In the new digital era, in which 70 % of searches on Google are made from a mobile device and where, according to the Total Retail 2017 study by the consulting firm PwC, 65% of consumers globally make purchases through mobile phones at least once a month – brands must be prepared to carry out effective marketing campaigns through these devices. Timor-Leste Email List Social media intelligence Social media intelligence , which applies Big Data to the social media strategy to analyze how the brand is positioned in social networks, is a tool that, used well, can make your social media marketing campaign a success. An example of success is Bimbo , one of the largest baking companies in the world, based in Mexico, which used a social media intelligence tool, called Brand watch , to develop a campaign on social networks. Bimbo launched a limited edition cake in the United States, and immediately the discontent of Mexican consumers was generated in the networks. With Brand watch, Bimbo was able to detect and visualize the crisis in real time, develop a strategic campaign for the launch of the product in Mexico,
identify influencers to amplify the scope of the campaign and measure the ROI (Return of Investment or return on investment) of the campaign on social networks. With this strategy, Bimbo increased sales of this product by 12%, which generated revenues of $ 580,000. Bots and cognitive technology In the same way that social media intelligence helps you to know your users through data, cognitive technology, that is, the use of machines applied to technology , allows not only to know the information, but to manage it, applying smart decisions. This technology , integrated into Artificial Intelligence (AI) solutions, allows us to offer marketing solutions that are closer to customer needs. CMOs prepare for 2020 An IBM study determined that two thirds of the surveyed CMOs believe that by 2020 they will be prepared to apply this technology in their departments and, therefore, in their processes. This means that they do not yet have this knowledge, so much remains to be done in this area. Unfortunately, with consumer evolution in mind, when we get to 2020 consumers may have moved beyond cognitive technology .
CMOs need to be bolder and implement new technologies before consumers evolve. How do catboats benefit businesses? An interesting Forbes article provides a clear example of the advantages of catboats. The boy uses Facebook comments and messages to communicate with end users and businesses. Consumers don’t need to leave Facebook on their mobile device to talk to businesses, and businesses have a built-in platform separate from Facebook Messenger . Hong Kong lead CMOs need to use technology to improve the User Experience If your client gets good service from your company and a good online experience, word of mouth towards their friends, family and / or work colleagues will be very beneficial for your business. And there is nothing more inbound than ‘word of mouth’ marketing. One of the most effective ways to manage user experience (UX) is through technology . For example, if a customer leaves their car at a workshop for a service, they receive a text message from the workshop confirming that they have received the car and are starting to work on it.