Customer Insights: The Issues

It is unlikely that any company would require a second opinion when it comes to deciding on the importance of customer insights. Customer insights have played a pivotal role in zeroing in on the marketing strategy and customizing the products or services according to the demand. There have been innumerous cases when companies have leveraged insights to gain meaningful knowledge and succeeded in creating a loyal customer base. Folgers Coffee used it to make people aware of their coffee cravings while Oreo Cookies used it to make adult relish the taste of cookies in a different manner. In all these cases, customer insights have been deemed as more than helpful in gaining customer attention and loyalty.

In today’s competitive market, Customer Insights with the aid of market research and analytics is no more an advantage; it has become a necessity, no one can do without. But gathering insights is not merely good enough, one should concentrate more on gathering ‘Actionable Insights’. But the Research team has to face problems plenty while figuring out meaningful, actionable insight.

The first problem that every researcher has to encounter while looking for insights is the amount of data that he or she has to encounter with. The more the volume of data, the process becomes more complicated. The more the amount of information, the more complex it becomes to discover trends and hence it is more difficult to find the actionable insights. But organizations with more mature process can have a distinct edge in this case. A set of analytical tools like marketing automation and various BI platforms can be considered handy to set up a mature process. Besides Data Volume, another attribute of data that acts as a hurdle is Data integration and Data Synchronization. Different storage with different accesses and different techniques of storing them makes it all the more complicated. Integration and Synchronisation are essential to develop actionable insights and hence it is compulsive for the organizations to have a centralized data system which is easily accessible and synchronized. Besides the above factors, the quality of data is instrumental in figuring out insights. Interestingly, around 40% of the organizations don’t have data quality tools integrated with the data. This acts as a major barrier in finding quality insights and hence all the efforts of finding actionable insights would go in vain.

It is obvious that good ‘actionable insights’ can lead a company to glory; on the other hand a wrong analysis can easily spell doom. So it is mandatory for companies that they deploy actionable insights rather than be happy with insights alone.


Lead Generation with Social Media Marketing

With the increase of internet penetration, Social Media is increasingly becoming a popular medium for marketing professionals. The two-way communication, though acting as a double-edged sword, helps companies to understand the emotions and sentiments of the customers and helps them to make the desired changes. As per Forrester’s survey, only 20% of the consumers believe what the Brand promises; 70% of them go by the advice of their friends and peers. Thus, it is obvious that the ‘Community’ takes the call. But a cautious approach is needed to evade any negative comment that might spring up from the community.
Before going further ahead, let us have a look into how social media can be leveraged across different platforms to attain success. Before starting the Social Media campaign, you should know your target audience and their preferences. In other words, a ‘persona’ would be needed. Depending upon the persona, you would have narrowed down on the different platforms for your brand building exercise. Below we have mentioned a few key strategies that you can try out.

Facebook: Build a community of dedicated followers in your page. Make sure that the content is engaging and gives them access to something exclusive. Social Media makes the users feel exclusive and it is the duty of the business owners that they continue to feel the same. Running contests like fan-of-the-week and share-and-win helps the cause. Moreover, some limited time offers can trigger off a whirlwind of prospects to your business. Of course, if you want to increase your reach, we would suggest you to go for paid boosts so that you can reach out to the maximum number of target groups.

Twitter: A tweet a day might just make your customer’s day. Promoted trends and Hash Tag contests might catch the attention of your prospects. For all purposes, you can access customer information via Twitter Lead generation Cards and get detailed insight about your prospects.

LinkedIn: This professional networking site can serve as the lifeblood for your social media activities. Make sure you have a detailed company page and offer your views in discussion. Thought leadership is a good way to enhance a company’s image. Make sure that you post daily updates and include videos as well. LinkedIn Sponsored Updates and LinkedIn Ads are powerful tools for promoting your company as you can set specific criteria based on your desired prospect attributes.

Google+ : One of the major advantages of Google+ is that it helps in organic SEO. Google Authorship can certainly help you to get certified as ‘Authentic’ and hence your reputation across Google searches increase. Moreover, the Google Hangout feature enables you to have real time communication with your clients. If you can produce engaging videos and contents, you are bound to go viral in that platform.

These platforms are certainly bound to create inbound traffic to your company. But a carefully executed Social Media Strategy is instrumental for your success. After al l, if things don’t go well as you planned, you might be at the receiving end of your customer’s wrath.