Research and Insights on Attracting and Converting the Modern B2B Buyer

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The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and are reluctant from a persistently struggling economy. Winning over modern B2B buyers requires organisations to revolutionise their marketing approach, and the barriers to success are vast.

Facing great scrutiny, we must act on the buyer’s terms, tie all activities into revenue, and continually optimise performance.

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The American Customer Satisfaction Index’s Winners and Losers: What it Means for Australian Retailers

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By Mila D’Antonio Managing Editor for 1to1 Magazine

The importance of delivering exceptional customer experiences during a down economy is essential to fostering customer satisfaction–a critical measure for success. But according to the 2011 fourth quarter customer satisfaction report released recently by the American Customer Satisfaction Index, there were only mild improvements in customer satisfaction with a yearly gain of .07 percent, and some not-so-surprising winners and losers.

The losers It’s no surprise, for example that Netflix’s customer satisfaction took a nosedive for 2011, crashing down 14 percent to 74, one of the biggest year-on-year losses in ACSI history. Netflix customers left in droves last fall, following price hikes and a controversial plan to move DVD-by-mail customers to a separate service.

CVS Caremark fell to a seven-year low of 73 (-1 percent) in the face of cost-cutting measures.

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A New form of Social Engagement: Marketers can Finally Interact with TV

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By ADMA

Until now, TV networks have struggled with dwindling advertising, as advertisers become more and more focused on one-to-one customer engagement. This is now changing with the phenomenal growth of smartphones and social, which are paving the way for one-to-one interaction to take off in the world of television. Marketers are now dealing with a new form of customer engagement and a growing force; the masses talking back on TV through social media. The question is how are marketers going to react?

In 2011, the MIT Technology Review published a cover story which focused on the emergence of Social TV analytics and its applications in the TV advertising industry. It stated that of the approximately 300 million public comments made online worldwide every day – about two-thirds of them on twitter – some 10 million, on average, are related to television.

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Google+ Brand Pages: 20 of the Best Photo Strips

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Australian marketers are still waiting to see the impact that Google+ has on the industry. Vikki Chowney recently posted a blog for Econsultancy in the US which compiled the top 20 brands that have the best visual impact on Google+. Would love to hear your thoughts on how Google+ is going for your organisation and whether it’s a focus for our industry at present.

by Vikki Chowney, News Editor, Econsultancy

Google+ is growing rapidly: business pages are taking hold, and the platform is becoming a viable marketing channel for larger brands at least.

It’s definitely short of room to manoeuvre when it comes to how your profile looks however. Each page is locked down to the same structure (for now), and so at the moment there’s not a lot you can do. Continue reading →

Ensuring Employee Satisfaction Impacts Customer Experience

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By Cynthia Clark, Senior Writer, 1to1 Media

Making sure that customers are satisfied with their experience with a company is an essential part of any organisation’s job. However, it’s also imperative to make sure that employees are happy, since they’re the ones interacting with customers and can have an important impact on their experience.

Unhappy employees, even if they’re trying their best to do their job well, could have a negative impact on a customer, especially if there is face-to-face interaction. For example, when a new supermarket opened close to my home, I started shopping there frequently. But although I was finding all the items I needed–and more–at a good price, I was leaving the store in a bad mood. The main reason was that I repeatedly came across employees who made me feel as if it was a burden to check me out.

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Special Announcement: Newly Launched Marketing Expert Groups

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ADMA invites you to join its new Marketing Expert Groups. Formerly known as ADMA Councils, the new look Expert Groups are exclusively for marketers with a community focus on progressing direct, data and digital driven marketing.

Our Expert Groups have been designed for people who have an interest in advancing themselves through knowledge, technology and discovery. These groups will be the core of marketing excellence. Each group will debate on a particular issue or on a range of issues; they will gather and contribute to the overall advancement of our marketing industry.

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10 Must-Haves for your Marketing Plan

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By Nina Hendy 

As the list of ways to promote your business grows, working out the most effective way to spruik your business can be half the battle. That’s why it’s vital that small-and medium-sized businesses put a solid marketing strategy in place and make sure they don’t deviate from the plan.

Here are 10 things your plan must do.

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