Archive | Big data RSS feed for this section

Top Digital Marketing Mishaps and How to Solve Them

4 Jan



Digital marketing has come a long way over the last few years. Big data means businesses have more data-driven insights than ever before, which translates to quality relationships with customers and (hopefully) increased conversions along with a better bottom line.

While digital marketing continues to improve and empower the way businesses interact with their customers online, the process doesn’t come without its challenges.

We’ve compiled a list of marketing mishaps that are most likely to frustrate your customer—along with our proposed solutions:

1. Dead-End Pages

Simply having an informative website presence is no longer enough. These days, it’s all about interaction, and it’s absolutely critical to actively create an ongoing relationship with site visitors in order to get the most out of your website investment. This doesn’t mean that you should hound potential customers with “Buy It Now” pop-ups, but your site should offer a convenient method for customers to act on the information they find—even if only by taking advantage of strategically placed contact forms or opt-ins for special event information, social updates, and discounts.

Offering something of value in exchange for contact information is another great way to build your email list—think in terms of white papers or free eBooks that offer solutions to a common customer problem.

2. Broken Links and 404 Errors

There are few things more frustrating to a consumer who is looking for something specific than “Page Not Found” …especially when that link comes from somewhere on your site. Rather than sending your visitors away frustrated and empty-handed, consider deploying a 404-page template designed to offer a lighthearted explanation for the broken link, along with an actionable response – think links to functional pages, email opt-ins, and even an option to submit a ticket.

3. Inconsistency

Inconsistencies throughout your messaging may seem insignificant in the grand scheme of things, but when it comes to the overall customer experience, they can really add up. For instance, if you refer to a sale price in an email blast—but your website shopping cart displays the original price, and the fine print reveals that the sale price is only applicable if the visitor purchases a year’s worth of services—your potential customer might go from feeling slightly annoyed to completely mislead. And they may not be a potential customer anymore.

Being consistent in your messaging is critical to establishing brand trust. Before starting a new campaign, be sure to outline your core value proposition, your regular and promotional pricing schedule, any relevant taglines, and all potential variations as to how you’ll refer to your product or service throughout the campaign. Keep this master document handy for reference any time you consider launching a new part of your strategy.

4. Outdated Content

Few things make a business look more out of touch than a website full of references to past events, unavailable live webinars, and outdated company news.

Links to your website’s event pages don’t expire when the event is over. Whether your customers find their way via a trade show blast, a colleague’s blog post, or even through organic search—if the page hasn’t been updated or removed, it will leave a not-so-great impression that you aren’t staying on top of things.

Of course, if these pages are generating traffic, you don’t want to delete them. Consider these options instead:

Update the page. Modify the message, change the call to action, and offer something current and of value.

Redirect the page. Point your visitors to your event calendar for the remainder of the year, or to another upcoming event. This way, you don’t lose valuable traffic and you keep your messaging current and useful for your customer.

Share via email

5 Best Practices for Choosing the Right Trade Show Technologies

19 Dec

People hangout together at coffee shop

Trade show marketing just isn’t what it used to be. It seems like just yesterday that trade shows depended on paper registration, hard copy promotional materials, and exhibit booths featuring static displays of data and graphics. Thankfully, times have changed…for the better.

These days, trade show marketers and exhibitors have countless cutting-edge technologies at their disposal. Applications and software-as-a-service (SaaS) solutions improve everything from the initial registration experience to digital marketing, data analytics, lead retrieval, and real-time customer engagement. Once inside the event, technology extends to advanced audio-visual solutions like kiosks outfitted with touch screens, video walls, and high-definition 3-D displays. And for those looking to stay connected, venues and events are equipped with mobile device charging stations and mobile event apps. The technology is seemingly endless.

With so much technology readily available, ensuring a good ROI on your trade show technology investments can be a tricky process. Here are a few best practices to consider before making the leap:

1. Step outside your comfort zone.

It’s easy to stay on board with the technology solutions you’re familiar with. The trouble is, once you’re comfortable with a certain platform or application, it can be difficult to move on to something that might be more beneficial to your business.

Keep in mind that today’s event attendees have the most cutting-edge technologies available to them 24/7. By virtue of their smartphone and the mainstreaming of the wearable internet of things (IoT), consumers are constantly surrounded by innovation. Embracing new technologies is no longer an option—it’s a necessity for businesses that want to stay relevant both at trade show events and in their digital marketing plans. Consider incorporating high-definition LED video walls, high-top charging stations, and mobile event software to keep attendees interested and engaged. To get the most from your technology investments, leverage Big Data in the form of lead retrieval software and beacon software designed to extract value from behavioral data to further enhance the attendee experience.

2. Choose a reputable event technology solutions architect.

When selecting an event technology specialist, focus on finding a firm that offers solutions architects who will work with you to design and customize services that best suit your needs. Be sure the firm includes field technicians to provide initial installation support and training to ensure that you’re up-and-running well in advance of the event date. Lastly, confirm that the firm offers ongoing tech support should you need help during event hours.

3. Get social.

These days, the value of a prominent social media presence can’t be overstated.  Be sure your displays and exhibits have a social networking component that helps attendees share trade show news and information with their contacts.

Ultimately, social media sharing by attendees will help your business grow its social media following long after the event has wrapped up.

4. Go for the WOW factor.

Don’t be afraid to use technology to create excitement and reinforce your brand. Today’s beautiful 4K and LED displays can be linked up to create a video wall for storytelling, product or service highlights, special events, and key marketing messages. Consider offering interactive kiosks that showcase project videos, games, and contests while telling your brand’s story.

5. Make sense of the data.  

All the data in the world isn’t going to help your business if you can’t extract value from it. Explore machine learning and artificial intelligence (AI) software-as-a-service (SAAS) to gain valuable insight into your trade show attendees. Not only will this allow you to gather leads and generate demographic data, it will help improve the customer experience at trade shows and in your business over the long haul.

Share via email