Catching a movie in a packed theater. Crowding into a stadium with tens of thousands of fans for a sporting event or concert. Attending a bustling business expo in a convention center brimming with industry peers.
All of the above are previous mainstays that went noticeably amiss this year, lost to the ruthlessness of 2020 along with so many other in-person experiences. And while such large-scale gatherings will surely return to our lives at some point, the undeniable reality is that we don't know when. We do know it won’t magically happen once the calendar flips forward. Analysts believe physical events may not return until 2022.
Because of this, and larger trends that supersede COVID-19’s impact, entities like the movie industry and sports leagues are strategizing for 2021 — and beyond — around digital-first models, designed to maximize the quality of user experiences while optimizing for distribution and monetization.
Businesses should be intent upon doing the same. And according to CMSWire’s 2021 State of the Digital Customer Experience report, a vast majority of them are:
Digital Customer Experience Is a Decisive Differentiator
Historically, department stores have placed a substantial emphasis on the in-store experience. Everything from lighting to layout to customer service is scrutinized to the extreme. Delighting shoppers at every turn means they are less likely to take their business elsewhere. It might even mean they’re willing to pay a premium for your goods.
Similar dynamics are in play for the rapidly accelerating digital business landscape. Except if you run a department store’s online presence, you’re no longer benchmarking yourself strictly against fellow retailers in the same space.
“Customers don’t compare you only to your direct competition anymore,” writes Shep Hyken in an article for Forbes on eradicating mediocrity. “Customers now compare you to the best service they have received from anyone, regardless of the type of business or industry.”
[bctt tweet="“Customers don’t compare you only to your direct competition anymore. Customers now compare you to the best service they have received from anyone, regardless of the type of business or industry.” — Shep Hyken @Hyken" username="toprank"]
Indeed, customers’ digital expectations have risen in retail and elsewhere since the advent of COVID-19. B2B companies are generally a bit further along in their digital maturity, but 2021 is an opportunity to separate yourself from the pack. Invest in digital transformation where it counts: customer-facing touchpoints.
A study last year by Kony found that, of the trillions of dollars being invested in digital transformation, only 28% were focused on the customer experience, with a much larger portion centered on business processes.
Building digital infrastructure is important, no doubt, but back-end efficiency won’t win customers and generate buzz in the market. With an eye on creating a differentiated digital customer experience in 2021, let’s zero in on some areas worth exploring.
Key Focal Points for Digital Customer Experience in 2021
Here are four ways that today’s B2B organizations can improve the quality of engagements, strengthen trust, and develop a sustainable strategy for success in our permanently altered environment.
1 — Embrace Technology to Innovate Digital Engagement
A recent article in Harvard Business Review articulated the need for industrial firms to give their customers a digital experience. Here are a few sector-specific stats shared in the piece, via research by L.E.K.:
Building and construction customers use digital channels 80-90% of the time to gather information, read reviews, compare prices, and check product quality/availability.
Across all industries, upwards of 40% of planned purchases are now made on websites or mobile apps.
83% of the industrial firms that have been most successful at increasing revenue, market share or net promoter score (NPS), say they have made meaningful investments in digital customer engagement versus only 19% of less successful firms.
Industrial customers, like any customers, want a smooth and frictionless digital experience. They want information that is clear and easy to find. And they will respond to creativity and innovation.
HBR’s article mentions several noteworthy examples of industrial organizations going above and beyond to provide great digital experiences.
A global industrial gases and engineering solutions company called Linde uses augmented reality to project the image of their cryogenic freezer into a prospective customer’s factory setup. Similarly, building-products company Azek developed a 3D visualization tool that helps customers get an idea of what their products will look like upon completion (then leverages insight gained through the interactions). Global chemical distribution Brenntag partnered with DigiB to create a self-service portal for customers, using machine learning to tailor experiences and product recommendations.
How can you take advantage of emerging tools and technologies to stand out with your customers in the digital universe?
2— Aim for Omni-channel Presence and Consistency
Seamless consistency is the name of the game for digital customer experiences. Businesses should be easy to find and engage with across various channels and platforms. In laying out five key challenges to building a successful omni-channel customer experience strategy at CMSwire, Rich Hein points to these barriers:
Overcoming data silos
Unifying omnichannel data
Personalizing across channels
Creating a consistent experience
Real time decisioning
It’s all about taking a holistic view of every customer touchpoint to ensure they are strategically connected. To see what this looks like in action, check out Clint Fontanella’s recent feature for HubSpot highlighting 15 examples of brilliant omni-channel brand experiences.
3— Build Trust through Customer Data
Customer data can be our greatest asset and our greatest obstacle. I’ve written before that marketers have an opportunity to turn the tides on mounting consumer distrust toward data practices in business. This opportunity is now riper than ever at a time where digital data is proliferating and trust hangs in the balance.
A key frontier for activating the power of customer insight lies in micro data, according to Billee Howard in a recent article for Forbes describing a CX-Centric Future Powered By Customer Advocacy, Micro Data + Emotion.
