Suche und E-Mail-Konto für 50 bis 60 Prozent aller Web-Verweise, laut einer aktuellen Business Insider Artikel
Optimieren Sie Ihre Präsenz auf der Suche und E-Mail sind zwei sehr verschiedene Aktivitäten, die ebenso deutliche Gewichts bei der Erreichung der Kunde zu tragen. Eine konzentriert sich auf Ziel Personen auf der Grundlage eines Customer Relationship Management (CRM) Profil und andere Informationsquellen, während die anderen Ziele anonymen Publikum. Vermarkter, die align suchen und per E-Mail CRM wird von einer ganzheitlichen Sicht auf den Kunden zugute kommen, was zu mehr zielgerichtete Kommunikation, Nachrichten und einer höheren Rate von Engagement im Laufe der Zeit.
Was Sie auf Ihre Suchmaschine und E-Mail Marketing verbinden müssen
Wenn Sie die richtige Lösung haben, müssen Sie nur ein paar Dinge.
• Eine Kampagnenmanagement-Lösung mit starken Datenmanagement und CRM-Funktionen
• Eine Datenmanagement-Plattform (DMP)
• Eine Ad Manager
Das ist es. Mit diesen drei Dinge, die Sie starten mit den zwei größten Quellen von Web-Datenverkehr gemeinsam können. Zum Beispiel können Sie Ihre AdWords-Kampagnen-Segment auf der Grundlage Ihrer Kampagnen-Manager Segmente: Kunden vs. nicht Kunde, Männer gegen Frauen, häufige Käufer, den letzten Käufer, Kunden mit einem durchschnittlichen Warenkorbwert über $ 100, hohes Einkommen, verheiratet vs. einzigen, Baseball Ventilator, usw. Dies ist ein wichtiger Schritt, weil es Ihnen erlaubt, genau festzustellen, mit wem Sie sprechen.
Wie Sie Ihre Suchmaschine und E-Mail Marketing zu verbinden
Auf den Punkt gebracht, öffnen Sie Ihre DMP, konfigurieren Sie ein Publikum, und wählen Sie AdWords als Ziel. Anschließend synchronisieren Sie diese DMP Publikum mit Ihrer Remarketing-Liste. Das ist es! Jetzt können Sie Ihre AdWords-Kampagne so genau, wie Sie wünschen Ziel.
Acht Anwendungsfälle Sie heute implementieren können
Vermarkter schnell verfeinern ihre ad-Targeting und bereichern klassische Stichwortsuche gezielt in einem breiten Spektrum potenzieller Anwendungsfälle. Dazu gehören:
1. Nutzung Familienstand des Publikums (Einzel-, Familie, DINKS - Double Income No Kids, junges Paar, etc.) für sehr zielgerichtete Anzeigen
2. Nutzung Segmente und Partituren für segmentierte Angebote
3. Mit Anzeigen für einkommensschwache vs. Kunden mit hohem Einkommen
4. Senden stark segmentiert Anzeigen auf das Verbraucherverhalten (Menschen, die Ihre Kunden-Service, haben ein Produkt, kontaktiert die App installiert haben, nahmen an Ihren Wettbewerb, etc.)
5. Senden von Follow-up-Anzeigen auf E-Mail oder SMS-Kampagne Klicks
6. Senden verschiedene Anzeigen, um Ihre treuesten Kunden oder Website-Besucher täglich
7. Senden geo-Anzeigen befindet sich auf der Grundlage der zuletzt besuchten Shop Standort
8. Senden Upsell Anzeigen jüngsten Käufer
Dies sind nur einige Beispiele von praktischen und hochwertigen Anwendungsfälle, aber Vermarkter sind nur durch ihre Vorstellungskraft begrenzt. Vergessen Sie aber nicht alles, was Sie zu anonymisieren, um die Privatsphäre der Menschen zu schützen.
Nicht verbinden Sie Ihre Suche und E-Mail Marketing können Sie kosten
Stellen Sie sich ein Kunde, der seine Daten und Präferenzen in Ihre Website Präferenz Zentrum gefüllt. Diese gleichen Kundenaufträge Artikel über Ihre Website jeden Monat, Klicks auf Ihre E-Mail-Links, füllt Ihre Kunden-Feedback, Umfragen und sogar verbreitet das Wort über Ihre Marke und Produkte auf Social Media. Dies ist eine ernst zu wertvollen Kunden.
Nun stell dir vor, was passiert, als er Typen in Ihren Markennamen auf seiner Suchmaschine. Wenn Ihre suchbasierte und E-Mail-basierte Marketing-Silo-sind, werden Sie wahrscheinlich zeigen ihm, Ihre Zielseite, oder schlimmer noch, zu einem tollen neuen Kunden-Angebot, das er nicht verwenden können. Im besten Fall verpassen Sie die Möglichkeit, Cross-Selling, Up-Selling oder bieten ihm ein wertvolles "VIP-Kunden" bieten. Im schlimmsten Fall, können Sie ihn so sehr, dass Sie eine wertvolle Kundenbeziehung zu brechen und kosten Sie sich eine treue Markenbotschafter reizen.
Was Sie jetzt tun sollten
Anschließen Suche und E-Mail-Marketing, um Ihre zwei Hauptquellen für Web Empfehlungen zusammen zu nutzen, ist ein äußerst wertvolles Praxis. Sie können jedoch nur tun, wenn Sie Ihre Kampagnenmanagement-Lösung oder CRM an Ihr DMP gebunden.
Wenn es nicht, müssen Sie den Wechsel zu einer Plattform, die die beiden integriert direkt aus der Box.
Search and email account for 50 to 60 percent of all Web referrals, according to a recent Business Insider article
Optimizing your presence in search and email are two very different activities that carry equally significant weight in reaching the customer. One focuses on targeting individuals based on a customer relationship management (CRM) profile and other sources of information, while the other targets anonymous audiences. Marketers who align search and email CRM will benefit from a more holistic view of the customer, resulting in more targeted communications, messages, and a higher rate of engagement over time.
What you need to connect your search engine and email marketing If you have the right solution, you need only a few things.
· A campaign management solution with strong data management and CRM capabilities
· A data management platform (DMP)
· An ad manager
That’s it. With these three things, you can start using the two biggest sources of Web traffic together. For example, you can segment your AdWords campaigns based on your campaign manager segments: customer vs. not customer, men vs. women, frequent buyer, recent buyer, customer with average cart value above $100, high income, married vs. single, baseball fan, etc. This is a critical step because it allows you to pinpoint exactly who you’re talking to.
How to connect your search engine and email marketing In a nutshell, open your DMP, configure an audience, and select AdWords as the destination. Then, synchronize this DMP audience with your remarketing list. That’s it! Now you can target your AdWords campaign as precisely as you desire.
Eight use cases you can deploy today Marketers can quickly refine their ad targeting and enrich classic keyword search targeting across a broad range of potential use cases. These include:
1. Leveraging an audience’s family status (single, family, DINKS – Double Income No Kids, young couple, etc.) for very targeted ads
2. Leveraging segments and scores for segmented offers
3. Offering ads for low-income vs. high-income customers
4. Sending highly segmented ads based on consumer behavior (people who contacted your customer service, rated a product, installed your app, participated in your contest, etc.)
5. Sending follow-up ads based on email or SMS campaign clicks
6. Sending different ads to your most loyal customers or daily website visitors
7. Sending geo-located ads based on the most recently visited shop location
8. Sending upsell ads to recent buyers
These are just a sampling of practical, high-value use cases, but marketers are only limited by their imagination. Just don’t forget you have to anonymize everything to protect people’s privacy.
