What I learned about marketing on my honeymoon.
Recently, my husband and I returned from our honeymoon in the Cook Islands, a piece of paradise in the South Pacific with white coral sands and turquoise clear waters. We used a variety of interactive tools, including Google, Google Earth, travel sites, hotel sites, and TripAdvisor to learn about the Cook Islands and book our vacation. A trip is the ultimate experiential product. Whether you're planning your honeymoon or your annual family vacation, you want it to be memorable with minimal problems. This holds for other types of products that are researched and purchased online and used offline.
Five Customer Experience Lessons
As a marketer, consider how your customer experiences your offering at every point in the purchase and usage process. Here are five lessons I learned:
Other Customer-Oriented Suggestions
I discovered some other factors that can help companies improve their customer-orientation:
Track Customer Experience Related Metrics
Implementing these suggestions can translate to measurable results. Here are some metrics you can use to track their impact on your business:
When assessing your product, consider the customer experience. The process starts when customers research products. Think in terms of your consumers' needs and preferences, not your company's challenges and hurdles.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT