Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.
Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.
Umang Bedi, Managing Director – Adobe, South Asia LinkedIn
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.
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?
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?
3) From your experience with talking with customers, what are their top 3 challenges in the digital marketing space?
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.
After spending 15 years in the field of marketing and digital, this is the first time I am attending a digital marketing event as a host rather than a client. And I cannot be any more excited. With over a thousand of top digital marketing professionals attending the Adobe Symposium in both Singapore and Australia, every one of us will have the opportunity to learn the very latest approaches and best practices on digital and marketing strategy.
The digital landscape has never been more complex and exciting at the same time. For many organzations, digital is no longer just a channel to promote products and services. It is part of the core business strategy that would help accelerate the revenue growth, transform the customer experience, and set them apart from the competitors. No organization can afford to underestimate the impact of digital on all aspects of the business.
However, this paradigm shift has also created immense challenges for the business leaders. Many of us have been tasked to lead and accelerate the digital transformation journey, which means we now increasingly play a change agent role. Many of you would know that change management is a complex and evolving journey. It often requires different skill sets compared to the ones that have made you successful in the past.
In addition to that, talent shortage, digital and traditional marketing divide, lack of cross-channel strategy and ability to accelerate are just some of the challenges today’s digital and marketing leaders face in creating relevant and impactful digital organizations. The leaders who have the ability to overcome these challenges, and create strategies that transform how the companies understand customer behavior and service them in most personalized way will be the true winners in the future. For these reasons, I am looking forward to discussing with you at the event the latest ideas and approaches to organizational transformation and building best-in-class digital marketing organizations.
We have also invited experts and industry thought leaders to share and discuss the best practices on topics ranging from omni-channel, targeting, personalization, advertising, social, to digital marketing organization of the next decade. I invite you to join us this July for an amazing event and experience at the Adobe Digital Marketing Symposium Australia and Adobe Digital Marketing Symposium Singapore.
Paul Robson, Managing Director, Adobe Australia & New Zealand – LinkedIn
The immense volume and variety of information on the Internet makes it easier than ever for consumers to form opinions about brands and make purchasing decisions. In such a heavily saturated media environment, marketers need to know what the most powerful factors in the purchasing process are, which methods are most valuable, and what Australian consumers want. New research suggests that the answers are: highly-relevant and personalised content, a strong community of peers and a unique social context that binds the community, content and company.
Marketing Myth Busters, a study conducted by Edelman Berland, in partnership with Adobe, shows most Australians are comfortable with online products and services that have been customised for them, but they don’t want to sacrifice their privacy to get it. The study also shows that most Australians prefer to look at traditional ads in magazines or on TV, rather than online. So does this mean digital marketers are failing consumers?
Relevancy and personalization are key to delivering successful digital marketing campaigns. Digital marketers are getting access to more information than ever before but unless they can use that data more effectively they will miss opportunities. At the same time, consumers need to consider how much of their personal information they are willing to share in order to receive products and services that are more relevant to them.
The Myth Busters research has also found that consumers believe the two most effective ways to encourage consideration of a product or brand is through recommendations from someone they trust (69%) and recommendations from consumer reviews (45%). This suggests that through social media, peers have become an influential factor in purchasing decisions.
Consumers are actively using social media to seek out information and reviews of products from peers, but they want content from brands to tell unique stories rather than simply ‘sell’. Their motivations for engaging with brands and products, as well as the types of content they wish to see, are very specific and this means advertisers need to re-consider how they construct their messages and content for social media. Simply mirroring the content or methods used in other media won’t produce results.
The Marketing Myth Busters study also found that:
The consumer perception of marketing’s ineffectiveness may seem concerning, but the fact that consumers prefer to look at ads in printed magazines and on TV suggests they’re still receptive to advertising. Marketers should be more concerned with the context created by the messaging and positioning of content.
To create successful campaigns for the social and digital world, marketing content needs to be created and positioned in a context that is unique and relevant to the social community. But this can only be achieved by abandoning standardised messaging and direct calls to action in favor of content that; fosters community discussion about relevant topics between peers, provides unique brand or product-oriented experiences and leverages in-direct social calls to action.
Consumers want to be social. They want to be a part of a community, and they also want to be involved with brands and products that engage them with their peers in a bigger social context. Is your company creating this context for its consumers yet?
To read the full findings of the Marketing Myth Busters report, click here.
Discover more about social marketing and business impact at the Adobe Digital Marketing Symposium in Sydney this July 16th. Click here to register now!