Not connecting your search and email marketing can cost you Imagine a customer who filled out his details and preferences in your website preference center. This same client orders products through your website every month, clicks on your email links, fills out your customer feedback surveys, and even spreads the word about your brand and products on social media. This is a seriously valuable customer.
Now imagine what happens when he types in your brand name on his search engine. If your search-based and email-based marketing are siloed, you’ll most likely point him to your landing page, or worse, to a terrific new-customer offer he can’t use. At best, you miss an opportunity to cross-sell, up-sell, or offer him a valuable “VIP customer” offer. At worst, you may irritate him so much that you break a valuable customer relationship and cost yourself a loyal brand ambassador.
What you should do now Connecting search and email marketing, in order to leverage together your two primary sources of Web referrals, is an extremely valuable practice. However, you can only do this if your campaign management solution or CRM is tied to your DMP.
If it’s not, you need to consider switching to a platform that integrates the two straight out of the box.
CRM is the foundational building block that allows empowered consumers and connected employees to do business in ways we could not imagine just a few years ago. Historically, CRM strategies have focused around operational efficiency gains like reduced marketing costs, increased revenues from salespeople, shorter sales cycles, or better customer service productivity. Its no wonder that CRM is widely deployed in all companies – both big and small.
Today CRM is evolving, and companies are using it to support their customers in their end-to-end journeys. This customer obsession delivers business results that far exceed productivity and efficiency measures CRM, used the right way, delivers higher levels of revenue and company profitability through winning, serving, and retaining customers.
Here is a snapshot of 4 of our top 10 trends that you should pay attention to in 2015:
Trend 1 – CRM is ripe for fragmentation. CRM technologies are 20 years old, and today much of core sales, marketing, and customer service capabilities are commoditized. CRM solutions today are chock-full of bloated features and functions which are rarely used to their full extent. We predict the demise of this category. CRM will fragment to better support end-to-end business processes. There will be a much deeper alignment between sales and marketing CRM to support lead-to-revenue management processes. Customer service CRM solutions will converge with workforce optimization and queuing and routing technologies to better support the end customer and more effectively manage agent workloads.
Trend 2 – Companies will operationalize insights from connected devices. Today, with ubiquitous connectivity, connected devices are expected to proliferate at a rate of 50 billion by 2020. We predict that insights derived from the web of connected devices (the Internet of Things, or IoT) be more greatly leveraged within CRM to offer deeply personalized engagement delivered in context, better planning and anticipation of future customer needs, proactive, and even pre-empitive service with faster resolution, lower costs in times of failure and better customer satisfaction.
Trend 3 – Companies will leverage insights for relevant experiences. Insights derived from customers and interaction data captured in CRM can be used to deliver relevant customer experiences across their life cycle. Insights from mobile data — like location — create phenomenal insights about a customer’s environment. For example, doctors in Africa link malaria medication supplies to location data, while retailers are looking at melding online and in-store experiences with deeply personalized service. We predict that companies will use insights from CRM data to acquire more profitable customers through better targeting, to reduce the cost of acquisition in the early stages of the relationship,to cross- and upsell to the right customers, and to increase wallet share through loyalty, retention, and recovery programs. They will support these activities through various analytical solutions deployed across the customer lifecycle.
Trend 4 – SaaS CRM is here to stay. After years of hype, discussion, and gradual enterprise adoption, the market for CRM SaaS is here to stay. Companies look to replace legacy CRM with SaaS solutions today at a higher rate than ever before. SaaS CRM has gained traction as it provides lower upfront costs, better flexibility, and faster time-to-value compared with traditional on-premises applications. To be successful, organizations must focus on lightweight, agile governance processes where technology management creates rules and guidelines for SaaS usage, but leaves the selection and management of the SaaS CRM application primarily to the business user.
