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In this #TechKnow Session Parveen explains, how can you identify the keywords that are sending paid traffic to your site?
Why do you want traffic to your website? • Leads and Sales/Subscribers • Traffic Branding • Higher Visibility Based on answers to those points – a strategy can be formulated to attract traffic for your website.
In any case please develop profiling of audience you’d like to address/target Profiling Aspects • Gender • Age • Interests • Geography • Profession • Value Aspects
What is in it for them from your website? How are you different from the competition? or you are unique? Why should a visitor come to your site? also, come back later again? What impression do you want to create on visitor while leaving?
https://www.zoomyourbusiness.online/wp-content/uploads/2019/07/08-genrate-traffic-on-website.png7201280adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-07-19 14:00:262019-07-17 11:52:21How To Calculate That How Much Traffic Is Good For Your Website?
Hello everyone. In this video, let’s find 3 Reasons why website traffic not converting into sales and could be the probable reasons? Let’s get started.
1) Relevancy of Traffic Over Volume Of Traffic You may be having a lot of traffic coming site. But it may not be relevant for your business. Now by relevancy, I don’t mean that people are not searching for the correct phrase or search term. Let’s take an e.g.: You are a B2B manufacturer of air conditioning systems. So you are only supplying air conditioners to other industries where the requirements are huge. However, your website gets optimized for the term ‘air conditioner’ because probably you build a website around that word. So you start getting traffic, for household customers who want to buy one ton or one and a half ton air conditioners.
Is that your relevant audience? Is that going to add business value to you? Are you able to serve those type of customers? You will see that even though the searches are relevant, it is not going to yield into business value for you. Hence the traffic was generated but did not add any business value to you. Hence RELEVANCY. This is where the relevancy factor is so important.
To be able to address, you need to understand, define your audience in the correct manner upfront when planning for your online and then build your content, build websites, social presence in such a way, that you are targeting only relevant customers. So the volume of traffic is not the critical part. The relevancy of the traffic and relevancy for your business, not relevancy for the search presence. Please note that now.
2)Relevant Traffic Is There, but It’s Not Engaged You would be getting good traffic, it may be relevant for that but this as well. It’s not getting engaged. Now continuing with the same example: with the B2B air conditioner manufacturer.
If you get traffic from other B2B companies or industries for the air conditioning requirements, but when they land on your website all they see is some brochure or some technical specifications of the air conditioners or some pricing points. Probably does not generate that kind of trust in them.
Because there are 20 people or competitors like you who are giving them the same information. So what is your USP? Where do you stand out? What are the features? What are the factors that make you stand out from them? Why they should come to you? Why they should deal with you? Why they should really connect with you? Ask questions.
So that’s where we have to build our website’s content in such a way that it’s not just getting that relevant traffic, it engages them in the right way, keeps them connected. Once they look at the website they want to talk to you.They want to connect with you, ask you questions. So you want to create those avenues for them. So that they remain engaged. They want to come back to you again and again. So engaging your relevant customer is your next step in improving your conversions.
3)Enable Customers The most important aspect now is once the customer is engaged you ENABLE him to make that purchase or enable him to convert. Now how is it possible in the B2B scenario?
Is once he’s engaged and he’s connected you must be able to create a contact with him time and again and could for emailers/WhatsUp campaigns, it could be through actual physical visits, with calls and all this has to be in terms of improving on the previous experience, improving on the previous interaction. So that his questions and answered, his queries are resolved, all his specific issues, technical requirements are handled. Using that OMNI channel approach, in which you are constantly giving him a consistent and connected experience to your user so that it creates an impression that he is talking to the right business, he is interacting with the right person and that’s when the sale is going to happen. That’s when the business is going to happen.
let’s summarize the cycle: Traffic Coming On Website= To ensure its relevant traffic and relevant for your business = With Relevant Traffic Want To Engage Them = Relevant Traffic Want To Talk To You =Once Engaged Create An experience, Showcase your skill, knowledge and your experience with them = To enable them to make them buying decision. This is how you convert traffic into sales Online.
https://www.zoomyourbusiness.online/wp-content/uploads/2019/07/22-3-Steps-Traffic-To-Sales.png7201280adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-07-05 14:30:242019-07-05 07:35:07Why Is Your Website Traffic Not Converting Into Sales For Your Business?