As per reliable estimates, marketers in the US spent around sixty billion US dollars in the year 2016 on digital based ads. Also quintillion quantities of bytes are captures each day in the form of data. In spite of such staggering numbers, advertisers are struggling to pinpoint digital marketing campaigns for individual personas. The next phase is to have ads only pertinent to individuals so moving away from the mass campaigns. Twitter for that very purpose has developed Brand Hub. It is a business analytics tool which allows brands to monitor conversations on them on the digital landscape. Besides such tools, there are some other methods that brands can adopt. One of them is to tap into social networks. Account Based Marketing (ABM) software can also be tried to land contracts. A digital company recently had a three hundred percent rise in page views and pipeline growth by twenty two percent since adopting ABM. Instead of individual queries the bigger picture must be considered as Amazon does with product targeting that are always complementary rather than identical. Even Spotify has now inculcated this ability at personalizing ads as per target audience. With the rise in smartphone ownership geo-targeting can also be adopted. Here IP addresses must be tracked. Large conferences are ideal ventures to tap and target ads as people with similar interests would be present at one location.

Source:https://hbr.org/2016/02/making-personalized-marketing-work?referral=00563&cm_mmc=email-_-newsletter-_-daily_alert-_-alert_date&utm_source=newsletter_daily_alert&utm_medium=email&utm_campaign=alert_date

While companies are spending enormous amounts of money on Big Data to decipher what exactly customers require, the field of consumer psychology has also caught up to pinpoint the exact mindset that goes on behind making any purchase. There was no concept of consumer psychology at earlier times, as marketers were keen on simply selling off their wares irrespective of customer needs. Now increasingly brands are keen to understand the entire purchase process so that more relevant products or services may be targeted. Advertising agencies are also now involving designers in the overall marketing strategy. Earlier designers were pure artists, producing works of art, but now their final product is closer to what the market really needs. Customers and marketers have also become much more conscious of aesthetics. The basic functionality of several brands is common, yet some overpower the others primarily due to their design salience as the likes of Apple and Dyson do. The founder of the latter company – James Dyson- is a business innovation giant, having tabled so many of them to market.

Source:http://knowledge.wharton.upenn.edu/article/a-consumer-psychologist-looks-at-why-customers-buy/ minor-bidi; mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA’>http://knowledge.wharton.upenn.edu/article/how-target-and-amazon-are-changing-the-rules-of-retail/

FedEx Express has always prided itself on its excellent customer service. FedEd Canada President Lisa Lisson is particularly fastidious about the overall customer experience that her company provides. She feels that managing personnel is an important part of customer servicing as the employees themselves must feel empowered and valued before they can take care of customers. Technology is another tool which can be used to empower employees who can now get through analysis of their offerings. However, even with the overwhelming technological support, the human touch must never be ignored by being overtly dependent on technology. There is even a management training programme at the firm called Purple Promise, initiated primarily to imbibe among employees this feeling of servicing the customers.

Source:http://www.forbes.com/sites/blakemorgan/2016/11/09/leading-the-future-of-customer-experience-with-fedex-express/#7c816a4e71c1

rs especially those from marketing need to take a hands-on role themselves.http://www.forbes.com/sites/steveolenski/2016/12/14/80-of-marketing-leaders-say-artificial-intelligence-will-revolutionize-marketing-by-2020/#66a3e03521e1

It has been understood that customer acquisition can be extremely effective if existing customers are leveraged. For this an effective referral marketing strategy needs to be in place. One of the methods to go for this is to set up stirring invitations. These invites must typically be extended to stakeholders already in connect with the brand such as employees, business partners and past or present customers. Besides, even prospects may be sent such invites. For an effective promotion strategy, the proper digital marketing tools need to be used up. This includes the rather older method of email marketing, as that has been proven to be most effective. Plus banners and buttons must be inserted at relevant places. In-product reminders such as pop-ups may also be tucked in to promote this referral programme. For existing customers who refer proactively, persuasive incentives need to be provided so as to hook them to the trend. These must be relevant to the user base but also something they value and not be seen as any frivolous attempt by the marketers. Such rewards must also be well timed depending on market scenario and trending topics. Finally, in order to have a compelling referral marketing plan, it is advisable to have personalized content. As brand advocates will be advertising the product to people they know very well, customized and not mass content will create a greater emotional connect.

Source:http://customerthink.com/how-to-master-your-customer-referral-marketing-strategy/