The self service customer relationship management package bought last year by Microsoft got an upgrade. The new version of Parature, to be released this spring, includes more than 30 high-priority customer capabilities, according to Microsoft.The update emphasizes productivity for customer service professionals by delivering insights designed to help agents quickly understand, diagnose and resolve issues that customers might face. With the new release, Parature will be available via Microsoft Online Services in 50 markets and 10 languages worldwide.
In developing the update, Microsoft worked on user interface and under-the-hood enhancements aimed at improving agent productivity, especially in the area of working with bulk data and search.
"More and more, people are choosing the brands that give them unique, tailored and fulfilling customer service experiences," said Bob Stutz, corporate vice president of Microsoft Dynamics CRM. "Parature’s customer-centric capabilities enable organizations to deliver personalized customer care and, when combined with the clear business processes and intelligence of Microsoft Dynamics CRM, give our customers the high-quality solutions their businesses demand."
Access to More Channels
The update offers support for more social channels. Existing support for Twitter and Facebook will be joined by Parature support for YouTube, Instagram and LinkedIn. The latter might indicate that Microsoft wants to expand Parature’s reach from being mostly consumer-oriented to having a business-to-business presence as well.
Users will also be able to manage related articles through the Parature API. With that feature, knowledgebase authors can use automated processes and third-party tools to create lists of related articles. These processes can also add knowledgebase articles to -- or remove articles from -- lists of related articles when creating or updating knowledgebase content.
Parature users also will be able to retrieve, add and edit knowledgebase article keywords via automated processes using the Parature API. Agents will be able to use background processes, integrated content, and third-party applications to create and edit keywords, helping employees and customers as they perform searches on support portals and search engines.
Microsoft bought Parature in February 2014. The company specializes in customer service knowledge management and software that delivers contextual, self-service Web and social customer care for consumers.
The new version of Parature delivers insights based on previously logged searches and interactions. Microsoft said this will help keep customers and agents on the same page so they can resolve problems more quickly.
Now users can also create and manage Parature environments through the Microsoft Online Commerce platform. Microsoft said that feature will send integrated purchasing and billing capabilities with Microsoft Dynamics CRM and other Office 365 applications through the Microsoft Online Portal, an online management portal that lets customers and administrators configure and manage products within Dynamics CRM and Microsoft Office 365.
The company said on Wednesday that it plans to release another update to Parature in the second quarter of 2015. The last major Dynamics CRM release, Dynamics CRM 2015, was released in December.
Before Sayta Nadella, Microsoft's new CEO, took over, Salesforce.com CEO Marc Benioff was outspoken about what a disaster Microsoft was and how former CEO Bill Gates needed to come back to push reset. Apparently Nadella has done exactly that and Benioff couldn't be more pleased, which is partially why Salesforce cut the deal with Microsoft.
It’s an alliance that may mark a new era under a new CEO. Microsoft and Salesforce.com on Thursday announced a strategic partnership that will see the two tech giants collaborate on solutions to connect Salesforce's customer relationship management (CRM) apps and platform to Microsoft Office and Windows.
“We both view our mission as helping customers succeed in today's new world, a world of the cloud, a world of social computing, of mobile computing, of connectivity,” Salesforce CEO Marc Benioff said in a media briefing. “And this announcement is really about putting our customers first.”
Nadella Offers Nuts and Bolts
The companies plan to deliver two new solutions: Salesforce1 for Windows and Windows Phone 8.1, and, Salesforce for Office 365. Terms of the deal were not disclosed.
“First, we will empower people to use Office 365 and Salesforce seamlessly together, whether it's sharing Office documents in Salesforce1 or analyzing CRM data in Power BI for Office 365. Second, we are bringing the leading CRM application to Windows devices, both phones and PCs,” said Satya Nadella, CEO of Microsoft.
“Third, Microsoft has renewed our commitment to using ExactTarget Marketing Cloud for one-to-one digital marketing efforts. And Marc will talk more about Salesforce's commitment to use Microsoft database and cloud technologies with ExactTarget,” he said.