“In today’s world, brand loyalty is swiftly being reimagined via the ability to deliver a strategic marriage of brand utility and emotional acuity,” she writes. “This type of brand super power will be borne from an ability to discover ‘micro’ data that yields surgical customer understanding that can catalyze 1:1 commercial intimacy. To do this, brand leaders will need to continue to find new approaches to customer segmentation that unearth not only points of differentiation, but areas of commonality. In an ultimate scenario, these things will meld together to create the type of empathy delivery today’s customer not only expects, but demands.”
When done right, this one-to-one engagement can build strong trust and rapport. But brands must be cognizant of customer sensitivities around personal data. A recent report from professional services firm KPMG found that “U.S. consumers are becoming increasingly concerned with — and distrustful of — how companies use, manage, and protect their personal data.” In the survey, 97% of respondents said data privacy was important to them and 87% characterized it as a human right.
Delivering a great digital customer experience isn’t only about tapping into the potential offered by this new environment, but also removing inhibitions and reservations that rightfully come along with it.
4— Find Compelling Ways to Bring In-person Experiences Online
There’s no reason to view virtual events as a burden made necessary by the pandemic and social distancing. Yes, we all miss traveling and getting together with people, but digital gatherings can serve as a valuable replacement for now and a powerful complement once normalcy returns. There is all kind of upside in enhancing your capabilities on this front.
PathFactory and Heinz Marketing asked B2B marketers how they would like to increase ROI from virtual events in the future. The top answer, selected by nearly half of respondents, was improving the way they maximize engagement with audiences post-event. The second-most popular response was changing the format of virtual events to become more dynamic and interactive.
The biggest mistake we can make is trying to pigeonhole a live event into a virtual format. They just aren’t the same. Moz CMO Christina Mautz recently shared learnings from taking MozCon completely virtual for the first time, and talked about the need to fundamentally rethink how we approach online experiences. Elsewhere, Oracle’s Larry Ellison and Rob Tarkoff chatted during their company’s own virtual summit about the future of CX.
Plan Now, Profit Later
Leagues like Major League Baseball and the National Basketball Association incorporated all kinds of new bells and whistles in their broadcasts this season, from in-game interviews to interactive features to increased streaming accessibility. And this was implemented on a tight timeline in reaction to unexpected circumstances. Imagine what these entertainment powerhouses might come up with for 2021, with full offseasons to devise plans and research evolving customer preferences for digital engagement.
The business world is in a similar position. We’ve all been adapting on the fly to this year’s events, but as we look ahead to 2021 we can begin to frame our strategic planning around the “new normal.”
That means making digital customer experiences an utmost priority.
Want to learn more about taking customer experiences to the next level? Read our post on how influence and SEO can join forces to drive CX forward
The post Why Digital Customer Experience Will Be A Top Focus For B2B Marketers In 2021 appeared first on B2B Marketing Blog - TopRank®.
Summary - A new market study, titled “Global Brand Licensing Market Research Report 2020”has been featured on WiseGuy Reports.This report focuses on the global Brand Licensing status, future forecast, growth opportunity, key market and key players.The study objectives are to present the Brand Licensing development in North America, Europe, China, Japan, Southeast Asia, India and Central & South America.The key players covered in this study The Walt Disney Company Meredith Corporation PVH Corp. Iconix Brand Group Authentic Brands Group Universal Brand Development Nickelodeon Major League Baseball IMG College (Collegiate Licensing Company) Sanrio Sequential Brands Group Westinghouse General Motors National Basketball Association Electrolux National Football League Warner Bros. Consumer Products The Pokémon Company International Procter & Gamble Ferrari Ralph Lauren Mattel Ford Motor Company BBC Worldwide The Hershey Company Stanley Black & Decker PGA Tour National Hockey League Sunkist Growers WWEMarket segment by Type, the product can be split into Apparels Toys Accessories Home Decoration Software/Vedio Games Food and Beverage Others Market segment by Application, split into Entertainment Corporate Trademarks/Brand Fashion Sports OthersMarket segment by Regions/Countries, this report covers North America Europe China Japan Southeast Asia India Central & South America ALSO READ :https://wiseguyreports.wordpress.com/2020/11/13/impact-of-covid-19-outbreak-on-brand-licensing-market-2020-5/The study objectives of this report are: To analyze global Brand Licensing status, future forecast, growth opportunity, key market and key players.To present the Brand Licensing development in North America, Europe, China, Japan, Southeast Asia, India and Central & South America.To strategically profile the key players and comprehensively analyze their development plan and strategies.To define, describe and forecast the market by type, market and key regions.In this study, the years considered to estimate the market size of Brand Licensing are as follows: History Year: 2015-2019 Base Year: 2019 Estimated Year: 2020 Forecast Year 2020 to 2026 For the data information by region, company, type and application, 2019 is considered as the base year.
