Posts tagged "Social Media"

What do the Box Office Tickets and Cyber Monday Have in Common?

Adobe marketing insights predicted what was going to happen, with incredible accuracy:

Working with over 6,000 of the world's leading digital marketing brands, we get a great view of what is going on in the industry: by geography and by vertical industry. Add to that, our research department's primary research, and third party data we buy, and our "Digital Index" team have been churning out insights every marketing leader should pay attention to.

This webinar will summarise the findings so far ­ a few that are of broader interest, like the Oscars and Cyber Monday, but more that provide practical insights that should inform your digital marketing strategies.

Examples include:

  • The Rise of Tablets
  • Attribution of Social Media
  • APAC Search Marketing Trends
  • Digital Video Index
  • Performance of Google PLA

Date: 12 March 2014, Wednesday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am - 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines,Perth
12.30pm – 1.30pm Korea
2.00pm – 3.00pm Adelaide
2.30pm – 3.30pm Australia (Sydney, Melbourne,
Canberra)
4.30pm – 5.30pm New Zealand

Format: Online Webinar

Top 5 Reasons for Adoption of Digital Marketing in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

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Top 5 APAC Digital Marketing Priorities 2014

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Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

Customer service on Social: Time to get your act together

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi, Adobe Systems India (319)With more than a billion people now using social media worldwide, it’s not a question of whether brands will offer dedicated customer service options on social but a question of when. Even if brands choose not to join in the conversation on social, their customers will still be talking about them – the good, the bad and the ugly.

Recent research revealed that over 56% of customer tweets to companies are being ignored. Nearly all of the top brands (95%) are active on Twitter, yet only 23% have a dedicated customer service handle. The Realtime Report, recently conducted a study testing the response rates, prioritization and timing of 14 leading consumer brands and had startling results where only 14% of the tweets were answered!

Social media gives brands valuable customer insights and the chance to gain new insight into what the customer really needs and wants.  Brands should leverage this and realize the importance of customer service especially at a time where customer loyalty is volatile as consumers can jump on the internet, see negative comments and reviews, and find another company to fill their needs. It is not enough just to have a presence on social. Engage with your customers and the best way to do this is through excellent customer service.

Some tips on interacting with customers on social:

Listen, listen, listen

The best way to understand your customers is to go onto social platforms and search for conversations around your brand. Make sure to expand your keyword search, entering not only your brand name but products as well as words associated with your brand. Monitoring all the various social platforms manually is tedious at best and impossible at scale, so investing in a good social listening tool is necessary. Adobe Social allows you to monitor all your social communities in one aggregated platform.  Through its very cool (and extremely handy) Twitter and Facebook moderation handle, you can easily do a keyword search to discover who is talking about you,  how many followers that person has and can respond directly to the person or escalate it to someone else in the team to respond, such as a product specialist.

Take Action!

It is not enough just to identify where and what your customers are saying on social, you need to take action if necessary.  If you come across a customer tweet or Facebook comment, especially if it’s directly on your brand page, do not ignore it! There is nothing a customer hates more than being ignored. The number one rule for successful social media customer service is action. At least acknowledge you have heard their concerns and either address it directly or escalate it to the appropriate person.

Don’t just respond, do it swiftly.

News travel fast on social, so brands need to respond quickly, especially with complaints. Acting swiftly can stop the fires from spreading, and reinforce a brand’s commitment to customer care.  However, this is not an excuse for panic reactions – there should be set guideline responses, and staff need to be trained to escalate potential issues to the right person immediately if a quick response is needed.

We’d love your comments and feedback.  Do you have any tips for brands and their online customer service?

Picking up the Pace: SEA no longer a follower in digital

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

An interview with Stephen Hamill from Adobe SEA on his views on the digital marketing landscape in the region, top 3 trends and challenges, Adobe Marketing Cloud and Adobe Digital Marketing Symposium Singapore:

 

1) What are your views on the digital marketing landscape in SEA?

Traditionally SEA has looked to the US, EU and even ANZ to prove digital concepts and innovation.  The stresses that globalisation, cloud and multi-channel are putting on SEA businesses are demanding that local companies close the time-gap between their US counterparts and themselves. SEA companies can no longer wait and be a follower, they need to take action as changes occur.

This puts local companies in a slightly uncomfortable position where they need to have the tools to innovate quickly, test for success fail fast or adapt quickly.  On-line is no longer seen as just the company’s website;  it is often shifting to be viewed as their primary business and as such the profile of on-line is increasing dramatically at the highest levels of the organization.  I am regularly surprised when speaking to C-level clients, as they are so digitally savvy and their focus is shifting more and more to perceiving digital as a primary business driver.  Only a handful of years back my conversations with middle to senior leadership would be around the frustrations of helping their senior executives understand the value of digital and the inherent challenges in the multi-channel world.  This is no longer the case: the CEO of a large financial institution recently finished a meeting with me with the statement, “it’s a no-brainer”.

2) In your opinion, what are the top 3 trends emerging in digital marketing?

  1. CMOs are more prominent and increasingly driving business growth
  2. Struggle to deal with the complexity of multiple digital marketing challenges all at once
  3. Traditional businesses (finance and media) that have been slow to fully commit are now making the move

3) From your experience with talking with customers, what are their top 3 challenges in the digital marketing space?

  1. Connecting data with content- providing a personalized experience that gives clients the experience that delights them and encourages a deeper relationship. Organisations need to be able to react in real-time and deliver in the last millisecond.
  2. Connecting the various components necessary for successful digital marketing in a meaningful way without becoming a system integrator – The Nirvana of digital marketing platforms is not just a vision, it’s a reality but making the parts work together is the biggest challenge. At the moment many organisations are finding their systems working in silos and what is needed is an integration of all those systems to allow for fast and effective delivery.
  3. Creating any meaningful digital strategy – 5 year strategy plans are out.  Imagine a 5 year digital strategy created 5 years ago; it wouldn’t have tablet devices and probably wouldn’t consider social as a business tool.  Building an infrastructure that will last, will be flexible enough to withstand whatever comes next and empowers innovation is a challenge most clients struggle to solve.

4) Why Adobe Marketing Cloud?

Digital marketing is faster paced than any other business discipline and as such the need to stay ahead and informed is paramount.  Milliseconds can make the difference between digital success and digital failure and the need for businesses to be on top and equipped with the tools necessary to survive is not negotiable.  Delivery of the latest technology and features, integration with other marketing components right now is only possible through the cloud.  Adobe is pioneering this space and the others are chasing us to try to keep up.

5) What you are looking forward to at Adobe Digital Marketing Symposium Singapore on July 18?

Despite the fact that we are the global leader as recognised by the analysts in Digital experience, the majority of our SEA marketing colleagues are still discovering the extent of Adobe’s experience and capability in this space.  I am looking forward sharing our proposition: end-to-end creation to monetisation and helping them re-think and innovate their multi-platform marketing strategies.

Join Stephen Hamill at Adobe Digital Marketing Symposium Singapore on July 18 for more on the latest trends, tips and best practices for digital marketing. Register now as seats are limited.