Salesforce1 for Windows and Windows Phone 8.1 will let customers access Salesforce and run their businesses from their Windows devices. A preview is expected to be available in fall 2014, with general availability following in 2015.
Customers Want This
According to Microsoft, new interoperability between Salesforce and Office 365 will give customers access to the content they need to collaborate, sell, service and market from just about anywhere. For example, customers will be able to access, share, edit and collaborate on Office content from within Salesforce and on Salesforce1 using Office Mobile, Office for iPad and Office 365.
Customers can also use OneDrive for Business and SharePoint Online as integrated storage options for Salesforce; use Salesforce and Outlook together with a new Salesforce App for Outlook; and connect Salesforce data to Excel and Power BI for Office 365 to visualize information and find new insights.
“Customers need and they want us to work together. They want this partnership. They want this partnership badly,” said Benioff. “They want to be able to work with Office 365, they want to be able to work with Excel, with Outlook, they want to work with all of Microsoft's apps, and they want to be able to work with Salesforce. And they want us to work together for our customers' benefit.”
Expect More Partnerships
“Apparently Nadella has done exactly that and Benioff couldn't be more pleased, which is partially why he cut the deal with them. Microsoft is really looking like a very different company now and I'm hearing from partners that they are engaging like they did in the old days,” Enderle said. “I expect we'll see a number of unexpected partnerships in the coming months, as a result. This Salesforce move is likely a strong indicator of both Microsoft's change under Nadella and what is to come.”
According to Salesforce.com research, businesses using the Desk.com help-desk system have seen, on average, a 42 percent faster response to customers, a 27 percent decrease in support costs, and a 36 percent increase in customer satisfaction. Salesforce hopes its special incentives will lure companies into switching from Zendesk to Desk.com.
Cloud and CRM software leader Salesforce.com just rolled out the latest edition of its Desk.com help-desk solution, positioning the new version as the 'future of customer service'. Innovations include a new intelligent-agent console, a mobile app, and a reporting engine.
Salesforce says these and other new features will help customer service agents provide faster, better service, which in the end, leads to happier customers and increased sales.
In case you aren't familiar with Desk.com, it's a real-time interface that lets customer service agents handle traditional one-to-one communications and also monitor and respond to social media. All customer communication is actionable and reportable, allowing customer service managers to handle a variety of different support needs.
"Awesome customer service is the new competitive advantage," said Leyla Seka, general manager and senior vice president of Desk.com for Salesforce. And, it's an advantage that small businesses as well as large enterprises can leverage.
Indeed, Salesforce may be hitting a nerve, especially with small businesses. More than half of small businesses fail in the first five years, according to the Small Business Administration. In response, Salesforce is pushing this message: Exceptional customer service is a competitive differentiator and growth driver -- and Desk.com can help.
According to its Salesforce-commissioned research, Desk.com customers on average experience a 42 percent faster response to customers, 38 percent increase in agent productivity, 27 percent decrease in support costs, and 36 percent increase in customer satisfaction.
Some businesses already using Desk.com include the HotelTonight room reservation service, and, SoundCloud, a social platform for recording and sharing music.
One Kings Lane, an online home décor company, is also using Desk.com, with beneficial results for its customers and its customer service team.
"With Desk.com, One Kings Lane has maintained outstanding service and high customer satisfaction rates," said Alexis Chapman, director of Customer Operations at One Kings Lane. "Now, our customer care team has greater visibility into customer needs and they are empowered to work more efficiently and continually offer an exceptional experience for our shoppers."
Can Desk.com Disrupt?
Salesforce is also working hard to compete with the likes of Zendesk. In fact, Salesforce is offering customers who switch from Zendesk to Desk.com a free subscription for the rest of 2014. That's a serious incentive that could help bring the Desk.com brand into more conversations as companies look for ways to boost customer service.
"Desk.com is priced and delivered such that it can be disruptive," Shimmin said. "This market has been slow to adopt the cloud because of large on-premises deployments. Customer service has been moving rapidly to the cloud over the last year, but it's still moving slower than other aspects of the software industry."
