We all know about the importance of knowing your customer needs, and focusing on the digital journey. But all too often, we overlook the content that customer experiences — and how well it pays off the journey. A few months ago at the Word of Mouth Marketing Association conference, I shared five steps to tune the customer journey and the content needed to support it. Here are some lessons learned (and what you can do to get started).
1. Build out customer personas.
The first step is to bring your customer targets to life. Who are your customers and what do they care about? What are their key go-to sources for web, mobile and social? The key is to understand the roles these target buyers play and the interplay within the purchase process. At Cisco, we started with three target personas for our Data Center buyers and did a deep dive into careabouts for CEO, BDM and Technical Influencer roles. Read More »
Tags: Cisco, content, customer journey, digital, digital strategy
We all know how close we are to our mobile devices and digital technology, and how much we rely on these new tools – 87% of us use our mobile device while on the go and 81% of users read email on their mobile – and all of us use some combination of the web, mobile, video, social media, computing power, collaboration tools, and digital networks in our daily business lives.
We take advantage of advanced digital technologies for efficiency, effectiveness, and loftier performance in business, so why wouldn’t an athlete use these technologies to their advantage while in training or on the field of athletic competition?
- NFL quarterbacks have in-helmet speakers and microphones to get plays called-in from the coaches on the sidelines (as noted by the green sticker on the back of the helmet).
- The America’s Cup racing teams go to elaborate measures and spend incredible sums of money to hone their boat hull technologies for competitive advantage.
- Better strength-training machines (and outlawed performance-enhancing drug cocktails) optimize the human body for maximum performance.
- Special fabric technologies reduce wind- and water-drag for a few hundredths-of-a-second advantage in skiing and swimming competitions.
The examples are all around us, in virtually every sport or game, including the university-level, professional, and the Olympics. Read More »
Tags: digital, Mark Yolton, olympics, technology
Approximately 45% of us make New Year’s Resolutions according to research by the University of Scranton. Among the top ten resolutions for 2014 are:
- stay fit and healthy,
- spend less and save more,
- learn something exciting, and
- spend more time with family.
Good luck with that…
We all start with good intentions in January, but often lose momentum by the end of the month with only 8% of us achieving our resolution during the year. I admit to invariably occupying the category of the underperforming 92%.
Add ‘Digital’ to Your 2014 Resolutions Read More »
Tags: 2014 resolutions, digital, Mark Yolton
I am just back from attending the 2014 Consumer Electronics show in Las Vegas where I was meeting with customers and visiting the massive show floor. CES is an intriguing blend of extremes and contrasts: biggest and the smallest; connected and unconnected; wired and wireless; high tech – low tech. As personal and business technologies converge through the “consumerization of technology”, CES provides an exciting window into the current and future world of technology.
As with every show, there are things which are the same, more advanced or completely new from the previous year. The following are my personal observations and extrapolations from the show based on my conversations with customers, colleagues and walking the floor.
1. Internet of Everything – Not only are all things (machines, sensors, devices) being connected to the Internet but so are people and data, creating the Internet of Everything. IoE is a fitting overall theme for CES – everything at the show is connected to everything else. As Cisco CEO John Chambers stated in his keynote speech “IoE is bigger than anything that’s ever been done in high tech.”
2. New Next Generation TV… Again – You could be mistaken for thinking that CES is really the TV show. Televisions are everywhere and every company seems to produce one. Manufacturers are still promoting 3D television, but it has taken a back seat to the next big thing – spectacular ultra high-definition or 4K TVs – four times the resolution of typical HD TVs.
3. The World is Curved – Read More »
Tags: CES, Cisco, consumer electronics, devices, digital, future, IBSG, mobile, mobility, Service Provider, television
It’s the holiday season, and ’tis the season for giving!
Since one-third of donations occur in the month of December (source: Network for Good, Chronicle of Philanthropy), digital plays an increasing role in expanding the reach of requests for donations, in creating a propensity to give, and in delivering connected experiences that even themselves provide community benefit.
Known as ‘digital philanthropy,’ more and more donations are digital and utilizing mobile, social media, web and video. Growth of online donating has increased to 11.8% year-over-year, while overall giving increased 3.8% (source: Blackbaud, Charitable Giving Report: How Nonprofit Fundraising Performed in 2012, February 2013).
Easy Giving via Text Message
Donations come in all sizes and packages. The one we often hear about most is donating money via text message. To donate for typhoon relief in the Philippines via the Salvation Army, for example, all you need to do is text TYPHOON to 80888. And with just a click or two you’ve made a contribution. Quick, simple and immediate.
Read More »
Tags: digital, Mark Yolton, mobile, philanthropy, social media, video, web