Get a glimpse into the innovative ideas coming from Ford with the newest debut of the Bronco, Major League baseball with its fans at home, and more from Whole Foods, Pukka Herbs, and Massachusetts Institute of Technology. Continue reading →
The post Brands Buck History, Give Home-Field Advantage, and More [Examples] appeared first on Content Marketing Institute.
October brings the World Series, Halloween, and this year, more virtual events. That’s why we’re talking Major League Baseball, M&Ms, and video tips this week. Continue reading →
The post Fun, Fright, and Better Event Video Fill October [The Weekly Wrap] appeared first on Content Marketing Institute.
Some of the baseballs used for batting practice leading up to the 2020 World Series will have more text on them than the usual signature from Major League Baseball commissioner Rob Manfred. Tweets from fans cheering on the American League champion Tampa Bay Rays and National League champion Los Angeles Dodgers will be selected by...
Bosses love to hear the word “free.” Everyone wants to get something for nothing. The good news is that there’s a burgeoning collection of free data available for the taking. Some of it might even be useful for your project or your career.What’s the catch? Sometimes there’s no catch at all. Many of the sources below come from government agencies. Once they’re done collecting the information, it often costs them very little to share it openly with everyone. Technically it’s not free because you’re paying for it on April 15th. But the good news is that your project budget won’t feel the pinch.
[ Also on InfoWorld: How to choose a cloud machine learning platform ]
Other data collections are a subtle form of advertising. All of the major cloud companies host various collections of open data sets. You don’t need to use their cloud servers, but the performance will be that much better when the bits are stored in the same data center. The cloud companies could be purchasing 30-second spots on the Super Bowl, but this form of advertising is a better strategy for everyone.To read this article in full, please click here
Major League Baseball and Bed, Bath, & Beyond both recently signed up for long-term contracts with Google Cloud.
https://moteefe.com/store/tony-taters-official-t-shirtBaltimore's Anthony Santander hits bombs, which are also called taters.Tony is short for Anthony.See where we're going here?Officially licensed product of the Major League Baseball Players Association.Light brown, orange, & white print print on a super-comfortable vintage black tee.Premium, lightweight cotton/poly-blended crewneck.Unisex sizing with a snug fit.Designed by Athlete Logos.Printed in the USA.https://moteefe.com/store/tony-taters-official-t-shirt
Steve Cohen, who is worth $10.1 billion, was banned from investing in 2016 after a lawsuit with the SEC.
The transaction is still pending approval from at least 23 out of 29 other major league baseball owners.
Flight attendants said in a complaint United favors employees "as if decades of laws and policies preventing discrimination ... simply do not exist."
The way Kyle Lewis plays centerfield reminds Seattle fans of another kid they knew so well.Officially licensed product of the Major League Baseball Players Association.This exclusive Graphic Represents All The Superb Happiness for Baseball Lover fans.You Could Be an Influential Person with loving your passion.Wear This T Shirt from your passion.You Know This Is only Perfect For you!https://moteefe.com/store/kyle-lewis-in-20#LEWIS IN '20#KYLE LEWIS IN '20#MEJOR LEAGUE BASBALL#OFFICIAL LEWIS IN '20#LEWIS IN '20 TSHIRT#KYLE LEWIS IN '20 TSHIRT
Our guide explains how to watch the Red Sox vs Yankees online and live stream all four games of MLB action from anywhere this weekend.
Chinese short video app platform, TikTok, has been on the news for multiple reasons in recent times. The latest report on TikTok shows that the ...
The post TikTok signs a $10 million sponsorship deal with New York Yankees appeared first on Gizchina.com.
Google may finally end the internet tradition of traffic-grabbing how-to-watch posts with a new search feature that will display local TV and streaming options for NBA and MLB games when you search phrases like “how to watch the Lakers games.”
The new feature is rolling out in the US today, and it can incorporate your location data to help you figure out which specific local channel is airing the game you want to watch. The new TV options will also appear on Google’s existing sport game search widgets alongside things like the box score or time remaining in the game.
Right now, the feature supports MLB and NBA games and works with a variety of cable and network channels. Google says it’s working to support more leagues and more...
Prepare to pay an extra dollar a month for ESPN+ from this Wednesday - a 20% increase for the popular sports streaming service.
The four-game series between the Braves and the Phillies starts tonight. Here's how to stream it live online.
The three-game series between the Cubs and the Cardinals starts tonight. Here's how to stream it live online.
The League of Legends World Championship 2020 will be held in Shanghai | Riot Games
Even though many esports tournaments this year have been postponed or canceled due to the coronavirus pandemic, Riot Games announced that it will hold the League of Legends World Championship 2020 in Shanghai from September 25th to October 31st. The finals will be held in Pudong Soccer Stadium. The company says by hosting the event at one site rather than several different sites, they’ll be able to more closely control the show environment.
At present the plans call for early stages of the tournament to have no in-person audiences. The company says it will rely on “local guidelines” to decide whether to allow an in-person audience for the finals. If so, details about tickets and any safety measures that need to be applied will be...