The latest version of Desk.com is available now, with pricing starting at $30 per month, per agent.
The announcement of Salesforce Wear shows that Salesforce.com CEO Marc Benioff is working to build Force.com as a platform that can accommodate a wide array of enterprise solutions, not just CRM apps. Salesforce Wear is a good step forward because it addresses the fragmentation in the mobile device market, said analyst Brad Shimmin.
Jumping on the wearables bandwagon, Salesforce.com has launched Salesforce Wear. The CRM company is billing it as the first initiative for wearable computing in the enterprise.
The company also rolled out the Salesforce Wear Developer Pack, which works to help developers connect companies with their customers via apps for wearables. Salesforce is getting a warm reception as ARM, Fitbit, Pebble, Philips, Samsung and others have signed on to the Salesforce Wear initiative with a mind to accelerate adoption of wearables in the enterprise.
Salesforce Wear is building in support for devices that can be worn on the face, wrist and body for a variety of use cases, including: Android Wear, ARM, Fitbit, Google Glass, Myo from Thalmic, Nymi from Bionym, OMsignal, Pebble, Philips and Samsung Gear 2.
“Wearables are the next phase of the mobile revolution," said Daniel Debow, senior vice president of emerging technologies at Salesforce.com. "With Salesforce Wear, companies can now capture the massive opportunity these devices offer to connect with customers in new ways."
A Wearable Push
Debow is not just blowing smoke. Mobile device makers and analysts alike agree that the wearables explosion is creating opportunities for businesses to connect with customers, partners and employees in new ways. According to an IHS report, about 50 million wearable units will be sold in 2014 -- and more than 180 million are predicted to sell in 2018.
"Salesforce Wear will create new mobile solutions that leverage the technology of Samsung Gear devices to help business customers adopt wearables in a meaningful way,” said Nick Rea, Director of Technical Solutions in Samsung Mobile’s Business Innovations Group. And Jeroen Tas, CEO of Philips Healthcare Information Services & Solutions, said he sees “great promise” for the company’s cloud-connected wearable device technologies in the healthcare industry. Market research firm Forrester is also on board.
"Wearable devices represent the next phase of this mobile revolution. Perpetually connected wearables will enable workers, partners, and customers to experience new levels of immediacy, simplicity, and context in their mobile computing experiences,” said J.P Gownder in the January 2014 Forrester Research Inc. report, The Enterprise Wearables Journey. “Wearables aren't just a consumer phenomenon; they have the potential to change the way organizations and workers conduct business.”
We caught up with Brad Shimmin, a principal analyst at Current Analysis, to get his take on the new Salesforce Wear. He told us this move makes it clear that Salesfore CEO Marc Benioff is working to build Force.com as a platform that can accommodate a wide array of enterprise solutions, not just CRM apps. He called Salesforce Wear a good step forward because it addresses an emerging difficulty in the market.
“If you think the mobile device market is fragmented and difficult for the enterprise market to write to now, wait until the market comes to the foreground and you have not only different platforms by different vendors, but also more varied devices,” Shimmin said. “Unlike a mobile phone that just tries to be a blank slate, wearable devices are often built to provide a very specific set of services -- not to be all things but to be one thing or a couple of things.”
Shimmin predicted the mobile device landscape will quickly become incredibly complex and a burden for software developers. There will be classes of applications tailored to specific use cases, not just wearable device manufacturers.
“For a company like Salesforce to come out and say they are going to simplify this by building a set of SDKs for as many of these as they can handle is pretty special,” Shimmin said. “It’s also an interesting way to take the platform forward and to prove to the marketplace that Force.com is much more than just a great place to host CRM apps by small ISVs.”
Salesforce Wear Developer Pack is available now and is included with all user licenses of Salesforce CRM and the Salesforce Platform.