Digital Marketing News 6-28-2019: Trust, Emojis, & Social Media Marketing: The Latest Stats

Welcome to the TopRank Marketing news. I’m Tiffani Allen with your first story this week I am Joshua Nite. Yes hey you
know what’s more important than the actual show that we produce what
people’s experience of the show yeah yeah because it’s not really about
the content it’s about how people perceive it right value is in perception
and I’m not just making it up because I have hard statistical evidence to
support it yeah why would you like to know more yeah okay so there was a
survey recently of 500 consumers Wow otherwise known as people like you and
me and 66 percent is about two-thirds of them said that experience matters more
to them than price does when they’re shopping 52% of them said that they have
stopped shopping on a brand website because they had a bad experience Wow
so that’s fully over half of people who are like me your website sucks I’m out
so this is good news though for brands because competing on price is kind of a
pain in the neck there’s only so low you can go
before you are you know your margins are eliminated and you’re living in a box
sad day okay so but competing on experience is something we can all do so
think about when you’re putting together your customer experience think about
things like site speed response time of course how fast somebody gets back to
you and you chat when they chat on your site
somebody there for them are you leaving people hanging on social media don’t do
that another thing about experience basically we’re looking for an
omni-channel experience which is a fancy way of saying any time the customer
contacts you you recognize them you pay attention to them and you solve whatever
problem they have well there you go you can do that then 66% of them are gonna
go with you rather than somebody who’s cheaper you know I think that makes a
lot of sense Josh they do but I also think that b2b and b2c consumers aren’t
all that different yeah I know it’s crazy but I also have facts seems highly
suspect to me but tell me what you let me tell you more all right so a new
study from Forrester consulting commissioned by hashtag client Adobe
found that b2b and b2c consumers have more in common than one might think to
toe I will so 52% of marketers surveyed said they
had seen more similarities between their b2b and b2c audiences and customers in
terms of their behavior in the past two years than ever before myself yeah kind
of cool so both types are data-driven self directed I want emotionally and
contextually relevant interactions with brands experience I think yes I think
what we’re really getting to here is all people are still people right regardless
of what they’re trying to buy the survey also uncovered that creating holistic
marketing experiences by connecting interactions and tracking customers
throughout their customer journey is a struggle for both sides with less than
10 percent actually doing this kind of work on a day-to-day consistent basis so
clearly there’s a little bit of work to do there a little bit and of course for
our b2b marketers we have to keep in mind that the one big difference I think
is out buying committee yeah it’s generally like if I’m gonna go buy a
soft drink I don’t have to have six people sign up on it generally two or
three max yeah new furnace that’s like a ten person problem you know what another
thing that b2b people apparently are a little bit different though I’d like to
hear this ah I know the b2c folks we love emojis yes you know smiley face
shining face little hands like this yeah maybe the clap yes after every word so
people know that you’re serious about stuff it’s emphasis right but if you’re
doing that near b2b emails there is a decent indication that you might want to
stop great so this was a survey people did with they did some a B testing
something all marketers and maybe should be doing they did a four-week test of
sales email so they ended up doing two thousand samples for each of five
subject lines which I’m not a math major but that is approximately seven billion
tests it’s about yeah yeah Oh rounding Eric yeah but they found it so they had
the same subject line with an emoji and then without
and then with multiple and then without and they found that there was a 42
percent decline in response rate for the lives that had the emojis in the holy
cow so they were the theory there is that maybe emojis were effective and
getting people’s attention for a bit but that they’re starting to lose their
effectiveness because they’re being overused yes you know tale as old as
time song as old as rhyme we find a new way to reach people and get their
attention and over time it wears away there is one thing though that I will
point out about this research is that these were done on sales follow-up
emails okay necessarily marketing email got it so this is a good guideline but
as always I say do your own ap tests as well because your audience may be unique
that’s fair you know I also have a case to make for checking your own analytics
data but that’s gonna come a little later okay
show me what okay so you know how we talked about posting on social media all
the time and like oh cool everyone should do it so sprout social just
release their best times to post on social media and 2019 report so now that
you will hear these they will no longer be the best times to post but it’s
interesting Wednesday is the day right which makes sense I guess middle of the
week people getting kind of midweek slump but on Facebook Wednesday at 11:00
a.m. and 1:00 p.m. are the best times to post Instagram Wednesday at 11:00 and
Friday at 10:00 and 11:00 so Friday morning people are rolling a lot of
morning people out there okay yeah yeah so Twitter Wednesday at 9:00 a.m. and
Friday at 9:00 a.m. are the time that day was Twitter I don’t like to be sad they do and then LinkedIn Wednesday at
9:00 to 10:00 a.m. and noon for the time so early morning lunch break that kind
of stuff makes sense for a business audience but again once you hear these
times and dates that are the best to post everyone’s gonna start doing it so
always check your own social analytics for what gets you the best engagement
what drives the most traffic and when don’t just go on these guidelines but it
would be something interesting to test one other thing to note from the study
is that it is the safest to post on weekdays versus weekends just in terms
of being able to respond so something to keep in mind too if you don’t have a
full scale social media team that’s there to respond for the weekends maybe
don’t post though as you might get responses you can’t
I’m just amazed at how many people check social media work I would never it’s no
I’d never seen that happen foolish and you can trust me yes when I say that and
Trust is important yeah because it makes for a good segue into our last story
basically the 2019 Adelman trusts brand survey though if it’s a baby it’s very
very useful always gonna inspire a lot of very
interesting think pieces and you can think of this as the first will report
on some highlights here so 81% of consumers are now saying that they must
be able to trust a brand that they do business with – and I quote do what is
right okay so our challenge there of course is what do people perceive as
doing what is right what is right but and what is right is going to vary from
audience audience but they do want to trust your brand trust is more important
to people according to this report than good reviews Wow
then corporate reputation even the environmental impact huh so Trust is
huge of course the quality is still first priority you know like I trust you
but you have lousy products it’s not really gonna get you far right the other
ones that are a little bit ahead of trust are convenience and value are tied
in the second spot and then ingredients oh sure
so you know if your product is made of razors and cyanide but people trust you
but then why would they trust you yeah well maybe these things are all a little
bit related with each other yeah makes sense that you know people also prefer
the familiar in terms of trust oh yeah yeah so a 66% would rather stick with
their brand of choice even if a more innovative competitor were to come
around so Trust is more powerful than shiny object that is true baby
yeah actually 75% so that they value trust more than trendy now goodness yeah
which is fair could make sense but it’s difficult to regain that trust once you
do lose it forty five percent set of brand that displays unethical behavior
or has a controversy will never regain their trust oh thanks but only 34
percent of the trust brands that they buy from so weird silver lining for
everyone it’s not as important to purchase behavior but then again we
don’t know about the rest of that that 100 percent group there’s a little
desire gap there businesses can step into because people
are desperate to trust the brands and they value that your fifth highest in
the list of all the things that about a brand and yet only 34% of the trust the
brands that they’re currently using yeah so if your brand is an respected brand
that maybe is able to grab some of that trust by transparency authenticity
honesty all of those lovely love the buzzwords then you can step right in
that’s right trust me I’m a marketer well that’s all the news that we have
for you today we’ll be back next week with more digital marketing news if you
need more in the meantime you can follow me on twitter at tiffany underscore
ellen our top ranked at top-ranked if you can find me on twitter at nitrites
that’s an ide WRI T yes please do subscribe to the channel and to the top
ranked blog so you don’t miss any of our awesome content and we’ll see you next
time see ya thanks for tuning in bye you

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