Engagement - c3centricity

The CMO’s 5-Step Guide to Boosting High-Quality Traffic and Customer Engagement

Posted on March 12, 2024December 15, 2024 by Denyse Drummond-Dunn

What is the cornerstone of sustainable growth and competitive advantage today?

The answer is that a business can benefit from technology in this digital age to attract high-quality traffic and engage customers effectively.

This guide is for all executives who recognize the critical role that strategic, data-driven customer engagement plays in their company’s success.

If you prefer to listen rather than read:

Marketing Deep Dives by Denyse · Boosting High – Quality Traffic & Customer Engagement

Understanding the Challenge of Getting High-Quality Traffic

The explosion of systems and platforms means that the digital landscape is crowded and noisy. With millions of websites vying for our customers’ attention, driving high-quality traffic that converts into loyal customers requires more than a scattergun approach to marketing.

It’s about delivering the right message, to the right people, at the right time. Well, at least that means that nothing has changed for marketing, doesn’t it?!

According to HubSpot, 61% of marketers consider generating traffic and leads to be their biggest challenge.

So why has this become even more challenging? Because consumer behaviour has evolved.

Today’s consumers are inundated with choices and information, making them more selective about where they direct their attention and loyalty.

They seek personalized experiences, and value authenticity and engagement over generic sales pitches. This shift demands a strategic overhaul of how companies approach customer engagement and traffic generation.

Join our Ultimate 60-mins CX Makeover to discover a new way to decrease information investments while simultaneously deepening the knowledge of your market and customers.

Leveraging Data for Personalisation

The key to unlocking high-quality traffic lies in data-driven personalization.

A study by Epsilon found that 80% of consumers are more likely to purchase a brand that provides personalized experiences.

By leveraging data analytics, marketers can gain insights into customer preferences, behaviour, and purchase history, enabling them to tailor their messaging and offerings.

Consider Netflix, which uses viewing data to personalize recommendations for its users. This data-driven strategy not only enhances user engagement but also keeps customers coming back for more.

By analyzing the vast amounts of data available to them, Netflix can predict what its users will enjoy watching next, leading to increased customer satisfaction and retention rates.

The Power of Content Marketing to Attract High-Quality Traffic

In Conclusion

Driving high-quality traffic and engaging customers in today’s digital landscape requires a strategic, data-driven approach. By leveraging personalization, content marketing, SEO, and social media, and by measuring the success of these strategies, CEOs and CMOs can not only meet the challenge head-on but turn it into a significant opportunity for growth and differentiation.

Embracing these strategies requires a commitment to understanding your audience deeply, experimenting with different approaches, and continuously optimizing based on data insights. The rewards, however, are in terms of customer loyalty, brand strength, and business growth.

Would you like to make a quantum leap in your business by making small, atomic changes, such as reducing your information investments yet still knowing more about your customers; increasing your innovation success

… Click to continue reading

Packaging: Are You Using This Free Channel For Communicating With Your Customers?

Posted on August 7, 2022October 4, 2024 by Denyse Drummond-Dunn

Do you consider your packaging to be a part of the product, protecting its contents and framing its on-shelf life? Or do you consider it to be an integral part of your connection with your customers at an important moment of truth, that of purchase and usage? Or both of these?

If you answered both, then I believe that you are making maximum use of your packaging or at least you recognise its potential for communicating.

If you answered only one of the choices, then you may be missing an important opportunity. Let me explain, with a few examples.

People don’t read instructions

We all expect most things that we use or consume to be intuitive these days. In other words, we assume that we will understand how to build / cook / use them without reading the manual / instructions.

If you are like most people – myself included – this has nothing to do with the complexity of the product concerned. I myself will only turn to the instructions when something doesn’t work: I end up with left-over screws when mounting a flat-pack piece of furniture, or I can’t achieve multi-recordings on my smart TV or cable box.

In the article How Likely Are You to Read the Instructions they link behaviour to personality types. It makes an interesting read and offers at least some explanations as to why many (most?) of us still don’t read instructions.

Since the internet arrived, we have access to more and more information, and yet we seem to be reading less and less. Therefore as marketers, we need to ensure that any vital information we want to share, is clearly highlighted on the pack.

People do look at packs

Whether it is the cream we put on our faces, the cereal we eat for breakfast, or the dip that we offer to friends on match night, there are moments when we are faced with packaging for more than a split second. It is at these times that we are likely to read at least some of what is written on the pack.

It therefore makes sense to provide more than just a list of ingredients. After all you have your customer’s attention, so make use of it to impress or educate.

Here are a few of the best examples I have come across:

Nestlé does a great job of providing useful information on their pack,s with their “nutritional compass.” This includes four different pieces of information: good to know, good to remember, good question and the nutritional data.

What I particularly like about what Nestle has done, is to combine mandatory information on nutritional values, with useful information for the consumer. Although they may not be the most consumer centric company around, at least they did think consumer first in the development of their “compass.”

Juvena of Switzerland: The short message to “Enjoy the smoothness” on the back of the Juvena hand cream sample tube, makes the experience both … Click to continue reading

How to Improve Customer Centricity in Hospitality

Posted on June 9, 2020September 6, 2024 by Denyse Drummond-Dunn

The title of this week’s post might surprise you. After all, the hospitality industry should be highly customer centric, as it relies on satisfying its guests.

However, it can learn a lot from consumer packaged goods (FMCG/CPG), as I shared with industry experts at a Faculty Day of one of the leading hospitality schools in Switzerland. Having spent most of my career in consumer goods, I was invited to share what the hospitality industry could learn from the industry. From the reactions at the end of my talk it seems that the answer is a lot!

It might surprise you, but the two industries have a number of similarities. They both (should) have their customers at their heart. And they are both founded on pleasing and hopefully delighting their clients in the quality of the products and services they offer.

During my presentation, I shared many ideas; here are a few of the points I covered:

#1. From ROI / ROR to ROE

There has been a lot of discussion in the past few years about the need to move from a return on investment to a return on relationships. While I agree with the importance of relationships, I believe that what we should be talking about is engagement. Despite many books touting the need for our customers to “Love” our brands, in reality, I’m not sure that any of us want to have a deep relationship with brands.

The relationship is based on more than just the brand. It is founded on trust and confidence in the product, the brand’s website and their engaging communications. Think Coca Cola and Red Bull as great examples of this.

#2. Build Relationships with Strangers

The hospitality industry is based on serving and satisfying its guests. But in today’s connected world it also needs to consider people who are currently strangers – but could potentially become guests. These may include the friends of past guests, who have heard about the hotel or restaurant and are interested in visiting it for themselves.

One good example of this, but I know many hotels are also doing it, is the Rosewood Mayakoba resort in Mexico. This wonderful hotel encourages its guests to photograph their experiences during their stay at the resort and then to post them on Facebook.

This not only provides free publicity for the hotel, but also enables it to start engaging future guests before they even arrive. In addition, the posts will certainly have a positive influence on website visitors. And the guests who publish their photos, will have an even stronger positive impact on their friends and followers. After all, they will more than likely have similar tastes and desires.

#3. Value is more Important than Price

Having additional control of our lives today, means that customers are re-evaluating what they are offered. They have higher expectations and are more discerning in their choices. They expect recognition at every touchpoint, even if in reality their decisions are influenced by … Click to continue reading

Tag: Engagement