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Customer Experience

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“Gathering intelligence” might sound like something that’s straight out of an espionage movie, but marketers do it, too — specifically, gathering customer intelligence (CI). Why? Because right now, the customer is more powerful than ever. In a study from Dimensional Research, a whopping 90% of people who read online reviews said that their purchasing decisions were influenced by positive reviews, while 86% said negative reviews swayed them.  Consumers nowadays are likely to investigate the real…

Engagement isn’t just another marketing buzzword — it’s the difference between challenger brands that soar and ones that don’t. Fully engaged customers are 23% more likely to spend money with brands than average customers. However, customer engagement is hard to define and even harder to quantify. That makes it challenging for brands to know what they’re doing wrong (or right) and what they could be doing better. Engagement includes, but isn’t limited to: Interacting with…

Above all else, AdRoll is laser-focused on leveling the playing field for emerging D2C brands so that they can compete in the era of smart retail. While the fundamentals of smart retail marketing remain, what’s changed is the absolute need for customer-centricty and data insights needed to make strategic decisions. That’s why last week, we attended the Modern Retail Summit in sunny Palm Springs. Jam-packed with content, networking, and D2C retailers, the 3-day event was…

The term “customer marketing” seems something of a misnomer. After all, isn’t marketing always about the customer? The answer is “yes,” but at the end of the day, there are actually two types of customers: the ones you want to acquire, and the ones you already have. Customer marketing focuses on the customers you already have. Many business owners and marketers make the mistake of devoting all their attention and resources to the acquisition of new…

Let’s start with the obvious: human behavior is more than a little mystifying. It would be great if we all made completely rational decisions; unfortunately, that’s not the case. There’s a reason why there are entire fields of study dedicated to understanding the choices that people make — humans are complicated creatures. Whether you call it consumer psychology or behavioral economics, there’s no denying that predicting human behavior is difficult. Even more challenging is making…

What do Burning Man, Outdoor Voices, and Culture Amp have in common besides their exponential growth and popularity? If you don’t think much of anything, I can see why. People who gather in the middle of the desert, athletic apparel made for #doingthings, and a platform that enables businesses to manage their people data appear to have little to nothing in common. Yet, they all grew their brand exponentially with one common customer-centric growth strategy:…

When it comes to businesses and dealing with customers, first impressions really do matter — so it’s no surprise that most companies consider the welcome email as one of the most important emails in the customer onboarding journey. However, many brands don’t go that extra mile to invest time in creating an automated onboarding email sequence, which is what distinguishes a good impression from a lasting one.  A New Way to Stay Engaged Let’s take…

One of the most important questions you can ask as a marketer is, “How are my campaigns working?” Your answer to that question starts with your definition of “working.” What does it look like when your campaigns work? What metrics matter to your business? What kind of impact do you need to have on those metrics? And what does your customer journey to purchase (and beyond), look like? One of the best ways to answer those…

Do you need more exposure for your business? How about a larger audience? You can accomplish both goals by engaging in a solid public relations (PR) program. Consumer PR is the way a business communicates with the public — whether that’s getting their message out to employees, customers, or key stakeholders via the media. Initially, PR was focused on increasing brand awareness through placements in newspapers, radio, and television, but with the rise of new…

Embedded in the fabric of AdRoll is a hungry desire to truly understand our customers so that we can be of better service to them. This includes learning how they’re navigating marketing challenges, pain points they’re trying to solve, creative tricks of the trade, what they’re prioritizing, and overall consumer trends. Last month, we hosted 30 customers from various sizes and industries at our Customer Advisory Board in New York City. The event was a great opportunity…