Brands today are effectively the sum of customer experiences across marketing, sales, product, and service. For the mathematically inclined, it looks something like this:
The agency model used to be pretty straightforward – produce great creative and slot it into the right mass media to reach a target audience. Digital has upended the model, driven by data, personalization, and microtargeting across audiences and channels. Clients can now seek out a mix of creative, technology, data, and strategy partners – which can be a double-edged sword with a host of new players now competing for a piece of the pie. Here are four areas to consider when selecting partners in this new digital ecosystem.
With expanding channels and platforms, audience fragmentation, and emerging technologies, business leaders are asked to do more with their digital budgets. Many US firms turn to outsourcing due to salary inflation driven by a digital talent crunch. The challenge is finding the right partners to supercharge digital efforts while maintaining quality and lowering cost. Zemoga’s recent work with a major global financial firm helped them save over 30% of their digital budgets by smartly outsourcing software support, experience production, and digital product prototyping. Below are three key elements to save budget while driving the top and bottom lines through outsourcing.
Personalized, data-driven experiences and content are the new standard of customer expectations. These experiences deliver the right content in the right place at the right time in the user journey to influence behavior. From our work across many industries (retail, financial, media, health, education) we’ve seen what’s effective and scalable for leading, innovative brands. Here are four areas to consider to get the most out of your personalization efforts.
There’s still time to make a digital impact in 2017 with remaining budget dollars, and also kickstart 2018 planning. Are all your ducks in a row for how you and your team are going to leverage budgets in a smart and impactful way? Making sure the tasks and priorities are well thought out is critical for online success. Fixing something that does not improve adoption and sales in the near term can be a killer long term. Here are a few suggestions that if done right now, might reveal an opportunity to see greater improvement in the performance of your digital efforts, and bottom line, both this year and next.
Forrester’s recent 2017 study on UX states that “expertly designed User Experience can increase conversion upwards of 400%!” Not surprisingly, demand for UX talent in the US is greatly outstripping supply. According to SimplyHired, “New York tops the list with 17,967 available UX Design jobs, San Francisco following in second with 14,057 jobs, and Seattle in third with 5,540 jobs”.
It’s that time of year again: digital planning! Whether it’s deciding how to use remaining 2017 funds smartly before the holiday rush or preparing initial budgets for 2018, planning often hits right when teams are pushing to final delivery of major initiatives. The process can also be dominated by spreadsheets from finance. Here are recommendations and a lightweight framework to help streamline efforts and increase effectiveness.
“Despacito” is the biggest latin pop hit since “The Macarena”. You may hate it or love it but it’s certainly a cross-cultural event worth looking at from different angles.